Hi, I am Carol! I was born and raised in New York City's Chinatown, a culturally rich neighborhood that I proudly called home for over a decade. Growing up, I had countless fond experiences, particularly when it came to the many restaurants and Chinese cuisines that Chinatown had to offer. From 2004 - 2006, my mother owned and operated a jewelry store located on Bowery Street, requiring her to work seven days a week. As a result, I eagerly anticipated the weekends when my family could dine out together and spend quality time. My father and I shared a love for noodle dishes, and we frequently visited several of our preferred restaurants that served them. Our consistent patronage to these establishments earned us recognition from the owners and staff, who would often engage us in amiable conversation. These frequent interactions and a sense of familiarity in the restaurants fostered a deep sense of belonging and connectedness for me to the vibrant Chinatown community.

Let’s Eat, a connected mobile round table display that brings visitors to NYC’s Chinatown restaurant community by providing authentic culinary experiences that showcase commonalities amongst diverse cultures. The Let’s Eat app uses data tracking and AI technology to tailor users’ tastes, similar to those found in commonly used apps. As an instance, suppose the user is fond of American BBQ, in that case, the app can enable the user to explore Chinese restaurants and cuisine that offer Chinese BBQ, which the user may not be familiar with.

Let's Eat, a connected mobile round table display that brings visitors to NYC's Chinatown restaurant community by providing authentic culinary experiences that showcase commonalities amongst diverse cultures unlike Yelp, Google Maps, and TripAdvisor.

In total, there were eleven semi-structured interviews with a range of stakeholders, including tourists, visitors, locals, & restaurant owners, two online close-ended questionnaires, which received 1,662 responses from locals & attendees of Asian-themed events, & six live observations, including the Queens Night Market, True World Food Expo, Japan Fes, American Museum of Natural History, Bayard & Pell Street, & several bakeries & restaurants in Chinatown.

Based on the data gathered, it was found that the majority of participants among locals, visitors, and tourists were between the ages of 18-35. According to the first survey targeting Chinatown locals, 40.9% believe that Chinatown is dying. Locals tend to shop and eat in Chinatown, and 62.2% of them are interested in Chinese culture’s food. 54.2% of respondents felt like they are part of the community, while 64.3% of them desired to be more involved. Moreover, 71% of locals showed support for local businesses. In the second survey conducted among people who attended Asian-themed events, the top three reasons for attendance were food, family and friends, and fun activities. 84.7% went with friends or family while 16.3% attended alone. The top two aspects that attendees enjoyed were the activities provided and the food served. Additionally, 72.9% of the respondents learned more about the culture, 68.7% felt more involved with the community, and 77.3% would attend again.

Drawing from the insights garnered through the interviews, numerous data points were incorporated to craft the personas for this project. Tourists and visitors expressed a strong desire to immerse themselves in the authentic culinary offerings of Chinatown, with many lamenting their inability to fully explore the breadth and depth of its food scene due to time constraints. Notably, Chinatown’s popularity has waned in recent times, with the area becoming increasingly gentrified. On the other hand, locals conveyed a sense of despair at the gradual demise of their cherished community, with many expressing a deep sense of attachment to the area that dates back to their childhoods. Many restaurant owners are also grappling with the challenges of sustaining their businesses in the wake of the pandemic, particularly in the face of rising rent prices.

While conducting observations of various events and locales, it was noted that group travel is a popular choice amongst tourists, with individuals often accompanied by their peers. The practice of sharing food with each other is widespread, as tourists prefer to sample a variety of dishes in one sitting. Additionally, it was observed that individuals often took photographs of their food, indicating a desire to document and share their culinary experiences. Despite long wait times and large crowds, tourists are still willing to queue up for the chance to taste the local cuisine. One notable instance involved two groups of tourists interacting at a restaurant, where they inquired about each other’s dishes and even shared a list of recommended eating establishments.

Based on the research conducted, it was discovered that eating food, traveling with family and friends, and engaging in activities are the primary factors that resonate with travelers. By providing these opportunities, tourists are more likely to immerse themselves in the local culture, feel connected to the community, and return for more experiences. Some common activities of tourists include sampling a variety of dishes, taking pictures of their food, and sharing their experiences.

Let’s Eat caters to three user groups: tourists and visitors, locals, and restaurant owners. Four personas were identified through extensive research, including two tourists (Esther and Jessica), one local (Vivian), and one business owner (Donald Moy). These personas were created based on real people who were interviewed during the research process.

Meet Esther, our avid traveler and main persona! Learn more about her behaviors, her persona, empathy map, and journey map.

Throughout the prototyping process, I followed a comprehensive set of steps to ensure that the Let’s Eat prototype accurately showcased its unique features. First, I created interaction models and sketched low-fidelity UI screens, which served as a foundation for creating higher- fidelity UI screens on Figma for user testing. Here is an interaction model of how users would interact with the Let's Eat app & Round Table when they receive food recommendations & order food.

