Designers
Designers
Designers
Gamify with Grubhub
Discover your unique palate with personalized in app-features: Bite Swipes, Passport, and Wrapped
Key Words

Designers
Jaja Riley
Liam Talasnik
Alicia Liu
Isis Hartfield-Edwards
SUMMARY
The future of food delivery isn't just logistics; it’s discovery. We believe the next evolution of the industry lies at the intersection of gamification and visual storytelling. Our proposal introduces a high-engagement, swipe-based interface that delivers instant gratification through curated discovery. This leads directly into the 'Foodie Passport'—a dynamic annual data visualization that tracks a user's global culinary journey. By reflecting their order history back to them through immersive personas, we help customers understand where they’ve been so they can decide where to explore next.
challenge
We were challenged to explore how Grubhub might become essential to student life. Through interviews, site visits, and prototype testing across New York State universities, NYU, The New School, LIU, and Marist, we identified a core tension, discovery. Students experience decision fatigue that makes food feel like a chore, struggle to build community around meals, and find Grubhub's current interface frustrating. To ensure diverse perspectives, we spoke with students, dining directors, university representatives, and student leadership including RAs and club presidents across both residential and commuter campuses.
Outcome
Our research found one clear throughline: discovery is a struggle. Students face decision fatigue, and in food delivery, that hesitation is exactly what kills a checkout. Bite Swipes tackles this by letting users swipe through one option at a time–right to bookmark, left to pass–turning a frustrating scroll into a split-second decision. The Foodie Passport then layers on personalization, summarizing cuisines tried and yet to be explored. Together, they push users out of their comfort zone, reduce friction, and transform Grubhub into a personalized experience users can build, own, and share.




MEET THE Designers:




Jaja Riley
Liam Talasnik
Alicia Liu
Isis Hartfield-Edwards
