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feeleatexplore. experience. share.
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“A problem well stated is a problem half-solved” Charles Kettering
“If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions”
Albert Einstein
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Our culinary landscape is changing. These days buying food, eating and cooking is directly or partially influenced by the digital and print media (e.g. cooking shows, cook book), social awareness, growing range of speciality foods and technological advancement. And there are many food apps trying to encompass the various behavioural aspects of our every day eating habits and influence our decision making process. Notwithstanding, users tend to share their eating experiences more in social networking platforms than existing food apps platform in the market. And we often miss out great food experience, undiscovered eateries, food events and ideas.
This is due to the fact that:• The existing food apps in the market don’t offer that level of personalisation• Every food app performs one single task perfectly• User doesn’t have that much control over customisation to meet specific needs• The content shareability in social apps are much inviting and engaging
THE ISSUE
THE CULINARY
LANDSCAPE IS CHANGING
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• Lettheuserexploreandexperiencegreatfoodbybuildingatrustednetwork
• Lettheuserskeeparecordoftheirfoodjourneyandshare
• Embracenew,independent,smallandboutiqueeateries
THE OPPORTUNITY
EXPLORE.EXPERIENCE.
SHARE.
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Useful. Usable. Desirable. Valuable. Findable. Accessible. Credible.
WHAT IS A HONEYCOMB OF HAPPINESS?
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A social food app that allows user the convenience of personalise content search and flow based on his or her eating habits.
Time-poor, socially active busy professionals.
THE IDEA THE AUDIENCE
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COMPARATIVE ANALYSIS
App/ Platform Urbanspoon Broadsheet
melbourne Menulog Taste Skip Food spotting Yelp Foursquare Facebook
Key Features
Discover restau-rants - compare food choices by rating, distance,
and cuisine
Tool for navigat-ing melbourne’s best restaurants, shops, bars and
cafes.
Order takeaway and food delivery
Professionally developed and member-rated
recipes
Pre-order, pay and pickup
A visual guide to good food
To find great deals offered by favourite local
Search tailored to user’s tastes, past ratings, and picks from friends and experts that user
Share updates, photos and vid-
eos and see what friends are up to
User Account/ Content
Shareability
Limited to login with facebook, write review,
upload photos
Synced with Social Media platform for
check-in.
Account required only to save
favourites and pre-order.
Not a FREE app. Account required.
Account required to pre-order. No features to share
contents
User need to login to share, follow
contents
User can browse anonymously. But get more options with own account
Log in to get more customised search
Must need an account to use the
platform
Content StrategyBusiness and
User generated contents
Content purely managed by the editorial team
No user contribu-tion
Own recipe data-base
Extensive recipe database
Visual Contents mostly by the
users
User and Business generated content
User and Business generated content
Users, advertisers and business gen-
erated content
Search Range Extensive Limited Average Fair Limited fair Fair Extensive Varies content to content
Primary Platform Mobile Mobile Mobile Desktop, Mobile Mobile Mobile Mobile, Desktop Mobile, Desktop Mobile, Desktop
Pain Point Busy interfaceCluttered content
Limited search functionality
Limited to pre-order, menu
browsing
Database depend-ent
Limited Venuesand choices
Less textual content
Mostly visual
Some features exclusive to Registered
Exclusive to registered users only
Exclusive to registered users
only
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NUMBER GAMEKey Survey Insights
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The survey questionnaire was designed with an easy flow of questions to explore the general food habit, eat out frequencies, social platform engagements and preferences, gender specific patterns and finally user’s needs and opinions.
User’s online engagement, social networking preferences
• How often do you browse the Internet?
• What platform do you regularly use?
• How often do you actively participate in social networking sites?
• Do you like to share food related contents in Social networking sites?
• What is your preferred social networking site to share content?
• Do you use social networking sites to get recom-mendations for restaurants/ bar/ eateries?
General food habits, eat-out patterns
• How often do you eat out or get take-away food?
• Do you like to explore new eatery, café or bar?
• How often do you try new recipes?
Food App-User Engagements
• How do you find out new restaurants/ bar/ eateries/ deals?
• How often do you use food apps/ websites to find out about new eateries, café and restaurants?
• What feature of the food apps/websites do you use most? What are they? Why use this app?
SURVEY OBJECTIVES
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Always connected Always connected
More than 3 hours a day
NeverNot really enthusiastic about using food apps/ website
Sometimes
Sometimes
Always
1-3 hours a day
A few times a week
A few times a month
Never
Tablet
Smartphone
Laptop
Desktop
How often do you browse the internet?
2 surveys 48 responses from 45% Female and 55% Male Participants
48%18%
3%
30%
How often do you actively participate in social networking sites?
How often do you use food apps/ websites to find out about new eateries, café, restaurants?
