FoodiNow App Design and Strategy

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Challenges

  • No target audience

  • No solid idea for the product, what do we want to be known for?

  • Market is saturated.

  • Generic logo, visuals are targeting everyone.

  • No indication of meal ethnicity or history.

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Introduction

I am the sole designer working with leadership, development, and one UX researcher.

FoodiNow is a new startup working towards building the latest food delivery app. The business model consists of having Home Chefs cooking and delivering food to customers.

  • Focus is on ethnic or traditional foods.

  • Some home chefs are already committed to being on the platform.

  • There is a known community looking for food from their home country.

UX Research

After doing a market segmentation, we worked on our target audience.

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What we want to be known for

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Colors - visual design

Neutral pallet with bold punches works across multiple cultures, and is easily transferrable to some of our more mainstream growth targets. Code Pen: https://codepen.io/pativ/pen/rJyRoN

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Form - visual design

Minimal without being too tied to one operating system’s pattern and approach. Relatable to the brand rather than current UI trends, with the goal of providing space for content over UI. Simple, hand drawn elements emphasize a dedication to craft.

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Designs - key screens

Splash screen and tutorial

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Browsing

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Menu/Meal Details

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Delivery

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Order Placed and Ratings

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The Chef experience

Once the customer experience was underway, it was time to understand the chef’s needs. We worked on target audiences for chefs, marketing materials, and designs.

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