HalalGo


HalalGo is a concept mobile app designed to improve ordering from halal food carts for both customers and vendors, reducing friction around payments, wait times, and order handoff through clear UX, friendly visuals, and purposeful motion.

Role

Designer

Responsibilities

Product design, animation, illustration

3 months

Duration

Role

Designer

Responsibilities

Product design, animation, illustration

3 months

Duration

01

Why I started this

While living in NYC, I often ordered from halal food carts and noticed consistent friction in the experience: cash-only payments, long in-person lines, and navigating inconsistent pricing in tourist-heavy areas. The process felt inefficient for customers and operationally heavy for vendors.

I started HalalGo as a product design exploration to see how thoughtful UX, UI, motion, and system design could simplify ordering, improve trust, and support both sides of the marketplace. The goal was to design a more transparent, efficient ordering system that benefits customers while giving vendors clear, streamlined tools to manage menus, pricing, and pickups with confidence.

02

Users & assumptions

HalalGo serves two primary user groups: vendors and customers. To better understand their needs and pain points, I conducted the following research:

Vendors (halal cart operators) — Core needs

  • Order visibility

    Vendors need a clear overview of incoming, in-progress, and completed orders to manage pickup flow and track performance over time.

  • Cashless selling

    Vendors need a way to accept digital payments so they don’t lose sales when customers don’t carry cash.

  • Menu clarity & trust

    Vendors need to list ingredients and allergens upfront to reduce disputes, answer questions faster, and build customer trust.

  • Customer discoverability

    Vendors need to be easily findable by nearby customers to increase foot traffic and repeat business.

  • Customer loyalty

    Vendors benefit from staying connected with repeat customers instead of relying solely on random walk-ups.

Customers — Core needs

  • Cash-free ordering

    Customers want to order and pay digitally without needing to carry cash.

  • Line avoidance

    Customers want to place orders without standing in long lines, especially in cold or crowded NYC conditions.

  • Transparent pricing

    Customers want consistent, visible pricing so they aren’t charged more based on appearance or tourist status.

  • Location discovery

    Customers need a reliable way to find nearby halal carts, since many aren’t listed on traditional maps.

  • Open/closed visibility

    Customers want to know whether a cart is operating before walking to it.

  • Allergen confidence

    Customers want clearly listed ingredients and allergens to order safely and quickly.

Product hypotheses (assumptions)

If vendors have a simple digital order dashboard…

1

they can fulfill pickups faster and reduce customer confusion during peak hours.


If customers can pay digitally…

2

vendors will capture more sales that are currently lost due to cash-only limitations.


If pricing is visible and standardized in-app…

3

customers will feel safer ordering and vendors will build long-term trust.


If customers can see nearby carts and operating status…

4

they will be more likely to walk to a vendor and place an order.


If customers can order ahead…

5

perceived wait time will drop and satisfaction will increase.


If vendors can publish ingredients and allergens…

6

order disputes and on-the-spot questioning will decrease.


If vendors are easy to find and re-order from…

7

repeat usage and loyalty will increase.

03

Design goals

These goals guided the product, UX, and motion design decisions for HalalGo:

  1. Reduce vendor onboarding friction

  2. Enable fast, cashless ordering

  3. Improve order clarity and fulfillment

  4. Make halal carts easy to discover

  5. Increase trust through transparent pricing and allergens

  6. Reduce perceived wait time

  7. Support repeat engagement and loyalty

  8. Use motion to communicate state, not decoration

04

Vendor experience

Rather than documenting every individual feature, I selected the two vendor journeys because they represent the most crucial moments in the vendor experience: getting set up to sell and fulfilling orders accurately and efficiently.

Vendor Journey:

Onboarding → Menu Creation

Vendor Journey:

Order Management → PIN Verification

Clear completion animations, contextual tooltips, and simple toggles reduce onboarding friction, while flexible menu setup and a neutral empty-state animation guide vendors without overwhelming them or creating false expectations.

