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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

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


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


to keep favourite, check-in,share/ Upload content

End process

Allow/ Not allow to

access location info

Finalise decision and/or

leave the app


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







Carrier 12:00 PM 100%Carrier 12:00 PM 100%

ExplorerM eal Deal

Foodie Feed

Quick Bites

Chef BuddyMy Foodlog

Carrier 12:00 PM 100%Carrier 12:00 PM 100%

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

Carrier 12:00 PM 100%Carrier 12:00 PM 100%Carrier 12:00 PM 100%

Chef’s Buddy

Meal Deal

Foodie Feed

Quick & Go

My foodlog

Explorer


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


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


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


Name

Password

Sign in

Sign in with Facebook Account

Create an account

Skip for now


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


Nearby

Distant

Explorer


Carrier 12:00 PM 100%Carrier 12:00 PM 100%Carrier 12:00 PM 100% Carrier 12:00 PM 100%Carrier 12:00 PM 100%Carrier 12:00 PM 100%

Profile

Name

User Name

Email

Password

Phone

Account

Log In


Settings

Privacy

Notification

Payment

Clear History

Sign Up


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

Carrier 12:00 PM 100%Carrier 12:00 PM 100%Carrier 12:00 PM 100% Carrier 12:00 PM 100%Carrier 12:00 PM 100%Carrier 12:00 PM 100%

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

uxd project - feeleatres.cloudinary.com/general-assembly-profiles/image/... · • the content...

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