Do you like to share food related contents in Social networking sites?
Do you use social networking sites to get recommen-dations for restaurants/ bar/ eateries?
What platform do you regularly use?
More than 3 hours a day
Always
1-3 hours a day
Sometimes
A few times a week
64%
45%
30%
91% 39%
21%
21%
12%
6%
81% 82% 61%
21%
18%
13%13%6%
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Urbanspoon
Yelp
Evernote Food
Dom
ino’s Offer
Jamie’s Recipes
Taste
Eat Now
Skip
Hungry Jacks
Yum
My M
acca’s®
Broadsheet M
elbourne Directory
Menulog
Delivery H
ero
Dish’d
Gourm
et Fast
Cookapp
Other
Which food app do you use?
70%
80%
70%
60%
50%
40%
30%
20%
10%
18%
3%
12% 12%
21%
15%
9%
18%
0%
6%
30%27%
6%
9%
0%
6%
15%
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What is your preferred social networking site to share content? Do you like to explore new eatery, café or bar?
How often do you eat out or get take-away food?
Age Group
What feature of the food apps/websites do you use most?
How do you find out new restaurants/ bar/ eateries/ deals?
Other (3%)
55-64
Don’t mind going to the same eatery over and over again
A few times a month
Always
1-4 times a week
Sometimes
More than 4 times a week
Other
Dietary Requirements
Recipes
Online Pre-ordering & Booking
Review & Recommendation
0 20 40 60 80 100
Location & Navigation
Other
Flicker (3%)
45-54
App
Pinterest (6%)
35-44
Google+ (3%)
25-34
Social networking sites
Twitter (18%)
18-24
Words of mouth
Instagram (33%)
Facebook (82%)82%
76%
64%
82%
21%
21%
3%
3%
42% 39% 30% 21%
33% 18%
55%
52%
48%30%
12%6%
3%
39%
45%
6%
3%
6%
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“Smartphone is the leading platform for digital engagement”
45% 64% 91%30%
81% Users sometimes share food contents in social
networking sites
48% Users are always connected
to internet
Facebook is the most preferred social networking site
to share content followed by Instagram
67% owns more than one device
Only 26% prefers more than one social platform
for content sharing
39%
Users are always active in some sort of social networking sites
KEY INSIGHTS
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Word of Mouth (76%) is still plays a key role in the decision making process. Social
Networking sites (42%) come to second. Google (39%) is predominantly plays the role of a search platform with less impact
in the decision making process.
45% users eat out or get takeaway more than once
in a week and male users are the majority when it comes to buy take-away foods.
People love to try out new recipes at least once in a month (27%)
Urbanspoon is on average the most commonly used app followed by Broadsheet Melbourne
Directory and Taste.
82% Review &
Recommendation
64% Location
& Navigation
21%Pre-ordering
& Booking
“Reviews & Recommendation is the most searched content”
39% users always like to explore new eateries
but only 18% users rely on food app to search new places
Interestingly 6% users
never mind to visit same place over and over again.
And a 21% users
discount food app when planning for eat-out.
Word of mouth is still the main influencer before
Google irrespective of so many food apps.
Users like to get recommendations from their
social networking sites.
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WHAT USERS LIKE TO HAVE“Easier options for uploading of pics & editing pics.”
“An app that teaches people how to cook one step at a time and takes the fear of cooking so people can connect with the food the eat and not just think it comes out of a credit card or like magic.”
“I would like a compact design, so that I can view the main content with less scroll-ing.” “it would be great if you could access the menu (or at least a snapshot of the most popular dishes / specials) of a particular restaurant directly from the app.”
“More integration with facebook & insta-gram.”
“Easy to use and a convenient way to have food.”
“Filters to refine what I am looking for on take away food sites.”
“Personalize the experience.”
WHY USERS USE THE APP“(Urbanspoon) to find out if it’s worth go-ing to, from other user reviews.”
“Convenient, first on google search and easy to use.”
“(Skip) To save time in ordering.”
“It’s high Google ranking.”
“Broadsheet is kinda well known, espe-cially Metro areas - effective marketing, and linked from facebook - Broadsheet are always posting articles from Facebook that appear in feed, and link to websites for restaurants/cafes.”
“useful rating options.”
“i like the detail and aesthetics of broad-sheet, and the convenience of Menulog.”
“Easy to navigate, interesting way to find eateries (shake to find restaurants), view their menu online.”
“I cook jamie’s recipes a lot, know they are good and love that they are all in one app.”
WHAT USERS DON’T LIKE“Urban Spoon is pretty horrible to use...I think they fall short with it comes to searching for distant locations, its always based on current location.”
“Skip didn’t offer the whole menu for what I wanted, so I ended up having to go in person and wait anyway.”
