Food Truck App
Discovery, Engagement & Re-engagement
Overview
The Food Truck business is one of the best-performing segments in the food service industry. Moreover these business owners are cooks and not marketers. Today’s consumers are more savvy relying heavily on the latest mobile technology more than ever. For many food trucks this can create some modern-day challenges to engage new and stay connected to returning customers.
Problem
I would like to provide a solution to enable core customer to quickly find a food truck, recall it again; while delivering vital information with limited friction and easy access to the app. While providing the business owner a means of customer engagement and reengagement to continue to grow their core customer base.
Outcome
I designed a simple food truck app that enables a user to quickly find a truck in 3 clicks, personalize results and set reminders for future locations. In the process the truck business owner provides up to date location schedule, current menu and photos while reengaging with their new customers.
DID YOU KNOW?
- 2019 Food Truck revenue eclipsed over $1 billion in revenue with annual growth 2014-2019 at 6.9%
- By 2025, 75% of the workforce—people with money to spend at your food truck on lunch breaks and after work—will be made up of Millennials.
37 users participated in a screener survey to identify and conducted 5 interviews
MVP FOCUS
Based on findings from a series of 5 user interviews, I decided that the MVP would not include ordering, but instead:
- Finding a truck
- Seeing current menu
- Sharing with friends
- Provide shortcuts to return to truck again
Prioritizing the “MVP”
USER FLOW
After completing interviews and secondary research; it was clear that several pieces of information would need to be readily available to each user.
Thus, a hub and spoke pattern was adopted.
- Simple, single layer navigation
- Key features readily visible:
Map, Favorites, Search, Results
Low-FI TESTING
Low Fidelity User Testing proved some early assumptions were false:
- Users bypassed map entirely to use ‘search’ specifically
- Offer an alternative GPS location from default location
- Provide specific food filters for quick results
- More photos to show truck, branding and food
Final Thoughts
I wanted to weigh both user and business needs and values. Considering an MVP, I was on a limited timeline. So early on, I opted to not focus on ordering food. I understand that alone can be a lengthy case study. Instead I wanted to provide value to the user in quickly finding a truck, with little friction. The ability to favorite and follow those trucks works in unison with the business as opportunities for reengagement strategies. Providing customers with an simple product; urging them to share with friends would build the community. Later the MVPb (order ahead) feature could be developed by studying and gaining insight from that engaged community.
Next Steps
Conducting the second round of usability tests returned additional insight. Furthermore, I realize this is where I would transition collaboration with additional teams to expand these efforts.
UI Design Team – Branding and Naming • Strategy Team – Enhance “share truck” messaging content – Reengagement tactics
Product Team – Discuss Development Challenges.
Additional Research I realize if this app is developed, research would be required from the business perspective. Each major city has its own ‘food truck coalition’ group. These groups assist the food truck community with resources and navigating the local requirements for permits and conduct. This research would drive the business side of the app, how trucks update the app and present to their new customer network. Engaging these groups would provide valuable insight.
