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Research for Potential Enhancements for the Fooma Super App 

About Legit Group

Legit Group is a multi-brand cloud kitchen concept and operator. Currently, the company is partnering with Fooma, a customer loyalty program app focusing on adding value to customers.  

I worked part of the Technology team, specifically the UX team, to improve Fooma's overall user experience. My primary role was as a UX researcher, interviewing 100 users by the end of the internship term. 

In this case study, I focused on research & and analysis, utilizing the big data to propose several new features for the app. 

My Role

UX Researcher

UX Resources

Affinity Mapping

Thematic Analysis




Over the year, Legit Group has been partnering with Fooma. Fooma is a super app for Lifestyle, which focuses on adding value to customer loyalty through its coin program. Currently, the UI/UX team is currently undergoing multiple iteration to improve the app with the appropriate research findings.  

Throughout the 3 months term,  I was tasked to conduct 10 In-Depth Interviews per week, with a total of 100 IDIs by the end of the term. Along with the interview, I was tasked to conduct data collection & and analysis through utilizing various research artifacts. ​


"To conduct 100 In-depth Interviews (IDI) to discover user behaviors', needs, and pain points to create potential enhancements for the Fooma app  "

Research Process 

User Research Planning 

Before conducting the actual interview, I created a User Interview Planning report to have a clear run-down interview process. The planning consists of the objective, research method, timeline, interview guide, and recruitment rundown process

i. Out of 130,000 registered users, only 70% sign up? Why is that?
ii. What are the pain points users are experiencing? 
iii. Users tend not to know how to use the coin feature in terms of redeeming the coins (Dig into customer’s experience with the coin features.



Improve User Retention
Top-of-Mind Awareness
Increase Conversion Rate

Usage Frequency Rate

UX Metrics for Success 

The UX team set several quantitative UX Metrics used to measure, compare, and track the user experience of the Fooma app, ensuring that the improvements & findings do fulfill the benchmark. 


Click-through rate

Conversion Rate 


The main recruitment channel was from Fooma's big data, recruiting 50-100 participants everyday through cold emails. The second recruitment channel was from random outreach. The research participants were based on these 3 demographics: (1) Gen  (2) Millennial (3) Abstract User Demographic

Ethics Consideration

Overview: User Research conducted by will be conducted ethically and respectfully to the participants of Fooma Users 

Informed Consent Form
Data Anonymity

Disclosure: All participants must be told what will happen before they consent 

Capacity: The participant must be capable of understanding and agreeing to the conditions of the study 

Voluntariness: The patient must freely consent to participate and do so throughout the study without undue influence or coercion

All data findings will be anonymized and all the collected data and information will be only be used for this research study to help improve the Fooma Experience. We will disassociate data from participant identities through the data analysis process. 


Participants are compensated for their participation. Monetary Amount (Cash) will be distributed to all the participants


Raw Data (Batch 1 - 10) 

After every batch (week), I transcribed the raw data into posted notes on Figma, capturing the user's main takeaways 

The raw data is then transitioned to an Affinity Diagram, clustering the raw data from each batch to 3 main themes

  • Technology

  • Marketing

  • Operation 

Clustering (Thematic Analysis) 

Within the clustered Technology theme, the data findings could be categorized into several issues:​

Within the clustered Marketing theme, the data findings could be categorized into several issues:​

System Error 

UI Design Issue

Information Architecture User Flow 

Coin Redeem Value

Promotion Variety

Lack of Marketing

After clustering the data into themes, I visualized the qualitative data into grapsh & charts to condense theme data themes into easy-to-understand formats that clearly and effectively communicate important points.

Data Summary

Batch 1-5 Marketing Chart Insight

Batch 6-10 Marketing Chart Insight

Batch 1-5 Operation Chart Insight

Batch 6-10 Operation Chart Insight

Batch 1-5 Technology Chart Insight

Batch 6-10 Technology Chart Insight

User Profiling & Persona

Based on the data found, I conducted a user profiling for each user interviewed, understanding their behavioral patterns, pain points, their needs and wants. 

Final Pitch

After conducting research and decoding the data, I was tasked to create a Final Ideation Proposal regarding potential enhancements for the Fooma app. 

I presented the proposal in front of the UI/UX team, the UI & UX lead, Product Owners, Business Intelligence team, and the Chief Technology Officer (CTO) 

Possible Enhancements

  • Integration of a Smart Search Bar 

  • Push Notification Optimization

  • Customer Loyalty Program Information Clarity

What I learned

Main Takeaways

  • This is my first work experience as a full-fledge UX Researcher. I learned the complexity of research and it does not go into one path way. 

  • In-depth Interviews are unstructured and that understanding user behaviours and pain points in person is different than when we are a controlled setting

  • Implementing the User Data from the IDI into Ideation Stage is complex and requires multiple iteration and feedback 

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