How can we design a speedy and simple experience for ordering vegan fast food?
Example of ordering process
Inabun is a burger restaurant that delivers vegan burgers and fries to your door.
A website and app that allows users to order directly through their own single-page, sales portal.
We deliver tasty, guilt-free and fries.
Busy adults who may not have time to cook.
People interested in the environment and/or trying to have a lifestyle change.
Students that would like fast food delivered.
Joseph is a developer at a tech firm and lives alone. He wants to save money and avoid eating out. Joseph is concerned about staying fit and actively tries different diets.
Regularly orders takeaways.
Wants to avoid the expense of eating out.
Would like a healthier diet.
Would like to save money.
Price sensitive so may be unwilling to spend a premium ‘takeaway’ price.
Lack of information on vegan eating.
No stable dietary preference.
From this user research, it was established that:
Users should have the choice, to be able to customise their burgers.
Vegan users interviewed were tired of the same, green, repetitive branding of businesses targeting them.
Users wanted to stay clear of red/yellow colour combinations that dominate the unhealthy fast-food industry.
The app should be quick and convenient.
The app should not preach to the converted or try to overly educate/convince people to alter their diet.
To help build a style board. Sample users were asked to generate words relating to the concept of ‘vegan diet’, ‘takeaways’, and ‘deliverable burgers’.
Sample users were then given the concept ‘Inabun is a vegan burger delivery restaurant‘ and asked to reduce this list into the ones that resonated most, aiming for 5 keywords.