“Foursquare doesn’t allow to access search without login.”
“Taste app is buy only.”
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SIMPLIFYING IDEA
A food app with social networking features that allow users to explore and share their food experiences.
(mobile platform based)
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THE CASTINGUser Personas
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NATHAN
The Explorer
“I would like a compact design, so that I can view
the main content with less scrolling”
BACKGROUNDAge 31
Profession Social Community Manager, busy working schedule
Education BA Journalism
Family Status In a relationship
Lives in Carlton
Personality Tech-savvy, always plugged into popular trends, Adventurous
Social Channels Facebook, Instagram, Twet-ter
NEEDS/GOALSNathan enjoys eating out with friends, ex-ploring new eateries, trying new foods and sharing his experiences in social media.
PAIN POINTS/ FRUSTRATIONLack of time to explore new eatery, café in and around the CBD.
TECHNICAL PROFICIENCYAdvanced
high
beginner
low
ONLINE ENGAGEMENT
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KATHERINE
The Deal Hunter
“Some kind of shortcut would be great! ”
BACKGROUND
Age 24
Profession Retail Assistant
Education Graduate
Family Status Lives with room-mate
Lives in Boxhill
Personality Easygoing, Cheerful, Talkative
Social Channels Facebook, Instagram
NEEDS/GOALS
Katherine prefers home cooked meal but loves eating out on weekends. Saving money on specials makes her happy. Seeks peer advice when trying out new restaurant, food ideas.
PAIN POINTS/FRUSTRATION
Gets annoyed when she miss out on specials/ deals.
TECHNICAL PROFICIENCYadvanced
high
beginner
low
ONLINE ENGAGEMENT
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SHELLEY
The Outsider
“Not sure what to do!Breakfast or Brunch for this saturday?”
BACKGROUND
Age 39
Profession Banking
Education Commerce Graduate
Family Status Married with two kid
Lives in Caufield
Personality Sophisticated, Social
Social Channels Facebook
NEEDS/GOALS
Always ensures healthy cooking and eating for her family. Loves to find and share new techniques, recipes with other foodies. Due to busy work/fam-ily life wants everything to be time saving and cost effective.
PAIN POINTS/FRUSTRATION
Struggles to choose places for eating out. Keep forgetting to make list of favourite eateries, dishes and recipes.
TECHNICAL PROFICIENCYadvanced
high
beginner
low
ONLINE ENGAGEMENT
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SHAPING THE IDEA Features, Userflow, Wireframe, Prototyping
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FEATURE PRIORITISATION
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HIGH PRIORITY
LOW PRIORITY
ESSENTIA
LN
ICE
TO H
AVE
Location & Distance
Search Preset
Image Gallery
Contact
Activity Feed
User's Food Diary
Sync with other social account
Coach mark
User Account
Search/ Category
Share
Bookmark
Settings
Check-in
Upload Image
Push Notifications
Pre-order/ Booking
Pricing info
Recipes
Review & Recommendation
Community, Network, Follow
THE feeleat WAY
Not sure where to eat
Search for dining/ takeaways ideasNot sure what
to eat
Search for recipes/
meal ideasNot sure what
to cookShare
experiences
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Explore Quick& GO
Meal Deal
MyFoodlog
FoodieFeeds
Chef’sBuddy
THE feeleat USERFLOW
Browse new dining/
eatery/ contact info/ shared
contents
Search for a quick bites/ quick lunch/
café
Search for ongoing specials/
deals in and around nearby
location
Browse food related news feeds/contents/ images shared
by others
Browse recipes/ meal
ideas/ search by category
Login or Create account
to share/ upload content/ experi-
ences
Finalise decision and/or
leave the app
Login or Create account
to like, comments, share
Login or Create account to bookmark/ share/ upload
contentEnd process
End process
Allow app to access location info
Account Set UpSign Up/ Log In
Open App
Allow app to access
location info
Allow/ Not allow to
access location info
Login or Create account to
check-in, pre-order
Share/ upload content/ End
process
Login or Create account
to keep favourite, check-in,share/ Upload content
End process
Allow/ Not allow to
access location info
Finalise decision and/or
leave the app
Login or Create account
save offer
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feeleatSKETCHING WIREFRAMING
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USABILITY TESTING
The effectiveness, efficiency and satisfaction with which specified users achieve specified goals in particular environments.
INTERNATIONAL ORGANISATION FOR STANDARDISATION, 1998. ISO9241 Ergonomic, Part 11: Guidance on usability. Geneva, Switzerland.
