Our mandate from the client was to "Do the food truck business faster, better, and have a good story that plays well on social media."
Shira K. / Shea R. / Li Y.
Google Forms / Google Sheets / Zoom / CashApp
1. Bought food from a food truck in the past year
2. Have posted about food to their social media channels in the last 6 months
3. Care about social causes
After populating an affinity diagram for each user, we consolidated the data down into three insights. Keeping in mind what statements and sentiments we heard more than once, and what all users had in common.
Users are more likely to try new or unusual foods at trucks than at restaurants, and also more likely to post novel food to social media.
Users perceive food trucks as more authentic than restaurants. Potential to extend the authenticity of the truck's food to its social media activities.
Users value actions over words, meaning support for social causes must be tangible and authentic.
Our user journey, affinity map, and jobs-to-be-done were at the core of how we landed on the concept of the application and the key features we would be building out over the rest of the duration of the project. The above was our focus as we ended our discovery/research phase.
After creating two user scenarios based on “Grabbing lunch then eating at my desk at work” and “Hanging out near food trucks with friends” we dove into creating wireflows.
As a team we divided the design work into one key feature per person. Shira was in charge of the Voting feature, Li took lead on the Sharing feature, and I was lead on the Homepage + Rewards feature.
After completing the wireflows and getting feedback we moved into our wireframes with confidence and also including a home page. Below is a combination of feedback + our notes.
At this phase we took all our learnings from the wireframes and applied them to a high fidelity prototype.
Testing based on Ordering Food, Engaging with Social Causes, Engaging with Rewards & Social Media were completed before we finalized the prototype for delivery to the client.
Each of these features started very bare bones in early phases and really blossomed as we received feedback.
The rewards feature did not start with the ability to receive measurable figures of how their donations are helping social causes but with feedback we found that was something users desired.
This project spanned an 8-week period where I feel I pushed myself to new limits as a UX Designer.
If I could go back and do anything different with this project it would be to interview experts in the food truck industry. I feel we may have missed an opportunity to utilize the knowledge of someone who has found success with food trucking.