Paycrave

Paycrave is an iOS app design concept that creates a more effortless relationship between the user and local food trucks. It allows people to quickly locate, read about and order from nearby trucks.

DESIGN ROLES

Identity

Personas

User Flows

Interviews

Wireframes

UI Elements

Prototype

Testing

Identity

Paycrave is an identity that needs to be inviting and appetizing. Food is a very personal thing and a user needs to have confidence that their source is reputable. Oranges, reds and greens were chosen for their association with food and ability to pair well with food photography. Additionally, the rounded corners, jewel tones and icon elements have a confectionary quality.

The logo was typeset in league gothic—an urban serif typeface that compliments the logo mark. The icon for Paycrave is simple and direct–a rounded fork/knife shield placed within a traffic sign. The icon for Paycrave is simple and direct–a rounded fork/knife symbol placed in a traffic sign-style shield. Paycrave’s identity is casual, but trustworthy so that users will feel secure in making payments and locating trucks in person.

pay_alphabet

Personas

Since food trucks are an urban hallmark, it was apparent that a wide variety of users needed to be considered. After taking a short survey, it was found that food truck enthusiasts wanted a clean app experience that was primarily about locating food in a timely manner.

Corey | Sound Mixer

Corey is a big fan of IPAs and plays in three bands on the weekend. He always forgets to make his own lunch. He is a high traffic food truck user. He wants an app that he can flip back and forth between options and keep easily accessible records/reviews for future reference and sharing with others.

Lara | Blogger

Lara doesn’t brag, but she’s a foodie. She goes out of her way to try the newest trucks on the map. However, she unfortunately has some allergies. Her main use for the app is to scan a large area and check to see what is available to recommend on her blog. She also wants to have the ability to write specific instructions on her order to avoid any hospital visits.

Jan | Teacher

She is a savvy 50 year old who teaches in the city and lives in the suburbs. Jan uses food trucks about 3 times a month and usually grabs something to take on the train back with her. She can’t miss her train since she has a family waiting for her at home. Her top priority is proximity and then, after that, she looks at the star ratings.

Bill | Food Truck Owner

Bill has been running his own food truck for 4 years. He may not use an app very often to find other trucks, but he cares very much about how his looks. He wants the menu and pricing to be clear. Good reviews, pictures, and star ratings are essential to keeping his business full of customers.

User Flows

It seemed that the first question every user had was “What’s close to me?” This prompted the experience to always start with a map view. Users are then directed to trucks by numbered drop points or a main list of nearby trucks. From there they are led to individual truck screens that direct them straight to adding menu items to a cart.

Wireframes

While designing low-fidelity wireframes, it was immediately apparent that the map would dominate the design and all other elements needed to be subdominant. It also became apparent that there needed to be more than one route for obtaining credit card information. The first would be for a confident user who wouldn’t mind inputing information right away. The second method would be for users who have already interacted with the app and decide to input their info after going to checkout.

UI Elements

To better regulate consistency and clarity for the Paycrave project, I created a simple system of UI elements and standardizations that built on the original identity. This went through several iterations, since the colors had to harmonize with food photos and map views.

Prototype

This interactive prototype focuses on looking up a user’s current location, mapping trucks, showing a list view, onboarding, ordering and purchasing. After testing, user’s seemed pleased with the simple functionality and wants to know if reviews and favorites would be sharable in a network or over social media.

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