A. Onboarding & Empty States

A. Onboarding & Empty States

Clear completion animations, contextual tooltips, and simple toggles reduce onboarding friction, while flexible menu setup and a neutral empty-state animation guide vendors without overwhelming them or creating false expectations.

The menu builder was designed to minimize manual input by providing pre-built items, visuals, and allergen selections, allowing vendors to publish accurate menus quickly and consistently.

B. Menu Creation System

B. Menu Creation System

The menu builder was designed to minimize manual input by providing pre-built items, visuals, and allergen selections, allowing vendors to publish accurate menus quickly and consistently.

The dashboard was designed to mirror how kitchen staff naturally prioritize and prepare orders, using visual hierarchy, color, and formatting to support fast scanning and real-time decision-making.

C. Order Management Dashboard

C. Order Management Dashboard

The dashboard was designed to mirror how kitchen staff naturally prioritize and prepare orders, using visual hierarchy, color, and formatting to support fast scanning and real-time decision-making.

The pickup flow was designed to replace verbal coordination with a simple, secure confirmation step that ensures accurate handoffs and clear order completion.

D. Pickup & PIN Verification

D. Pickup & PIN Verification

The pickup flow was designed to replace verbal coordination with a simple, secure confirmation step that ensures accurate handoffs and clear order completion.

05

Customer experience

Rather than documenting every individual feature, I focused on the two customer journeys that best represent HalalGo’s core value: first-time ordering and repeat engagement, while smaller interactions such as viewing hours or searching via item are embedded within them.

Customer Journey:

Discover → Order → Pickup

Customer Journey:

Favorite → Reorder

The home experience was designed to help customers quickly find nearby halal carts, confirm they’re open, and feel confident about pricing before they walk over.

A. Discover & Trust

A. Discover & Trust

The home experience was designed to help customers quickly find nearby halal carts, confirm they’re open, and feel confident about pricing before they walk over.

The menu experience was designed to help customers quickly understand what they’re ordering, customize with confidence, and make informed choices without needing in-person clarification.

B. Menu Browsing & Customization

B. Menu Browsing & Customization

The menu experience was designed to help customers quickly understand what they’re ordering, customize with confidence, and make informed choices without needing in-person clarification.

The post-checkout experience was designed to reassure customers, reduce uncertainty while waiting, and clearly communicate when their order is ready for pickup.

C. Checkout, tracking & pickup

C. Checkout, tracking & pickup

The post-checkout experience was designed to reassure customers, reduce uncertainty while waiting, and clearly communicate when their order is ready for pickup.

The reordering experience was designed to help returning customers place repeat orders quickly while reinforcing loyalty to their favorite halal carts.

D. Favorites & reordering

D. Favorites & reordering

The reordering experience was designed to help returning customers place repeat orders quickly while reinforcing loyalty to their favorite halal carts.

06

UI system

Design Principles

Inspired by the street

1

Colors and visuals draw directly from the halal food experience: deep green symbolizes trust and halal identity, while warm yellow echoes the vibrant energy of classic halal rice.


Clear at a glance

2

High-contrast colors and clean layouts ensure information is easy to scan in fast-paced, outdoor environments.


Friendly and approachable

3

Vibrant illustrations and organic forms make the experience feel welcoming for both vendors and customers.


Purposeful motion

4

Animations are used to communicate state, not decorate.


Color System — Primary Brand Colors

  • Text Green

    #002E20

    Used for primary text throughout the app to ensure high contrast and readability.

  • Halal Green

    #024833

    A slightly lighter green inspired by traditional halal food iconography, reinforcing brand identity and cultural familiarity.

  • Basmati Rice Yellow

    #F1A72C

    A warm yellow inspired by halal rice dishes, used to highlight key information.

  • White Sauce

    #FFFFFF

    Used as the primary background color to allow content to stand out.

Color in context — Status & state colors

  • Correct State Green

    (Success / Open / Complete)

    Used to communicate completion and positive states, such as verified documents, completed orders, and open vendor status.

  • Basmati Rice Yellow

    (In Progress)

    Repurposed to indicate active, in-progress states, signaling that an action is underway.

