Gourmet Carte
Gourmet Carte
Gourmet Carte
"One dish doesn’t fit all. Gourmet Carte finds the dishes only for you."
Gourmet Carte is an ongoing startup project initiated in 2021. Our team created a personalized and shareable foodie journey for food lovers through the Gourmet Carte app and mobile web platform.
"One dish doesn’t fit all. Gourmet Carte finds the dishes only for you."
Gourmet Carte is an ongoing startup project initiated in 2021. Our team created a personalized and shareable foodie journey for food lovers through the Gourmet Carte app and mobile web platform.
"One dish doesn’t fit all. Gourmet Carte finds the dishes only for you."
Gourmet Carte is an ongoing startup project initiated in 2021. Our team created a personalized and shareable foodie journey for food lovers through the Gourmet Carte app and mobile web platform.
MY ROLE
MY ROLE
MY ROLE
UX Lead
Design Decisions
Design System
Visual and Interaction Design
Quality Control
Development Collaboration
Mentor
UX Lead
Design Decisions
Design System
Visual and Interaction Design
Quality Control
Development Collaboration
Mentor
UX Lead
Design Decisions
Design System
Visual and Interaction Design
Quality Control
Development Collaboration
Mentor
START-UP TEAM (20)
START-UP TEAM (20)
START-UP TEAM (20)
Product Manager
UI/UX Designer
UX Researcher
Developer Team
Marketing Team
Product Manager
UI/UX Designer
UX Researcher
Developer Team
Marketing Team
Product Manager
UI/UX Designer
UX Researcher
Developer Team
Marketing Team
PLATFORM
PLATFORM
iOS
Android
iOS
Android
YEAR
YEAR
2021
2021
PLATFORM
PLATFORM
iOS
Android
iOS
Android
YEAR
YEAR
2021
2021
The Question of "What to eat"
After a user testing interview with Jerry L., the project’s founder and PM, I joined the GourmetCarte team.
As a food lover myself, I understood the problem: existing apps prioritized restaurant listings and ordering, but none answered the question — "What to eat"
The Question of "What to eat"
After a user testing interview with Jerry L., the project’s founder and PM, I joined the GourmetCarte team.
As a food lover myself, I understood the problem: existing apps prioritized restaurant listings and ordering, but none answered the question — "What to eat"
The Question of "What to eat"
After a user testing interview with Jerry L., the project’s founder and PM, I joined the GourmetCarte team.
As a food lover myself, I understood the problem: existing apps prioritized restaurant listings and ordering, but none answered the question — "What to eat"
Which Dishes Would Best Suit My Taste Preferences?
This question became the foundation of Gourmet Carte. Rather than just listing restaurants, we set out to build a platform that inspires and guides users through a food discovery journey which makes every dining experience more enjoyable and tailored.
Which Dishes Would Best Suit My Taste Preferences?
This question became the foundation of Gourmet Carte. Rather than just listing restaurants, we set out to build a platform that inspires and guides users through a food discovery journey which makes every dining experience more enjoyable and tailored.
Which Dishes Would Best Suit My Taste Preferences?
This question became the foundation of Gourmet Carte. Rather than just listing restaurants, we set out to build a platform that inspires and guides users through a food discovery journey which makes every dining experience more enjoyable and tailored.
The Missing Ingredient: Personalized Dish Discovery
We identified a strong demand for a food app that delivers personalized dish recommendations based on individual taste preferences — and allows users to tap into their network for suggestions.
The Missing Ingredient: Personalized Dish Discovery
We identified a strong demand for a food app that delivers personalized dish recommendations based on individual taste preferences — and allows users to tap into their network for suggestions.
The Missing Ingredient: Personalized Dish Discovery
We identified a strong demand for a food app that delivers personalized dish recommendations based on individual taste preferences — and allows users to tap into their network for suggestions.
Everyone’s palate is different
Exploring new restaurants and menus can feel overwhelming without guidance tailored to personal tastes.
Everyone’s palate is different
Exploring new restaurants and menus can feel overwhelming without guidance tailored to personal tastes.
Everyone’s palate is different
Exploring new restaurants and menus can feel overwhelming without guidance tailored to personal tastes.
Question 1:
How easy or hard is it for you to figure out what to eat?
Question 1:
How easy or hard is it for you to figure out what to eat?
Question 1:
How easy or hard is it for you to figure out what to eat?
