FOODIES TRUCK
A mobile application designed for facilitating both the delivery and pickup services services of food trucks.
Project overview
Foodies truck application assists food trucks in competing with traditional restaurants and other food industries by offering a dedicated food truck platform for food lovers.
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Our goal is to empower food trucks to thrive in the competitive culinary landscape, with a specific focus on food delivery and pickup services. This initiative aims to boost their sales and cultivate a loyal clientele.
Challenge
The foodies truck project originates from the Google UX Certificate program, which provides students with a list of portfolio project prompts offering them the opportunity to apply UX principles and learn throughout the certificate program.
For my case study, I modified my original project prompt, which was to "Design a menu and ordering app for a taco food truck". A brief survey involving five individuals revealed that none of these users would download an app for a single taco food truck.
However, the survey indicated they would be more inclined to download a food truck app that provides access to all the hidden food trucks in the city. Consequently, I adjusted the project prompt to "Design a menu and ordering app for food trucks".
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The main challenges of this case study were the following:
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Designing a pickup and delivery option.
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Selecting a food truck.
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Tracking the order.
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Keep users engaged.
Objectives
"Design a mobile app with a user-friendly menu and ordering system, providing food lovers with a seamless platform to explore and order from local gourmet food trucks".
Project scope
End to end mobile app, branding.
Tools
Figma
Adobe Illustrator
Photoshop
Midjourney
Deliverables
UX/ UI design
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Competitive analysis.
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User survey and one on one interviews.
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Site maps.
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Personas.
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Low fidelity wireframes.
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High fidelity mockups and prototypes.
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Usability tests and findings.
Role
UX designer (Research, visual design, interaction design, usability testing).
Project duration
6 months.
Background
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The numerous bureaucratic hurdles that food trucks encounter.
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Demographic of food truck customers.
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Potential demographic of food truck customers.
According to Toronto.ca, operating a food truck entails a comprehensive documentation process along with the requisite payment of specific permits. Businesses are limited to a maximum of five hours of operation, and they are confined to specific locations, including public roads, private properties with owner permission, commercial parking lots, Green parking areas, with restrictions on the number of trucks per site. Notably, food trucks face stricter regulations, such as maintaining a distance of thirty linear meters from an operational restaurant.
According to webstaurantstore.com, the demographic of food truck consumers primarily comprises individuals younger than 25 and middle-class millennials aged 25 to 44. As the project focuses on developing an app for food trucks, we investigated the demographics of popular delivery apps. According to Zionandzion.com, a significant percentage of individuals aged 18 to 29 (63%) and 30 to 44 (51%) have utilized multi-restaurant delivery websites or apps in the past 90 days. The trend decreases for those aged 45 to 60 (29%) and further for individuals over 60 (14%).
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Introducing delivery services through our app offers food trucks the opportunity to evolve beyond traditional pick-up models. By reaching a wider audience and providing consumers with more options, we empower small businesses to compete more effectively in the food industry. Therefore, in designing a delivery food truck app, it is crucial to analyze the success strategies of current delivery services.
Research
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Competitive analysis
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One on one interviews
Competitive analysis
Analysing some of the most popular food apps, revealed that they provided interesting features as group orders, discounts, and advance order pickups. These apps showcased their food truck menus with visually appealing displays, including detailed food descriptions, prices, and a user-friendly rating system, all presented through aesthetically pleasing designs. Unlike Uber Eats, the food truck apps currently available in the market do not provide delivery services that enable you to track the progress of your order. Find PDF below.
While a competitive analysis provided valuable insights into various food applications, obtaining direct feedback from users is crucial during the app design process. To achieve this, we conducted one-on-one interviews with diverse user demographics.
One on one interviews
Throughout this project, we conducted interviews with five individuals ranging from 20 to 50 years old, encompassing diverse backgrounds and genders. The aim was to gain deeper insights into user's pain points when engaging with food truck services and food applications.
Purpose of visiting a food truck
When questioned about their choice of food trucks, respondents commonly cited encountering them at concerts, events, or simply stumbling upon one while exploring the city. The mobility of food trucks, not being confined to a single location makes it difficult for customers to find them again.
Selecting a food truck
Based on one on one interviews, users assert that their choice of food trucks is influenced by factors such as location, price, rating and the presentation of the cuisine.
