FARM TO TABLE FOOD TRUCK

THE BRIEF

🗓️2021

Provide a solution for enabling the collaboration between local farmers and food business owners to be shaped by simplicity and creativity. Create an interactive user experience for customers to enjoy fresh food, help local farmers to sell their produce easier and enable business owners to explore ingenuity towards food.

OVERVIEW

Disclaimer: To comply with the agreed terms, I will refer to the delivered project as Naturally Eats.

The company I designed the web solution for is a food truck sourcing local fare. They are part of farm to table movement and promote the idea that local and organic produce do not have to be boring. The flavor of local food often surpasses the commercially grown products.
The owner of the food truck embraces variety by changing the menu with the seasons and by allowing the clientele to customize their order in a way that shapes the attitude regarding food. Raising awareness towards how livestock is being raised and minimizing the distance food travels before being eaten are factors that this particular business stands for since both points influence nutrition as well as taste.

CONTEXT

SERVICES

UX Design & UI Design

PLATFORM

Responsive Website

DELIVERABLES

Web and Mobile prototypes

TOOLS USED

Sketch

TIMELINE

6 weeks

DEFINING COMPANY’S CONCEPT

After initial discussions with the client I was able to understand the requirements, reflect towards brand guidelines and acknowledge business desired outcomes. Strategy meetings were a guideline in this process.

BRAND

• Trustworthy and Honest
• Sleek and Formal
• Neat
• Considered

GOALS

• Sales goals which contribute to Revenue goals Achievable by customers ordering food.

• Behavior goals Achievable by building a faithful clientele.

• Context goals Food truck theme and movement in which it is a part of be visible on the website and conveyed via the guide pages and overall experience, rather than homepage and about page.

• UX goal Responsive website.

DEFINE STYLE TILES

TYPOGRAPHY

• Trustworthy and Formal goals achieved by serif typeface
• Neat goal with Considered details implied via grotesque sans typeface

COLOR

• Sleek goal implied via Gold Hue blended with Grayscale palette

IMAGERY

• High-quality photography defines the Honesty of the website and emphasize the Trustworthy feeling of the page

HAMMERING OUT A BRAND BY FOCUSING ON THESE ANSWERS

With goals and brand specifics put on paper and agreed upon, aiming for reaching these objectives was the way of shaping the vision I’ve encountered for the organization.
These were the helper questions:

• Who are you and what do you have to say?

• Why should people listen?

• What values do you hold so strongly?

A significant short description and a high quality photo to imply that the feelings of genuine, fair, accurate and fancy.

AIMING FOR INCLUSIVE DESIGN

Framing the solution from a user experience standpoint, while taking into consideration all things explained above, other questions acted as guidelines in shaping the design solution:

Context goal

1. The food truck’s theme is around the concept of locally grown produce, so how can I make the farm to table movement stand out as being the main topic?

Context and Behavior goals

2. How can I design for everyone, emphasizing at the same time the topics regarding local fare which stand as trucks theme?

Sales goals

3. What stands as the flawless experience?

To test and validate outcomes in different stages I have conducted usability testing.
With all gathered information and learned facts I built through functional design the solution approved and delivered to the client.

Methodical and Holistic approach from my side when conducting user research helped me shape qualitative outcomes after interviewing users.

• full transparency regarding ingredients origin. Awareness towards livestock, vegetables and fruits growing conditions.
• ability to custom orders in an intuitive way, choices being clear so the user experience with the food truck’s web product is easy and straight forward.
• no misleading pictures or facts that does not reflect reality.

DESIGN WITH USABILITY IN MIND

Clean and simple design presenting systematized information. This helps user browse the page easily and find needed actions effortlessly. The request was for something plain with a fancy touch.

Straight to the point with presenting food choices. The movement which the food truck is a part of has gained tremendous momentum over the past years, thus, besides year-round available goods, other local produce is being purchased and ingenuity is explored in designing the menu.
Compared with produce grown in larger corporate farms, local produce tastes better, it’s healthier and allows variety to be a part of the food truck servings.

Here is a video presentation of how items are chosen from the ones available for the time being.

After choices have been made, the next phase is to custom the dishes. Obviously, when designing the first dish all chosen items are presented.

As moving forward, only the remaining ones will be displayed. So, for the next dish customization only a few are available for being chosen.

As a final step, the custom order is displayed with details for all of the choices made (see righ column).
The user can pick what delivery method is a good fit for him (pick up being the default one as this is a food truck) and related information is shown (see left column).

Naturally Eats has added value to its brand by standing out from the competition by serving better taste, leaving less environmental footprint and helping boost the local economy.
In addition to all of this great impact on the community, Naturally Eats provides an amazing user experience for the customers, inspiring them to come back.

ENJOY!