UTILITY + USABILITY = USEFUL
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MelbourneRestaurantCategory + Distance
Restuarat Desctiption. LetÕs check what other foodies are on to. Lorem ipsum dolor sit amet, consectetuer more
Carrier 12:00 PM 100%Carrier 12:00 PM 100% Carrier 12:00 PM 100%Carrier 12:00 PM 100%
Sign in with Facebook Account
Create an Account
Skip for now
Sign in
Password
Name
Featured Search
Category + Distance (34)
Melbourne Restaurant
Map with Pinned Location
Category + Distance (34)
Melbourne Restaurant
Category + Distance (34)
Melbourne Restaurant
Category + Distance (34)
Melbourne Restaurant
Carrier 12:00 PM 100%Carrier 12:00 PM 100%
ExplorerM eal Deal
Foodie Feed
Quick Bites
Chef BuddyMy Foodlog
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DESIGN ANALYSIS& TESTING
Home Screen Home Screen (Revised)
Considering Efficiency, Effectiveness & Satisfaction as the 3 key usability metrics the initial prototype testing focused in answering the following questions:
• Doesithavethenecessaryfeaturesrequiredtosupportuser’sgoal?
• Doestheinitialwireframes/sketchesmakeanysense?
• Doestheconcept/ideaworking?
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ChangeIcon/
Feature Name?
ChangeFeatureName?
Feedback from initial user testing pushed to revisit the ini-tial sketches, wirefrmaes, visual elements and prototypes. The initial prototype faced two major issues: (1) navigation (2) feature icon legibility
BACK TO THEDRAWING BOARD
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USER'S JOURNEYTHROUGH VISUALS
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Welcome Screen “My Foodlog” ScreenHome Screen
Want to take a quick look around?
HELLOTake Tour Skip Tour
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Chef’s Buddy
Meal Deal
Foodie Feed
Quick & Go
My foodlog
Explorer
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INTERFACE DESIGNS
My Foodlog
User Name123 Follower 123 Following
Recent PostLorem ipsum dolor sit amet, consectetuer adipiscing more
Went to The Melbourne Restaurant & Night Noodle Market
Experience Lorem ipsum dolor sit amet, consec-tetuer adipiscing elit, nibh euismod more
Recent ReviewLorem ipsum dolor sit amet, euismod tincidunt ut laoreet dolore magna Lorem ipsum dolor sit amet, euismod tincidunt ut laoreet dolore magnaaliquam erat volutpat more
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Chef’s Buddy
Meal Deal
Foodie Feed
Quick & Go
My foodlog
Explorer
Check-in ShareUpload Photo
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Gary Jones
Will Brown
Paul Wright
Sue Anderson
Foodie Feeds
10:55 AMThis is a preview of the message whichruns on two lines and continues ...
YesterdayChecked-in preview of the message whichruns on two lines and continues ...
YesterdayThis is a preview of the message whichruns on two lines and continues ...
ThursdayThis is a preview of the message whichruns on two lines and continues ...
WednesdayGeoff BrightThis is a preview of the message which
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TypeLorem ipsum dolor sit amet, consectetuer adipiscing
ReviewLorem ipsum dolor sit amet, euismod tincidunt ut laoreet dolore magna aliquam erat volutpat more
Sample Coffee Shop Open TodaySample Address Sample Town 6am-6pm
Special Instruction
e.g extra shots, sugar
Pick-Up Time
Long Black
Chai Latte
More
Flat White
Mocha
Latte
Short Black
Cappacino
Sugar
Size
Confirm Order
MOREPHOTOS
Quick & Go
0 1 2 3
5min
Tea
10min
15min
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Name
Password
Sign in
Sign in with Facebook Account
Create an account
Skip for now
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Check-In/ Upload/ Share Foodie Feeds Quick & Go Explorer Intro Sign-up/ Log-in
INTERFACE DESIGNS
ExplorerWant to try something new? Find out whatÕs new around your work place or home. Get notified if any
new eatery, cafŽ, take-away or dining place opens near and far.
SKIP
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TASK FLOWin Explorer Menu
Chef’s Buddy
Meal Deal
Foodie Feed
Quick & Go
My foodlog
Explorer
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Nearby
Distant
Explorer
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Profile
Name
User Name
Password
Phone
Account
Log In
Carrier 12:00 PM 100%Carrier 12:00 PM 100%Carrier 12:00 PM 100%
Settings
Privacy
Notification
Payment
Clear History
Sign Up
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Name
TypeLorem ipsum dolor sit amet, consectetuer adipiscing
ReviewLorem ipsum dolor sit amet, euismod tincidunt ut laoreet dolore magna aliquam erat volutpat more
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat more
Address Opening HoursSample road sample town SampleHours Opne Today
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Tasks: (1) Upload and or browse Photos (2) Check restaurant/café details (3) Check “Settings” and or “Profile”
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PROTOTYPING PROCESS Platform: Prott
Thanks
feeleat a mobile food app ux study project by Niaz Ahmed
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