Reimagining the future of takeout, and how a bakery brand can stand out in a shifting restaurant landscape.
Product Designer, from user research to visuals.
The goal was to improve upon key aspects of the takeout process for bakeries by simplifying various systems of the experience, from the physical products to the accessible mobile ordering systems.
Provides a simplified hero landing that focuses on store-specific featured products, and hides further categories in scroll.
By displaying a single featured bakery product front and center, it solves a user issue where those that lack prior knowledge were overwhelmed by choice.
Product pages showcase the main attraction front and center. Options are pared down to the two most important functions: adding to cart or discovering the recipe (for the foodie-oriented user).
By simplifying the product page CTA's, users aren't inundated with unnecessary information.
User research constantly expressed how other food takeout apps that showed meal add-ons at checkout were bothersome.
For Castella, checkout is streamlined. No additional dialogue, just confirmations on content, pickup location and payment.
To think through the full experience involves incorporating the physical space. Businesses don't necessarily need any advanced systems to improve takeout. For example, what if future store designs directly integrate takeout into the physical building?
For example, UberEats revenue surged 125% to 1.45 B. by the end of 2020. Out of necessity, restaurants have seen a boom in takeout orders, but for the most part, the takeout process has remained the same. There hasn't been any real evaluation or optimization to improve how customers can more easily pick up their food.
Compared to other restaurants, bakeries are uniquely positioned to redefine how takeout functions. Baked goods are typically meant to be brought home in the first place, so the products aren't constrained by limitations such as heat or freshness.
To understand and determine specific needs and wants that the experience should incorporate, users were broken down into three unique personas for classification.
Understanding the complete user journey was also vital in order to synthesize key moments.
The four stages of the takeout purchase journey helped frame the key screens that forms the core of the wireframes. Additionally, it aided in evaluating how the experience could specifically cater to someone new to takeout.
As a side objective, a unified visual identity was important to help define a takeout brand. Based on brand design principles, various visual assets were created to help support the product.
Baking is a precise science, with exact measurements and skills needed to craft delicious goods.
Baking is soft, round in nature and should be reflected as such.
Baking is an art that contributes to the wellness and contentment of individuals, and should reflect such emotion.
The mocked-up logo reflects these principles, and the visual identity system helps elevate the digital product.
Low-fidelity wireframes and components are iterated to help aid in understanding what the most important touchpoints look like, as well as to identify key screens needed.
Quick sketches were also made to think through how the takeout space could integrate into the storefront.
The final product is put together in high-fidelity comps, incorporating visual identity, copy and interactions to create a prototype ready for delivery.
This project was a solution to an applicable problem that I personally experience daily, and it was a great experience to take on something with real-world application. It was interesting to understand how bloated takeout systems today have become, with the plethora of add-ons and extra steps food ordering systems have begun to incorporate.
It was really easy to fall into the trap of simply redesigning pre-existing takeout apps, so for me it was honestly a side challenge just to stick to the process and learn organically. That's not to say I didn't learn from precedents, but it definitely is a monumental task to begin to distill and rethink user patterns of takeout.