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FOOD ORDERING CONSUMER FACING WEB DESIGN
FOOD DELIVERY AND ORDERING WEBSITE
LEAD PRODUCT DESIGNER
HEAD EXPERIENCE DESIGNER, PRODUCT DESIGNERS, DESIGN INTERNS
Hyperflyer is an ordering service directly connecting businesses to their customers without crazy service fees. The company aims to create a stronger sense of connection within communities that is lost with other 3rd party competitors.
Currently, the website's main feature is to search restaurants and order food. The design team's goal was to redesign the consumer website to further drive home the mission of creating connections in communities through immersive story telling.
Before any design work was done, the team each created persona's by stepping into the shoes of the targeted audiences. We broke up the users into 3 potential groups: gen Z, millennials, non-tech savy. While the focus was to aim the product towards younger users, the pandemic has caused older individuals to utilize food ordering apps, and we needed to make sure that our product was inclusive for users of all ages.
After gaining insight from researching the target audience, we all completed market analysis of the existing food ordering apps on the market. We individually created themes and features for the proposed product and came together to combine and flush out our initial ideas.
ideation + design
We created 6 different sections for the landing page. The first 3 sections further explains the company and mission of Hyperflyer: it's overall purpose, the ordering food aspect, and the social and community importance. The last 3 sections explain how the product works and provides the user with additional information and allows them to sign up for updates.
1. Main Value Proposition
2. The Product Value Proposition
3. The Social Value Proposition
4. How it works
5. Contact us
6. Footer Information
I focused on the discovery portion of the landing page, while the other designer focused on the social validation section. I created user flow's and lo-fi wireframes of how users would search and discover restaurants, create an account, personalize their account and suggest favorite local business to be available on Hyperflyer.
A SHIFT IN DIRECTION
The company decided to make a change in direction for the consumer facing website. It's main purpose would be to function as a 'blog' style site, that allows users to learn about the company and discover restaurants. The ordering feature for the site could not be implemented until further funding was obtained.
The branding behind Hyperflyer is a retro 90s theme. We played off that concept by incorparting pop art elements. Bright colors, large photos and typography.
The final design for the consumer site is an immersive story telling experience that utilizes motion, large typography and imagery. All of these elements were designed to keep the user engaged and continue scrolling to learn more about Hyperflyer and the restaurants it supports.
Unfortunately due to lack of funding, Hyperflyer has put a halt on the design efforts that we developed. The company's main focus is to set up businesses and restaurants within their system and have a simple feature for customers to shop from them for discounted rates.
Hopefully in the future, the company will grow and gain funding to be able to implement the above ideas.
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