Gen-Z backpackers carve street food but worry about safety.
Gen-Z backpackers carve street food but worry about safety.
Backpackers are eager to try authentic Thai street food, but concerns about hygiene, language barriers, and unfamiliar ingredients often push them toward fast food or convenience stores—causing them to miss out on local culture and flavors.
Backpackers are eager to try authentic Thai street food, but concerns about hygiene, language barriers, and unfamiliar ingredients often push them toward fast food or convenience stores—causing them to miss out on local culture and flavors.
A Thai Foodie friend in your pocket guiding to eat street food safely.
A Thai Foodie friend in your pocket guiding to eat street food safely.
YummieStreet helps to discover a variety of iconic Thai street food with helpful tips along the way. Users can adjust flavours to match their preferences and order easily from local vendors. They can also create personalized food collections and level up their foodie rank in a fun, gamified experience while exploring the street food.
YummieStreet helps to discover a variety of iconic Thai street food with helpful tips along the way. Users can adjust flavours to match their preferences and order easily from local vendors. They can also create personalized food collections and level up their foodie rank in a fun, gamified experience while exploring the street food.
Zooming out to see the whole journey of backpackers' experience.
Zooming out to see the whole journey of backpackers' experience.
After examining the travel journey—before, during, and after the trip—we discovered a clear gap in the “during travel” phase, especially within the food experience. Many travelers rely on nearby food stalls they happen to pass by and often depend on word-of-mouth recommendations to find local places to eat.
After examining the travel journey—before, during, and after the trip—we discovered a clear gap in the “during travel” phase, especially within the food experience. Many travelers rely on nearby food stalls they happen to pass by and often depend on word-of-mouth recommendations to find local places to eat.
Digital Tools
Digital Tools
Analog Tools & Activities
Analog Tools & Activities
Lonely Planet Products
Lonely Planet Products
Ecosystem
Ecosystem
No apps that assist with ordering food on the street, in real time.
No apps that assist with ordering food on the street, in real time.
A closer look at existing food platforms reveals that most apps focus on online ordering or simple translation features. However, relying on convenience stores for meals means missing out on the authentic taste of local cuisine.
A closer look at existing food platforms reveals that most apps focus on online ordering or simple translation features. However, relying on convenience stores for meals means missing out on the authentic taste of local cuisine.
criteria
criteria
Market Stalls
Market Stalls
7/11
7/11
Fast Food Chain
Fast Food Chain
Food Court
Food Court
YummieStreet
YummieStreet
Not worrying about potentially getting sick from the food
Not worrying about potentially getting sick from the food
Being able to cater to specific food restrictions
Being able to cater to specific food restrictions
Being familiar with the food and ingredients
Being familiar with the food and ingredients
Not worrying about miscommunication
Not worrying about miscommunication
Eating authentic food with affordable price
Eating authentic food with affordable price
Competitor Analysis
Competitor Analysis
We interviewed Gen-Z backpackers and street food vendors at Khao San Road.
We interviewed Gen-Z backpackers and street food vendors at Khao San Road.
We conducted two rounds of interviews to better understand our target audience. The first round focused on general travel challenges, while the second round explored their eating habits and specific concerns related to food. We also talked with food vendors to understand the challenges they face when serving travellers and how they manage those situations.
We conducted two rounds of interviews to better understand our target audience. The first round focused on general travel challenges, while the second round explored their eating habits and specific concerns related to food. We also talked with food vendors to understand the challenges they face when serving travellers and how they manage those situations.
Backpackers interviews
Backpackers interviews
30
30
Countries
Countries
7
7
Food Vendors interviews
Food Vendors interviews
3
3
Days of interviews
Days of interviews
3
3
Interview Questions
Interview Questions
Interview Questions
We went to Khao San Road and made interviews to backpackers.
We went to Khao San Road and made interviews to backpackers.
We went to Khao San Road and made interviews to backpackers.
To Backpackers
To Backpackers
Have you ever tried street food?
How many types of street food have you already tried?
When was the last time you ate street food?
What was it like? What is your exp?
Do you have any dietary restrictions, like allergies, avoid protein or lactose intolerance?
How did you order street food with these restrictions?
Have you ever adjusted the dishes, like adjusting taste or ingredient?
How did you communicate with the vendor?
How did you choose to eat there?
If not, how come you still haven't tried?Do you have a plan to do so?
What hesitate you to try street food?
Have you ever tried street food?
How many types of street food have you already tried?
When was the last time you ate street food?
What was it like? What is your exp?
Do you have any dietary restrictions, like allergies, avoid protein or lactose intolerance?
How did you order street food with these restrictions?
Have you ever adjusted the dishes, like adjusting taste or ingredient?
How did you communicate with the vendor?
How did you choose to eat there?
If not, how come you still haven't tried?Do you have a plan to do so?
