Where Locals Eat

Travel, E-commerce

Innovation development for a new business entity exploring travel dining experiences, personal project, Summer 2022

Business context & problem

Tourism dining experiences often lack authenticity, with travelers struggling to find genuine local cuisine beyond tourist traps. This represents both a market opportunity for local restaurateurs and a need for travelers seeking authentic experiences. This project aimed to create a platform connecting travelers with local dining experiences, addressing the growing global trends toward digital responsibility, hybrid experiences, and lifestyle adaptability.

My role & leadership

As the sole UX researcher and designer on this personal innovation project, I led end-to-end strategy and execution. I identified the market opportunity, conducted comprehensive research, developed the concept, and designed the solution. My approach blended strategic foresight with tactical implementation to create a viable product in a relatively unsaturated market space.

Strategic approach

My approach centered on three key research-driven value pillars:

• Immersive Experiences: Creating authentic culinary connections between travelers and local hosts
• Reliability: Ensuring quality and safety through verified food handlers
• Empowerment: Enabling small local businesses to reach new audiences

Through competitive analysis, I identified a white space opportunity for a platform offering communal yet exclusive dining experiences with certified food handlers—addressing safety concerns while maintaining authenticity.

Research & key insights

I conducted multi-phase research including secondary research, surveys, and in-depth interviews with both travelers and local hosts.

Key Traveler Insights:

• Desire for authentic local cuisine over tourist offerings
• Need for pre-travel planning and menu exploration
• Interest in customized and interactive dining experiences

Key Local Host Insights:

• Desire to promote their businesses to non-natives
• Interest in offering elevated dining experiences (customized menus, interactive experiences)
• Opportunity to expand beyond food service

Strategic decisions

Based on research insights and competitive analysis (examining EatWith, BonAppetour, and Eat at a Local's), I made several key strategic decisions:

1. MVP Focus on Travelers: Prioritized the traveler experience for the initial product phase to enable faster testing with a larger user group
2. Certified Food Handlers Only: Unlike some competitors, restricted hosts to certified food handlers to ensure safety and quality
3. Feature Prioritization: Used a feasibility/value matrix to determine which features to implement in the MVP

Design solution

The resulting product was a mobile application allowing travelers to:

• Discover local dining experiences based on location
• View detailed information about hosts, venues, and menus
• Book and manage reservations
• Communicate with hosts
• Access a personal experience history

Key differentiators included verified food handlers, customizable dining experiences, and cultural context around local cuisine.

Results & validation

Usability testing with 5 participants validated the core concept and usability. Key findings included:

• Strong positive first impressions of the concept
• Successful completion of key booking tasks
• Valuable feedback on branding and feature enhancements

The second round of testing confirmed improvements and led to the final high-fidelity design.

Business impact & market potential

Market analysis using Porter's Five Forces and competitor landscape mapping revealed:

• Unsaturated market with few direct competitors
• Growing demand for authentic travel experiences
• Potential for global expansion beyond competitors' limited geographic coverage
• Opportunity for revenue through booking fees while providing value to both travelers and local businesses