MENG ZHANG
APP Design




Super App · Southeast Asia Market · Platform Redesign


WOWNOW3.0 Revision Design


Redefining everyday convenience in Southeast Asia with a one-stop super app for food delivery, shopping, and local services.


Roles &
Responsibilities

  • UX Design
  • UI Design
Project Context

Feb - May 2023
Tools Used

Figma
React
TypeScript
Fluent
Web Components
IntroductionThis revision project focused on the structural redesign and experience optimization of WOWNOW’s mid-platform interface and takeaway service modules. As Cambodia’s first super app, WOWNOW integrates a suite of local services—including YumNow (food delivery), TinhNow (online shopping), mobile top-ups, and utility payments—offering a seamless one-stop lifestyle solution for users living and working in Cambodia.

Originally launched under the Elephant APP brand, WOWNOW is rooted in the Cambodian market and is gradually expanding its footprint across Southeast Asia. The platform is committed to becoming the leading digital lifestyle ecosystem in the region, simplifying daily services through intuitive, localized digital experiences.

Amid the surge of demand during the pandemic, Cambodia's food delivery sector experienced exponential growth. As of now, Elephant Takeout has partnered with over 24,000 merchants, including 1,700+ international food and beverage brands. The platform has surpassed 9.2 million registered users, supported by a robust logistics network of 3,500+ contracted delivery riders—solidifying its role as a market leader in Cambodia’s evolving digital economy.Product Introduction
The redesign was initiated in response to several key usability and structural issues within the app’s homepage. The interface lacked consistency with the design specifications across business lines, resulting in disjointed entry points, poor focus, and low conversion rates.

Additionally, business processes remained siloed, limiting service scenario coverage and reducing the efficiency of user flow. Homepage and module click-through rates showed weak traffic growth, and service conversion remained suboptimal. Lengthy browsing paths and fragmented module operations further impacted the overall user experience and operational coherence.

The redesign aimed to unify interface logic, streamline access to core services, and improve engagement across all touchpoints.


Why revision
Module conversion rate is low
Lack of unified normative
Version iteration costs are high



  • Lack of Information Hierarchy
    Page structure is cluttered, and content lacks visual distinction between primary and secondary elements, negatively impacting browsing efficiency.

  • Inconsistent Design Specifications
    Visual design does not adhere to a unified system, resulting in an outdated and fragmented interface across pages.

  • Weak Brand Presence
    The overall visual language lacks brand tonality, making it difficult for users to form a strong and consistent brand impression.

  • Subpar Interaction and Experience
    Poor interaction design and lack of engaging micro-interactions lead to a flat, unsatisfying user experience.

    • User Rearch



    Problems


    Through user visits/questionnaires/App Store and other user feedback and evaluation methods, sort out user needs and understand user demands in products.






    Design  Part  






    Visual Streamlining

    Remove large colored backgrounds/applications to reduce user visual distractions and better highlight content.

    Layout Specification

    The design draft is designed in 375* 812pt for iOS phones, and the overall layout is designed in multiples of 4.








    IP Design


    DAMREY,a baby elephant, started his design from the word "elephant" in wownow APP(Elephant APP in Chinese), which is strongly associated with the brand. At the same time, in Southeast Asia, elephants symbolize longevity and health, auspicious elephants bring wealth,and the "elephant" and "xiang"are homonyms for elephants,which are often symbolized as auspicious in China.The white elephant is the most precious elephant in Southeast Asia.The so-called white elephant is not all white,all golden, silver,light green, light red and other skin color elephants are called white elephants, so the overall use of white design.










    3.0 Final Screens


    Splash page



    When downloading and using the 3.0 wownow version for the first time, the user is prompted to use a new version. The default splash screen design uses our new logo and IP image.





    Landing page

    The new login page has changed the process layout according to the operational feedback data, and the proportion of third-party login users using the data feedback has reached 62%, and the third- party login is put in the frst place in the revision.The head uses 3d food design to increase the brand strength of wownow takeaway and group purchase.


    My Order Management Page



    1. Order optimization, unifed style with the home page, adding icons to distinguish different business orders.

    2.Message optimization,fold discounts and system messages, and
    display rider messages first.



    Personal Center





    With the increase of business functions, the personal center has also added functions such as check -in, customer service, and merchant settlement.

    The overall design has also changed, the original head large color block removed, replaced with the main function, carried out a primary and secondary design, better display functional information.


















    Order page




    Order Delivery


    With the increase of business functions, the personal center has also added functions such as check-in, Customer service, and merchant settlement.The overall design has also changed, the original head large color block removed, replaced with the main function, carried Out a primary and secondary design, better display functional information.


    Order the defoult standard dellveny, users can choose priornty or economic delivery service corresponding to their needs, improve the user experience. Real-time display of delivery information status to ensure that items are delivered to users.


    Main  Page


    With the increase of business functions, the personal center has also added functions such as check-in, customer service, and merchant settlement.

    The overall design has also changed, the original head large color block removed, replaced with the main function, carried out a primary and secondary design, better display functional information.











    Part of the page show







    Reflection
    • Researched and iteratively designed wownow's takeout app to make it more accessible and user-friendly. I worked with a team of other designers to build a better user experience in processing, update visuals, and create a design system that can be used interchangeably with our other products.

    • Don't be afraid to iterate，We often come up with an "idea" solution that required lots of effort to develop. Later down the design process, that solution may not fit anymore. It is important to set aside sunk cost and focus on the user experience.

    • Leading an team is more than being organized. This was the first time I ever led a team and it was a learning experience for sure. Beyond being organized... giving constructive feedback, and being engaging and charismatic are some traits that I would like to work on as I continue to grow.





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