overview

Gen Z backpackers in Thailand often travel on tight budgets, yet only 8% regularly try street food due to 63% citing safety concerns, despite low contamination rates. Led a 4-person team studying Gen Z backpackers’ street food behavior to balance user needs and business objectives.

overview

Gen Z backpackers in Thailand often travel on tight budgets, yet only 8% regularly try street food due to 63% citing safety concerns, despite low contamination rates. Led a 4-person team studying Gen Z backpackers’ street food behavior to balance user needs and business objectives.

Lonely Planet’s Move into Thailand’s Food Sector for Gen Z Backpackers

Lonely Planet aims to enter the Gen Z backpacker market in Thailand by launching a food-focused mobile application. The goal is to help young travelers manage their budgets while discovering authentic local cuisine.

Lonely Planet’s Move into Thailand’s Food Sector for Gen Z Backpackers

Lonely Planet aims to enter the Gen Z backpacker market in Thailand by launching a food-focused mobile application. The goal is to help young travelers manage their budgets while discovering authentic local cuisine.

Lonely Planet’s Move into Thailand’s Food Sector for Gen Z Backpackers

Lonely Planet aims to enter the Gen Z backpacker market in Thailand by launching a food-focused mobile application. The goal is to help young travelers manage their budgets while discovering authentic local cuisine.

Secondary Research

Building Domain Knowledge Through Secondary Research

To understand the market, we began with secondary research, reviewing open-source studies and research papers on backpacker behavior, budgeting patterns, and food choices. We found that many Gen Z backpackers face unique challenges when it comes to eating in Thailand.

Secondary Research

Building Domain Knowledge Through Secondary Research

To understand the market, we began with secondary research, reviewing open-source studies and research papers on backpacker behavior, budgeting patterns, and food choices. We found that many Gen Z backpackers face unique challenges when it comes to eating in Thailand.

Secondary Research

Building Domain Knowledge Through Secondary Research

To understand the market, we began with secondary research, reviewing open-source studies and research papers on backpacker behavior, budgeting patterns, and food choices. We found that many Gen Z backpackers face unique challenges when it comes to eating in Thailand.

Key Findings: Language and Safety Barriers

Our research revealed that language is a significant obstacle, as many Thai street food vendors don’t speak English or provide English menus. Despite street food being a budget-friendly and authentic option, only 8% of travelers regularly eat it. This is surprising given that 80% say they enjoy Thai street food. The main deterrents are language barriers and safety concerns—63% worry about hygiene, even though contamination levels are low and comparable to restaurants.

Key Findings: Language and Safety Barriers

Our research revealed that language is a significant obstacle, as many Thai street food vendors don’t speak English or provide English menus. Despite street food being a budget-friendly and authentic option, only 8% of travelers regularly eat it. This is surprising given that 80% say they enjoy Thai street food. The main deterrents are language barriers and safety concerns—63% worry about hygiene, even though contamination levels are low and comparable to restaurants.

Key Findings: Language and Safety Barriers

Our research revealed that language is a significant obstacle, as many Thai street food vendors don’t speak English or provide English menus. Despite street food being a budget-friendly and authentic option, only 8% of travelers regularly eat it. This is surprising given that 80% say they enjoy Thai street food. The main deterrents are language barriers and safety concerns—63% worry about hygiene, even though contamination levels are low and comparable to restaurants.

Ecosystem Map

Travelers default to famaliar options such as fast food chains or convenience stores

Using insights from research, we created an ecosystem map—a visual representation of how travelers interact with food-related touchpoints along their journey, both physical and digital. This map allowed us to capture a high-level view of their behaviors. We found that many travelers rely on hostel staff or peers for recommendations, but when unsure, they default to familiar options such as fast food chains or convenience stores like 7-Eleven.

Ecosystem Map

Travelers default to famaliar options such as fast food chains or convenience stores

Using insights from research, we created an ecosystem map—a visual representation of how travelers interact with food-related touchpoints along their journey, both physical and digital. This map allowed us to capture a high-level view of their behaviors. We found that many travelers rely on hostel staff or peers for recommendations, but when unsure, they default to familiar options such as fast food chains or convenience stores like 7-Eleven.

