Castella

Reimagining the future of takeout, and how a bakery brand can stand out in a shifting restaurant landscape.

Context:
Brandcenter Student Project

Duration:
8 Weeks

Role:
Product Designer + Brand Strategist

Team:
Independent Study

01 Overview

Background

Takeout is poised to undergo a rapid evolution.

Especially now, in a post-pandemic world, the expectations for quality delivery and takeout experiences is constantly rising. We're starting to see this evolution push greater innovation in services such as Uber Eats and Doordash, and soon we'll also see this innovation in the physical locations too.

Bakeries will be the first to change.

In fact, bakeries have been doing takeout as their bread and butter (excuse the bakery pun) for years. They’re easily primed to take advantage of these trends in takeout consumption. Cakes are ordered to-go, bread is baked and stored for the entire week; nothing is limited to sit-down usage.

Challenge

How can a store-native app provide a more holistic takeout experience?
02 Solution
A native takeout product for a simple business.

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.

Landing Page

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 Page

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.

Checkout

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.

Physical Pickup

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?

03 Strategy
Takeout and delivery business doubled in size during the pandemic.

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.

Baked goods and bakeries are a great first platform to evolve takeout processes.

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 evolve takeout, I wanted to think through takeout from start to finish through the lens of a bakery.
04 Process

Discover

Who is this for?

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.

Looking at the journey, key moments that were vital to the process could be identified, ex. recommendations were important, and thus was integrated into the home screen of the digital product.

Design

What does this look like?

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.

Brand Principles

1. Precision

Baking is a precise science, with exact measurements and skills needed to craft delicious goods.

2. Softness

Baking is soft, round in nature and should be reflected as such.

3. Warmth

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.

Iterate

How does it function?

Low-fidelity wireframes and components are created to help aid in understanding what the most important touchpoints look like, as well as to identify key screens needed.

I also wanted to sketch out a quick iteration of what the store could be, potentially how the takeout space could integrate into the storefront.

Castella Physical Space 1
Castella Physical Space 2
Castella Physical Space 3

Refine

Bringing it together

The final product is put together in high-fidelity comps, incorporating visual identity, copy and interactions to create a prototype ready for delivery.

05 Reflection
Simple is best.

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.

Next: Harmonia