  • Halal Green

    (Awaiting Pickup)

    Used for orders that are ready but not yet completed, creating a clear visual distinction between preparation and fulfillment.

  • Hot Sauce Red

    (Destructive / Closed)

    Reserved for destructive actions like deleting items or indicating closed orders.

Color in context — Neutral & Supporting Colors

  • Light Gray

    (Containers & Inputs)

    Used for order cards and text fields to create subtle visual separation without overwhelming the interface.

  • Medium Gray

    (Secondary Text & Empty States)

    Used for empty-state CTAs to communicate inactive or informational states. Also used for label text to establish hierarchy.

Typography — Type Hierarchy

Typography — Type Hierarchy

Typography — Functional Text Styles

  • Navigation labels

  • Button text

  • Tooltips

  • Filter chips

Text sizes and contrast were selected to remain readable in bright outdoor lighting and at arm’s-length viewing distances.

Accessibility considerations

Iconography — Navigation & actions

  • Menu

  • Cart

  • Notifications

  • Increase

  • Decrease

  • Walk time

  • Halal cart pin

Iconography — Allergen icons

  • Dairy

  • Eggs

  • Soy

  • Wheat

  • Sesame

Iconography — Icons in context

  • Home screen

    Cart, notification, and menu icons

  • Food menu item

    Allergen, increase, and decrease icons

  • Map view

    Halal cart pins, walking time icon

Buttons & CTAs

  • Primary actions

    Used for the most important actions on each screen

  • Secondary actions

    Supports alternative paths without competing with the main task

  • Destructive actions

    Styled as icon + text to clearly signal risk without overemphasizing destructive actions.

  • Gesture-based actions

    Prevents accidental taps and reinforces deliberate order completion.

  • Disabled states

    Indicates required steps are incomplete.

Buttons & CTAs — Actions in context

  • Vendor order card

  • Menu editor

  • Checkout screen

Cards & Containers

  • Order Again Card (Customer)

  • Order Card (Vendor)

  • Halal Cart Card (Discovery)

Cards & Containers — Hierarchy by task

Card layouts mirror real-world order tickets, helping vendors prioritize and prepare orders quickly during busy periods.

Cards & Containers — Cards in context

  • Order Again Card (Customer)

  • Order Card (Vendor)

  • Halal Cart Card (Discovery)

07

Illustration system

Illustrations use vibrant, solid colors to reflect the richness and warmth of halal food culture and make menu items feel enticing rather than transactional. Soft, organic shapes create a friendly and approachable tone for both customers and vendors.

While the style is non-photorealistic, food proportions and silhouettes remain realistic to ensure items are still recognizable and trustworthy as menu representations. This avoids the inconsistency and quality issues that can come from vendor-uploaded photos while maintaining visual clarity.

Halal green is intentionally integrated into the illustrations—such as in napkins and packaging elements—to reinforce brand identity and connect the visuals back to halal symbolism. Solid colors are used instead of gradients to keep the system bold, consistent, and scalable across different screens and states.

08

Motion design system

  • Confirmation animation (Vendor)

    Vendor-facing animations are intentionally calm and minimal to support focus during busy preparation periods. 

    All completion animations play once and then resolve into a static state, signaling finality and preventing confusion about whether an action is still in progress. Looping and bounce effects are avoided to reduce visual noise and maintain a sense of trust and control.

  • Confirmation animation (Customer)

    Customer-facing animations are slightly more expressive to create moments of delight around ordering and pickup, without disrupting flow.

    All completion animations play once and then resolve into a static state, signaling finality and preventing confusion about whether an action is still in progress.

  • Empty state animation

    Motion is also used in empty states and transitions to guide attention and encourage action while remaining subtle enough to keep the interface clear and scannable in real-world, fast-paced environments.

  • Slide to mark as ready

    A deliberate gesture prevents accidental taps and reinforces order completion.