Ecosystem Map

Travelers default to famaliar options such as fast food chains or convenience stores

Using insights from research, we created an ecosystem map—a visual representation of how travelers interact with food-related touchpoints along their journey, both physical and digital. This map allowed us to capture a high-level view of their behaviors. We found that many travelers rely on hostel staff or peers for recommendations, but when unsure, they default to familiar options such as fast food chains or convenience stores like 7-Eleven.

Primary Research

Conducted primary research with the goal of understanding their behavior and challenges in interacting with vendors

To better understand their motivations, behaviors, and pain points, we conducted field interviews at Khao San Road, Bangkok’s backpacker hub.

Primary Research

Conducted primary research with the goal of understanding their behavior and challenges in interacting with vendors

To better understand their motivations, behaviors, and pain points, we conducted field interviews at Khao San Road, Bangkok’s backpacker hub.

Primary Research

Conducted primary research with the goal of understanding their behavior and challenges in interacting with vendors

To better understand their motivations, behaviors, and pain points, we conducted field interviews at Khao San Road, Bangkok’s backpacker hub.

Uncovering common pain points through synthesis

By grouping and synthesizing the data, we identified common food-related pain points among interviewees.

Uncovering common pain points through synthesis

By grouping and synthesizing the data, we identified common food-related pain points among interviewees.

Uncovering common pain points through synthesis

By grouping and synthesizing the data, we identified common food-related pain points among interviewees.

To better empathize with the data, we created personas by grouping travelers with similar characteristics.

Ideation

Hit a wall in solving Henry's safety concern problem

During the ideation stage, we each brainstormed concepts individually and then regrouped to evaluate and select the most promising directions. One of the biggest challenges was addressing users’ safety concerns through a purely digital solution. At one point, I proposed an approach that combined the app with real-world validation: What if the app highlighted nearby street food stalls certified by an established authority, such as Lonely Planet, for cleanliness and hygiene? While this concept could help users like Henry feel more confident about choosing safe vendors, it would require significant resources to certify every street food stall in Bangkok. Additionally, tracking precise vendor locations would be unrealistic, since many operate without permanent setups and frequently move throughout the city.

Ideation

Hit a wall in solving Henry's safety concern problem

During the ideation stage, we each brainstormed concepts individually and then regrouped to evaluate and select the most promising directions. One of the biggest challenges was addressing users’ safety concerns through a purely digital solution. At one point, I proposed an approach that combined the app with real-world validation: What if the app highlighted nearby street food stalls certified by an established authority, such as Lonely Planet, for cleanliness and hygiene? While this concept could help users like Henry feel more confident about choosing safe vendors, it would require significant resources to certify every street food stall in Bangkok. Additionally, tracking precise vendor locations would be unrealistic, since many operate without permanent setups and frequently move throughout the city.

Ideation

Hit a wall in solving Henry's safety concern problem

During the ideation stage, we each brainstormed concepts individually and then regrouped to evaluate and select the most promising directions. One of the biggest challenges was addressing users’ safety concerns through a purely digital solution. At one point, I proposed an approach that combined the app with real-world validation: What if the app highlighted nearby street food stalls certified by an established authority, such as Lonely Planet, for cleanliness and hygiene? While this concept could help users like Henry feel more confident about choosing safe vendors, it would require significant resources to certify every street food stall in Bangkok. Additionally, tracking precise vendor locations would be unrealistic, since many operate without permanent setups and frequently move throughout the city.

Pivoted our direction to Picky Pia as her problems are also significant and addressable

Since we couldn’t effectively solve Henry’s safety concerns through a purely digital app, we decided to pivot our focus to Picky Pia. Unlike Henry, Pia is less driven by hygiene certification and more concerned about ingredients and food preferences — needs that can be realistically addressed through a digital product experience.

Pivoted our direction to Picky Pia as her problems are also significant and addressable

Since we couldn’t effectively solve Henry’s safety concerns through a purely digital app, we decided to pivot our focus to Picky Pia. Unlike Henry, Pia is less driven by hygiene certification and more concerned about ingredients and food preferences — needs that can be realistically addressed through a digital product experience.