Takeaway 1:
About 21% of interviewees struggle to decide what to order when dining out.
Takeaway 1:
About 21% of interviewees struggle to decide what to order when dining out.
Takeaway 1:
About 21% of interviewees struggle to decide what to order when dining out.
Current food apps miss the mark
Current food apps focus on general restaurant suggestions but offer limited insight into specific dishes, leaving users guessing what to order.
Current food apps miss the mark
Current food apps focus on general restaurant suggestions but offer limited insight into specific dishes, leaving users guessing what to order.
Current food apps miss the mark
Current food apps focus on general restaurant suggestions but offer limited insight into specific dishes, leaving users guessing what to order.
Question 2:
If you chose “Hard” or “Very Hard,” what makes it difficult to decide what to eat?
Question 2:
If you chose “Hard” or “Very Hard,” what makes it difficult to decide what to eat?
Question 2:
If you chose “Hard” or “Very Hard,” what makes it difficult to decide what to eat?
Takeaway 2:
Lack of detailed dish information makes ordering decisions more difficult.
Takeaway 2:
Lack of detailed dish information makes ordering decisions more difficult.
Takeaway 2:
Lack of detailed dish information makes ordering decisions more difficult.
Users want more than generic reviews
Users are looking for dish-level personalization and a way to ask around for recommendations — not just rely on anonymous or generic reviews.
Users want more than generic reviews
Users are looking for dish-level personalization and a way to ask around for recommendations — not just rely on anonymous or generic reviews.
Users want more than generic reviews
Users are looking for dish-level personalization and a way to ask around for recommendations — not just rely on anonymous or generic reviews.
Question 3:
Whose recommendations do you rely on most when deciding what dish to order?
Question 3:
Whose recommendations do you rely on most when deciding what dish to order?
Question 3:
Whose recommendations do you rely on most when deciding what dish to order?
Takeaway 3:
79% of interviewees mentioned recommendations from friends and family play a key role in their decision-making when ordering dishes.
Takeaway 3:
79% of interviewees mentioned recommendations from friends and family play a key role in their decision-making when ordering dishes.
Takeaway 3:
79% of interviewees mentioned recommendations from friends and family play a key role in their decision-making when ordering dishes.
What features would empower users to explore dishes tailored to their tastes, build connections, and share their dining experiences — all in one platform?
What features would empower users to explore dishes tailored to their tastes, build connections, and share their dining experiences — all in one platform?
What features would empower users to explore foods tailored to their tastes, build connections, and share their dining experiences — all in one platform?
A Dish-First, Personalized, and Social Platform for Food Lovers
Here are some hypotheses for how we’re tackling it:
A Dish-First, Personalized, and Social Platform for Food Lovers
Here are some hypotheses for how we’re tackling it:
A Dish-First, Personalized, and Social Platform for Food Lovers
Here are some hypotheses for how we’re tackling it:
Personalization
Personalization
Personalization
Deliver dish recommendations tailored to each user’s unique taste profile.
Deliver dish recommendations tailored to each user’s unique taste profile.
Deliver dish recommendations tailored to each user’s unique taste profile.
Connection
Connection
Connection
Design an intuitive experience that let users exchange food insights and connect with others.
Design an intuitive experience that let users exchange food insights and connect with others.
Design an intuitive experience that let users exchange food insights and connect with others.
Journey
Journey
Journey
Let users easily log their dining experiences effortless, building a personal food diary.
Let users easily log their dining experiences effortless, building a personal food diary.
Let users easily log their dining experiences effortless, building a personal food diary.
My Impact Across GourmetCarte’s Roadmap
I joined the GourmetCarte team in 2021, collaborating closely with PM Jerry L. and fellow designers Eileen Z. and Kexin K.
Mar 2021 — Focused on improving core features for the MVP web app.
Jun 2022 — After 4 major web iterations, I transitioned to mobile, working closely with the front-end team to ship the design.
Mar 2023 — Supported the deployment and user testing leading to our mobile app launch.
My Impact Across GourmetCarte’s Roadmap
I joined the GourmetCarte team in 2021, collaborating closely with PM Jerry L. and fellow designers Eileen Z. and Kexin K.
Mar 2021 — Focused on improving core features for the MVP web app.
Jun 2022 — After 4 major web iterations, I transitioned to mobile, working closely with the front-end team to ship the design.
