user RESEARCH: what do users want?

Most online food ordering services users are between the ages of 25-34 years old. I interviewed a few people across different backgrounds in this age group and came up with two different personas. These personas gave me my ground truth of convenience. Users want quick & easy platforms to meet their food cravings.

competitive RESEARCh: what are other companies doing?

Reports show a shift in online ordering and an increased preference to interact directly with a restaurant over a third part app. When observing of competitors, i noticed two main issues: Lack of ability to choose delivery/pick up times and having no detailed menu or ordering system.

site map and sketching

I started drafting a site map for the experience that would work for both a mobile and desktop site, but then focused first on the design for a mobile experience as users primarily browse the web on their mobile devices and that would play to the convenience ground truth for this project.

a Comprehensive menu

Problem: Users wanted to know what is being offered ahead of time

Solution: Separating the menu view from online ordering removes the pressure that online orders might bring. Since the menu wasn’t expansive, I kept the layout simple. Visuals and descriptions for the items provide as much detail as possible. By placing an “order now” button, the user can directly go to the process from this page.

locating the taco truck

Problem: Users need to know where to find the trucks location as it changes frequently.

Solution: The “Find Us” page includes where the truck is as well as where they will be. By including both a map and a quick link to directions, I aimed to make the prep for commuting to the truck as easy as possible. Again, I’ve included an “order now” CTA for easy access.

ordering items

Problem: Users want to save time and order ahead.

Solution: The online ordering process can improve the customer flow. With a simple flow utilizing modals/pop-ups, the goal is to make ordering easy. Promoting the most popular items at top aims to reduce choice paralysis, and the customization for individual items are presented plainly.

check it out

Problem: How can users complete their order?

Solution: A simple check out feature that provides the usual fields, including the pick-up time option so many competitors were lacking. I did not include an account requirement as it may deter users from ordering. For the completed order page we include the important details such as the order number and details.

learning more

Problem: Users like to know the origin of the restaurant and it’s story.

Solution: An “About Us” page that includes a quick story explaining the why of the taco truck. With the rise of conscious consumerism, I thought it was essential for the user to know all about Tacos el Barrio.