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:
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Participants & context:
20 halal food customers and 10 halal cart vendors in NYC (Manhattan). Conversations focused on ordering, payment, and pickup process.
Key findings:
80% of customers avoid carts if they don’t have cash.
Vendors reported losing sales when customers ask “Do you take card?” and walk away.
Customers noticed that they are often charged higher prices in touristy areas.
Customers sometimes avoid ordering from halal carts when it’s very cold outside/snowing because they don’t want to wait in line.
Design implications:
Support cashless ordering and payment.
Transparent pricing in the app.
Design vendor tools that reduce order and payment friction.
Communicate realistic pickup readiness times to customers.
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Participants & context:
Observed ordering behavior at 10 halal carts during lunch or dinner hours in winter. Watched queues, payment moments, vendor and customer interactions, and pickup flow.
Key findings:
Customers often wait just to ask about price, ingredients, or availability, causing longer lines and crowding.
Pickup gets congested when multiple orders are called verbally.
Vendors frequently need to reconfirm orders aloud (e.g., “chicken over rice, right?”) because ordering is verbal-only, creating confusion about ownership and accuracy of any food customizations.
Design implications:
Enable pre-ordering to reduce physical queues.
Show menu details before arrival.
Create a clear order status and pickup confirmation flow.
Provide a structured order customization feature so selections are captured digitally and clearly communicated to vendors.
Tie each order to a customer identity at pickup to reduce handoff confusion.
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Participants & context:
Short online survey shared with halal food consumers (15 respondents). Focused on halal cart discovery and order customization.
Key findings:
Most respondents check Google/Maps but still walk to carts that are closed.
Participants often walk to their favorite carts only to discover they’re not operating that day, due to a lack of real-time availability signals.
Many don’t know allergen details until they ask in person.
Most respondents regularly customize their orders based on preferences or spice tolerance.
Design implications:
Add location-based cart discovery with real-time open/close status.
Require structured allergen and ingredient fields per item.
Provide a field/option to customize each food order.
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Participants & context:
Competitive analysis of food ordering apps and existing vendor tools (e.g., Uber Eats, DoorDash, Square).
Key findings:
Most existing tools are designed for fixed-location restaurants, overlooking the needs of mobile food carts.
Vendor onboarding flows are lengthy and not optimized for the constraints of mobile operations.
Many platforms prioritize delivery features that are unnecessary for halal cart vendors and add avoidable complexity.
Design implications:
Reduce setup friction by tailoring onboarding to the realities of mobile halal cart operations.
Design easy-to-use, halal cart–specific management tools for fast menu setup, pricing, and order handling.
Remove unnecessary delivery complexity in favor of pickup-first vendor experiences.
Vendors (halal cart operators) — Core needs
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Order visibility
Vendors need a clear overview of incoming, in-progress, and completed orders to manage pickup flow and track performance over time.
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Cashless selling
Vendors need a way to accept digital payments so they don’t lose sales when customers don’t carry cash.
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Menu clarity & trust
Vendors need to list ingredients and allergens upfront to reduce disputes, answer questions faster, and build customer trust.
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Customer discoverability
Vendors need to be easily findable by nearby customers to increase foot traffic and repeat business.
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Customer loyalty
Vendors benefit from staying connected with repeat customers instead of relying solely on random walk-ups.
Customers — Core needs
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Cash-free ordering
Customers want to order and pay digitally without needing to carry cash.
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Line avoidance
Customers want to place orders without standing in long lines, especially in cold or crowded NYC conditions.
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Transparent pricing
Customers want consistent, visible pricing so they aren’t charged more based on appearance or tourist status.
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Location discovery
Customers need a reliable way to find nearby halal carts, since many aren’t listed on traditional maps.
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Open/closed visibility
Customers want to know whether a cart is operating before walking to it.
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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:
Reduce vendor onboarding friction
Enable fast, cashless ordering
Improve order clarity and fulfillment
Make halal carts easy to discover
Increase trust through transparent pricing and allergens
Reduce perceived wait time
Support repeat engagement and loyalty
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
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Text Green
#002E20
Used for primary text throughout the app to ensure high contrast and readability.
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Halal Green
#024833
A slightly lighter green inspired by traditional halal food iconography, reinforcing brand identity and cultural familiarity.
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Basmati Rice Yellow
#F1A72C
A warm yellow inspired by halal rice dishes, used to highlight key information.
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White Sauce
#FFFFFF
Used as the primary background color to allow content to stand out.
Color in context — Status & state colors
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Correct State Green
(Success / Open / Complete)
Used to communicate completion and positive states, such as verified documents, completed orders, and open vendor status.
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Basmati Rice Yellow
(In Progress)
Repurposed to indicate active, in-progress states, signaling that an action is underway.
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Halal Green
(Awaiting Pickup)
Used for orders that are ready but not yet completed, creating a clear visual distinction between preparation and fulfillment.
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Hot Sauce Red
(Destructive / Closed)
Reserved for destructive actions like deleting items or indicating closed orders.
Color in context — Neutral & Supporting Colors
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Light Gray
(Containers & Inputs)
Used for order cards and text fields to create subtle visual separation without overwhelming the interface.
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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
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Navigation labels
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Button text
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Tooltips
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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
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Menu
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Cart
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Notifications
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Increase
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Decrease
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Walk time
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Halal cart pin
Iconography — Allergen icons
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Dairy
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Eggs
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Soy
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Wheat
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Sesame
Iconography — Icons in context
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Home screen
Cart, notification, and menu icons
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Food menu item
Allergen, increase, and decrease icons
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Map view
Halal cart pins, walking time icon
Buttons & CTAs
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Primary actions
Used for the most important actions on each screen
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Secondary actions
Supports alternative paths without competing with the main task
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Destructive actions
Styled as icon + text to clearly signal risk without overemphasizing destructive actions.
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Gesture-based actions
Prevents accidental taps and reinforces deliberate order completion.
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Disabled states
Indicates required steps are incomplete.
Buttons & CTAs — Actions in context
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Vendor order card
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Menu editor
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Checkout screen
Cards & Containers
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Order Again Card (Customer)
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Order Card (Vendor)
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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
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Order Again Card (Customer)
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Order Card (Vendor)
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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.
Chicken over rice
Lamb over rice
Shrimp over rice
Fish over rice
Chicken salad
Lamb salad
Chicken gyro
Lamb gyro
Hot dog
Philly cheeseteak
French fries
Coke
Diet Coke
Sprite
Pepsi
Dr Pepper
Fanta
Root beer
Bottled water
Gatorade red
Gatorade orange
Gatorade blue
Gatorade yellow
08
Motion design system
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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.
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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.
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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.
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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
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Before
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After
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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
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Before
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After
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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
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Before
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After
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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
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Before
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After
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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

