Project Overview

• Role: Lead UX/UI & CX Designer
• Services: Customer Experience Design, End-to-End Service Blueprinting, Mobile UX/UI, Prototyping
• Industry: Hospitality / Food Tech / Cultural & Culinary Experiences
• Tools: Figma, Miro, Usability Testing

1. Context & The Challenge

Chinchin is a digital platform designed to curate, discover, and book authentic cultural and culinary experiences, bridging local food hosts with international and local food enthusiasts.

The Problem:

The original concept struggled with high drop-off rates during experience discovery and booking. Users felt uncertainty regarding host credibility, itinerary details, and dietary customization, while hosts found managing bookings and guest communication complex.

Key Pain Points Identified:

• Discovery Friction: Generic search filters made finding niche culinary events (e.g., local workshops, private tastings) difficult and overwhelming.
• Lack of Trust Factors: Sparse host profiles and unclear pricing breakdowns created hesitation during the final checkout stage.
• Fragmented Host Operations: Experience creators lacked a unified portal to manage schedules, guest dietary preferences, and reservation approvals.

2. My Approach & Process

I led the CX strategy and UX/UI redesign to build a storytelling-driven, high-trust booking platform for both guests and hosts.

Phase 1: CX Discovery & Journey Mapping

• Conducted qualitative interviews with food travelers and event hosts to map key decision drivers (authenticity, safety, clear scheduling).
• Developed Service Blueprints to align front-end guest discovery with back-end host operational workflows.

Phase 2: Story-Driven UI & Discovery Architecture

• Redesigned the home feed to highlight immersive imagery, host bios, verified reviews, and clear activity tags (e.g., "Vegan Friendly", "Private Workshop").
• Streamlined the reservation funnel into a 3-step checkout with instant date selection and guest customization options.

Phase 3: Host Dashboard & Accessible Design System

• Created a dedicated management hub for hosts to easily review upcoming bookings, manage availability calendars, and communicate directly with guests.
• Built a vibrant, content-first design system in Figma optimized for high-resolution imagery and clear typography across mobile and desktop interfaces.

3. Key Solutions Implemented

• Immersive Experience Hub: Rich detail pages featuring host storytelling, menu breakdowns, verified guest reviews, and clear location maps.
• Streamlined 3-Step Booking: A fast checkout flow allowing guests to select dates, specify dietary restrictions, and pay securely in minutes.
• Integrated Host Portal: A centralized dashboard for creators to manage bookings, track earnings, and coordinate guest logistics seamlessly.

4. Impact & Results

• Enhanced Conversion: Storytelling-focused layouts and transparent checkout steps significantly increased completed experience bookings.
• Improved Host Efficiency: Dedicated management tools reduced host response times and scheduling conflicts.
• Stronger Customer Trust: Richer host profiles and verified reviews minimized pre-booking user hesitation.

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