FoodTrux Case Study
Foodtrux Prototype
OVERVIEW: FoodTrux is a mobile payment solution that allows users to find and order food from nearby food trucks, all in one simple, easy to use app. This clickable prototype meets the bare minimum requirements that were provided by the stakeholders by the means of user stories and required display views.
PROBLEM: There are many mobile payment solutions that exist currently, but there is no well-designed solution that pertains specifically to food trucks. There is a gap in the marketplace for an app that provides an end to end payments solution for food trucks.
SOLUTION: FoodTrux is an iOS app and mobile payment solution that provides users with one location to find food trucks nearby in real time, view a menu, select items for purchase and checkout. Users can also view their previous transactions, and provide feedback for each food truck they've purchased from. Foodtrux is a single solution that improves the payment process for food truck lovers.
USER RESEARCH: Conducted user research via interviews, user surveys, visiting food trucks in person, speaking with people in food truck lines, and by using existing apps and documenting the end to end payments process - what features worked and which features could be improved. My goal was to understand the current pros and cons of tools being used for locating and purchasing food from food trucks, and what a user would expect to see in an ideal end to end solution.
100% of users have purchased food from a food truck before, if you count their local ice cream truck.
5% of users have looked at the menu online before going to a food truck.
0% of users have ever used a mobile payments solution to purchase food from a food truck.
90% of users enjoy reading and/or writing reviews.
70% of users have been aggravated with the length of the food truck line at least once.
90% of users would appreciate a way to see all food trucks in the nearby area and learn about any promotional discounts or offerings.
MARKET RESEARCH: Conducted a competitive analysis to understand competitors such as Seamless, UberEATS and GrubHub. The takeaway from the analysis is that this app will be the first to provide an end to end payments solution for the food truck industry. If user experience is positive for both the food truck owners and the food truck consumers, then this app will be a success.
STRENGTHS: Increase customer orders for food truck owners, improve food truck ordering experience for customers. Easy to use and well-designed.
WEAKNESSES: Limited to select cities with food trucks, which limits overall user base. Accuracy of food truck details and order success depends on the food truck owners.
OPPORTUNITIES: Rapidly growing food truck industry. Adoption and customer loyalty. Build sense of food truck community through rating & reviews.
THREATS: Lots of competition when it comes to lunch, such as Seamless. There are also apps such as Twitter which allow you to find food trucks in real-time already.
USER STORIES: The user stories and many details for the display views were provided by the stakeholders in advance. The design team adhered to these requirements and then conducted extensive user testing to validate the design decisions.
As a user, I want to select a truck: Once a user selects a truck from the map, an overlay or card should appear with some basic information, such as the name and distance from their current location. The user should have the ability to view more details about a food truck from this overlay.
As a user, I want to see a detail view: A food truck detail view should contain more information about its current location, hours of operation, food selections by category, and reviews of the food and service.
As a user, I want to view the menu: Displaying a menu that's categorized by meal type will allow users to find food options with ease, and add them to their cart. You should give them the ability to change the quantity if they choose to order more than one of each item selected.
As a user, I want to create an account: Users will want to make the payment process simple, so allow them to create an account, save a credit card and set it up as their default payment.
As a user, I want to review recent transactions: Within the account settings, users need a way to view past transactions. This should be in the form of a list, consisting of the name of the food truck and final cost. If the user selects a transaction, they should be able to view the details of the order.
USER PERSONAS: Personas were representative of the user research that was conducted via surveys and interviews. Personas were created for both food truck consumers and food truck owners. The personas allowed our design team to understand user goals, behaviors, and how they will use the app. Here is a persona for a food truck owner.
CREATE AWARENESS - GROW BUSINESS
AGE: 34
LOCATION: Denver
CAREER: Food Truck Owner
GENDER: Male
MOTIVATIONS: Kenny is an ambitious chef and owner of a food truck business. His goal is to grow the customer base and get high ratings and reviews because this will help him make a name for himself in the culinary world. He would also like to make a ridiculous amount of money.
GOALS: Attract new customers, reach maximum order count every day, and maintain high food ratings and reviews on social media.
FRUSTRATIONS: Customers do not know where the truck is located, the payment process takes too long, and there is no way to let customers know about special promotions on the menu.
BIO: Kenny is an up and coming chef with 2 years of culinary experience. He started a food truck business to make a name for himself in the culinary world. He needs to make sure the business is a success to prove to himself and his family that becoming a chef and starting a food truck business was a good career decision.
WIREFRAMES: The design process for FoodTrux included rough sketches on pen and paper, low-fidelity wireframes, and then finally high-fidelity wireframes. Testing was completed at each phase in order to optimize the design.
RESULTS: User flow testing was conducted for tasks such as selecting a food truck, viewing the menu, adding an item to the cart, and checking out with a new or saved credit card. Additionally, one of the tasks that users were asked to complete was to go from the list view to the map view. The results revealed that the “map” and “list” buttons at the top of the page were excessive and taking up too much space, when users could easily use the arrow to swipe between the list and map views. Extensive testing and continuous iterations led to several usability improvements. User testing videos are available upon request.
SOLUTION: The result is a well designed solution which brought the stakeholders vision to life. FoodTrux is the first mobile payment solution which allows users to find and order food from nearby food trucks, all in one simple, easy to use application. This was the first iOS app that I built so I really enjoyed learning about the Apple iOS Human Interface Guidelines and adhering to those requirements. One of the biggest takeaways I had from this exercise was managing stakeholder requirements and expectations, while making sure to put the users first. User testing gave me the data I needed to back my design decisions and ultimately satisfy the stakeholders.
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Copyright 2018 | Designed & Developed by Emily Wilson