What hesitate you to try street food?
Have you ever tried street food?
How many types of street food have you already tried?
When was the last time you ate street food?
What was it like? What is your exp?
Do you have any dietary restrictions, like allergies, avoid protein or lactose intolerance?
How did you order street food with these restrictions?
Have you ever adjusted the dishes, like adjusting taste or ingredient?
How did you communicate with the vendor?
How did you choose to eat there?
If not, how come you still haven't tried?Do you have a plan to do so?
What hesitate you to try street food?
To Street Food Vendors
To Street Food Vendors
To Street Food Vendors
What is the range of the prices?
How do you determine your pricing?
Are there any secret tips that only Thai people know how to order the food or anything?
How do you handle with foreigners while ordering for food too?
Which food does foreigners like the most from your perspective?
Have you noticed any differences in how locals buy street food compared to how you do?
What is the range of the prices?
How do you determine your pricing?
Are there any secret tips that only Thai people know how to order the food or anything?
How do you handle with foreigners while ordering for food too?
Which food does foreigners like the most from your perspective?
Have you noticed any differences in how locals buy street food compared to how you do?
What is the range of the prices?
How do you determine your pricing?
Are there any secret tips that only Thai people know how to order the food or anything?
How do you handle with foreigners while ordering for food too?
Which food does foreigners like the most from your perspective?
Have you noticed any differences in how locals buy street food compared to how you do?
Understanding the backpackers' behaviours and needs
Understanding the backpackers' behaviours and needs
Based on insights from the interviews, we developed three personas reflecting different eating habits. Each persona highlights key frustrations and the temporary solutions they currently rely on.
Based on insights from the interviews, we developed three personas reflecting different eating habits. Each persona highlights key frustrations and the temporary solutions they currently rely on.
"I want to eat Thai street food, but I’m worried about getting sick."
"I want to eat Thai street food, but I’m worried about getting sick."
Hygienic henry (primary persona)
Hygienic henry (primary persona)
pain points
pain points
workarounds
workarounds
He wasn’t sure how long the food had been sitting out in open.
He wasn’t sure how long the food had been sitting out in open.
Only eats from stalls where he can see food being cooked fresh.
Only eats from stalls where he can see food being cooked fresh.
Worries that street food might come at the expense of hygiene.
Worries that street food might come at the expense of hygiene.
Only eats at fast food chains and small restaurants where he is more comfortable.
Only eats at fast food chains and small restaurants where he is more comfortable.
Sees that street food is cheaper and is curious but still hesitant to order his own.
Sees that street food is cheaper and is curious but still hesitant to order his own.
Only eats street food when he is with other experienced travellers he trusts.
Only eats street food when he is with other experienced travellers he trusts.
"I want to try Thai street food, but being vegetarian in a new country is always tricky."
"I want to try Thai street food, but being vegetarian in a new country is always tricky."
PIcky pia
PIcky pia
pain points
pain points
workarounds
workarounds
Hard to find vegetarian-friendly dishes in street food.
Hard to find vegetarian-friendly dishes in street food.
Rely on the familiar dishes she knows, like mango sticky rice.
Rely on the familiar dishes she knows, like mango sticky rice.
Can’t tell if some dishes contained hidden-meat related ingredients and ended up eating them.
Can’t tell if some dishes contained hidden-meat related ingredients and ended up eating them.
Go to dedicated vegetarian street food stalls at Chatuchak Market and Chinatown.
Go to dedicated vegetarian street food stalls at Chatuchak Market and Chinatown.
Feels like there’s limited vegetarian options at street food stalls.
Feels like there’s limited vegetarian options at street food stalls.
Choose Indian restaurants or packaged snacks in 7-11 if no options are available.
Choose Indian restaurants or packaged snacks in 7-11 if no options are available.
"Thai food is culture on a plate—I just need guidance on what to try for a truly authentic experience."
"Thai food is culture on a plate—I just need guidance on what to try for a truly authentic experience."
curious clara
curious clara
pain points
pain points
workarounds
workarounds
Overwhelmed by many stalls selling variations of the same dish.
Overwhelmed by many stalls selling variations of the same dish.
Choose randomly from one of the stalls to try out the food first.
Choose randomly from one of the stalls to try out the food first.
Struggles to find unique local dishes for an authentic experience.
Struggles to find unique local dishes for an authentic experience.
Asks hostel mates and local for suggestions on what to try.
Asks hostel mates and local for suggestions on what to try.
Large-portion dishes make it hard to try different street food.
Large-portion dishes make it hard to try different street food.
Buys small portions to sample as many dishes as possible.
Buys small portions to sample as many dishes as possible.
How might we ease Hygienic Henry’s concerns and increase his confidence in exploring and enjoying a wider variety of street food?