Pivoted our direction to Picky Pia as her problems are also significant and addressable

Since we couldn’t effectively solve Henry’s safety concerns through a purely digital app, we decided to pivot our focus to Picky Pia. Unlike Henry, Pia is less driven by hygiene certification and more concerned about ingredients and food preferences — needs that can be realistically addressed through a digital product experience.

Ideation

The solution is an Interactive and comprehensive Street food guide

In Thailand, there are roughly 100 popular street food dishes, which can be grouped into seven main categories.

Ideation

The solution is an Interactive and comprehensive Street food guide

In Thailand, there are roughly 100 popular street food dishes, which can be grouped into seven main categories.

Ideation

The solution is an Interactive and comprehensive Street food guide

In Thailand, there are roughly 100 popular street food dishes, which can be grouped into seven main categories.

This led us to ask: What if we created a street food guide that allows users to customize ingredients and order with confidence, while also show natural hygiene risk levels?

Final Concept is Yummie Street

An app that helps backpackers feel confident trying Thai street food by learning about local dishes and their potential risks, customizing orders to match their preferences, and collecting memorable street food experiences like treasures — all while remaining lightweight from both a business and technical perspective.

Final Concept is Yummie Street

An app that helps backpackers feel confident trying Thai street food by learning about local dishes and their potential risks, customizing orders to match their preferences, and collecting memorable street food experiences like treasures — all while remaining lightweight from both a business and technical perspective.

Final Concept is Yummie Street

An app that helps backpackers feel confident trying Thai street food by learning about local dishes and their potential risks, customizing orders to match their preferences, and collecting memorable street food experiences like treasures — all while remaining lightweight from both a business and technical perspective.

Fulfilling our Secondary and tertiary personas' needs

Usability testing

Although We Have a High SUS, Many Users Aren’t Willing to Promote Our App

We conducted a usability test with six participants to evaluate the onboarding and food customization flows. The goal was to understand user perceptions, identify usability issues, and measure the overall user experience of the app.

Usability testing

Although We Have a High SUS, Many Users Aren’t Willing to Promote Our App

We conducted a usability test with six participants to evaluate the onboarding and food customization flows. The goal was to understand user perceptions, identify usability issues, and measure the overall user experience of the app.

Usability testing

Although We Have a High SUS, Many Users Aren’t Willing to Promote Our App

We conducted a usability test with six participants to evaluate the onboarding and food customization flows. The goal was to understand user perceptions, identify usability issues, and measure the overall user experience of the app.

While users were able to complete tasks successfully, several areas caused confusion or hesitation. Participants expected more interactive elements during onboarding and had trouble understanding certain customization options. Some found the “make it your own” button unclear, while others wanted more flexibility in food restriction choices.

Solution 2

Areas of improvement

Onboarding

Make the onboarding flow swipeable for easier navigation.

Food Restriction

Add an input box for uncommon food restrictions and frequently avoided items.

Food Detail Page

Show there will be a two-step flow before the “Make it your own” button to clarify what users can expect.

Food Customization

Include icons or images for ingredients, especially for multilingual users.

Order Page

Add a voice output feature so vendors can quickly understand customer requests.

Solution 2

Areas of improvement

Onboarding

Make the onboarding flow swipeable for easier navigation.

Food Restriction

Add an input box for uncommon food restrictions and frequently avoided items.

Food Detail Page

Show there will be a two-step flow before the “Make it your own” button to clarify what users can expect.

Food Customization

Include icons or images for ingredients, especially for multilingual users.

Order Page

Add a voice output feature so vendors can quickly understand customer requests.

Solution 2

Areas of improvement

Onboarding

Make the onboarding flow swipeable for easier navigation.

Food Restriction

Add an input box for uncommon food restrictions and frequently avoided items.

Food Detail Page

Show there will be a two-step flow before the “Make it your own” button to clarify what users can expect.

Food Customization

Include icons or images for ingredients, especially for multilingual users.

