Intro
KOALA is a SaaS omnichannel e-commerce platform that enables users to sell their products across various messaging platforms. Currently, buyers can purchase products online through a store’s website, while sellers manage transactions via the KOALA app. As the team sees strong growth potential in the food & beverage (F&B) sector, we aim to tap into this market by launching a dedicated solution for F&B businesses: the new KOALA Menu.
Main challenge
Initially, KOALA targeted micro and small sellers, aiming to empower them to grow their businesses. While the platform proved valuable to this segment, it was difficult to monetize — when we introduced a service fee, approximately 50% of these sellers churned.
In response, we pivoted toward the Food & Beverage (F&B) sector, specifically focusing on restaurants. We chose this market because medium-to-large F&B businesses offer better monetization potential, F&B is consistently among KOALA’s top three business categories, and there is strong interest from restaurants in our solutions. To support this shift, we are developing KOALA Menu — a new product tailored to meet the unique needs of F&B businesses.
"How might we empower restaurant owners to run their business efficiently?"
The need for a total revamp
E-Commerce ≠ Restaurant
KOALA was designed for general e-commerce needs, but restaurants require a different approach. Their priorities — such as delivery timing and visual presentation — demand a new user flow and experience. As a result, the existing KOALA webstore needs a complete redesign.
Branding Considerations
KOALA serves micro and small sellers, while KOALA Menu targets medium to large restaurants that typically have established branding. The current KOALA design is heavily branded; for KOALA Menu, we aim for a more neutral, adaptable design that complements restaurant brands.
Old KOALA was designed for general e-commerce needs
Design process
The KOALA core product team consists of a Product Designer, UX Researcher, UX Writer, and Product Manager. We began by deeply understanding the project’s problem space and exploring potential solutions. I conducted benchmarking and analyzed the user flow, leveraging insights from previous research. Based on this foundation, I explored a wide range of design directions to identify the best solution for KOALA Menu.
Some design process: workshops, user flow benchmarking, and design exploration
Ordering management for F&B Businesses
Online menu for seamless order experience
Now, customers can order food online and reducing waiters' task to take customers order. There are three service types and input fields are customized based on it, e.g. Dine In will ask for table number and Delivery will ask for delivery address.
Ordering food with the online menu
Manage transaction in the palm of your hand
Restaurant can easily manage transaction through KOALA App. They can track in which stage the orders are and handle the orders according to their needs.
Transaction list and transaction detail page
Track your order
Unlike in the previous design of KOALA where general e-commerce customers care more about their order details, restaurant customers care more about when their order will arrive. Therefore, the design highlights at what stage the order is in.
Before (left) and after (right) of post transaction from customer's side
Desktop or Mobile? The choice is yours
Whether the restaurant want to manage transaction through phone or desktop, KOALA provides all the available option for our users.
KOALA Menu works both on desktop and mobile app
What’s next?
The project is currently under gradual development and the next feature developed would be schedule order where customers can order when the restaurant is closed and schedule it as soon as the restaurant will open.