F/01
Reservation flow for a 12-seat omakase cafe in KL
Three fields, eighteen seconds end to end. No-show rate dropped from 14% to 4% after we moved deposit before confirmation, not after.
01 — About
I own booking, ordering, and contact flows for every Mitra cafe site. That means owning the moment a stranger decides to spend money — usually on a phone, usually one-handed, usually in 12 seconds or less. A tap should feel inevitable. Never confusing.
Trained as a product designer at NUS. Two years at a Singapore fintech designing money-movement flows for SMEs before moving to Mitra to make small-business UX feel as good as enterprise UX. Cafes deserve the same craft a neobank gets. I'm here to give it to them.
02 — Selected flows
F/02
Bento ordering for a roaster in Bandung
Pickup vs delivery in one tap, not three. Average order time fell from 2m 40s to 47s. Mobile checkout completion up 38%.
F/03
Bilingual contact form for a Singapore kopitiam
Auto-detects EN/ZH from device locale, switches placeholders + error copy live. Owner reply rate up 2.1× because messages now arrive pre-categorised.
03 — Three tap rules
R/01
"Every form field is a tax. Charge as little as possible."
If a field doesn't change the next screen or the owner's reply, delete it. Phone or email — pick one. Address only when delivery is selected. Never both at once.
R/02
"If a button needs explaining, redesign the button."
Tooltips are confessions. Microcopy under a CTA means the CTA failed. The verb on the button is the contract — match it to what the next screen actually does.
R/03
"Ship the boring path first. Decorate after it converts."
No animation, no illustration, no clever copy until the dumb version ships and the numbers move. Polish is a reward for the working flow, not a substitute for one.
04 — Notes
03·26
The eighteen-second booking
06 min read
02·26
Why kopitiam owners hate contact forms
04 min read
11·25
Designing for a one-thumb archipelago
08 min read
05 — Contact
Got a flow that leaks? Send it over.
hello@mitra.build ↗Subject line: "For Priya — [your cafe / the flow that's broken]"