09

Exploration & iteration

1. Testing Methods (How designs were evaluated)

  • Usability testing

  • Contextual inquiry / field observation

  • Informal interviews

  • Concept testing

  • Heuristic evaluation

  • Cognitive load testing (informal)

  • Design critiques

These methods were used iteratively across both customer and vendor experiences to validate flows, reduce confusion, and improve clarity.

2. The following parts of the app went through design iteration:

  • Customer homepage

  • “Order is cooking” / processing state

  • Vendor new order request screen

  • Vendor homepage / dashboard

Customer Homepage

  • Before

  • After

  • Problem observed
    Users struggled to quickly understand their order status and nearby cart availability. During testing, they also prioritized quick access to past orders and saved/favorite carts, rather than relying solely on search or location-based discovery. Additionally, relying on notifications to check order status felt inconvenient—users expected a visible, persistent tracker on the homepage.

    What changed
    The information hierarchy was redesigned to prioritize real-time order status, followed by quick access to saved/favorite carts and nearby carts with clear open/closed indicators, making key information immediately visible at a glance.

    Why it mattered
    Reduced cognitive load and made the homepage useful both for discovery and active orders.

    Methods used:
    Usability testing · Informal interviews · Cognitive load testing

“Your Order Is Cooking” → Popup

  • Before

  • After

  • Problem observed
    A full-screen waiting state interrupted navigation and made users feel blocked from other actions.

    What changed
    The cooking state was redesigned as a persistent popup on the homepage instead of a separate screen.

    Why it mattered
    Maintained visibility of order progress while allowing users to continue browsing and orienting themselves.

    Methods used:
    Concept testing · Usability testing · Design critique

Vendor New Order Request Screen

  • Before

  • After

  • Problem observed
    Vendors needed to quickly scan and understand incoming orders within a fast-paced, high-pressure environment. Early layouts required too much reading, making it harder to grasp what needed to be prepared at a glance.

    What changed
    The layout was restructured to prioritize order details—items, quantities, and customizations—over the customer’s name, aligning the interface with the vendor’s immediate task of food preparation.

    Why it mattered
    This reduced the time needed to assess each order, helping vendors quickly determine ingredient availability, identify potential issues (e.g. out-of-stock items), and take action (notifying the customer to see if they’d like another item/cancel the order) without slowing down their workflow.

    Methods used:
    Contextual inquiry · Usability testing · Heuristic evaluation

 Vendor Dashboard

  • Before

  • After

  • Problem observed
    Early layouts required vendors to read through multiple details to determine which orders to prioritize, slowing them down during busy periods.

    What changed
    The dashboard was redesigned to emphasize timestamp, quantity, and item names (mirroring how restaurant order tickets are structured) while customer names were deprioritized until orders are marked as ready for pickup.

    Why it mattered
    This aligned the interface with real-world preparation workflows, enabling faster scanning and more efficient prioritization under time pressure.

    Methods used:
    Field observation · Cognitive load testing · Design critique

10

Reflection & what’s next

Designing HalalGo reinforced the importance of building for real-world constraints, especially for mobile vendors operating in fast-paced, outdoor environments. Prioritizing clarity, flexible workflows, and purposeful motion helped ensure the experience remained usable under pressure.

This project also highlighted how small UX decisions—such as how order information is structured, how empty states guide action, or how motion communicates completion—can significantly impact user confidence and efficiency.

Balancing the needs of both vendors and customers required thoughtful system design, ensuring that choices made in one experience (like menu creation or illustration standards) positively influenced the other.

What I’d explore next

Vendor performance insights

1

Adding lightweight analytics to help vendors understand peak hours, best-selling items, and customer trends.


Customer loyalty features

2

Exploring reward systems or personalized recommendations to strengthen repeat engagement.


Accessibility improvements

3

Further refining contrast, motion preferences, and text sizing to support a wider range of users.


Real-world testing

4

Conducting usability tests with actual halal cart operators and customers to validate assumptions and uncover new opportunities.



HalalGo was an opportunity to explore how thoughtful product design can improve everyday experiences for both small business owners and their customers: through clarity, trust, and intentional interaction design.

Closing note
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