Asia's Leading Online Food Dining Guide


OpenRice Limited


2015 - 2016


Product Design UIUX Web & Mobile Web Development

How can we reinvent OpenRice for the 21st century?

OpenRice is a leading online food dining guide that has captured the hearts of over 10 million foodies across Hong Kong and Asia. Established since 1999, OpenRice brings together gourmets and restaurant reviews, allowing users to freely express their culinary views and opinions. The challenge was to reinvent OpenRice for the 21st century that was adapted to modern users' demand for a simple and usable interface and a mobile-first experience.


Use data to revamp user experience

We were honored to be a part of the team behind Openrice's major revamp, providing advice and execution relating to user experience, user interface and web development. We approached the revamp by focusing on the core value proposition of the app: helping users to find food they love. We interviewed users and product managers and adopted a data-driven approach to prioritize popular features and surface them to the top of the information hierarchy. Through the process, we contributed to making the user interface more intuitive to users. The impact of our efforts was amplified when the redesigned apps were launched across OpenRice's operations in the Asia Pacific region.


Exponential growth

The new websites and mobile apps were extremely well received by users, and OpenRice has seen significant growth in traffic. User feedback was unanimous that the user experience and interface have improved considerably, in particular, the new search, bookmarking, and filtering interface.

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