Cravings

End-to-End Application with MVP

UX/UI Design | Research | Branding

Adobe Illustrator, Figma, Photoshop

4 weeks

The prompt for this project was to create a MVP of my own lifestyle application within the time limit of 80 hours, assigned by Desinglab. My app called Cravings finds places that serve your specific craving. Instead of having to research all the establishments near you and go through their whole menu, all you have to do is search for the name of the dish or drink you want and Cravings will find them for you.

The Research

I needed to know how people search for products and what factors decide the purchase of the products so the app can efficiently bridge that connection. In an attempt to answer these questions, I chose the following methods for my research:

Competitor Analysis | Surveys | User Interviews

Competitor analysis

The main focus of my app is the search of food so the list of competitors were curated with other apps that related the most. The four I chose were Google Maps, Yelp, Uber Eats, and Doordash.

I began my research recording how the flow of a search goes and the different features and functionalities that were available for users.

I found that Google Maps and Yelp highlighted the business more while Uber Eats and Doordash focused on the food and menu items.

While I wanted Cravings to be food focused, I wanted to make sure the local businesses were properly presented in the app as well. Without them, there would not be products to search and I believe in supporting your local ecosystem of businesses!

User Research

I’ve combined my user interview and survey data into visual aids below. The data points to the conclusion that there is a demand for an app like Cravings. People search for new businesses weekly, if not monthly. However, the satisfaction rate with the currently available options is about 60%, which shows there is room for improvement and users will be open to trying a new app. Since most have already used search engines and delivery apps, Cravings will aim to provide an upgraded experience to the familiar search flow.

The Design

Features Roadmap

Thinking about the numerous features that could be helpful to find exactly what the users are looking for is a step that can feel a bit overwhelming. With the time limit of the project, I had to organize to narrow down the priorities. I used the data collected from my research to help categorize features by the importance.

Task Flow and Sitemap

Before proceeding with wireframing and usability testing, I created a sitemap to establish the screen hierarchy and structure.

Branding

I wanted to bring a cheery and inviting mood to the overall experience so I opted for a bright color palette. The main two colors are red and yellow that are known to stimulated appetite according to color psychology. I noticed during my research other food related applications use this combination as well.

Wireframes

I started with sketching out low-fidelity wireframes to set the layout for the essential screens.

Splash Screen

  • a simple screen with a big fun logo and the search bar to keep the direction of the user flow straight to the point

  • suggestions for searches generated by popular searches

Business Page

  • includes the business details with different functions such as navigation or delivery

Search Results

  • filters to refine search by distance, business hours, delivery options, etc.

  • list of establishments with short descriptions and the craving search hit

POV & HMW

Based on my research, I crafted “Points of View” statements that captured what people were saying. Then, I turned those insights into “How Might We” questions, flipping challenges into opportunities for solutions. After considering several options, I selected the one that most closely resonated with the feedback gathered from surveys and user interviews.

POV:

“I’d like to explore ways to help particular eaters staying in an unfamiliar town find their food cravings and make their dining experience less stressful and more fun.”

How might we…

increase search efficiency on an online database and refine the results to cater to specific needs?

Personas

Using the POV statements and HMW questions as a foundation, I constructed a persona profile to reference throughout the design process. This helped to ensure that the product resonated with the needs, goals, frustrations, and pain points.

Usability Testing

I recruited 4 participants for moderated user testing, asking them to complete 2 tasks to uncover any potential UX or flow issues before advancing to high-fidelity wireframes. Success was measured by participants completing all tasks within a reasonable timeframe with minimal to no errors.

Results

  • Most of the participants navigated the prototype smoothly

  • The idea of Cravings was well received

  • Feedback was received to reorganize features to enhance their visibility in the app

  • Minor revisions of the menu item and social media component to offer clear function

Final Result

Prototype

Conclusion

Looking back at the whole process of developing and finishing with this prototype, I relearned about how crucial details are. It pushed me to a new level of critical thinking and it’s been one of the more fun projects to date and I believe I achieved the goal of what I set out to do. I hope maybe one day I can build this idea out to a fully functioning application!