Online platforms' influence
Users find enticing reviews of food trucks on online platforms such as Instagram, Tik Tok and Google. Some have expressed the willingness to travel up to 30 minutes to give these recommended trucks a try.
Food trucks are not visible
Given that food trucks are mobile restaurants that traverse the city, it becomes challenging to build a loyal customer base who can easily locate them when craving their cuisine.
Waiting in line is a headache
Queueing to place an order is a frequent inconvenience noted by customers, with some suggesting that making pre-orders could serve a solution.
Favorite food applications
The majority of interviewees named Uber Eats as their preferred food app, followed by Skip The Dishes. Only one user mentioned ordering directly from the restaurant's website.
Define
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Persona
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Scenarios
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Product feature roadmap
Persona
Through competitive analysis and one-on-one interviews, I gained a deeper understanding of Foodies Truck users and their potential usage patterns. Transforming these insights into two personas- Stefan, representing the more mature users desiring reliable reviews of nearby food trucks, with the option to pre-order rather than waiting in line- allowed me to empathize with the users and articulate a clear definition of the product.
Maeva, represents the younger, career-oriented demographic. She seeks diverse cuisine at an affordable price with convenient delivery options. Additionally, Maeva values finding reliable reviews and easily tracking food trucks in her vicinity
The next step involved crafting journey maps for both personas, drawing from previous research and observations shared by interviewees, to visualize their thoughts, feelings, and experiences. This exercise helped pinpoint the key touchpoints that should be prioritized in the development of the Foodies truck app.
Scenario
Stefan's journey map
Through Stefan's journey map, I gained valuable insights into his family's experience of placing a single food truck order. This underscored the necessity of implementing a live map feature, providing real-time locations of open food trucks in the park, eliminating the need for aimless wandering in search of an available option. His experience further highlighted the significance of dietary options, especially considering that some members of his family have peanut allergies and follow a gluten-free diet.
Maeva's journey map
In Maeva's case, as a solo customer, similar pain points were identified, such as the desire for a live map to locate food trucks and the ability to track orders without waiting in line. However, a distinctive feature of this persona was the emphasis on seeking a convenient way to access trustworthy reviews quickly and the ease of adding her own reviews to a reliable and popular platform.
Product feature roadmap
Using the touchpoints and needs identified in the previous phases (Persona, Journey map), I developed a product feature roadmap to outline specific app features and organize upcoming design efforts by priority.
Prioritization was determined by assessing whether each feature's value proposition aligned with the project goals and user needs, which were identified through research and interviews. With the features now prioritized, the next step involves generating a wide range of ideas to address the identified user needs and challenges.
Ideation
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Storyboard- Big picture
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Storyboard- Close-up
Storyboard
With a deeper understanding of user needs and app features, I decided to prioritize key aspects of the Foodies truck app, including:
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Live map
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Food information
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Payment
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Pickup options
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Order tracking
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To gain insight into the app's flow in a common scenario, such as a live concert, I opted to create a storyboard centered around Maeva, who represents the majority of food app customers as a solo user.
Based on the storyboard observed at the live concert, we understand that the app must operate quickly and seamlessly. From the initial greeting page to the pick-up confirmation, the flow must be smooth and efficient to ensure user engagement and encourage repeat usage.
Design
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Information architecture.
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Low fidelity wireframes.
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Mid fidelity wireframe
Information architecture
In designing the information architecture, I scrutinized the structures of food applications studied during my competitive analysis. With my application's particular emphasis on food trucks, I centered the information architecture around key features outlined in my 'Product feature roadmap' diagram.
Low fidelity wireframes
​Sketching the low-fidelity design of the Foodies truck app helps shape the information architecture. Each draft of the application's pages brings my design closer to user-friendliness.
Mid fidelity wireframe
When selecting a food truck, the application provides users with two options: to choose based on the type of cuisine they crave or to select the best-reviewed food truck nearby. These two options were brought up during the on on one interview, which was integrated into the structural design of the application.
Test and prototype
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Usability study: Round 1
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Usability study: Round 2
Usability study: Round 1
The usability testing was structures in two rounds. In the first round, the mid-fidelity prototype was tested on four individuals ranging from their early twenties to late fifties.