Mar 2023 — Supported the deployment and user testing leading to our mobile app launch.
My Impact Across GourmetCarte’s Roadmap
I joined the GourmetCarte team in 2021, collaborating closely with PM Jerry L. and fellow designers Eileen Z. and Kexin K.
Mar 2021 — Focused on improving core features for the MVP web app.
Jun 2022 — After 4 major web iterations, I transitioned to mobile, working closely with the front-end team to ship the design.
Mar 2023 — Supported the deployment and user testing leading to our mobile app launch.
Project Roadmap
Project Roadmap
Project Roadmap
Validate the Hypotheses
I joined the project shortly after the MVP web version launched with core features: Explore, Discover, Collection, and Profile. While it introduced dish-level browsing, it still fell short of addressing the problem statement.
To validate the hypotheses and uncover real user needs, I led the first round of testing with 16 participants, ages 20–55, from diverse backgrounds. Using 15-minute semi-structured video interviews, I gathered qualitative insights that guided follow-up interviews and secondary research.
Validate the Hypotheses
I joined the project shortly after the MVP web version launched with core features: Explore, Discover, Collection, and Profile. While it introduced dish-level browsing, it still fell short of addressing the problem statement.
To validate the hypotheses and uncover real user needs, I led the first round of testing with 16 participants, ages 20–55, from diverse backgrounds. Using 15-minute semi-structured video interviews, I gathered qualitative insights that guided follow-up interviews and secondary research.
Validate the Hypotheses
I joined the project shortly after the MVP web version launched with core features: Explore, Discover, Collection, and Profile. While it introduced dish-level browsing, it still fell short of addressing the problem statement.
To validate the hypotheses and uncover real user needs, I led the first round of testing with 16 participants, ages 20–55, from diverse backgrounds. Using 15-minute semi-structured video interviews, I gathered qualitative insights that guided follow-up interviews and secondary research.
01 Personalized Recommendations
75% of participants were interested in using recommendations for food exploration.
01 Personalized Recommendations
75% of participants were interested in using recommendations for food exploration.
01 Personalized Recommendations
75% of participants were interested in using recommendations for food exploration and discovery.
02 Like-minded Users
Participants wanted the feature to follow like-minded users for inspiration and discovery.
02 Like-minded Users
Participants wanted the feature to follow like-minded users for inspiration and discovery.
02 Like-minded Users
Participants wanted the feature to follow like-minded users for inspiration and discovery.
03 Collect, Track and Post
Participants wants a space to save favorites, track experiences, and share personal insights through posts and collections.
03 Collect, Track and Post
Participants wants a space to save favorites, track experiences, and share personal insights through posts and collections.
03 Collect, Track and Post
Participants wants a space to save favorites, track experiences, and share personal insights through posts and collections.
This validates our hypothesis — but beyond the 3 key insights, we uncovered additional opportunities for improvement:
Lack of filters and categories made it hard to find content and navigate.
Participants found the layout lacking and wanted more diverse content.
This validates our hypothesis — but beyond the 3 key insights, we uncovered additional opportunities for improvement:
Lack of filters and categories made it hard to find content and navigate.
Participants found the layout lacking and wanted more diverse content.
This validates our hypothesis — but beyond the 3 key insights, we uncovered additional opportunities for improvement:
Lack of filters and categories made it hard to find content and navigate.
Participants found the layout lacking and wanted more diverse content.
Gourmet Carte Ecosystem
Gourmet Carte creates a three-sided ecosystem connecting restaurants, influencers, and customer.
Gourmet Carte Ecosystem
Gourmet Carte creates a three-sided ecosystem connecting restaurants, influencers, and customer.
Gourmet Carte Ecosystem
Gourmet Carte creates a three-sided ecosystem connecting restaurants, influencers, and customer.
Influencer
Influencer
Influencer
Benefit: Get exclusive perks
Action: Share, rate, and review
Benefit: Get exclusive perks
Action: Share, rate, and review
Benefit: Get exclusive perks
Action: Share, rate, and review
Customer
Customer
Customer
Benefit: Earn rewards.
Action: Upload photos, menus or other content.
Benefit: Earn rewards.
Action: Upload photos, menus or other content.
Benefit: Earn rewards.
Action: Upload photos, menus or other content.
