PROJECT DETAILS
PROJECT:
La Oaxaquense Food Truck App
CREATIVE FIELDS:
Branding, UX Design, User Research, Wireframe, Prototyping
RESPONSIBILITIES:
End-to-end design process from understanding to testing. Conducted user research, ideating, wireframing, prototyping and iterating designs.
PROJECT DURATION:
10 weeks
TOOLS:
Figma, Miro, Adobe Illustrator, Pen & paper
Setting
La Oaxaquense, situated in San Jose, CA, is a cherished local food truck. This mobile eatery presents a delectable array of authentic Mexican cuisine, featuring items such as tacos, burritos, Oaxacan-style tamales, and a selection of unique regional specialties. Catering to both locals and the busy demographic of college students and professionals seeking convenient access to genuine Oaxacan dishes, La Oaxaquense is a culinary gem.
The Problem
La Oaxaquense, a food truck located in the bustling district of East San Jose, is experiencing a remarkable surge in popularity. During peak hours, the wait time can extend up to 40 minutes, despite the fact that the operation is run by a dedicated family with fewer than 5 members on staff each day. For the convenience of local residents and busy patrons in need of a faster, more streamlined dining option, there’s a growing demand for:
1) View/scan their menu
2) Place their orders in advance
3) Know when their order is ready
4) Pay with options other than cash
The Goal
Our mobile app enables users to pre-order, benefiting both business owners and time-strapped customers. This innovation not only broadens their customer reach but also spares customers the inconvenience of waiting in line. To gauge its impact, we will assess its effectiveness by tracking the volume of orders processed through the app.
Understanding
USER RESEARCH SUMMARY
I performed an exhaustive competitive analysis, conducted in-depth research, and crafted empathy maps to gain a profound understanding of the users I am designing for and their unique requirements. The primary user demographic that emerged from my research comprises local college students and working adults, the majority of whom are of Hispanic descent. They face time constraints that preclude them from cooking or dining at traditional sit-down restaurants.
While this user group did validate some of the initial assumptions about La Oaxaquense, our research unearthed additional complexities beyond time constraints. Users also grapple with various issues, including diverse interests, commitments, and challenges that pose hurdles to accessing or preparing authentic Oaxacan-style cuisine.
USER PAIN POINTS
- TIME: Working adults and local college students lack time to make Oaxaca food.
- ACCESSIBILITY: Ordering food in person currently do not support assistive technologies
- PAYMENT OPTIONS: Ordering food in person currently only accept cash, limiting other payment options and potential customers.
- LACK OF IMAGES: Menu in person currently lacks images of food for those that are visually impaired or are not familiar with Oaxacan food.
User Journey Map
Mapping Joseph’s user journey revealed how helpful it would be for users to have access to the La Oaxaquense app.
User Flow
Creating the user flow for the food ordering process ensured a smooth step-by-step flow prior to sketching the wireframes.
DESIGN
PAPER WIREFRAME
Spending some time to draft iterations of each screen of the app on paper ensured that the user flow and elements that made it to digital wireframes would be well thought out to address user pain points. For the home screen, I prioritized a quick and easy ordering grid to help users save time by showing them the menu with imagery of the food.
DIGITAL WIREFRAME
Description of food items are displayed in the food description page to be compatible with screen readers. There is also an option to customize ingredients for those that may want to exclude anything in their food for those with food allergens.
LOW FIDELITY PROTOTYPE
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was placing an order and checking out, so the prototype could be used in a usability study.
REFINING THE DESIGN
MOCKUP
Early designs showed the confirmation page immediately after placing an order. However, after conducting a usability study, designs were revised to show the time until food is ready for pickup.
The second usability study unveiled user frustration with the checkout process, particularly when selecting a credit card. Additionally, participants expressed a desire for the ability to specify a pickup time, which has now been incorporated in the second round of refinements.
ACCESSIBILITY CONSIDERATIONS
- Provided access to users who are vision impaired through adding alt text to images and description of food for screen readers.
- Used icons to help make navigation easier with labels for screen readers.
- Ensured colors and contrast passes WCAG standards for those visually impaired.
TAKEAWAYS
IMPACT
The app significantly streamlines the ordering process, making it both quicker and more user-friendly. As a result, business owners are now more conscientious, actively considering how to cater to their customers’ needs by expanding their customer base through improved accessibility and offering a wider array of payment options.
Overall a very simple and intuitive app. I really like the live status of the food after I place an order. It allows me to know when my food is ready.
WHAT I LEARNED
During the design phase of the La Oaxaquense Food Truck app, I discovered that the initial iteration marks just the inception of establishing a user-friendly flow. Engaging in usability studies and seeking feedback from peers significantly enhanced the app’s design and feature set. I’m genuinely appreciative of this iterative process.
MOVING FORWARD
- Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
- Conduct more user research with an even wider range of diversity to determine any new areas of needs.
- Conduct a qualitative research to determine if app would be recommended to others.
