Case Study - Paycrave Food Truck Mobile App

The Problem

Several mobile payment solutions exist currently, like Square Cash or PayPal mobile. However when pertaining to food trucks, a well-designed solution hasn't been created.

 

The Solution


Design a mobile application for either IOS or Android that allows users to find food trucks near them, view a menu, select items for purchase, and checkout.

My Roles


User interviews, surveys, and contextual inquiry. I was also responsible for the sketching, low-fidelity and high-fidelity wireframes along with arranging usability testing through usertesting.com.

Research and Discovery

USER RESEARCH

User Surveys

 

One of the key goals during the initial stage of planning for the food truck application was gaining a clear understanding of the potential users of the app. What are their main objectives when using this type of app? Conducting the survey helped to ensure a user-centered design direction. The survey was built using Google Drive and was distributed using social media channels focused on the appropriate demographics.

 

Some questions on the survey included:

  • Would you be willing to enable location services for Paycrave to supply locations and directions to local food trucks?

  • Would you be willing to supply ratings on your food truck experience post purchase on the mobile app?

     

     

     

User Interviews

 

User interviews were held during my research in order to gain further insights needed to build out the primary persona.

AGE: 30 years old

 

OCCUPATION: Program Director

 

LOCATION: Kennesaw, GA

 

GENDER: Female


TIER: Casual

MOTIVATORS:

Amanda enjoys visiting food trucks but doesn’t feel that finding them in Atlanta is very easy to do. If she could subscribe to a free, user friendly app that contains location based information that would also retain her past visits to prior food trucks she thinks she would be motivated to visit them more often. She subscribes to other food apps because she enjoys reading reviews prior to eating out somewhere along with the discounts she receives by checking-in on the apps for use in future meals. 

 

 

 

GOALS:

  • Filter food trucks by location and food types

  • Ability to read and write food truck reviews

  • Ability to check out without cash using the app

 

 

 

FRUSTRATIONS:

  • Difficulty filtering searches

  • Food apps which are not intuitive and lack up to date information on food establishments

  • Lack of advertising in general for food truck gatherings and upcoming festivals

 

BIO:

Amanda is a young, married working professional who lives in the suburbs of Atlanta. Her hobbies include teaching zumba fitness classes in the evenings. She enjoys visiting the city for social gatherings on the weekends with her friends but doesn’t frequent Atlanta much during the week since she lives near the campus she works at currently. She definitely has an interest in trying new food

BIO:

Amanda is a young, married working professional who lives in the suburbs of Atlanta. Her hobbies include teaching zumba fitness classes in the evenings. She enjoys visiting the city for social gatherings on the weekends with her friends but doesn’t frequent Atlanta much during the week since she lives near the campus she works at currently. She definitely has an interest in trying new food

MOTIVATORS:

Amanda enjoys visiting food trucks but doesn’t feel that finding them in Atlanta is very easy to do. If she could subscribe to a free, user friendly app that contains location based information that would also retain her past visits to prior food trucks she thinks she would be motivated to visit them more often. She subscribes to other food apps because she enjoys reading reviews prior to eating out somewhere along with the discounts she receives by checking-in on the apps for use in future meals. 

 

 

 

GOALS:

  • Filter food trucks by location and food types

  • Ability to read and write food truck reviews

  • Ability to check out without cash using the app

 

 

 

FRUSTRATIONS:

  • Difficulty filtering searches

  • Food apps which are not intuitive and lack up to date information on food establishments

  • Lack of advertising in general for food truck gatherings and upcoming festivals

 

AGE: 30 years old

 

OCCUPATION: Program Director

 

LOCATION: Kennesaw, GA

 

GENDER: Female


TIER: Casual

AMANDA L.

 

BIO:

Chris has lived in Seattle for almost four years now. He enjoys going to public parks and trying new food establishments in his free time. He also really likes cooking at home for friends. He spends  a lot of time on his own due to his work schedule and so using apps to find up to date information  on city events is important to him for entertainment. He is often times free when others are working more “traditional” hours.

