1
Intro
TIMELINE
Sep 2022 ~
Jul 2023
ROLE
UI/UX Junior Designer
Brand Design
Digital Product Design
TOOLS
Figma
Slack
Qualtrics
Lucid Chart
TEAM
Software Developer
Project Manager
Marketing
BACKGROUND
Have you been in the shoes of a chef?
The restaurant industry thrives on the creativity and dedication of chefs, yet many of these professionals face grueling hours, high stress, and inadequate compensation.
We wanted to explore the systematic issues contributing to the brutal reality that fails to reflect chefs' expertise and effort and the factors that perpetuate these conditions.
We found the answer could be within the
Personal Chef Service Industry.
Dine Basil was founded in 2022 by Owen Purnomo, a former Michelin Star Chef in Paris who came down to Boston University to claim a degree.
THE PROBLEM
Chefs lack visibility, fair economics, and creative control while consumers face complexity and cost opacity, keeping private dining niche.
Our platform has a clear mission to empower freelance chefs to pursue their passion and build their careers. We want to aim to nurture a new generation of culinary talent that values innovation, sustainability, and social responsibility and tackle the problems surrounding culinary professionals.
THE SOLUTION
Make Private Dining Casual & Simple with DineBasil
DineBasil is private dining collective that invites passionate chefs to creative freedom, a work life balance, and access to a review hub. Our goal is for chefs to use our platform to create their own menus and present their unique backgrounds with their cooking.
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*Click to give thumbs up!
COMPETITION ANALYSIS
Chef-centered Approach & User-Friendly Technology
While other platforms emphasize a diverse cuisine selection, we focus on empowering chefs to share their unique culinary stories through their personalized pages on Basil—leveraging intuitive technology to showcase their craft and connect with consumers authentically.
Modern digital tools such as artificial intelligence and data analytics can help to match customers with the most suitable chefs and menus, and to provide real-time feedback and ratings to both parties.
Shifting from Chefs to Users
Although we want dinebasil to be a platform catered to chefs we also wanted to incorporate user research and survey data to optimize our design and brand identity.
RESEARCH
Cooking Up Opportunities in an Untapped Market
I identified the latent potential of the personal chef service industry, a growing and overlooked market with significant opportunities for expansion. (IBISWorld) With increased demand for healthy and customized meals and influence of modern technology, the Personal Chef Services market is expected to expand 99% in the next 10 years.
4.6% -6.8%
growth rate for
major markets
US, UK, Canada,
Australia, France
99%
expected growth from
2024 to 2034
PCS Market
8.2%-9.8%
growth rate for
emerging markets
India Brazil South Africa
Market Analysis
Drivers
Increased Demand for Healthy and Customized Meals
We ensure personalized, high-quality dining experiences
Influence of Modern Digitization and Technology
Implementation of advanced AI for data-driven insights to help pair consumers to chefs and enhance the browsing experience
Rising Disposable Income and Busy Lifestyles
We offer convenient, chef-curated private dining that fits into consumers' hectic schedules
Restraints
Price Sensitivity and Lack of Accessibility
We redefined private dining by creating value through affordability and convenience
Market Awareness and Consumer Unfamilarity
We made private dining simple and casual to help people grasp the concept of these services and continue to spread awareness on PCS
User Persona
Noah Jones
Age: 23
UI/UX Designer
Single (no kids)
Boston, MA
Bio
Noah is a working, 23-year-old, recent grad, living in Boston. On
the weekends, Noah likes hang out with his friends and find new
restaurants to eat at. Lately, however, Noah's been looking for a
new experience or activity to do that is different from what she
usually does but just as fun.
Goals
Meet new people through cool, social experiences
Try unique food restaurants
Keep up on social media
Frustrations
Find new things to do in the city
Meet new people outside of work
Find good places to eat
Preferred Channels
Tiktok
Referral
Personality
Foodie
Adventurous
Workaholic
User Survey
Through our 200+ survey responses we wanted to:
examine if there was a true demand for private dining services
discover the importance of the many factors that come to play in private dining
From this we concluded…
At the end of it all, the food and food safety are the most important factors in private dining.
Taking this into account, we designated an entire slide to a chefs' menu and an extra slide where users can find photos, ingredients, and price points. We believe our review hub will help significantly with food safety with continuous feedback from users and to top it off we address how safety is the top priority within our services to users in our hero page.
and…
Dinebasil is a platform with true demand!!!
