Eato is a conceptual mobile application aimed at simplifying the food ordering experience for urban users in Indonesia. As an alternative to well-known platforms like GrabFood and GoFood, Eato focuses on speed, simplicity.
Context
Eato is a mobile food delivery platform designed to streamline the way users discover, order, and enjoy food from local restaurants and vendors. Developed as part of a broader initiative to support food-related SMEs in urban areas, the app focuses on creating a seamless and reliable ordering experience for both customers and merchants.
The client aimed to build a lightweight, efficient alternative to existing food delivery services in Indonesia—one that highlights speed, clarity, and accessibility, especially for users in secondary cities or underserved markets.
Details
Time Frame:
February 2024 – March 2024 (6 weeks)
Role:
UX/UI Designer
Involvement:
UX Research, UI Design
Overview
Eato is a conceptual mobile app designed to improve the way people order food online—faster, simpler, and more accessible. Inspired by the growing reliance on food delivery platforms in urban areas, Eato aims to cut through the clutter of traditional apps by focusing on a clean user experience, transparent pricing, and stronger support for local food vendors.
In today’s fast-paced lifestyle, users want quick decisions, minimal friction, and personalized recommendations. At the same time, many small food businesses struggle to gain visibility in saturated platforms. Eato was created to bridge both needs: giving users a better way to order, and giving sellers a fairer way to grow.
This project covers the full product design journey—from research and problem framing, to ideation, prototyping, and final UI design. It also explores how design can drive business value in a highly competitive and behavior-driven industry like food delivery.
Challenge
While food delivery has become part of daily life for many urban users, existing platforms often fall short in delivering a truly seamless experience. Through early observation and informal interviews, several key challenges emerged:
- Lack of personalized food recommendations
- Hidden fees and unclear delivery information
- Overwhelming and cluttered UI
- Difficult onboarding and low visibility for small/local vendors
- Limited trust and loyalty due to inconsistent app experience
Solution
To address the challenges identified, Eato was designed with a user-centered and vendor-friendly approach, focusing on clarity, simplicity, and inclusivity.
- Minimalist, clean user interface
- Smart, budget-based recommendations
- Transparent pricing & delivery tracking
- Easy vendor onboarding & promotion tools
- Quick-order options & saved favorites
- Clear UX Improvements
Results
The Eato project successfully delivered a complete design concept that addresses real user needs and business opportunities in the food delivery space. Although this was a self-initiated project, the outcomes were based on grounded insights and practical design thinking.
Key Outcomes
- Positive User Feedback (from prototype testing)
- 87% of users said the app felt “faster and easier” than their current food delivery app
- 5 out of 6 testers said they would use Eato if it supported their favorite local food vendors
- Clear UX Improvements
- Streamlined user flow from discovery to checkout
- Reduced cognitive load with focused UI and fewer decision points
- Increased perceived trust with transparent pricing and real-time tracking
- Vendor-Friendly Design
- Simple onboarding screens and clear promo tools validated with small food business owners
- Early feedback confirmed that Eato feels more “fair” than big-name competitors
- Scalable Design System
- A reusable UI kit was developed to ensure consistency and make future iterations
- fasterResponsive layouts and flexible components for different screen sizes