Home Bowl Goals

About the project

Bowl Goals is an online food delivery service, providing healthy “bowl” type meals, such as buddha bowls and granola bowls. They provide healthy and individualised meal delivery for health-conscious people.

“Healthy meal delivery in Klang Valley”

Target Audience


  • 60% female, 40% male
  • 23-38 years old
  • Employed
  • Average income
  • Located in Klang Valley/Kuala Lumpur area

Roles and Motivations

  • Office workers who don’t have time to cook or go buy food
  • People on a budget
  • People on a selective diet for health, allergy, other reasons
  • People who want variety/customisation in their meals


I conducted interviews with several long-term local residents to find out what’s important to them when ordering food. This was some common feedback I received.

I love ordering from healthy restaurants, like salads etc. But sometimes they're kind of expensive
I really need variety or I get bored, so I tend to order from a different store every time
I have some dietary restrictions, as I am Muslim and also allergic to certain foods

I analysed some of the leading competitors to see what they do well and where they fall short of users’ needs.

Food Panda

Food Panda offers a collection of different restaurants to order from. These days, the majority are cheap restaurants (fast food, mamaks). They often have promotions. Delivery fees are variable and sometimes free.

Grab Food

Grab Food is a section within the Grab ride-sharing app. Though fairly new, they have a large selection of restaurants to order from. On average, they are slightly higher priced than their main competitor (Food Panda), and delivery starts from rm5. They occasionally offer discounts, but usually with a high minimum order.


Dahmakan is a website and app with its own kitchen and fleet of drivers. They have a very limited menu which changes each day. Dahmakan’s main selling point is their healthy meals and subscription packages.


Based on my research, I set up a persona. This helped me to keep my users’ goals in mind and empathise with their needs.

What can I do to create a great experience for Nurul?

User Needs

I used the information gathered in my research, as well as my persona, to define the users’ main needs how I can meet them.



Mood Board

High fidelity mock ups