How might we ease Hygienic Henry’s concerns and increase his confidence in exploring and enjoying a wider variety of street food?
With YummieStreet, users can easily order street food by selecting dietary preferences, exploring a variety of local dishes, customizing flavors to their taste, and translating orders effortlessly—all to enjoy authentic meals with confidence.
With YummieStreet, users can easily order street food by selecting dietary preferences, exploring a variety of local dishes, customizing flavors to their taste, and translating orders effortlessly—all to enjoy authentic meals with confidence.
Get Ready!
Henry opens the app and starts exploring.
Get Ready!
Henry opens the app and starts exploring.
Choose Food Restrictions
Choose Food Restrictions
Henry can select any foods or ingredients he is allergic to or prefer to avoid.
Henry can select any foods or ingredients he is allergic to or prefer to avoid.
Discover Dishes and Top Street Food Spots
Discover Dishes and Top Street Food Spots
He explores a wide variety of dishes, including options from Michelin-recommended Street food stalls.
He explores a wide variety of dishes, including options from Michelin-recommended Street food stalls.
Check Dish Details
Check Dish Details
He views the ingredients and flavour profile of each dish, along with tips on how to enjoy it like a local.
He views the ingredients and flavour profile of each dish, along with tips on how to enjoy it like a local.
Adjust Flavours
Adjust Flavours
Henry applies food restriction preferences to automatically customize dishes.
Henry applies food restriction preferences to automatically customize dishes.
Order Like A Local Thai
Order Like A Local Thai
Henry can easily show the translated dish order to street food vendors.
Henry can easily show the translated dish order to street food vendors.
Voila!
Henry orders easily with just a few taps.
Voila!
Henry orders easily with just a few taps.
Henry can explore other special features.
Henry can explore other special features.
Scan Menu
Scan Menu
He can simply scan any menu to get an instant translation of the dish list.
He can simply scan any menu to get an instant translation of the dish list.
Read Food Safety Tips
Read Food Safety Tips
He can read food safety tips to enjoy his meal with confidence and peace of mind.
He can read food safety tips to enjoy his meal with confidence and peace of mind.
Wait!
The most exciting part for Henry is street food adventure.
Wait!
The most exciting part for Henry is street food adventure.
Unlock street food adventure in a fun way.
Unlock street food adventure in a fun way.
Users can join a fun, gamified food collection challenge with six exciting levels to explore. Discover new dishes, snap photos of food adventures, and watch collection grow as the user levels up. The more the user eats, the higher the foodie rank climbs!
Users can join a fun, gamified food collection challenge with six exciting levels to explore. Discover new dishes, snap photos of food adventures, and watch collection grow as the user levels up. The more the user eats, the higher the foodie rank climbs!
Every time user levels up, the whole app color theme will change.
Every time user levels up, the whole app color theme will change.
Rookie Level
Rookie Level
Henry starts with rookie level which is the basic level in food adventure.
Henry starts with rookie level which is the basic level in food adventure.
Add into Food Collection Card
Add into Food Collection Card
Every time he tries new street food, and he can add into food collection.
Every time he tries new street food, and he can add into food collection.
Level Up to Next Step
Level Up to Next Step
Henry achieves a badge after one food card is full.
Henry achieves a badge after one food card is full.
Then, he levels up to apprentice which is second food adventure level.
Then, he levels up to apprentice which is second food adventure level.
Hooray!
Henry levels up his food adventure while enjoying street food.
Hooray!
Henry levels up his food adventure while enjoying street food.
Structure of YummieStreet
Structure of YummieStreet
This is the overall structure of the application and its basic screens. There is total 14 pages.
This is the overall structure of the application and its basic screens. There is total 14 pages.
Second Level
Third Level
First Level
Food Restriction Questions
Food Restriction Questions
Onboarding3
Onboarding3
Onboarding2
Onboarding2
Onboarding1
Onboarding1
Explore
(Landing Page)
Explore
(Landing Page)
Food Restriction Screen
Food Restriction Screen
Thai Translation
Thai Translation
Edit Profile
Edit Profile
Dish Customization
Dish Customization
0.0
A1
A2
A3
A4
A4.1
1.0
2.0
4.0
4.1.1
3.1
4.1
3.0
Login / Signup
Login / Signup
B1
Dish Details
Dish Details
My Collections
My Collections
Scan Menu Translations
Scan Menu Translations
Food Safety Tips
Food Safety Tips
Sitemap
Sitemap
From dish exploration to placing order
From dish exploration to placing order
This is the main user flow, starting from exploring dishes to successfully placing an order with street food vendors.
This is the main user flow, starting from exploring dishes to successfully placing an order with street food vendors.
