1.
Environmentally Driven
Food Ordering App
Presentation snapshot on:
Design Thinking
UI/UX
Cloud Infrastructure and Microservices
Security Framework and Access Management
Team - Chen Yang, Penny, Jason, Wan Qing
March 2021

2.
Singapore generates
744,000,000 KG of
food waste every year
Increased by 20 percent over the last
10 years
PROBLEM AND BUSINESS OPPORTUNITY
Problem
CHEN YANG PENNY JASON WAN QING
UNDERSTAND TEAM 3 IMVA0702

3.
TEAM 3 IMVA0702
v
v
every minute
1,415 kg
of food waste is
generated in
Singapore

4.
There is a large gap
between green actors
and result in Singapore
FOOD WASTE AND USER RESEARCH
81%
buys from
reduced-to-clear sections
80%
Are bothered when
uneaten food is thrown
away
92%
Are motivated to protect
the environment
CURRENT SITUATION
Government initiatives largely focuses on food
waste prevention at large scale businesses
and food waste treatment.
CHEN YANG PENNY JASON WAN QING
UNDERSTAND TEAM 3 IMVA0702

5.
PROBLEM AND BUSINESS OPPORTUNITY
Business
Opportunity
Note 1. Merchants include restaurants, hotels, bakeries and supermarket.
Creating commercial value for outgoing
food that are still edible through a mobile app
marketplace that connects reputable and
reliable merchants1
with consumers who
want to positively impact the environment
and save money.
CHEN YANG PENNY JASON WAN QING
UNDERSTAND TEAM 3 IMVA0702

6.
Research Methodology
In-depth Interviews
❖ 5 residents of Singapore age 30-60 who are decision makers in grocery
shopping and have shopped from the reduced-to-clear section.
Secondary Research
❖ from existing survey data, white papers and articles from reputable portals
User Testing
❖ on design prototype to determine usability and relevance of app features.
Reiteration was based on user feedback and additional features were
included to enhance UX and address MVP shortcomings.
RESEARCH METHODOLOGY CHEN YANG PENNY JASON WAN QING
UNDERSTAND TEAM 3 IMVA0702

7.
Name: Green Gabriella
Age: 34
Location: Tiong Bahru, Singapore
Education: Bachelor of Marketing from the University of Queensland,
Australia
Job: Digital marketing at a local startup
Family: Lives with three flatmates
Work Experience: 10 years
Technical Literacy: 8 / 10
Loves: Cooking and hanging out with friends
PERSONA PROFILE CHEN YANG PENNY JASON WAN QING
UNDERSTAND TEAM 3 IMVA0702

8.
Observation:
Most interviewees were environmentally aware of food
waste.
Insight and Learnings:
Most already purchased groceries online and would do so
for outgoing food if the food came from reliable merchants
that were convenient. Some stated that it would depend on
the type of food (e.g. bread or pasta instead of dairy or
seafood products)
Conclusion:
A marketplace app that is easy to use and would provide
a wide range of outgoing food and groceries that is
conveniently located near our users
Next Steps:
Empathy map input will be used to develop persona
motivations, goals and needs
Online
shopping is
easy to use
Too much
food waste
More
education
needed
May eat
certain
outgoing
food
Buy outgoing
food if cheaper
Do online
groceries
Open to
outgoing food if
nearby and it is
something they
like
Not sure
where to get
such food
Do online
groceries
Try to buy
and cook
less food
Will buy discounted
products if will use/
consume immediately
Will eat expired food if
appear ok
Will buy
cheaper
items if it’s
convenient.
Will buy
cheaper
items if it’s
value for
money
Online
shopping is
good esp.
with delivery
Feels good
when food
waste is
minimised
Every little
bit counts
with food
waste
Confident to
buy outgoing
food from well
known shops
Expiry dates
are just an
indication for
some foods
EMPATHY MAP CHEN YANG PENNY JASON WAN QING
UNDERSTAND TEAM 3 IMVA0702

9.
How might we provide better access to a wider variety of food
and groceries
For green aware and budget conscious consumers
So that they can easily find and purchase excess food, near
expiry groceries and contribute to the reduction of food waste
REFRAMED HMW STATEMENT CHEN YANG PENNY JASON WAN QING
UNDERSTAND TEAM 3 IMVA0702

10.
Green Gabriella reads and finds out about food waste in
her city and wants to do her part in her family life.
She is working late and is hungry.
It's 9pm and food options are limited.
As reducing food waste is top of her
mind, she whips out her phone to check
the Food Angel app and sees a range of
restaurants with good quality outgoing
food that restaurants need to sell by end
of day. She decides on a bento set for
dinner.
She finds a warm hearty meal at a
discount, near her, at a time most
restaurants were closing
STORYBOARD
EXPLORE TEAM 3 IMVA0702
CHEN YANG PENNY JASON WAN QING