Order Page

Add a voice output feature so vendors can quickly understand customer requests.

User flow

Making sure food customization flow is fast and smooth

User flow

Making sure food customization flow is fast and smooth

User flow

Making sure food customization flow is fast and smooth

Site Map

Contribution as a team leader

As we worked on this project within 6 weeks, me as team leader led UX activities, prioritized deliverables, understanding team members, assign tasks and contributed major features for the app.

Contribution as a team leader

As we worked on this project within 6 weeks, me as team leader led UX activities, prioritized deliverables, understanding team members, assign tasks and contributed major features for the app.

Contribution as a team leader

As we worked on this project within 6 weeks, me as team leader led UX activities, prioritized deliverables, understanding team members, assign tasks and contributed major features for the app.

Breaking barriers so backpackers in Thailand can fully enjoy street food

Stakeholder

Role

Services

Collaborators

Tools

Timeline

Status

overview

overview

Lonely Planet’s Move into Thailand’s Food Sector for Gen Z Backpackers

Lonely Planet’s Move into Thailand’s Food Sector for Gen Z Backpackers

Lonely Planet’s Move into Thailand’s Food Sector for Gen Z Backpackers

Secondary Research

Building Domain Knowledge Through Secondary Research

Secondary Research

Building Domain Knowledge Through Secondary Research

Secondary Research

Building Domain Knowledge Through Secondary Research

Key Findings: Language and Safety Barriers

Key Findings: Language and Safety Barriers

Key Findings: Language and Safety Barriers

Ecosystem Map

Travelers default to famaliar options such as fast food chains or convenience stores

Ecosystem Map

Travelers default to famaliar options such as fast food chains or convenience stores

Ecosystem Map

Travelers default to famaliar options such as fast food chains or convenience stores

Physical touchpoints

Digital touchpoints

Lonely Planet Products

Primary Research

Conducted primary research with the goal of understanding their behavior and challenges in interacting with vendors

Primary Research

Conducted primary research with the goal of understanding their behavior and challenges in interacting with vendors

Primary Research

Conducted primary research with the goal of understanding their behavior and challenges in interacting with vendors

30

Backpackers Interviewed

18 - 24

Age Range

6

Nationalities

3

Days of Interview

Uncovering common pain points through synthesis

Uncovering common pain points through synthesis

Uncovering common pain points through synthesis

Hygienic henry (Primary persona)

"I want to eat Thai street food, but I’m worried about getting sick."

Pain Points

Workarounds

He wasn’t sure how long the food had been sitting out in open.

Only eats from stalls where he can see food being cooked fresh.

Worries that street food might come at the expense of hygiene.

Only eats at fast food chains and small restaurants where he is more comfortable.

Sees that street food is cheaper and is curious but still hesitant to order his own.

Only eats street food when he is with my friend who have experience with street food.

Picky Pia

"I want to try Thai street food, but being vegetarian in a new country is always tricky."

Pain Points

Workarounds

Hard to find vegetarian-friendly dishes in street food.

Rely on the familiar dishes she knows, like mango sticky rice.

Can’t tell if some dishes contained hidden-meat related ingredients and ended up eating them.

Go to dedicated vegetarian street food stalls at Chatuchak Market and Chinatown.

Feels like there’s limited vegetarian options at street food stalls.

Choose Indian restaurants or packaged snacks in 7-11 if no options are available.

Curious Clara

"Thai food is culture on a plate—I just need guidance on what to try for a truly authentic experience."

Pain Points

Workarounds

Overwhelmed by many stalls selling variations of the same dish.

Choose randomly from one of the stalls to try out the food first.

Struggles to find unique local dishes for an authentic experience.

Asks hostel mates and local for suggestions on what to try.

Large-portion dishes make it hard to try different street food.

Buys small portions to sample as many dishes as possible.

Hygienic henry (Primary persona)

Ideation

Hygienic henry
(Primary persona)

Hygienic henry
(Primary persona)

Picky Pia
(Primary persona)

This way,

Pia can confidently pick any street food, customize them, and enjoying a wider variety of them!