The second round involved testing the high-fidelity prototype on four individuals of similar age ranges. Conducting theses usability tests helped identify issues in the information architecture , contributing to the development of a more user-friendly final product.
Integrating High-Rated Food Trucks with a Rating Icon System on the Home Page
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It was noted that 3 out of 5 participants recommended including the feature " the best reviewed food truck near you on the home page.
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Since the overwhelming majority prioritize high rated food trucks located conveniently nearby the second version of the prototype introduces a solution. This version features a map with a rating incon system, allowing users to easily identify the closest food truck with the highest rating.
Presenting Delivery and Pick-Up Options Early
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During user testing, it became evident that many users were confused by the placement of the pick-up and delivery options, which were not provided at the beginning of the experience.
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Specifically, 2 out of 5 participants expressed confusion as to why these options were located on the "Check-out Order" page, suggesting that they were placed incorrectly. To address this issue, it is proposed that the delivery and pick-up options be presented at the beginning of the user's search, which corresponds to the home page, allowing individuals to filter food trucks according to their needs.
Tracking food truck orders
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Observations from user testing revealed that 4 out of 5 participants expressed a desire to visually track the progress of their food orders.
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To address this preference, it would be beneficial to replace the food truck recommendation feature on the homepage with an animation depicting the user's order being processed. This adjustment would reassure users that their orders have been placed and are on their way
Usability study: Round 2
The second round of testing involved four individuals spanning a range of ages from their early twenties to late fifties. This usability study led us to finalize the high-fidelity wireframe.
Integrating Cuisine Options and Map Functionality on a Single Page
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The previous prototype offered two routes for selecting a food truck: one through a list organized by cuisines.
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The other via a map displaying nearby options.
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However, user feedback and usability testing revealed redundancy in these approaches. Following user research indicated a preference for a combined approach, allowing users to view the best food trucks on a map while also selecting from a list of cuisines. Consequently, both features were integrated on the same page, collaborating to enhance the user experience.
Implementing a Navigation Map for Food Truck Locations
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In the previous prototype, users received information about the name, address, and estimated time for pick-up when selecting their orders.
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However, the improved version now includes a map that guides users to the pick-up location and provides additional details such as distance from the food truck. This enhancement equips users with all necessary information for easy order pick-up.
Introducing a User Engagement Reward System in the App
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During the usability study, the challenge of maintaining user engagement with the 'Foodies Truck' application emerged.
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To address this, a reward system was developed, where users receive both digital and physical rewards upon making a purchase, including a magnet featuring the food truck's logo delivered to their mailbox.
Outcome
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Final prototype
Final design
The final design solution addressed the challenges faced by food trucks, including constraints related to operating hours, designated locations, and regulatory requirements. By enabling users to locate nearby food trucks based on their cuisine preferences, distance, food quality, and budget through an interactive map, the solution opens up new opportunities for food trucks to reach a wider audience. Additionally, users can conveniently place orders for pickup or delivery directly through the app, enhancing the overall customer experience."
Conclusion
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Impact.
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Learnings.
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Final thoughts and Next step .
Impact
The 'Foodies Truck' application provides small businesses with the opportunity to compete with restaurants by overcoming restrictions imposed by Ontario law, such as the 30-meter rule limiting food truck operations near restaurants.
By ensuring the app is straightforward and user-friendly, it enables a diverse range of customers to engage with and support this growing industry, fostering connections between food truck owners and customers while promoting convenience for users.
Learnings
During this project, I learned about the complexity of establishing a profitable food truck business, especially in a country where the summer season lasts only four months. Adding a delivery option would encourage users to order food delivery for a longer part of the year, thereby making the food truck industry more lucrative.
Final thoughts and Next step
With the completion of the final prototype, I believe I have achieved the goals outlined by the project prompt, which was to design a menu and ordering app for food trucks. The mobile app I designed provides various features focused on accessing food truck menus and easily placing orders.
If this were an existing project, my next step would be to design the user experience for another main user of this application, the food truck owner. This would involve conducting research similar to what was done with customers, ensuring the application is user-friendly for owners to implement their menus, track orders, and manage payments efficiently.
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Overall, the biggest takeaway from this project is the importance of research and user testing, and to set aside your assumptions and follow the insights provided by your research results.