11.
Bob, a bakery owner, realizes that he has
excess donuts and that many will be unsold.
He uses the Food Angel app to update his
sales items for today on the app, offering a
whopping discount to customers. While
surfing the app, Green Gabriella finds the
offer and decides to also get donuts for
breakfast.
While on the platform, she also finds out
that her neighbourhood supermarket is
currently stocking outgoing fruit and
vegetable items that she needs.
She puts in an order in for a bento set,
5 pieces of donuts and a vege box at an
amazing discount. She makes payment
through the Food Angel app and receives
an instant confirmation immediately.
TEAM 3 IMVA0702
STORYBOARD
EXPLORE
CHEN YANG PENNY JASON WAN QING

12.
She takes a leisurely walk to the stores and
conveniently picks up her food items by
showing the merchants the confirmation sent
by the app.
Green Gabriella feels she has contributed to
the reduction of food waste, saved some
money and feels great doing it.
TEAM 3 IMVA0702
EXPLORE
STORYBOARD CHEN YANG PENNY JASON WAN QING

13.
Problem Statement
There is a general lack of access (both in ability to buy and awareness) for everyday
consumers to buy excess/outgoing food from restaurants, cafes, hotels, bakeries and
grocery stores.
Wastage of food and grocery products in Singapore are significant and there is great
opportunity to reduce food waste and improve Singapore’s environmental footprint.
Hypothesis
We believe that consumers in Singapore will use an app (marketplace) to buy outgoing
food and grocery items because it provides ease of access to a variety of outgoing
food items near them, at a reduced retail price and contribute positively to reducing
food wastage.
Test
A wireframe was created, additional first-time landing information was included to
accelerate learning curve about the unique selling point about the app.
MVP STATEMENT AND HYPOTHESIS CHEN YANG PENNY JASON WAN QING

14.
ACCOUNT CREATION
PROTOTYPE - FOOD ANGEL
SIGN IN OPTIONS

15.
Delicious unsold
food near you
available on demand
for take away
PROTOTYPE - FOOD ANGEL
Users will be greeted by a welcome
screen to highlight FoodAngel’s 3
selling points. Setting expectations and
providing a quick overview on the app’s
purpose on their first sign in.
SIGNING IN FOR THE FIRST TIME
CHEN YANG PENNY JASON WAN QING
BUILD & DEVELOP

16.
NEARBY
LISTINGS
PROTOTYPE - FOOD ANGEL
USER JOURNEY FROM LANDING TO ADDING TO CART
CHEN YANG PENNY JASON WAN QING

17.
PROTOTYPE - FOOD ANGEL
PAYING AND GETTING TO THE RESTAURANT
One-click checkout
experience with
payment data stored
securely on the app
Total retail discount is displayed to show
how much the user has saved.
Each suborder also has its respective
countdowns, with Google Maps integrations
for directions. Users can also call the
restaurant directly the shortcut. Users can
also click into each suborder to see more
details, eg. address or contact FoodAngel
CHEN YANG PENNY JASON WAN QING
BUILD & DEVELOP

18.
MVP 1.0
To provide access/improve
accessibility for our users to
buy outgoing food from
nearby restaurants and
grocery stores.
MVP 3.1 App update:
Delivery feature for orders to be sent to
user’s chosen address.
MVP 4 App update:
Loyalty program via gamification
Earn “Green points” not just through spending, but also amount of steps walked
(CO2 emissions saved), convertible into discounts or charitable donations from the app
MVP 5 Major update:
Regional expansion and include additional languages
Phase 1A: Malaysia,
Phase 1B: Vietnam, Indonesia
MVP 6 App update:
Introduce Wallet for Singapore to enhance stickiness and improve cash flow
MVP 3.0 App update:
AI recommendation engine to
better tailor offers to users
MVP 1.1
In-App Payments and Push
notifications drive usage (eg. nearby
offers today)
MVP 2 App update:
Referral “invite for reward” program into the app. Ability to
invite friends and earn cash discounts on future orders
MVP ROADMAP
* Milestone MVPs are released overtime in line
with marketing campaigns
CHEN YANG PENNY JASON WAN QING
BUILD & DEVELOP

19.
CLOUD ARCHITECTURE CHEN YANG PENNY JASON WAN QING
ARCHITECTURE TEAM 3 IMVA0702

20.
MICROSERVICES INFRASTRUCTURE CHEN YANG PENNY JASON WAN QING
ARCHITECTURE TEAM 3 IMVA0702

21.
ORDER SERVICE FLOW CHEN YANG PENNY JASON WAN QING
ARCHITECTURE TEAM 3 IMVA0702

22.
DEMOGRAPHICS
❏ Name / Age / Gender
❏ Home Address / Work
Addresses / City /
Country
❏ Mobile / Emails
❏ Password / Payment
Details
❏ Connected Social Media /
Login Preference (Eg.
Touch ID)
DATA COLLECTION: CUSTOMER AND MERCHANT INFORMATION
ACQUISITION &
TRAFFIC
❏ Referral Source
❏ Frequency Of Purchase
❏ Average Session
Duration
❏ Pages per Session
❏ Active Time
(Sec/Min/Hr/Day/Week),
❏ Reviews (Read & Written)
❏ Browser Type / Os /
Internet Service Provider
PREFERENCES &
BEHAVIOUR
❏ Types of Meals Viewed
❏ Types of Meals
Purchased
❏ Types of Meals
Abandoned
❏ Average Distance
Travelled
❏ Average Ticket Size
❏ Location History
❏ Order History
MERCHANT DETAILS
❏ Company Name
❏ Phone Number / Address
/ Opening Hours
❏ Cuisines Provided /
Types Of Food Provided
❏ Payment Details
❏ Restaurant Price Tiers
❏ Social Media Reviews
ORDER DETAILS
❏ Item Description
❏ Item Quantity
❏ Usual Price
❏ Discounted Price
❏ Total Price
❏ Number Of Merchants
❏ Time Of Purchase
CHEN YANG PENNY JASON WAN QING
ARCHITECTURE
Types of data
collected and
categorised for
future use