BRANDING
Creating the Foundation
Empower: We empower chefs by giving them full control over their careers—allowing them to set their own prices, design their own menus, and choose their ideal work schedule. By putting decision-making in their hands, we ensure they have the freedom, confidence, and opportunities to thrive on their own terms.
Warmth: We strive to create a welcoming, intimate atmosphere where both chefs and diners feel comfortable, valued, and connected. By fostering a sense of belonging and hospitality, we ensure that every dining experience is not just about the food but also about the shared moments and genuine connections that make it truly special.
Safe: We hope to foster an inclusive community that recognizes the importance of food safety, setting the tone for every dining event. This cultivates a sense of assurance and stability for our users and chefs creating a psychological safe environment.
Color Palette
The deep greens, Sap and County, symbolize growth and empowerment, reflecting DineBasil’s mission to uplift independent culinary creators. Soft neutrals like Promenade and Eggshell evoke warmth and intimacy, creating a welcoming space that invites meaningful dining experiences. The bold terracotta Orangeade brings vibrancy and life, while the calming Desaturated Dark Blue reinforces a sense of safety, trust, and comfort within the platform.
Primary Color
Sap Green
#367227
(RGB 78, 114, 39)
Primary Color
Promenade
#F9F5E7
(RGB 249, 245, 231)
Primary Accent
Orangeade
#E4572E
(RGB 228, 87, 46)
Secondary Color
Eggshell
#F3ECD1
(RGB 243, 236, 209)
Secondary Color
County Green
#274D1E
(RGB 39, 77, 30)
Secondary Accent
Desaturated Dark Blue
#777DA7
(RGB 119, 133, 167)
Font
The typefaces Vintage and Perfectly Nineties were intentionally chosen to balance modern nostalgia with approachability. I wanted the typography to feel both nostalgic and fresh—applying the familiarity of retro forms while maintaining a clean, modern readability. These fonts capture the heart of the brand’s mission and also create an inviting and trustworthy tone that enhances the user’s experience across digital and print touchpoints.
Vintage
ABCDEFGHIJKLMNOPQRSTUVWXYZ
acbdefghijklmmnopqrstuvwxyz
1234567890
Perfectly Nineties
ABCDEFGHIJKLMNOPQRSTUVWXYZ
acbdefghijklmmnopqrstuvwxyz
1234567890
v1
v2
v3
v4
DESIGN
Developing a Solution
With dinebasil, chefs can use cooking as a way to express themselves and have the freedom to continue their passion. With that intention, I broke down my design process for DineBasil — from crafting a visual identity that reflects its values to building a platform that feels warm, empowering, and intuitive. Every decision, from color to layout, was made with the user’s experience and emotion in mind.
User Flow
The user flow reflects the first time user's journey, browsing their chef selection, finalizing dates, creating their account, and making a reservation to finish their first booking.
We designed the website to let users browse freely and only require account creation at checkout, reducing friction, boosting engagement, and enhancing the overall user experience.
Low/Mid Fidelity Design
A few examples of my low/mid fidelity design on desktop to give us an idea of how the site would look! Primarily focusing on usability and functionality of the platform to maximize user experience.
High Fidelity Design
Throughout the high-fidelity design process, I was constantly iterating—updating screens, refining layouts, and testing new ideas as the platform evolved. I made sure the UI stayed intuitive as features were added, always thinking about how both chefs and diners would navigate and feel using the product.
Desktop Version
Mobile Version
Prototype
The final design is available in both the mobile version and desktop version!
REFLECTION
Looking Back
As my first UI/UX design project, dinebasil helped me learn the fundamental steps of designing a user's experience. Through rounds of iteration, feedback, and strategy, I challenged myself to design not just for users — but with empathy and intention at every step of the process.
Key Takeaways
The more you understand your target consumer the greater the potential of your product/service.
Iterations and revisions are a constant need for any app/website even after launch.
Brand alignment with values is very important especially when considering color tones, fonts, and the message you want to convey.
Next Steps
User Testing + Feedback Integration
Refine Microinteractions
Designed by David Yang © 2025
Thanks for visiting!
Let's Keep in Touch!
Contact
davidmy@bu.edu