CASE STUDY

Kurryzo: Reimagining Group Food Ordering Experience

BRIEF:

Kurryzo offers a unique food ordering platform specializing in event and group orders, filling a crucial gap between individual food delivery apps and traditional catering services. In a market where group food ordering remains largely undigitized, Kurryzo aims to transform how events and gatherings handle food service by providing a seamless digital marketplace connecting customers with quality food vendors.

Challenge

Information Overload: Complex menus and ordering processes overwhelmed users trying to organize group meals
Unclear Value Proposition: Website appeared as another food delivery app rather than a specialized group ordering platform
Complexity of Features: Multiple service types (party orders, corporate catering, daily meals) created confusion in user journey
Learning Curve: Users struggled with understanding group serving sizes and ordering processes

DISCOVER:

Conducted comprehensive discovery through:

Stakeholder interviews with founders, operations head, and customer support
Analysis of business goals and technical feasibility
Competitive analysis of players like Cater Ninja and Hoagest
User research across corporate and family segments
Customer support issue assessment

Key findings from discovery:

Short term goals

Increase adoption: Target 4x growth in user base
Enhance user experience: Simplify group ordering process
Clear communication: Effectively convey Kurryzo's unique value proposition

Long term goals

Expand business: Target 5+ million event organizers
Scale application: Extend platform to become the go-to resource for event food service
Build community: Create engaged user base for sustained growth

DEFINE:

Research insights led to key focus areas:

Simplify cognitive processes in group ordering
Create distinct user flows for different customer segments
Develop clear communication of serving sizes and group portions
Implement intuitive navigation and search functionality

WIREFRAMES:

Developed information architecture through multiple iterations:

Created user-friendly navigation structure
Simplified ordering process
Designed clear presentation of menu options and pricing
Integrated support features at key touchpoints

TYPOGRAPHY:

Selected modern, readable typefaces optimized for digital platforms, ensuring consistency across mobile and desktop interfaces.

COLORS:

Implemented a warm, appetizing color palette that:

Creates visual hierarchy
Highlights key actions
Maintains brand consistency
Enhances readability

ICONOGRAPHY:

Designed custom icons for:

Order types (party, corporate, daily)
Food categories
Service features
Navigation elements

UI Design:

Focused on creating an intuitive interface that:

Clearly communicates group ordering benefits
Simplifies menu exploration and selection
Provides easy access to support
Maintains consistency across devices

GOALS:

User-friendly interface
Clear value proposition
Streamlined ordering process
Enhanced community features
Improved support accessibility

CONCLUSION:

Created a comprehensive platform redesign that transforms group food ordering through:

Intuitive user experience
Clear communication
Simplified processes
Scalable architecture
Enhanced support features

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