AGE: 27 years old

 

OCCUPATION: Shift Manager

 

LOCATION: Seattle, WA

 

GENDER: Male


TIER: Average

MOTIVATORS:

Chris lives in Seattle and doesn’t own a car. He spends a lot of time on his smartphone on public transportation and also visits certain food trucks near his current job pretty regularly. He would like to try other ones though and is overall a fan of using apps to discover new events in his city. He prefers free or low-costing social outings at the moment.

 

 

 

GOALS:

  • Learn of new food trucks he hasn’t tried

  • Ability to map directions to food trucks using public transportation options

  • Would like to be able to bookmark food trucks for future plans as well

 

 

 

FRUSTRATIONS:

  • Hard to currently remember food trucks he hears about and wants to later try

  • Food apps he uses now aren’t aimed at food trucks in his opinion

  • Would like a clean and easy to use app so that reading menus and reviews is done quicker 

 

CHRIS K.

 

Competitive Analysis

 

Who else is out there?

  • GrubHub

  • Yelp

  • UrbanSpoon

 

Competitive analysis was conducted to helps determine how Paycrave is different than the competitors and how the app can solve similar usability issues.

 

I also looked at these three existing food applications to consider...

  • How do they position themselves?

  • Who is their primary audience? What user groups are they targeting?

  • What are their key differentiators and features?

 

By considering each of their strengths, weaknesses, and key features I was not only able to find opportunities for differentiating Paycrave as a food truck app, but it also exposed me to the industry standards potential users may already be accustomed to when it comes to using a food ordering application.

 

User Scenarios

 

Based off the user research findings, the following five user scenarios were drafted as inspiration for designing the initial application screens and testable InVision prototype.

 

  • As a user, I want to view food trucks near me on a map.

  • As a user, I want to select a truck, view details, and see a menu.

  • As a user, I want to create an account and view recent transactions.

  • As a user, I want to choose items to purchase and pay for them using my phone.

  • As a user, I want to rate and review a food truck, and view other ratings and reviews.

 

User Flows

 

Based off these user scenarios I worked to generate the following user flows. I focused on the five tasks listed above as those will be some of the most-used features of the application.

 

Wireframes and Design

Low-Fidelity Wireframes


From the user flows began the actual design of the screens needed to accomplish the user tasks I wanted to ultimately test for. I built the low-fidelity screens using Balsamiq. I worked through these wireframes to decipher how to best structure the page layouts on a high level approach and focused mainly on developing the navigation and hierarchy of elements for each of the needed screens in a format that guided users through the actions. Multiple low-fidelity iterations were flushed through before moving onto high-fidelity design.

 

High-Fidelity Mock Ups


High-fidelity wireframes were the next stage of my design process. I used these to generate a prototype to test my user flows and design concepts.

Providing users the ability to view search results based on location either on the map view or in a list view.

Users have the ability to scroll through menu items along with the ability to read general reviews and see photos.

The high-fidelity comps also allowed me to test the user flow of selecting a specific menu item to order.

Users were asked to perform the entire task flow of selecting the food truck and ordering the two steak taco basket, all the way through checking out and receiving an order confirmation.

 

I submitted the InVision prototype for usability testing via usertesting.com and requested for three participants to provide feedback on walking through the above user scenarios as first time users.

 

Usability testing allowed me to watch and listen as users interacted with the current design through video recordings. There were also written responses submitted by the three participants.

 

Overall, some of the key insights gathered in regards for areas to improve were:

 

  • Once an order is placed, having the estimated time for when the meal would be ready for pick-up be listed for planning purposes

  • Listing a contact number for the food truck vendor with the order summary

  • Adding are an area to the app where coupons currently offered by food vendors are found

  • Making the reviews section of the app more prominent overall

 

 

 

 

 

Usability Testing

Next Steps

Next steps for the Paycrave Food Truck mobile app include:

 

  • design improvements based off user testing

  • further user testing

  • completion of visual design

     

     

     

© 2016 by Diana Muina