Launching freshpod:
Singapore's first fully automated fresh food kiosk
Launching freshpod:
Singapore's first fully automated fresh food kiosk
From prototype to a market ready, scalable solution
From prototype to a market ready, scalable solution
Year
2024
Duration
1 year
My Role
Product Manager & UX Designer
Team
Mechanical Engineers
Automation Engineers
Backend and frontend software engineers
Logistics & Operations
BD & Marketing
Skills
Product Strategy
Market Research
Product Management
High Fidelity Prototyping and Wireframing
(Figma)
UX Research & User Testing
UI Design
Data Analytics
Cross team collaboration
Hardware & Software testing
About the company
My Role
Freshpod is Singapore's first fully automated fresh food kiosk. Customers can build personalized healthy bowls from over 20 ingredients and six dressings or select chef-curated options through an intuitive point-of-sale interface. Ingredients are kept fresh and replenished frequently.
Problem Statement
I led end-to-end product development focusing on user experience optimization, system integration, and automated operations to transform FreshPod from prototype to market-ready solution. My responsibilities included:
POS System Redesign: Streamlined customer ordering interface and flow
Queue Management Implementation: Designed transparent order tracking and customer communication systems
Automated Recovery Systems: Built backend logic for seamless error handling and customer service
Backend Inventory Management: Developed real-time tracking and compliance monitoring systems
Hardware-Software Integration: Conducted rigorous testing to ensure reliable automated operations
Objective: Deliver an intuitive customer purchase journey while creating a scalable, market-ready automated food service platform.
Problem Statement
Freshpod is Singapore's first fully automated fresh food kiosk. Customers can build personalized healthy bowls from over 20 ingredients and six dressings or select chef-curated options through an intuitive point-of-sale interface. Ingredients are kept fresh and replenished frequently.
Singapore's growing demand for healthy food coincides with a severe labor shortages causing numerous F&B closures. freshpod is a solution that delivers a seamless automated experience that could scale without traditional staffing requirements.
The Challenge: The F&B industry faces unprecedented strain with 2,747 closures in 2024, a 20% increase from 2023 (Department of Statistics, 2024). This, in combination with 5,000 unfilled F&B job positions (MOM, 2024) means that for companies to survive and thrive, automation is necessary.
Meanwhile, 79% of Singaporeans actively seek healthier food options, with 74% willing to pay premium for health benefits (Health Promotion Board, 2024).
The Solution: Freshpod addresses this critical gap by delivering automated healthy food experiences that meet growing health-conscious demand while solving labor shortages through scalable technology.
My Role
Singapore's growing demand for healthy food coincides with a severe labor shortages causing numerous F&B closures. freshpod is a solution that delivers a seamless automated experience that could scale without traditional staffing requirements.
The Challenge: The F&B industry faces unprecedented strain with 2,747 closures in 2024, a 20% increase from 2023 (Department of Statistics, 2024). This, in combination with 5,000 unfilled F&B job positions (MOM, 2024) means that for companies to survive and thrive, automation is necessary.
Meanwhile, 79% of Singaporeans actively seek healthier food options, with 74% willing to pay premium for health benefits (Health Promotion Board, 2024).
The Solution: Freshpod addresses this critical gap by delivering automated healthy food experiences that meet growing health-conscious demand while solving labor shortages through scalable technology.
About the company
I led end-to-end product development focusing on user experience optimization, system integration, and automated operations to transform FreshPod from prototype to market-ready solution. My responsibilities included:
POS System Redesign: Streamlined customer ordering interface and flow
Queue Management Implementation: Designed transparent order tracking and customer communication systems
Automated Recovery Systems: Built backend logic for seamless error handling and customer service
Backend Inventory Management: Developed real-time tracking and compliance monitoring systems
Hardware-Software Integration: Conducted rigorous testing to ensure reliable automated operations
Objective: Deliver an intuitive customer purchase journey while creating a scalable, market-ready automated food service platform.
Year
2024
Duration
1 year
My Role
Product Manager & UX Designer
Team
Mechanical Engineers
Automation Engineers
Backend and frontend software engineers
Logistics & Operations
BD & Marketing
Skills
Product Strategy
Market Research
Product Management
High Fidelity Prototyping and Wireframing (Figma)
UX Research & User Testing
UI Design
Data Analytics
Cross team collaboration
Hardware & Software testing
POS Ordering
Experience Redesign
How might we reduce user friction from selection of ingredients to check out, so that they can order efficiently?
