visual design | soy



Soy is a Chinese breakfast pickup service that helps foreign students to get homely breakfast on their way to school. In China and Taiwan, breakfast vendors are everywhere on the street. Everyone can easily grab breakfasts togo on their way to office/school. Soy saw an opportunity to bring this idea into US by creating a breakfast pick up service that collaborates with local restaurants.
I worked with Soy to create platform that not only saves student's time on preparing breakfast but also promotes Chinese breakfast to local students.



Role: Visual Designer
Type: Visual Design, Illustration
Client: Soy
Collaboration with: Bo-Tien Lee, Zhuneng Jiang, Landy Hao, Monica Xue
Year: 2016



How to stand out from the existing food delivery platform?

I joined Soy as a freelance UI/UX designer at the stage when they have already done the basic research, wireframe for the product. My job was to map out the userflow, develop the overall user experience and create the visual solution to ship the product. 
Soy wanted to make a clear difference from the existing delivery platform, such as Uber Eats, Caviar...etc. As we redefine Soy's business goal, we learned that Soy will be focusing on offering breakfast. The breakfast options will be different regarding to the chosen location. The user flow is straight forward and simple as it shown below:



Crate UI that is easy to navigate in the morning

The goal of the visuals is to create a clean, intuitive interface for users to navigate easily in the morning. 



Attract people to purchase something they're not familiar with

We choose to create Mascot of the most common Chinese breakfast. The mascot will appear around the brand to make it approachable and friendly at the same time offering knowledge of Chinese breakfasts.


The project on my side ended here right after I finished the illustrations due to the change of their business plan. The information above are the parts I have worked on this project with Soy.