Restaurant
Restaurant
Restaurant
Benefit: Market and stay connected with customers
Action: Manage digital menus and restaurant info
Benefit: Market and stay connected with customers
Action: Manage digital menus and restaurant info
Benefit: Market and stay connected with customers
Action: Manage digital menus and restaurant info
User Journey
Based on our primary research, I created a circular user journey map to consolidate pain points, opportunities, and key touch points across the full food experience. This helped the team identify where to improve and align solutions.
User Journey
Based on our primary research, I created a circular user journey map to consolidate pain points, opportunities, and key touch points across the full food experience. This helped the team identify where to improve and align solutions.
User Journey
Based on our primary research, I created a circular user journey map to consolidate pain points, opportunities, and key touch points across the full food experience. This helped the team identify where to improve and align solutions.
User Journey
User Journey
User Journey
Information Architecture
Before jumping into wireframes, I restructured the information architecture to uncover hidden opportunities tied to the 3 goals. This new structure was presented to the team and well-received — becoming the foundation for the next round of wireframes and user testing.
Information Architecture
Before jumping into wireframes, I restructured the information architecture to uncover hidden opportunities tied to the 3 goals. This new structure was presented to the team and well-received — becoming the foundation for the next round of wireframes and user testing.
Information Architecture
Before jumping into wireframes, I restructured the information architecture to uncover hidden opportunities tied to the 3 goals. This new structure was presented to the team and well-received — becoming the foundation for the next round of wireframes and user testing.
Information Architecture
Information Architecture
Information Architecture
MVP - Iteration - Hi-Fi
MVP - Iteration - Hi-Fi
MVP - Iteration - Hi-Fi
I transitioned into high-fidelity design by first reworking the MVP based on insights from user feedback and business objectives.
I transitioned into high-fidelity design by first reworking the MVP based on insights from user feedback and business objectives.
I transitioned into high-fidelity design by first reworking the MVP based on insights from user feedback and business objectives.
MVP Iterations
MVP Iterations
MVP Iterations
Through rapid iterations, we tested alignment with business goals and validated design decisions via quick interviews and surveys. This feedback-driven approach helped us move fast and reduce risk early — essential in a resource-constrained startup.
Through rapid iterations, we tested alignment with business goals and validated design decisions via quick interviews and surveys. This feedback-driven approach helped us move fast and reduce risk early — essential in a resource-constrained startup.
Through rapid iterations, we tested alignment with business goals and validated design decisions via quick interviews and surveys. This feedback-driven approach helped us move fast and reduce risk early — essential in a resource-constrained startup.
Homepage
Homepage
Feature 1: Explore Faster and More
Feature 1: Explore Faster and More
Feature 1: Explore Faster and More
Iteration
Iteration
Final Design
Final Design
Justification
Justification
Users want more content visibility — they’re looking for broader results when browsing.
Users want more content visibility — they’re looking for broader results when browsing.
Users want more content visibility — they’re looking for broader results when browsing.
Friend-based recommendations carry weight — users rely more on their personal network than anonymous reviews.
Friend-based recommendations carry weight — users rely more on their personal network than anonymous reviews.
Friend-based recommendations carry weight — users rely more on their personal network than anonymous reviews.
Explore
Explore
Feature 2: Stay on Trend
Feature 2: Stay on Trend
Feature 2: Stay on Trend
Iteration
Iteration
Final Design
Final Design
Justification
Justification
Users are interested in trending dishes and popular places — they’re eager to stay current and discover.
Users are interested in trending dishes and popular places — they’re eager to stay current and discover.
Users are interested in trending dishes and popular places — they’re eager to stay current and discover.
Well-organized themes support quick navigation — helping users easily pinpoint content that matches their interests.
Well-organized themes support quick navigation — helping users easily pinpoint content that matches their interests.
Well-organized themes support quick navigation — helping users easily pinpoint content that matches their interests.
Collect
Collect
Feature 3: Discover Who Shares Your Taste
Feature 3: Discover Who Shares Your Taste
Feature 3: Discover Who Shares Your Taste
Iteration
Iteration
Final Design
Final Design
Justification
Justification
Users enjoy sharing restaurant and dish with friends — it adds value to their food experience.
Users enjoy sharing restaurant and dish with friends — it adds value to their food experience.
Users enjoy sharing restaurant and dish with friends — it adds value to their food experience.
Users want to connect with others who share similar tastes — social discovery enhances relevance.
Users want to connect with others who share similar tastes — social discovery enhances relevance.
