To make the lonely planet relevant again. We were asked to create a user-friendly and non-sticky utility tool that would be relevant to GenZ travelers.
In Thailand, there is something unique about Thai street food called “ a La carte” street food vendors/stalls. You can order dishes not only from the menu but also anything you want and customize the ingredients as you like. Gen Z backpackers face difficulties in ordering these kinds of Thai street food due to language barriers, dietary restrictions, and the fear of overly spicy food. Existing tools provide information but lack utility in customization and real-time translation.
Thai Bites is an innovative mobile application designed to help Gen Z backpackers in Thailand navigate the vibrant street food scene. Developed by Lonely Planet, Thai Bite ensures that users can easily customize and order street food according to their dietary preferences and spice tolerance, while overcoming language barriers.
To make the lonely planet relevant again. We were asked to create a user-friendly and non-sticky utility tool that would be relevant to GenZ travelers.
In Thailand, there is something unique about Thai street food called “ a La carte” street food vendors/stalls. You can order dishes not only from the menu but also anything you want and customize the ingredients as you like. Gen Z backpackers face difficulties in ordering these kinds of Thai street food due to language barriers, dietary restrictions, and the fear of overly spicy food. Existing tools provide information but lack utility in customization and real-time translation.
Thai Bites is an innovative mobile application designed to help Gen Z backpackers in Thailand navigate the vibrant street food scene. Developed by Lonely Planet, Thai Bite ensures that users can easily customize and order street food according to their dietary preferences and spice tolerance, while overcoming language barriers.
During the research phase, we identified a gap in the eating stage of the travel journey, particularly concerning food accessibility and customization for backpackers in Thailand. It was discovered that 40% of backpackers in Thailand are vegetarians, highlighting a significant need for food customization options. Additionally, language barriers and limited knowledge about Thai cuisine emerged as major challenges for backpackers when ordering food.
During the research phase, we identified a gap in the eating stage of the travel journey, particularly concerning food accessibility and customization for backpackers in Thailand. It was discovered that 40% of backpackers in Thailand are vegetarians, highlighting a significant need for food customization options. Additionally, language barriers and limited knowledge about Thai cuisine emerged as major challenges for backpackers when ordering food.
After conducting an analysis of our competitors, we noticed that existing apps lack all-in-one solutions for Thai street food. They might offer translation (Google Translate) or recommendations (Michelin Guide), but none combine food finding, customization, ordering help, translation, and offline access. This gap in the market highlights an opportunity for Thai Bites to differentiate itself by offering Thai street food customizations, ordering help, translations, and offline access, making it easy for Gen Z backpackers to order street food like a local.
After conducting an analysis of our competitors, we noticed that existing apps lack all-in-one solutions for Thai street food. They might offer translation (Google Translate) or recommendations (Michelin Guide), but none combine food finding, customization, ordering help, translation, and offline access. This gap in the market highlights an opportunity for Thai Bites to differentiate itself by offering Thai street food customizations, ordering help, translations, and offline access, making it easy for Gen Z backpackers to order street food like a local.
We conducted in-depth research to deeply understand our target audience, their travel behaviors, pain points, needs, and preferences. Through qualitative interviews and affinity mapping, we identified behavior patterns among 33 young backpackers in Thailand's 'Kao San' and hostel area, representing diverse cultures of traveling and studying.
We conducted in-depth research to deeply understand our target audience, their travel behaviors, pain points, needs, and preferences. Through qualitative interviews and affinity mapping, we identified behavior patterns among 33 young backpackers in Thailand's 'Kao San' and hostel area, representing diverse cultures of traveling and studying.
Personas are crucial because they ensure user-centric design, align the team, and facilitate informed decisions. In the Thai Bite case study, the persona revealed the need for customizable food options, translation features, user-friendly design, and offline access. This approach emphasized the importance of thorough research, problem-solution fit, and empathy, ultimately leading to a more relevant and effective product.
“I love Thai food! I know what I like and can tell if they are prepared poorly or well. I only want the good stuff.”
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Patricia is a vegetarian with knowledge of Thai food who does a lot of research and is willing to spend on food.