User Flow
User Flow
Wireframe
Wireframe
Wireframe
Colors for street food theme reflection
Colors for street food theme reflection
To get a sense of food adventure while building trust around safe and enjoyable eating experiences, I choose palette blending warmth, freshness, and cultural vibrancy to make users feel both excited to explore and confident in their choices.
To get a sense of food adventure while building trust around safe and enjoyable eating experiences, I choose palette blending warmth, freshness, and cultural vibrancy to make users feel both excited to explore and confident in their choices.
Primary
Primary
Primary
#FBD779
#FBD779
#FBD779
Secondary
Secondary
Secondary
#B6E9DA
#B6E9DA
#B6E9DA
Tertiary
Tertiary
Tertiary
#D18932
#D18932
#D18932
Neutral
Neutral
Neutral
#000000
#000000
#000000
Food Mastery Levels Challenge Colors
Food Mastery Levels Challenge Colors
Each of the six challenge levels is inspired by the colour tones of Thai dishes, from the mildest to the spiciest flavours.
Each of the six challenge levels is inspired by the colour tones of Thai dishes, from the mildest to the spiciest flavours.
Rookie
Rookie
Rookie
#60B480
#60B480
#60B480
Apprentice
Apprentice
Apprentice
#F9A900
#F9A900
#F9A900
Challenger
Challenger
Challenger
#EC6723
#EC6723
#EC6723
Expert
Expert
Expert
#D93619
#D93619
#D93619
Master
Master
Master
#1A3862
#1A3862
#1A3862
Grandmaster
Grandmaster
Grandmaster
#30271E
#30271E
#30271E
Sans-serif font for minimalist and friendly tone
Sans-serif font for minimalist and friendly tone
YummieStreet is street-savvy and travel-friendly focused on clarity, simplicity, and user delight. It enhances modern confidence, ideal for a food-tech product meant for global backpackers.
YummieStreet is street-savvy and travel-friendly focused on clarity, simplicity, and user delight. It enhances modern confidence, ideal for a food-tech product meant for global backpackers.
General Sans
General Sans
General Sans
Regular/ Medium/ Semibold
Regular/ Medium/ Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789[{]}\|;:’”,<.>/?`~
!@#$%^&*()-=_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789[{]}\|;:’”,<.>/?`~
!@#$%^&*()-=_+
Header
Header
32px Regular
32px Regular
Subheader
Subheader
20px Semibold
20px Semibold
Body
Body
17px Medium
17px Medium
Button Text
16px Semibold
Label
14px Medium
Highlight
9px Medium
Icons & Components
Icons & Components
These are the elements used in building the app.
With YummieStreet, anyone can eat like a local Thai.
With YummieStreet, anyone can eat like a local Thai.
Though YummieStreet is focused for Gen-Z backpackers, but it is an evergreen tool for all tourists and foreigners who come to Thailand.
Though YummieStreet is focused for Gen-Z backpackers, but it is an evergreen tool for all tourists and foreigners who come to Thailand.
Helps users stretch budget
Helps users stretch budget
Guides how to eat street food safely
Guides how to eat street food safely
Gets in touch with Thai authentic taste experience
Gets in touch with Thai authentic taste experience
Explores different street food with confidence
Explores different street food with confidence
Our team
Our team
We collaborated by brainstorming and sketching ideas on paper. Working with a team taught me the importance of listening to each other's opinions, staying on schedule, and managing time effectively.
We collaborated by brainstorming and sketching ideas on paper. Working with a team taught me the importance of listening to each other's opinions, staying on schedule, and managing time effectively.
What I have learned from this project
What I have learned from this project
During this project, I realized the importance of in-depth research especially in understanding Gen Z backpackers, their eating habits, and the challenges they face. Collaborating with the team helped us generate diverse ideas, then narrow them down into focused, user-centred solutions. I also discovered how gamification can not only encourage users to explore new experiences but also effectively meet their needs and solve real problems.
Working on this project also strengthened my skills in data synthesis, information architecture, and time management enabling me to deliver meaningful solutions within tight deadlines.
During this project, I realized the importance of in-depth research especially in understanding Gen Z backpackers, their eating habits, and the challenges they face. Collaborating with the team helped us generate diverse ideas, then narrow them down into focused, user-centred solutions. I also discovered how gamification can not only encourage users to explore new experiences but also effectively meet their needs and solve real problems.
Working on this project also strengthened my skills in data synthesis, information architecture, and time management enabling me to deliver meaningful solutions within tight deadlines.
YummieStreet
YummieStreet
A Thai foodie friend in your pocket
Help Gen-Z backpackers eating street food safely and stretch budget in a fun and gamified way.
YummieStreet
A Thai foodie friend in your pocket
Help Gen-Z backpackers eating street food safely and stretch budget in a fun and gamified way.
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Get In Touch
Get In Touch
Get In Touch
© 2025 Rina. All Right Reserved.
© 2025 Rina. All Right Reserved.