Users want to connect with others who share similar tastes — social discovery enhances relevance.
Foodprint
Foodprint
Feature 4: Stamp the Food Journey
Feature 4: Stamp the Food Journey
Feature 4: Stamp the Food Journey
Iteration
Iteration
Final Design
Final Design
Justification
Justification
Some users prefer a quick, low-effort way to share — and are more likely to stamp a dish or restaurant with one tap.
Some users prefer a quick, low-effort way to share — and are more likely to stamp a dish or restaurant with one tap.
Some users prefer a quick, low-effort way to share — and are more likely to stamp a dish or restaurant with one tap.
Users value taste alignment — showing a similarity score helps them connect with others who share their food preferences.
Users value taste alignment — showing a similarity score helps them connect with others who share their food preferences.
Users value taste alignment — showing a similarity score helps them connect with others who share their food preferences.
UX-to-Dev Pipeline
UX-to-Dev Pipeline
UX-to-Dev Pipeline
I worked closely with the dev team to define a scalable design handoff workflow. Instead of pushing everything at once, I introduced a phased rollout using design sprints — giving the team time to dev, test, and adapt.
I worked closely with the dev team to define a scalable design handoff workflow. Instead of pushing everything at once, I introduced a phased rollout using design sprints — giving the team time to dev, test, and adapt.
I worked closely with the dev team to define a scalable design handoff workflow. Instead of pushing everything at once, I introduced a phased rollout using design sprints — giving the team time to dev, test, and adapt.
Reflections
Nothing is over with this project, as there is so much we learned about Gourmet Carte and its potential. I learned a lot about the world of the online catering industry, start-up environment, and many good foods, thanks to the great people I've been able to interact with.
Following are some of the points I presented to Gourmet Carte before wrapping up my time with the team.
Reflections
Nothing is over with this project, as there is so much we learned about Gourmet Carte and its potential. I learned a lot about the world of the online catering industry, start-up environment, and many good foods, thanks to the great people I've been able to interact with.
Following are some of the points I presented to Gourmet Carte before wrapping up my time with the team.
Reflections
Nothing is over with this project, as there is so much we learned about Gourmet Carte and its potential. I learned a lot about the world of the online catering industry, start-up environment, and many good foods, thanks to the great people I've been able to interact with.
Following are some of the points I presented to Gourmet Carte before wrapping up my time with the team.
Short-term
Continue user testing on the updated design and iterate based on real feedback to refine usability.
Partner with Daniel Guo (Developer Lead) to assess feasibility and implement key design changes — prioritizing compatibility with the current system architecture.
Improve and evolve the invitation system as part of the upcoming App 3.1 iteration to strengthen social engagement and retention.
Short-term
Continue user testing on the updated design and iterate based on real feedback to refine usability.
Partner with Daniel Guo (Developer Lead) to assess feasibility and implement key design changes — prioritizing compatibility with the current system architecture.
Improve and evolve the invitation system as part of the upcoming App 3.1 iteration to strengthen social engagement and retention.
Short-term
Continue user testing on the updated design and iterate based on real feedback to refine usability.
Partner with Daniel Guo (Developer Lead) to assess feasibility and implement key design changes — prioritizing compatibility with the current system architecture.
Improve and evolve the invitation system as part of the upcoming App 3.1 iteration to strengthen social engagement and retention.
Long-term
Identify key future enhancements to streamline core interactions.
Collect and analyze more user data to build trust and highlight the value of personalized food discovery.
Long-term
Identify key future enhancements to streamline core interactions.
Collect and analyze more user data to build trust and highlight the value of personalized food discovery.
Long-term
Identify key future enhancements to streamline core interactions.
Collect and analyze more user data to build trust and highlight the value of personalized food discovery.
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About Me
A lifelong learner, driven by curiosity and inspired by diverse perspectives, always humbled by the wisdom of many. With over four years of experience, I’ve worked across enterprise, R&D, startups, and consumer-facing digital and physical products, primarily within healthcare, commercial sectors, and urban design.
© 2025 DEREK CHAI
© 2025 DEREK CHAI
About Me
A lifelong learner, driven by curiosity and inspired by diverse perspectives, always humbled by the wisdom of many. With over four years of experience, I’ve worked across enterprise, R&D, startups, and consumer-facing digital and physical products, primarily within healthcare, commercial sectors, and urban design.
© 2025 DEREK CHAI