Kulon's Website V1
Web & Digital

Kulon's Website V1

Role Web Design & eCommerce Platform
Client Kulon Pte. Ltd.
Year 2021

Overview

Kulon Pte. Ltd., a Singapore-based F&B brand specialising in Indonesian dry noodles, faced sudden operational challenges due to pandemic restrictions. I stepped in to design and develop their website, transforming it from a basic online presence to a fully operational eCommerce platform in response to shifting business needs. This was a pro-bono role.

Key Contributions

  • Built the company's initial digital presence on WordPress with a focus on eCommerce functionality.
  • Designed user-friendly product pages and streamlined checkout flows to increase conversions.
  • Ensured mobile responsiveness for better accessibility across devices.

Online Food Ordering Platform

When another lockdown hit in June 2021, Kulon needed a rapid solution to maintain sales. Over 36 hours, I planned, revamped, and launched a platform for online food ordering.

Key Contributions:

  • Seamless Order Experience: Categorised menu, order review system, and customisable pickup time slots.
  • Contactless Payments: Integrated with QR code-based PayNow and PayLah! systems, ensuring safe and convenient transactions.
  • Operational Support: Backend dashboard for order tracking and real-time sales reporting with a simple alert system for incoming orders.

Menu categories and item listing

This solution enabled Kulon to reach new customer segments, such as essential workers and those minimising public exposure. The platform proved so effective that it remains in use despite pandemic restrictions easing.

Copywriting & Communication Strategy

I collaborated with the social media team to refine Kulon's brand voice and improve customer engagement.

Key Contributions:

  • Content Copy: Writing social media posts, festive announcements, and marketing updates.
  • Customer Communication: Developing templates for FAQs and handling direct inquiries.

Social media post — product announcement

Social media post — festive greeting

Additional Contributions

Beyond web development and copywriting, I supported Kulon's day-to-day operations with creative problem-solving and hands-on involvement:

  • Measured, designed, and delivered the floor plan in SketchUp and kept a digital twin to help with planning and virtual iterations.
  • Assisted with floor plan optimisation using service design principles.
  • Conducted product research to enhance menu offerings.
  • Provided front-of-house service and delivery assistance during peak times.
  • Collaborated with the owner to hide 3D-printed chicken figurines around the shop as whimsical Easter eggs for customers.

This project was a unique opportunity to apply my technical and creative skills in an F&B context, delivering impactful solutions that blended technology, design, and operational strategy.

Kulon Pte. Ltd. is a Singapore-based company combining Japanese and Indonesian noodle traditions through its brands, Kulon Bakmi and Ono Ramen. Kulon Bakmi has been featured in Time Out Singapore's "Recommends" list from 2020 to 2023.

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