case study
FOOD2DESK
Freelance Designer 2020
Food2Desk Company
Food2Desk (F2D) is an app that delivers food quickly and safely to office tower tenants. With key access to office tower employee only facilities, food vendors are able to seamlessly fulfill orders that dedicated F2D Runners are able to bring directly to your office space within minutes.
Project Overview
F2D came to me with the idea for the app and required assistance getting their company off the ground. Starting with branding then leading to the app design and development.
Objective
The timeline was tight, requiring me to simultaneously develop brand guidelines, assist with investor collateral for seed funding, and handle product design.
Process
Validate and identify the target audience(s) based on assumption from the stakeholders
Create a simple brand guide aligning to the target audience and stakeholder preference
Research competitors in the space and identify key frustrations
Wireframe and map out key user journey paths
Prototype in high fidelity
Competitor Analysis
With so many food delivery apps available, F2D needs to clearly define its key differentiators.
I also focused on maintaining consistency in key areas of the app to ensure new users feel familiar and comfortable navigating it.
Key Findings
F2D benefits from having access to hallways and corridors that lead directly from the food vendor to employee-only elevators, enabling quick delivery of food and drinks. Their food runners are well-acquainted with the office building layout and can navigate it effortlessly.
A major frustration for users of delivery apps is locating the delivery within a building. Multiple entrances can make it difficult for food runners to find the correct office, so F2D’s familiarity with the layout addresses this issue effectively.
Information Architecture
The app features five main screens: Home, Browse, Schedule, Saved, and Account. Users can search and book services through the Browse & Search screen, access saved or favorited options, or start from the Home screen.
High Fidelity Prototype
Due to time and budget constraints, stakeholders skipped wireframing and moved directly to high-fidelity mockups once the user flows were approved. The pandemic's surge in demand for contactless food delivery accelerated this process.
We weren't reinventing the wheel, and the final design had few issues.
Full Customer Journey
While working with F2D, I also had the privilege to work on customer acquisition (aka: ToFu content) to help bring new customers to the new app.
This included branding and promotional materials to help the overall buyer journey. I helped create (even wrote!) the promo ads that would be displayed within the office towers.