Reduced User Friction: During user testing, users were dropping out during the ordering process and found moving between steps confusing. I streamlined the ordering journey by minimizing screen transitions from selection to checkout, based on user testing feedback about process complexity.
Simplified Authentication: To login, users had to initially scan a membership QR code from their e-wallet. Given that majority of users struggled to download the QR code or would forget to add it to their e-wallet- this was rather unintuitive to them.
Hence I implemented the replacement of QR code scanning with phone number entry after observing customer friction—reducing login time and linking membership to communication preferences.
Impact: Signing in process thereafter was 100% success rate.
How might we allow two types of users to order with convenience and customisation in mind?
Dual-Path User Experience: Based on user interviews, we found that there were two main personas. One group wanted to be able to customise their bowls based on their health goals, and others wanted to check out quickly to have their lunch. Hence I designed flexible ordering paths to accommodate different customer preferences:
Quick Selection: Preset bowl options for customers wanting convenient, curated choices
Health-Focused Customization: Intuitive customization interface enabling users to build bowls aligned with specific nutritional goals (increased protein, reduced carbs, etc.)
Impact: User testing showed measurably improved task completion rates and satisfaction scores following the simplified UX implementation.
The Solution
The Solution
Prior to launch we ran more than 200 machine trials and userbility tests. Following which, these UX improvements were implemented based on customer feedback. Based on research insights I crafted How Might We statements as the north star to ideate and solve the right problems.
Prior to launch we ran more than 200 machine trials and userbility tests. Following which, these UX improvements were implemented based on customer feedback. Based on research insights I crafted How Might We statements as the north star to ideate and solve the right problems.
POS Ordering Experience Redesign
How might we reduce user friction from selection of ingredients to check out, so that they can order efficiently?
Reduced User Friction: During user testing, users were dropping out during the ordering process and found moving between steps confusing. I streamlined the ordering journey by minimizing screen transitions from selection to checkout, based on user testing feedback about process complexity.
Simplified Authentication: To login, users had to initially scan a membership QR code from their e-wallet. Given that majority of users struggled to download the QR code or would forget to add it to their e-wallet- this was rather unintuitive to them.
Hence I implemented the replacement of QR code scanning with phone number entry after observing customer friction—reducing login time and linking membership to communication preferences.
Impact: Signing in process thereafter was 100% success rate.
How might we allow two types of users to order with convenience and customisation in mind?
Dual-Path User Experience: Based on user interviews, we found that there were two main personas. One group wanted to be able to customise their bowls based on their health goals, and others wanted to check out quickly to have their lunch. Hence I designed flexible ordering paths to accommodate different customer preferences:
Quick Selection: Preset bowl options for customers wanting convenient, curated choices
Health-Focused Customization: Intuitive customization interface enabling users to build bowls aligned with specific nutritional goals (increased protein, reduced carbs, etc.)
Impact: User testing showed measurably improved task completion rates and satisfaction scores following the simplified UX implementation.
Pre-curated bowls options
Ability to customise bowls
Enhanced customer experience through automated systems
SMS notifications
How might we keep users updated on the status of their order, regardless of whether they are physically in front of the machine or not?
Proactive Communication: Implemented SMS notifications for order readiness and pickup location after user testing revealed confusion during wait times and collection.
Digital receipt with macros
Automated customer recovery
Automated customer recovery
How might we ensure a good customer experience with a fully automated kiosk?
Automated Operations & Recovery I designed and implemented a comprehensive backend logic to handle order errors, payment issues, and hardware issues without manual intervention.
On the front end, this meant building an automated SMS recovery system for apologies, reorders, and refunds, ensuring consistent customer service at scale.
How might we give health conscious users a digital record of their past orders and the corresponding macros for tracking?
Health Tracking Integration: Health conscious users cited that they wanted to be able to see their macros based on the customised ingredients they selected- to track their macros on apps like MyFitnessPal addressing health-conscious users' primary need.
We first implemented this with a paper receipt, but subsequently also implemented an e-receipt so customers could easily reference their data without losing it.
