A Case Study
2024 Enhancements Coming Soon!
Foodie Social
An app for foodies around the world to share their favorite spots and dishes with their friends, and keep a list of places they want to go to!
My Role
Sole UX/UI Researcher + Designer
Step by Step
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1. Defining the Problem
There is no single place to archive favorite local restaurants and connect socially with other foodies.
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2. Research
The research plan aimed to determine the biggest problems these foodies face, and what features might benefit a food fanatic. This was conducted through user interviews and secondary research.
I synthesized my interview data by creating affinity and empathy maps, and two personas. The personas are based on the social foodie user and the lone foodie user.
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3. Ideation
I created How Might We statements to help me better visualize the problems and possible solutions these foodies might come across.
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4. Information Architecture
I created the site map based on the needs of the users created through the user stories and the HMW’s.
I also built up complex journey maps to understand what my user’s paths might look like to best inform my design.
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5. Design
First, I sketched up many iterations on my iPad to visuals solving the users problems through the product. Then, I pulled my sketches into Figma and began wireframing the screens with more detail and involvement.
Lastly, in Figma I designed each high-fidelity screen based on my user flows and red routes. I did a lot of iteration during the design process and often deviated from the wireframe to include more valuable pieces to the puzzle and was very happy with this result.
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6. Testing
I used Figma to create a clickable prototype, I preferred this process to using InVision, I also found it easier for users to work through with less bugs.
Testing was conducted over 10 days with five testers. Testers were the target audience for the product, being ages 20-35 and frequent social media users/food lovers.
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7. Redesign
I took the data from the interviews and documented the issues found in google docs. I ordered each issue from highest to lowest priority and included recommendations for repairs.
The Problem
Over ten years ago I had an idea for an app that I wanted to call the “Food Passport”. My husband and I’s favorite thing to do is try new restaurants. I purchased a pack of moleskin blue books that looked like passports and we began rating restaurants and journaling about our food-ventures. Of course this was a flawed system and I really wished I had it on me at all times, this was a problem that could be solved by technology, but it would only take me a decade to learn the skills to design it.
There is no single place to archive favorite local restaurants and connect socially with other foodies.
Research
It turns out, I am not alone, according to Medium, “more than half of Americans (53%) consider themselves foodies,” Additionally I found that young adults these days prefer unique restaurant experiences over fast foods and chain restaurants.
Current apps available are more output than input, meaning they’re meant to rate restaurants for others/the general public. But few exist to keep track of one’s preferences and share reviews specifically with friends.
I conducted interviews to highlight the need for a one-stop-foodie-shop. I found that foodies struggle to rate and review restaurants quickly, and often do not because they are not interested in sharing their views with the whole world.
I also found that foodies who may not be as social still want a platform for saving places and reviewing them. While they may not be as social as some they’d like to connect with other foodies and get recommendations from others.
Affinity Mapping
The Social Foodie's Empathy Map
The Lone Foodie's Empathy Map
The Social Foodie Persona
The Lone Foodie Persona
Decoding the Data
I synthesized my interview data by creating affinity and empathy maps, and two personas. The personas are based on the social foodie user and the lone foodie user.
Ideation
I created How Might We statements to help me better visualize the problems and possible solutions these foodies might come across. I also sketched out several quick screens based on each how might we. Each sketching sprint lasted 6-8 minutes per HMW.
User Stories and Information Architecture
I created simple user stories based on the HMW statements in three different hierarchies from must have, to nice to have, and okay not to have’s. Through these I chose three red routes/tasks for the prototype.
I created the site map based on the needs of the users created through the user stories and the HMW’s.
I also built up complex journey mapping to understand what my user’s paths might look like to best inform my design.This was an essential part of my process and I plan to implement it for every case study moving forward.
Original Site Map
Lone Foodie Journey Map
Social Foodie Journey Map
Design
I sketched up many iterations on my iPad to visuals solving the users problems through the product.
I pulled my sketches into Figma and began wireframing the screens with more detail and involvement.
In Figma I designed each high-fidelity screen based on my user flows and red routes. I did a lot of iteration during the design process and often deviated from the wireframe to include more valuable pieces to the puzzle and was very happy with this result.
I plan to spend more time on my wireframes in the future to potentially save more time during the design process. However, I do believe the quality of my work might be improved by a lot of high-fidelity iteration.
To help focus the design I created a moodboard and a style guide.
Testing
I used Figma to create a clickable prototype, I preferred this process to using InVision, I also found it easier for users to work through with less bugs. Testing was conducted over 10 days with five testers. Testers were the target audience for the product, being ages 20-35 and frequent social media users/food lovers. I made sure to ask users to share with me any time they felt surprised, confused, or happy with the product.
Redesign
I took the data from the interviews and documented the issues found in google docs. I ordered each issue from highest to lowest priority and included recommendations for repairs. Each issue was cited by users at least twice, or was strongly stressed by the user. I also created a checklist for completing the changes to track my progress.
Usability Issues by Priority
I took my problems, solved them, and behold I built an end product that I’ve been dreaming of for an incredibly long time.
Please click the image below to view the final prototype!
(This is made for an iPhone 13 pro, but most mobile devices should work, though cut-off is possible. If you have trouble viewing please use your desktop.)
Questions?
Send me an email, call or text if you want to discuss this case study with me more!