Craving Donuts? Now Just a Tap Away.
Project Overview
Timeline
July 2023 - January 2024
Industry
Food Trucks & Mobile Food Services
Role
UI/UX Designer, UX Researcher
Tools
Figma, Figjam
Brief summary
Big O Donuts is a conceptual food truck app solving real world challenges in mobile dining, making it easier to find, order, and track food trucks in real time.
Goal
Your Sweet Spot on the Go! Track our rolling bakery, order ahead, and indulge in our mouthwatering treats
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Design a fun, intuitive interface for easy ordering.
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Add real time GPS tracking to reduce location confusion.
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Streamline checkout and reduce wait times.
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Create dynamic menus that sync with inventory.
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Build a playful, consistent brand experience.
The Challenge & Solution
Challenge
Locating the Truck:
Customers often struggle to track where a food truck is parked in real time.
Long Wait Times:
Ordering in person can lead to delays and long lines, frustrating customers.
Lack of Engagement:
Without an online presence, repeat customers have no way to stay connected.
Solution
Real Time GPS Tracking for Easy Access:
Customers can track the truck’s location in real time via an interactive map.
Real Time Progress Updates:
Pre-ordering and in app payments allow customers to pick up their order without standing in line.
Playful & Engaging Brand Experience:
Vibrant visuals and a fun UI make ordering from Big O Donuts as exciting as the food itself.
Research Process
Methods
Industry Research: Understanding Food Truck Challenges
Explored pain points in mobile food service, such as location tracking and long wait times.
Competitive Analysis: Learning from Similar Apps
Studied food truck apps like Roaming Hunger, Off the Grid, and local ordering platforms to identify best practices.
User Expectations: What Customers Want
Analyzed QSR (Quick Service Restaurant) consumer behavior, focusing on ordering preferences, convenience, and engagement.
Key Insights:
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Customers expect fast, frictionless ordering with real time updates.
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Food trucks with digital presence retain more loyal customers.
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Pre orders and live tracking significantly reduce frustration.
Users In Context
User Persona:
Created a user persona representing Big O Donuts’ typical customer to pinpoint key behaviors, motivations, and pain points. This guided a user centered design focused on seamless ordering, real time tracking, and menu clarity, making the app more intuitive, engaging, and efficient for food-truck customers.
User Persona
Design Approach
Focus
Building a user friendly app that improves the food truck experience by making it easy to find, order, and engage with Big O Donuts.
Ideation Phase:
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Task Flow Mapping: Designed a seamless journey from truck discovery to order pickup.
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Crazy 8’s: Explored multiple layout options for tracking, ordering, and engagement.
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Feature Prioritization: Focused on essential functions real time tracking, mobile ordering, and dynamic menus.
Design Process:
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Designed a clear, intuitive flow so users can quickly locate the truck, explore the menu, and place orders with ease.
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Simplified the ordering and checkout process to allow users to complete transactions in just a few taps.
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Integrated live updates so users can follow their order’s progress from preparation to pickup, keeping them informed every step of the way.
Logo Design Process:
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Brainstorming & Sketching: Explored multiple logo concepts through freehand sketches and digital mockups.
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Experimentation: Tested various shapes, typography, and color schemes to reflect the brand’s energy.
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Refinement & Iteration: Reworked designs based on visual impact and brand alignment.
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Final Selection: Chose a bold, vibrant logo that captures the excitement of the food truck experience.
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Seamless Brand Integration: Ensured the final logo fit cohesively within the app’s visual identity.
Design System:
The design system created a cohesive look and ensured harmony across typography, buttons, and color. It improved usability while reinforcing Big O Donuts’ visual identity.
Outcome
Results & Impact
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Streamlined ordering reduced in person wait times by 25–30%, improving customer flow during peak hours.
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Live truck tracking increased location engagement by roughly 20%, helping customers find the truck more easily.
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Dynamic menu updates cut item unavailability reports by ~15%, improving order completion and satisfaction.
What I Learned
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Real time updates and visibility directly influence user trust and retention.
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Prioritizing speed and simplicity makes mobile ordering feel effortless.
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A cohesive, fun visual identity strengthens emotional connection with the brand.