23.
MongoDB
CP Database - noSQL
● Flexible to handle structured
and unstructured data
● faster when processing large
volume of unstructured data
● Scalable when there is a
surge of usage
● Add new app features with
flexibility
● provides predictive caching -
new feature to recommend
food faster based on history
PostgreSQL
RDBMS Database - SQL
● Capable of very fast
query processing -
thousands of request per
second
● Maintain data integrity
in multi-access
environments
● Works with all modern
frameworks
In-Memory Data Grid
● Massively Parallel
Processing
● Non Disruptive Elastic
Scaling
● Schema-less
● Grid-base Storage
● Combine distributed
caching with in-memory
analysis
● Real time (Low latency)
DATABASES

24.
FOOD ANGEL’S SECURITY FRAMEWORK
FIREWALLS
IBM FortiGate, IBM
Hardware, IBM
Security Verify
ENCRYPTION
IBM Security
Guardium Data
Encryption, SSL
Certificates
(TLS1.3)
CYBER SECURITY
IBM QRadar SIEM,
IBM Cloud Internet
Services with
CloudFare
BACKUP TO
PREVENT DATA
LOSS
IBM Cloud Backup,
Cloud App ID,
QRadar SIEM
PRIVILEGED
ACCESS
MANAGEMENT
IBM Cloud App ID,
IBM Security
Identity Governance
and Itntelligence
(IGI), IBM Cloud
Console
FOOD
ANGEL’S
DEFENSES
The Food Angel security
defense framework developed
as a multi-layer defense
strategy to ensure optimal
security without
compromising on app
performance latency or app
disruption
CHEN YANG PENNY JASON WAN QING
SECURITY TEAM 3 IMVA0702

25.
TEAM 3 IMVA0702
Onsite Security:
● Staff Screening
● Train and Educate Staff (Cyber Security, Business Continuity and Data Recovery
Systems, Safe Password Practices, Intrusion Prevention Systems)
● Prevent unauthorised access to premises and company hardware/servers
● Limit usage of portable hardware storage
Comprehensive Policies and Procedures for Business Continuity:
● Company Information Security Policies,
● Mobile Device Policies (Eg Wearables and personal mobiles are not allowed on sensitive networks)
● Prompt Software Updates
● Offer anti-malware software for all employees. (Eg. 5 personal licenses per employee )
Prevention through
education and
policies
Practice good identity and
access management
● Strong Password Policies and Encrypt with AES-256 bit
● MFAs with Token Expiry
● Assign “least privilege” permissions
● Rotate credentials regularly (Password expiry)
● Remove Unnecessary / Expired Credentials
● Log and Monitor Activity
● Regular Review of IAM Policies
● Minimise Local Administrator Access
CYBER SECURITY AND IAM BEST PRACTICES CHEN YANG PENNY JASON WAN QING
SECURITY

26.
TEAM 3 IMVA0702
● Contextual Access Controls
Limit access from public networks and non-authorised locations. Separate wifis for employee, guests and servers
● Service Traffic Hijacking
MFA and Activity Tracking
● Protect Machine Identities (SSL/TLS Certificates and SSH Keys)
● Encrypt all Outgoing Data from Premise
● Monitor Unusual Traffic
● Form Response Team and Internal Ethical Hacking Team for continuous integrity test
● Geographic Seperations of Servers
● Traffic Routing and Load Balancers
● SSL/TLS Encryption for data in transit
● IP Firewalls
● Rate Limiting
● Encrypted Storage with Cloud Object Storage
● Software Firewall and Malware Detection
● Network Monitoring
● Certificate Management
● Regular Backups and Integrity Tests
● Deep Learning Behaviour Models for Early Detection
Robust network
security and
always-on monitoring
Multi-layered security and
mitigation strategy
CYBER SECURITY AND IAM BEST PRACTICES CHEN YANG PENNY JASON WAN QING
SECURITY

27.
TEAM 3 IMVA0702
MULTI-LAYERED SECURITY CHEN YANG PENNY JASON WAN QING
CHEN YANG PENNY JASON WAN QING
SECURITY

28.
TEAM 3 IMVA0702
MULTI-FACTOR AUTHENTICATION
Multiple ways to
authenticate for
better UX without
compromising on
access security and
fraud
Authorised tokens has a
200-day session expiry, or
until next major app update
CHEN YANG PENNY JASON WAN QING
SECURITY TEAM 3 IMVA0702