Oishii Sushi: A Premium Culinary Experience
Oishii Sushi is a high-end food delivery application designed to bring the authentic taste of Japan to the user's doorstep. The project focuses on a "Visual-First" approach, utilizing high-quality food photography and a minimalist layout to enhance appetite and engagement. Key features include a customizable sushi builder, real-time order tracking, and a seamless checkout process tailored for the modern foodie.
Services:
E-commerce Design & Visual UX Strategy
Industry:
Food & Beverage (F&B) / E-commerce
Timeline
4 Weeks
The Challenge
The digital food delivery market is highly competitive, and many apps fail because they feel generic or transactional rather than experiential. For Oishii Sushi, the challenges were:
Low Sensory Engagement: Traditional menus often lack high-quality visuals, making it difficult for users to "crave" the food through a screen.
Complex Customization: Sushi orders often require specific adjustments (e.g., removing wasabi or adding extra ginger), which can become confusing in a standard mobile interface.
Checkout Friction: High cart abandonment rates due to long, multi-step checkout processes that distract the user from their hunger.
The Solution
I developed a "Visual-First" e-commerce strategy to transform the ordering process into a premium digital dining experience:
Immersive Visual Menu: Designed a grid-based layout featuring high-resolution imagery and minimalist typography to make the product the hero of the screen.
Intuitive Modifier System: Created a seamless "Add-ons" workflow that allows users to customize their rolls with a single tap, ensuring clarity and reducing ordering errors.
One-Tap Checkout: Optimized the user journey by implementing a streamlined, three-step checkout process with integrated digital wallet support to minimize friction.
Real-Time Status UI: Developed a playful yet informative delivery tracking screen that uses micro-animations to keep the user engaged while waiting for their meal.
The Result
The redesign positioned Oishii Sushi as a premier choice for Japanese cuisine lovers:
Increased Conversion: The visual-heavy menu led to a significant boost in average order value as users were more likely to add "visually appealing" side dishes.
User Retention: The simplified customization and checkout process resulted in higher repeat-customer rates due to the ease of use.
Brand Distinction: The app's unique "Premium" aesthetic successfully separated it from generic third-party delivery platforms, building stronger brand loyalty.