The UI sketching process underwent two iterative rounds of low-fidelity & high-fidelity sketches. The initial low-fidelity sketches were created rapidly in a sketchbook to capture ideas & facilitate brainstorming. Then, high-fidelity sketches were developed to facilitate user testing & to validate the UI design before creating detailed UI compositions.

My senior project underwent significant evolution throughout the year. I initially pitched my project at the SUNY Long Island PitchFest 2022, where I emerged as the winner. Subsequently, I participated in the New York Business Pitch Competition 2023, where I sought to further develop my project and explore its business potential. I leveraged the competition as a platform to pitch my research and ideas and solicit guidance from industry experts, which proved instrumental in enhancing the project’s capabilities. At the Farmingdale IGNITE Symposium 2023, I presented my project as a poster presenter and spark speaker, engaging one-on-one with attendees to discuss their experiences in Chinatown and gather feedback on my solution. Towards the culmination of her senior year, I presented Let’s Eat at the SUNY Research Conference 2023, where I received valuable insights into users’ preferences when exploring new foods through an app. Furthermore, I conducted remote user testing sessions with individuals who had previously participated in the research process. As the moderator, I administered a 5-second test to gauge users’ perception of the UI and its functionality. Following the test, users provided valuable feedback, citing minor confusion with the UI, requesting the inclusion of dish translations, and seeking clarification on how the app determines one’s taste preferences. Drawing from this feedback, I refined the UI, incorporating features that users expressed interest in.

Based on the feedback received, the screens were edited before moving on to developing a high-fidelity prototype that incorporated all the necessary system requirements. These UI comps including the system requirements show the screens of what was shown on the interaction model when an user is filtering, viewing, & ordering the dishes that were recommended to them.

To establish a compelling brand identity for the app, ]several options were considered, including the name YuanZhuo, which translates to round table. However, after recognizing that the name may not be easily memorable for users, especially those visiting from overseas, the name Let’s Eat was chosen. This name represents the longstanding tradition of Chinese culture, which emphasizes communal dining and unity. Moreover, as per the Chinese cultural norm, people often use “Have you eaten yet?” as a greeting. Visually, Carol opted for colors, red and gold, that are easily identifiable as part of Chinese culture. While designing the logo, the Chinese character “圆,” was employed which translates to “round”. The character was shaped to resemble a person sitting at a round table, with the letter “e” from “Let’s Eat” forming the body. The “e” shape also creates the illusion that it is holding a phone, symbolizes the use of the Let’s Eat app. The example below showcases the exploration of various logos and fonts.

Local restaurants in Chinatown have been finding new ways to adapt to the challenges faced since the pandemic by leveraging technology and innovating to recapture customers. Platforms such as Yelp, Google Maps and Reviews, TripAdvisor, and Groupon have been striving to partner with businesses to generate profits while concurrently benefiting them. Inspired individuals have also developed products or services, such as Sidewalk Sherpas, to lure visitors and tourists back to Chinatown through a more personalized approach. To conduct a thorough comparison of Let’s Eat and its competitors, a competitive analysis chart was employed, which involved assessing several key factors such as the target audience, business focus, geographic reach, app functionality, user acquisition strategies, and unique selling points.

Participating and presenting Let's Eat in two business competitions has given opportunities to refine marketing strategies. Two distinct marketing channels were developed - one to attract users, including tourists, visitors, and locals, and another for restaurant owners, local organizations, and influencers to partner with the app. Through various advertising and promotion channels, the cost can range from $30k per year for online advertisements, $400k per year for print advertisements, and $5k per year for 100 influencer posts. Yearly events such as the Chinese New Year Parade, Lantern Festival, and food festivals and markets can further promote the app. Based on the research conducted, data indicates that these are the most popular events attended by respondents, making them an ideal opportunity to introduce Let’s Eat to people. During these events, the app can adapt its aesthetic for the day, feature limited-time dishes and rewards, and showcase the beauty of Chinatown and Chinese culture. Moreover, the application offers a rewards program that allows users to redeem souvenirs, such as stickers, from participating restaurants. These souvenirs not only serve as a token of appreciation but also as an effective marketing tool when utilized by the users. The goal is to convey the message that Let’s Eat can help users explore Chinatown and its diverse range of food options through authentic and personal experiences.

Thank you for taking your time to take a look at Let's Eat! I hope to use Let’s Eat to inspire and educate individuals about the potential of food to unite communities, cultures, and generations, not only in Chinatown but also in other areas and communities worldwide. Given additional time, I intend to conduct further research on other Chinatowns across the country, supplementing my existing knowledge and observations gained from visiting other Chinatowns in California, Philadelphia, Texas, and more. The goal is to delve deeper into user behavior and learn more about what motivates users to try new and unfamiliar foods. This research will involve gathering insights into user preferences, including their desire for translated dish names and other features that could enhance their experience of exploring unfamiliar cuisines.