Sole UII/UX designer l Singtel l 2022
iOrder
Streamlining Food Ordering and Enhancing Efficiency at Singtel Canteens
BACKGROUND
Singtel, one of Asia’s leading communications technology groups, operates canteens across its office premises to serve both staff and visitors. To address the lack of nearby dining options at a newly relocated office, Singtel launched the iOrder project as a 0-to-1 digital food ordering platform to improve meal accessibility, reduce wait times, and streamline canteen operations.
MY ROLE
As the sole UI/UX designer for the iOrder project, I was responsible for the end-to-end design for the iOrder Staff, Merchant apps and admin portal.
I collaborated closely with the HR, merchant, facility, and development teams throughout the project.
IMPACT
80%
less wait time
35%
increase in daily food orders
PROBLEM
The discovery research—including staff surveys, merchant interviews, and service workshops—surfaced key problems on both sides of the food ordering experience:
Singtel Staff
Long Wait Times:
Employees regularly faced queues of 15–30 minutes during lunch.
Pricing Inconsistency:
Frequent disputes arose from unclear or changing prices at the point of sale.
Payment Gaps:
The lack of an integrated payment system led to confusion and manual effort.
Merchant
Menu Management:
Frequent ingredient changes made it difficult to keep menus up to date.
Order Abandonment:
Staff could place orders but fail to show up or pay, causing operational losses.
Order Management:
Concerns about handling both in-app and physical orders.
SOLUTION
Reduced Wait Times
Streamlined food ordering by enabling pre-orders with scheduled pickups, clear upfront pricing, temporary SGQR payments, and automated email alerts for uncollected orders.
Improved Workflow Efficiency & accessibility
Enhanced vendor operations with real-time order tracking, flexible daily menu editing, and alerts for unclaimed orders to ensure smoother service and inventory management.
Designed the app with accessibility in mind to support merchants, many of whom are aged 50 and above.
Real-Time Order Dashboard
Strengthened operational transparency through order analytics, dispute tracking, and policy integration in collaboration with HR and Legal.
OTHERS
As the sole designer on this initiative, I also created various assets, including stickers, banners, and posters, to raise awareness and guide staff on where to collect their food and identify our partner stalls.
iOrder Banner
Feedback and Ratings in iConnect (with iOrder being a microapp within iConnect)
USER FEEDBACK
I advocated for the importance of feedback gathering, and we successfully implemented Interfaces to collect Singtel staff's feedback after the launch.
This design and approach was also adopted across all other microapps within Singtel.
CONCLUSION
Despite facing tight deadlines and resource constraints, the iOrder project was a valuable learning experience. Balancing the needs of both staff and merchants required innovative solutions and constant iteration.
The project’s success in improving the food ordering experience for Singtel employees set the stage for future enhancements, including the integration of Dash payments in Phase 2.
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Phase 2 Design with Dash Integration