Jiwa
Good for the soul & body
Inspired by Singapore’s growing focus on health, Jiwa is a dessert brand that reimagines traditional kuih for all generations. Every treat is customizable to suit different dietary needs, celebrating inclusivity, heritage, and the joy of sharing.
MY ROLE
User Research Designer, User Interface Designer, Graphic Designer
DURATION
1 week
The Challenge
In Singapore, traditional kuih is often not perceived as a healthy option. Consumers lack guidance on customisation for dietary needs, while businesses struggle to address these requirements and provide clear information on packaging, nutrition, and portion sizes.
My Process
This process ensures that design decisions are evidence-based rather than assumptions. Research reveals real user pain points, structured flows create logical and intuitive experiences, and prototypes allow early testing to save time and resources. Iterating with real users validates solutions, reducing risk and leading to a final product that is functional, user-friendly, and enjoyable.
Research
User Interviews, Affinity Mapping, Key Insights, Persona, Problem Statements & HMW Statements
Ideation
Customer Journey &
Information Architecture
Prototyping
Design System &
Interactive Prototype
Testing
Usability test &
Iterations
Key User Insights
To better understand the challenges in online dessert ordering, I conducted interviews with 10 users. Through these conversations, I uncovered their pain points, expectations, and personal preferences. These insights became the foundation for shaping a solution that not only met user needs but also enhanced the overall ordering experience.
Aesthetics
Buy With Your Eyes First.
People don’t taste first, they scroll first. If a cake looks delicious, it sells. A good photo, goes
a long way.
“
I care about how it looks.
Cakes must be aesthetic.”
– Rid
Assurance
Users want assurance in terms of packaging, delivery, sizing of the desserts they are ordering and wants comparison with
common-items.
“
I want to know what
the box looks like.”
- Athena
Customization
Users wants to
select different flavours and customised their cakes easily without having to
reach out
to the vendor.
“
I prefer more
personalisation options”
– Syafiqah
Health
Users want clear ingredient info for themselves and the people they’re buying for. It helps them make safe, informed choices around allergies and dietary needs.
“
I look for sugar labels because
my dad has diabetes.”
– Banu
Key Problems
-
Users struggle to find desserts that match their preferences easily.
Research revealed that users need a platform that provides direct access to relevant information. They value clarity and convenience, expecting key details such as dietary preferences to be visible on the homepage and product pages.
-
There is a lack of transparency between buyers and vendors.
Buyers seek honesty and clear product information, while vendors fear that too much transparency may reduce sales. This creates a gap between what users need to make confident decisions and what sellers feel comfortable sharing.
HMW
Present ingredient and dietary information in a way that’s clear, inclusive, and non-intimidating,
so both customers and
vendors benefit?
HMW
Provide users with the information they need to customise cakes without requiring them to reach
out for more details?
HMW
Help users understand the sizing of the cakes, so they know what to expect when ordering. Whether it’s for a big celebration or for personal enjoyment.
Ideation
Following the identification of the problem statements and HMW statements, I structured the product page based on insights derived from card sorting activities. The resulting information architecture categorizes offerings into Bestsellers, Cakes, Kuih, Pastries, and Customization, with each category further organized by dietary preferences, including Diabetic, Vegan, Gluten-Free, and Lactose-Free options.
This structure made it easier for users to find products that matched their dietary needs without unnecessary scrolling or confusion. It also improved product discoverability and created a smoother, more enjoyable browsing experience across all categories.
With that in mind, it brought me to this branding...
“Jiwa” means “soul” in Malay, and the logo is designed to capture that essence.
By integrating a heart into the design, the logo not only symbolizes emotion and connection but also brings a deeper impact that resonates with the true meaning of Jiwa.
Homepage
Jiwa makes dietary needs easy to spot by showing Keto Sugar, Vegan-Friendly, Diabetic-Friendly, Gluten-Free, and Lactose-Free options right away.
Navigation
To ensure users don’t miss important categories or dietary options, the tabs are placed in a fixed position on the side.
This placement raises awareness of healthier alternatives while still giving users the freedom to browse. Additionally, showing portion sizes and
the number of people each item serves helps users make more informed choices.
Product Page
Users often struggle to visualize or estimate the actual product in real life. To make this easier, an A4-sized shape is provided as a dimension guide, helping them better understand the size.
Customization
Users can personalise their orders by choosing dietary options, portion sizes, and packaging.
Overall
There’s a gap between buyers who seek transparency and vendors who hesitate to share too much information. By presenting ingredient, dietary, and sizing details clearly and inclusively, the design empowers users to make confident, informed choices — benefiting both customers and vendors.
