Digital Creative Direction + Design

BlazeBurger App

Student project part of the Google UX certificate offered through Coursera. The project involved conducting user research to develop personas, journeys, creating a competitive analysis, producing wireframes, low and high fidelity mockups, and prototypes. The user experience was further refined through multiple usability studies.

Screen mockups of the BlazeBurger app
Screen mockups of the BlazeBurger app

The Challenge

As part of the Google UX course on Coursera I was challenged to create a food order customization app for a food truck in New York City. My role in this challenge included that of a UX researcher and designer, taking the project through the UX lifecycle.

The Research

Who are the customers?

I began the research by focusing on the types of customers that frequent food trucks. Primary research into this topic during a pandemic proved to be restrictive, however I adapted by reaching out to various Facebook Groups and conducting Facebook Messenger interviews. These largely confirmed secondary research which showed that the majority of food truck customers are middle-class millennials:

Annually earning $1 billion, the food truck industry’s target market is middle-class millennials. According to an IBISWorld Inc. report, 43% of food truck spending each month is made by 25-to 44-year-olds, with an additional 20% coming from those under the age of 25.

Source: https://www.webstaurantstore.com/article/146/food-truck-marketing.html
Visited June 30th, 2021

What’s the competition doing?

Compensative analysis was very eye opening…and also made me very hungry. Most trucks in New York City leaned on mobile friendly websites and social media platforms. These mediums provided good online presence but lacked the features most users have come to expect from an eatery. Some standouts however did have the capability to oder online, however they also had a brick and mortar location in addition to a food truck. A few others relied on a third party app which limited their brand presence but did provide users with dedicated app experience.

Insight

The landscape for dedicated food truck apps seems to be very open to disruption. Most food trucks that lack a dedicated physical location are relying on third party apps that limit their ability to engage with their customers. The features of these apps, while adequate for basic food ordering, lack an intuitive and enjoyable customization feature, often relying on long form user input.

Persona

User persona

 

The Design

The design process focused on brining the popular features of brick and mortar restaurants to the food truck experience. Particularly being able to place a custom order without having to engage with an other human being over the phone.

Wireframe

The initial wireframe attempted to bring this feature to the forefront with as few taps as possible.

BlazeBurger low-fidelity prototype

Usability study

The first unmoderated usability study was conducted via Figma and recorded in Zoom. Participants shared their screens and followed a script. The study revealed that most users were able smoothly complete the full process of customizing an ingredient and completing the checkout process.

An edge case presented itself when a single user went off script and attempted to interact with non interactive items. However in doing so they uncovered an opportunity to highlight the default ingredient when customizing, which helps the user understand their ingredient options better.

The Refinement

After synthesizing the data from the study I began to construct the high-fidelity prototype. A lot of effort was dedicated to the selection of color, visuals, and typography. Further effort went into clear cutting all the photos to create a cohesive visual esthetic. Additional usability studies followed to confirm an improved user experience across the board.

 

BlazeBurger high-fidelity prototype