SMS notifications
Digital receipt with macros
How might we keep users updated on the status of their order, regardless of whether they are physically in front of the machine or not?
Proactive Communication: Implemented SMS notifications for order readiness and pickup location after user testing revealed confusion during wait times and collection.
How might we give health conscious users a digital record of their past orders and the corresponding macros for tracking?
Health Tracking Integration: Health conscious users cited that they wanted to be able to see their macros based on the customised ingredients they selected- to track their macros on apps like MyFitnessPal addressing health-conscious users' primary need.
We first implemented this with a paper receipt, but subsequently also implemented an e-receipt so customers could easily reference their data without losing it.
How might we ensure a good customer experience with a fully automated kiosk?
Automated Operations & Recovery I designed and implemented a comprehensive backend logic to handle order errors, payment issues, and hardware issues without manual intervention.
On the front end, this meant building an automated SMS recovery system for apologies, reorders, and refunds, ensuring consistent customer service at scale.
Enhanced customer experience
through automation
Queue Management System-Wait Experience Design & User Guidance
Queue Management System-Wait Experience Design & User Guidance
How might we ensure that customers know the progress of their order and wait times especially during peak hours (lunch, dinner)?
Simplified Queue Display: During user testing on the prototype, users found it difficult to know when their orders were ready. As such, I streamlined the interface showing only essential information—completed orders and upcoming orders—ensuring customers could confirm their order was received and track its status
Progress Transparency: We also implemented a real-time progress bar providing visual feedback that orders are being prepared
This approach reduced customer anxiety about the automated process while maintaining clarity during peak hours when multiple orders were in progress.
How might we educate customers on how to use the automated kiosk when there is no staff present?
Customer Education: Given the novel technology requiring customer education, I designed the queue management interface to include clear on-screen instructions guiding users through the automated process
How might we ensure that customers know the progress of their order and wait times especially during peak hours (lunch, dinner)?
Simplified Queue Display: During user testing on the prototype, users found it difficult to know when their orders were ready. As such, I streamlined the interface showing only essential information—completed orders and upcoming orders—ensuring customers could confirm their order was received and track its status
Progress Transparency: We also implemented a real-time progress bar providing visual feedback that orders are being prepared
This approach reduced customer anxiety about the automated process while maintaining clarity during peak hours when multiple orders were in progress.
How might we educate customers on how to use the automated kiosk when there is no staff present?
Customer Education: Given the novel technology requiring customer education, I designed the queue management interface to include clear on-screen instructions guiding users through the automated process
Queue Management System
Queue Management System
Backend Inventory & Stock Management System
How might we be able to track status of different machines at different locations?
How might we know when stock is running low and needs to be replenished, and with what ingredients?
Real-time Inventory Tracking: Automated ingredient, sauce, and bowl draw-down monitoring across all locations, enabling proactive restocking decisions
Regulatory Compliance: Temperature monitoring dashboards ensuring adherence to Singapore Food Agency (SFA) regulations
Maintenance Accountability: Digital cleaning logs tracking staff accountability and scheduling
How might we be able to track status of different machines at different locations?
How might we know when stock is running low and needs to be replenished, and with what ingredients?
Real-time Inventory Tracking: Automated ingredient, sauce, and bowl draw-down monitoring across all locations, enabling proactive restocking decisions
Regulatory Compliance: Temperature monitoring dashboards ensuring adherence to Singapore Food Agency (SFA) regulations
Maintenance Accountability: Digital cleaning logs tracking staff accountability and scheduling
Backend Inventory & Stock Management System
freshpod machine @ Grab HQ
freshpod machine @ Ascent (CapitaLand)
freshpod machine @ Ascent (CapitaLand)
freshpod machine @ Grab HQ
Impact
I was with freshpod when we launched at two locations- Ascent (CapitaLand) @ Science Park and Grab's HQ @ one-north. There was also strong customer validation and secured locations for market expansion.
Impact
I was with freshpod when we launched at two locations- Ascent (CapitaLand) @ Science Park and Grab's HQ @ one-north. There was also strong customer validation and secured locations for market expansion.
Customer Validation :
400+ Google Reviews, 4.9 stars
Customer Validation : 400+ Google Reviews. 4.9 stars
Customer Validation & Secured locations for market expansion
Customer Validation & Secured locations for market expansion
