Stoburger is a food truck company based in San Francisco. They strive to provide a 50’s diner product offering that is comprised of 100% organic food options. Stoburger trucks can generally be found in metropolitan areas, food truck meets and music festivals.

The Problem

The Stoburger team was looking for a way to make it more convenient for their patrons to order from their food trucks, while still providing quality service and the ability to tailor food orders to their liking.

The Goal

Develop a dedicated mobile app for Stoburger that offers users the same comforts as ordering over-the-counter at a food truck, digitally. In essence, this app is intended to provide users the convenience of skipping the line when ordering in-person.

My Role

Partake in and learn about each aspect of the User Experience research and Design process.

My Responsibilities

Conduct User Research, develop Wireframes and prototypes (both low-fidelity and high-fidelity respectively), test those prototypes via Usability Studies and apply Visual Design principles.

Project Duration

March – August 2021

Customization

Users hesitate using apps to order, because they cannot get the same level of customization as ordering in-person.

Too Many Steps

For busy users, too many steps equals too much time wasted. It leads to confusion, and miscommunicated requests/orders.

Lack of Review

Online food apps do not always provide a clear review of a user’s order, causing unwanted ordering errors.

No Confirmation

Users get frustrated and confused when they do not receive an order confirmation, whether in-app or via email.

Kim is working on their Bachelors Degree in Education and wants to become a School Teacher. They also are passionate about music, and like to travel to concerts and music festivals, seeing them as opportunities to hear new kinds of music and artists. While considering themself to be spontaneous, Having a minor food allergy, Kim values their health and prefers to eat healthier options if there is an opportunity to do so. 

Mapping Kim’s user journey revealed the importance of providing the option to fully customize food items within the Stoburger app.

To kick off the design process, paper wireframe sketches were produced. These quick, effective doodles allowed me to get down different elements and layout ideas that ultimately were incorporated into the first digital wireframes.

With the insights that user research provided, a pop-up customization feature for each menu item was implemented into the interface.

Based on the research conducted, users benefit from being able to review their order before starting the checkout and payment process.

Round 1 Findings

1. Users like to add multiple food items

2. Users needed better instructions throughout the ordering process

3. Users really like customization, but also do not always need it

Round 2 Findings

1. Users appreciate being able to view the Review Order screen during checkout

2. With instruction, users favored the “Add a Food Truck Number” feature

3. For time, users find the images used for ingredients and menu items helpful

During the first usability study, users noted that they did not always want to customize a menu item. To fix this, we introduced an option to simply add an item as it comes on the menu.

Throughout the design iteration process, slight changes were made throughout the mockups. The biggest example is in the menu screen, where the layout was shifted to make photos more accessible and visible.

Icons

Universal iconography was deployed throughout the design’s menus and navigation.

Color Contrast

Colors were tested for contrast to maximize accessibility for users, and applied strategically.

Photography

Imagery was deployed and displayed large for ingredients and menu items.

Impact

Developing an online ordering app for Stoburger will allow the company to improve on its already top-notch quality of service. By providing patrons the convenience of ordering digitally–without compromising on their specific dietary needs–Stoburger is ensuring its customers peace-of-mind to enjoy the food.

What was learned

Throughout this project, we learned about the importance of surveys and usability studies, and how each one of them contributes to providing the best-possible ideas for a product’s users. Additionally, we learned that wireframes can focus on functionality exclusively in the early stages of development.

1. Testing

Conduct another Usability Study to check if experienced pain points have been addressed correctly, and adds more focus to refining the “Add Truck Number” feature.