StreetFare is a food truck park that supports small businesses by creating a community built on a family-friendly atmosphere. StreetFare is dedicated to provide quality food, memorable experiences and fun for all.
In the age of COVID-19, restaurants have suffered due to not being able to safely fill seats. Many restaurants have capitalized on outdoor dining and even turned to opening their very own food trucks. In order to better serve customers, it is important to streamline the ordering process and limit contact for customers.
The goals of this project are to improve the experiences of both the user and employee by designing, aligning, and optimizing StreetFare’s operation to better support customers. The implementation of an onsite kiosk integrated with a mobile food ordering system aims to help streamline efficiency, reduce wait times, and limit contact.
• Customers tend to walk around to see what each food truck offered
• Some food trucks were not open
• Food trucks had to yell out customer name once the order was ready
• Unaware that food trucks did not sell beverages, only the venue sold drinks
• 78.8% of respondents prefer paying with card
• 42.4% of respondents prefer ordering through a mobile app
• 60.6% of respondents thought it was important to see all of the food truck options in one place
• 63.7% of respondents would order from multiple food trucks if given the option
• 57.6% of respondents consider 20-30 min of waiting too long
• 81.3% of respondents prefer to order ahead if given the option
• Due to COVID-19 foot traffic has decreased while online orders have increased
• Customer volume has decreased dramatically by as much as 60%
• 80% of food truck owners said a mobile app would streamline ordering
• 20% of food truck owners said a kiosk would streamline ordering
Out of 33 customer respondents, 42.4% prefer to order through mobile app, 33.3% in person and 24.2% using a self-serve kiosk.
According to the 5 expert respondents, 80% of food truck owners said a mobile app would streamline ordering, while 20% said a kiosk would streamline ordering.
Originally the kiosk was the main component for ordering, but after feedback from the customer surveys and expert surveys the decision was made to use the kiosks as an informational tool rather than an ordering system.
Based on the user research, two empathy maps were created in order to get a better understanding of the customers behaviors, needs, and motivations.
After analyzing user research, constructing HMW questions helped guide the next steps in order to focus on the problem that needed to be solved.
How might we create a streamlined food truck experience so that customers are well informed and are satisfied with their order?
The feature prioritization map aided in identifying what features must be included in the app. Through user research, insights were gained as to which features were necessary in order to achieve project goals.
After ideating through paper prototypes, low-fidelity prototypes were made in order to visually represent the concept and get a feel for the flow outlined in the sitemap.
A sitemap was created in order to clarify the user flow before continuing on in the design process.
Although user testing is typically done in the paper prototype or low-fidelity prototype stage, time constraints created the need to build out the user flow and test once near completion. Valuable insights were gained in testing, changes were made in order to create a better experience and easier to understand flow.
At StreetFare, food trucks often cycle in and out so it is important for the customer to know what food trucks are currently available. In addition to list view, map view shows where each food truck is on the grounds with the kiosk being the starting point. Each food truck card contains categories, live estimated wait times, and review ratings for easy scannability.
After clicking on one of the food truck cards, the customer will be able to view the full menu. In addition to the full menu, the info tab contains a brief intro to the food truck as well as contact information. Each meal card contains the name of the meal, the price and calorie count as well as a brief description of the meal.
Each individual meal card contains the name of the meal, the price, calorie count and a brief description of the meal. The customer will be able to view ingredients and scan the QR code to begin their order and be taken directly to the app.
Based on user research and expert insights, it is important for the customer to know the ingredients of each meal due to dietary restrictions, or food allergies. In the mobile app, the customer will be able to modify their meal.
The mobile app was designed to be integrated with the kiosk for first time customers as well as a stand alone ordering system for repeat customers. First time customers being directed from the kiosk will arrive on the same meal they were viewing in the kiosk. Customers will be able to customize their meal to their liking.
Customers are able to modify their meal by tapping to remove an ingredient or holding down on the ingredient for more options such as light, average, extra amounts of each ingredient.
In order to limit contact between different customers and food truck employees, it is important to provide different options for the customer so they wouldn't have to be congregating in one area around the food truck while they wait for their order.
Upon choosing a delivery method, the customer can choose from in-person pick-up as well as curbside pick-up. The customer has the freedom to order for immediate pick up or order ahead to pick-up at a later time.
After completing an order, the customer will be given an estimated wait time and a QR code to present to the food truck to verify they are picking up the correct order.
Customers will be able to view where their order is in the process, as well as an estimated ready time and a certain time to arrive at the food truck. Once the order is ready the customer will receive a push notification.