Reimagining sustainable food delivery service in NYC.

A systems approach to a super wicked problem.

(September 2019 - May 2020)

Service Design / Systems Design / Branding


Design Researcher, Systems Designer, Service Designer (Solo)


Food delivery services are ubiquitous in New York City, with most of the operations aimed towards increasing efficiency and therefore, are often not sustainable. With the ongoing pandemic and shelter-in-place order, the demand for food delivery services has increased exponentially and forecast shows this behavior does not seem to be slowing down much after the lockdown has been lifted. 


A closed-loop niche seasonal eatery, cooked by chefs native to the region, delivered to your home.

🔎️ *Climate change effects are a super wicked problem to which there is no one-size-fits-all solution, what we can do is design interventions in the system with a long-term goal of achieving sustainable economy. 


1. Quantitative Research: Data, Statistics
2. Literary Review
3. Qualitative Research: In-Depth Interviews, Observatory Research, Systems Mapping
4. Ideation & Prototyping
5. Testing & Iterate
6. Deliverables (Service Design, Systems Map, Site Prototype, Defense Presentation, Dissertation Book)

The System:

The User:
︎︎︎ The adventurous eater
︎︎︎ The serial orderer
Design Question:
What if we redesign a sustainable food delivery service that can deliver a quality and authentic food while also maintaining conveniency for customers and empowering the ethnic communities it operates in?
The Inspiration:
︎ Home cooks in ethnic communities
︎ Ramen Lab rotating menu
︎ Couriers impacted by COVID-19
︎ Demand for niche-ethnic food
︎ Cloud kitchens

In Indonesia, local food subscriptions are called “catering”.

This service is widely available from any range of price (from <$1/meal) and typically the food is home-cooked meal as well. The container ranges from tiffins to stackable plastic lunch boxes that are continually reused.

Using operations that has been done for years, the courier will pick up the empty container the following day when they are delivering lunch. It’s a simple swapping mechanism that is part of many people’s habits.

This also shows that reusability is an important component in areas where the people can’t rely on government facilities to effectively and sustainably manage their waste.

Design Principles: 

Packaging Consideration:

Packaging Prototype:
Based on the testing feedback, there is heightened concern over cleanliness and the shelter-in-place order, I pivoted to use biodegradable packaging instead (for the duration of the pandemic). The specific biodegradable packaging for BUMI is not home compostable and cannot be processed by the municipal recycling in New York City. It is, however, commercially compostable. 

I want to emphasize that companies should be responsible at the end-of-life of the products they sell. 

Because of this, I developed a pick-up operations that is adaptable to both reusable and biodegradable packaging–while still reserving the convenience factor to the customers. 
User Journey Map:

In addition to the closed-loop operations, we also want to strengthen the relationships with the niche-ethnic community and inform the customers of our story. 

Below is the informational flyer to be included with every purchase.

Site-Specific XD:

Building Sustainable Habits in DUMBO

(February - May 2019)

Sustainability / Habit-building / Mobile App


Design Researcher, UX Designer (Solo)


Global warming is real, and we can design experiences that positively impact the lives of users in the long-term. 

︎︎︎Design a product or service that help stem the effects of climate change that is specific to DUMBO neighborhood.


SUSTAIN is a habit-building mobile application designed to encourage and integrate sustainable practices in the daily lives of professionals in DUMBO by rewarding them with experiences.

Final Presentation || App Demo


1. Secondary Research
2. Qualitative Research: Fly-on-the-wall, In-Depth Interviews
3. Synthesis: Findings & Insights
4. Ideation & Prototyping
5. Testing & Iterate
6. Final Deliverables (App Prototype, Presentation)


︎Users understand the relationship between consumption and waste. All of the respondents from my research wants to conserve, generate less waste, and live more sustainably overall.

︎Some of the habits the users have attempted are recycling, reducing single-use plastic, walking and not taking cars, and conscious fashion.

︎However, these efforts are often hindered by mainly inconvenience, cost (e.g. organic is often more expensive), access (i.e. no municipal composting in New York), and ingrained habit of using single-use/disposable items.

Persona & Journey Map:


Based on the research, the users are aware of the effects of climate change and want to have a sustainable lifestyle, and to do this, they need motivation and conveniency.


There were 2 prototypes I considered:

The first option is a habit-building app / journal that presents weekly challenges in order to help users live more sustainably.

The second option is a service design, partnering with businesses in the area to have a designated containers for edible food waste (e.g. bread, fruits)

After some preliminary testing with users, a lot of them expressed concerns (e.g. smell, crowd) with the second options and favored the habit-building app. 


Testing Feedback:

︎Non-monetary rewards, such as experiences (e.g. 1-hr urban gardening class), are seen as more valuable for millennials, as opposed to monetary rewards (e.g. 10% off coffee)

︎The psychology of habit formation is incredibly critical (e.g. Nike Run Club, Strava) and keeping the users engaged with a variety of challenge with a social feature (to show off progress) would motivate them further.

︎A reminder system is needed as many users expressed concerns over forgetting.

