Castella

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

Context

8 Week Independent Student Project (2020)
Role: Product Designer

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 can be the first to lead the 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's native app provide a more holistic takeout experience?

Key User Research

The more efficient, the better.

The overwhelming sentiment echoed by users of food delivery apps was the need for faster and simpler processes. This need was expressed through a multitude of stages, whether it was the initial browsing of products or the checkout process.

The purchase process should be as linear as possible.

A major pain point, illustrated through other delivery and takeout experiences was the lack of clarity when it came to next steps. In line with the need for efficiency, research pointed to creating a solution that laid out a clear, linear journey from discovery to pickup.

02 Solution

Solution Overview

A native takeout process 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

Focusing on the Current

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

Bare Minimums

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

Streamlined 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

Curbside Access

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

Key Research

Takeout and delivery business doubled in size during the pandemic.

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.

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.

Main Focus

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.

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.

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.

Visual 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, along with unique vector iconography drawn specifically for Castella.

Iterate

How does it function?

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.

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

Refine

Bringing it together

The shopping experience is put together incorporating visual identity, copy and interactions.

Browsing/Shopping

Checkout

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. Through the process, it was really easy to fall into the trap of simply redesigning pre-existing takeout apps, so for me it was a side challenge just to keep my head down and really dig into creating a straightforward takeout experience that made sense beyond precedent.

Next Project: Harmonia