Pain Points
Workarounds
Language barrier when customizing her order
Uses Google Translate, gestures and pictures
Worried about hygiene and food poisoning
Reading reviews online, and avoid eating food that looks unclean
Disappointed when the food does not match her expectations
Will not eat the same place again, willing to travel to other places to eat, ask the locals for recommendation beforehand
Can’t handle Thai spiciness
Learning basic Thai words, and try speaking thai with the sellers
"I only know Pad Thai and mango sticky rice! I kind of want to try new things, but I do not know what they are."
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Sam is eager to try new street food and has no special dietary needs.
Pain Points
Workarounds
Language barrier when asking the seller about the food
Uses Google Translate, gestures and pictures
Only knows common Thai dishes
Follows others' orders and sets goals to try new foods
Can't find online information on street food
Try the food first
Can't handle thai spiciness
Just eat it anyway, and take it as experience
"I am skeptical about eating Thai street food. I am afraid I can’t handle the spice! I would rather eat fast food."
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Charlie prefers familiar fast food, is wary of unknown foods, and is comfortable with his current diet and food patterns.
Pain Points
Workarounds
Keeps eating the same food pattern due to the fear of being disappointed of new food
Try to find, and eat fast food, or western food that he usually eats
Having to spend a higher budget in eating
Allocating more budget to food, and only eat mainstream Thai street food
Can’t handle Thai spiciness
Will never eat dishes that looks like they might be spicy
Personas are crucial because they ensure user-centric design, align the team, and facilitate informed decisions. In the Thai Bite case study, the persona revealed the need for customizable food options, translation features, user-friendly design, and offline access. This approach emphasized the importance of thorough research, problem-solution fit, and empathy, ultimately leading to a more relevant and effective product.
“I love Thai food! I know what I like and can tell if they are prepared poorly or well. I only want the good stuff.”
Patricia is a vegetarian with knowledge of Thai food who does a lot of research and is willing to spend on food.
Pain Points
Workarounds
Language barrier when customizing her order
Uses Google Translate, gestures and pictures
Worried about hygiene and food poisoning
Reading reviews online, and avoid eating food that looks unclean
Disappointed when the food does not match her expectations
Will not eat the same place again, willing to travel to other places to eat, ask the locals for recommendation beforehand
Can’t handle Thai spiciness
Learning basic Thai words, and try speaking thai with the sellers
"I only know Pad Thai and mango sticky rice! I kind of want to try new things, but I do not know what they are."
Sam is eager to try new street food and has no special dietary needs.
Pain Points
Workarounds
Language barrier when asking the seller about the food
Uses Google Translate, gestures and pictures
Only knows common Thai dishes
Follows others' orders and sets goals to try new foods
Can't find online information on street food
Try the food first
Can't handle thai spiciness
Just eat it anyway, and take it as experience
"I am skeptical about eating Thai street food. I am afraid I can’t handle the spice! I would rather eat fast food."
Charlie prefers familiar fast food, is wary of unknown foods, and is comfortable with his current diet and food patterns.
Pain Points
Workarounds
Keeps eating the same food pattern due to the fear of being disappointed of new food
Try to find, and eat fast food, or western food that he usually eats
Having to spend a higher budget in eating
Allocating more budget to food, and only eat mainstream Thai street food
Can’t handle Thai spiciness
Will never eat dishes that looks like they might be spicy
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Through this project, I learned to consider the entire travel journey of backpackers, identifying opportunities to enhance their experience beyond traditional resources. By working together with a team, I learnt to uncover unique insights and proposed a novel solution to address market gaps.
Presenting research findings, wireframes, and recommendations taught me the importance of clarity and precision. Creating visual aids like sketches and wireframes helped facilitate stakeholder understanding. Additionally, actively engaging in class discussions, critiques, and feedback sessions refined my research methods, findings, and recommendations. Collaborating closely with my team emphasized the value of teamwork and collective problem-solving.
Presenting research findings, wireframes, and recommendations taught me the importance of clarity and precision. Creating visual aids like sketches and wireframes helped facilitate stakeholder understanding. Additionally, actively engaging in class discussions, critiques, and feedback sessions refined my research methods, findings, and recommendations. Collaborating closely with my team emphasized the value of teamwork and collective problem-solving.