Based on the testing feedback, below are the key features of the app:

DBS Bank:

Designing Wealth Management Services for the Masses

(March 2018 - July 2018)

Finance / Strategy / Ethnography   


Design Researcher

(Team of 5)

Co-Design Workshop with DBS Bank Stakeholders


DBS Bank (based in Singapore) saw an opportunity to extend it’s wealth management services to the rising middle class in Indonesia. However, DBS Bank has traditionally catered to the elite and many Indonesians see investing as something exclusive to the wealthy.

Digibank (a digital division of DBS Bank) has launched and received a lot of participation in Indonesia but has yet to gain traction in the wealth management services.


Design strategies and low to mid fidelity prototypes for DBS to offer relevant wealth management services that reach and cater to the different groups of Indonesian masses.


1. Secondary Research (Market Research)

2. Exploratory Research (In-depth Interviews)

3. Synthesis (Findings & Insights)

4. Co-Design Ideation & Prototyping Workshop 

5. Testing

6. Final Deliverables (Full Report, Strategic Plan)

We conducted an exploratory research with a sample of 20 individuals from different backgrounds and varying experience with Wealth Management products. 

Rather than relying solely on market research, we focused on conversations and tools to gain insights from the users.  

We also organized a co-design ideation and prototyping workshop with DBS Bank to ensure the outcome is aligned with their vision and to include stakeholders in the process. 

In the end, we tested 35 feature prototypes with the 20 individuals to get their insights on the product presented. 


The Wealth Management Journey
︎ Contrary to popular belief, age isn’t a motivating factor for people to start investing on Wealth Management Products. In addition to income level, mindset and long-term vision are the two pivotal factors for people to start investing.

︎ More knowledge = More understanding = Increased trust.

︎ The spirit of “gotong royong”–a collective Indonesian mindset–gives people a sense of safety in group or mass decisions. When it comes to investing, the idea of winning or losing together (e.g. Mutual Funds) is intriguing for first-time investors.

︎ Income, knowledge, and mindset matters most in influencing Indonesians financial approach.

Perception towards Wealth Management:

💵 Indonesians have a strong investment driven mindset, regardless of what stage they are in life. However, investment does not always equal to WM products.

🏡 Land is the ultimate investment goal for most Indonesians. Land is seen as a legacy that can be passed down for generations and is believed to be a steady source of passive income.

🤴🏻 Many Indonesians hold the perception that wealth management is solely restricted to the wealthy. Because of this sentiment, people tend to be unmotivated to allocate their money for investment purposes.

👻  Due to the deep rooted fear and trauma from the past financial crisis and scams, non-physical assets are thought to be high-risk investments for many Indonesians.


Our vision is to design a connected service of banking products that capture loyalty and trust from early stage savers and help them transition into investors over time.

Learning from Biomimicry

(November - December 2018)

Product Design / 3D Design / Mobile App 


UX Designer, Project Manager
(Group Project, team of 4)



Biomimicry is an approach to innovation that seeks sustainable solutions to human challenges by emulating nature's time-tested patterns and strategies. The goal of this project was not to recreate what is happening in our natural system, but rather, to be inspired by biomimicry–to learn from occurences in nature.

Pet Plant was submitted for the final project in an Ideation & Prototyping course at NYU (Fall 2018). 


PetPlant is a houseplant accessory that helps to communicate plant needs to the owners. Using light, moisture, and distance sensor to analyze plant needs and reflect that information on the LCD screen. 

PetPlant is also accompanied by a mobile app to customize each device to accommodate different plant needs. 



🎮️ How It Works

1️⃣ Obtain the PetPlant kit (Plant not included, sorry!).

2️⃣ Open the kit and stick the sensor inside the soil. Make sure to leave some room on top to ensure that the LCD screen stays water-free.

3️⃣ Download the PetPlant app. Open the app, setup instructions will follow. Overview of your plant health will be displayed on the app.

4️⃣ LCD screen will react every time you approach your plant.


Redesigning Waste Management System in Bandar Lampung, Indonesia

(December 2017 - January 2017)

Sustainability / Systems Design / Ethnography


Research Assistant
(Team of 7)


With a population of nearly 1 million, Bandar Lampung generates 800 tons of solid waste daily this year. The city employs open dumping systems so waste management here is heavily dependent on the landfill’s capacity. However, according to Bakung Landfill staff, they can only collect 68% of the city’s waste. Without interventions or changes in the current waste management system, this landfill will only continue to grow, posing environmental and health risks in the surrounding area and beyond.

The objectives for this project:

1️⃣ Increasing the capacity of waste banks in Bandar Lampung;

2️⃣ Educating and increasing public awareness around the 3Rs (reduce, reuse, and recycle);

3️⃣ Improving the sustainability models of waste banks in Bandar Lampung.


︎ Established connections between key stakeholders in the system: local government, waste banks, universities, and schools to collaborate, make use of available facilities, and establish efficient trash route.

︎ Redesigned the trash bins in schools and university with mostly graphics to better inform and educate the public, as well as reducing friction during the disposing journey. The design itself is to encourage the public to get used to sorting their trash and reducing the amount of trash that goes to the landfill in the long-run.

︎ Co-designed a jingle for students at Al-Kautsar elementary school to remind them to sort their trash, as well as integrating a bi-weekly fun competition in the curriculum dedicated to sustainability.

Have a nice day!