LOCALZ CAFE HOMEPAGE REDESIGN
User Experience, User Interface, Wireframing, Desktop Design
Team Members: Maggie Suino & Vipassana Ale
Localz Cafe is a hip food truck based on Lake Minnetonka, Minnesota created by local high school graduates. The food truck looked to redesign the homepage of their website in order to better streamline their ordering services and increase their sales. The food truck wanted to highlight their Mexican inspired menu and attract the local lake community to their truck. The final homepage design is swift to navigate with clear call to action buttons and highlights key information. The final design is approachable for lake goers with its attractive groovy and beachy style.
Final homepage walk through
DESIGN PROCESS
1. DisCover
Localz Cafe is a food truck established in the summer of 2020 by three high school graduates from Minnetonka, Minnesota. The food truck sets out to local breweries and lakes every weekend and to serve the local residents of Minnetonka. Their menu offers a variety of soft shell tacos, breakfast burritos, and a handful of drinks perfect for your lake day lunch.
The food truck looks to provide the delicious eats and build a place of community for the residents of Minnetonka.
ABOUT LOCALZ CAFE FOODTRUCK
Current LOCALZ CAFE HOMEPAGE
UsER INSIGHTS
Ross Valeria
25 years old, Minnetonka, MN, financial advisor, lake and boating lover
Location and hours of food places are important for him to know while on the lake
Likes to order online while on his boat and pick up later
Values eating at welcoming places and supporting local businesses
Margaret Donahue
21 years old, student, Minneapolis, MN, Mexican food enthusiast
Believes smooth navigation is important on a website
Enjoys seeing pictures of the food she is ordering
Doesn’t like sites that make her dig find their information on hours or location
OwNER INSIGHTS
Aaron Amin
24 years old, Minnetonka, MN, owner of Localz Cafe, frequent lake surfer
Wants to increase efficiency on wait time for customers
Reduce amount of questions they receive on location and hours of our truck
Hopes to attract more users to their truck and increase their food truck’s awareness in the community
Competitive analysis
We created an empathy map to highlight what the users need to know, currently do, and currently feel about the current Localz Cafe website. while attending the farmers market. We reflected with those we spoke with to create the map.
From there, we decided to research other food truck websites to map out a plan for our own website.
Empathy Map
RESEARCH INSIGHTS
2. PROTOTYPE
Site Map Before
Site Map AFTER
Header Before & After
Footer Before & After
3. ANALYZE
moodboARD
LOW FIDELITY WIREFRAME
MID FIDELITY WIREFRAME
UI STYLE GUIDE
HiGH FIDELITY WIREFRAME
4. Deliver
Usability Testing
To evaluate the app prototype, I conducted a usability study with multiple participants. Participants were asked a series of questions to spark a reaction and provide feedback on the app thus far. Highlighted in the graphic are randomly selected users and their opinions on the homepage redesign.
Questions asked covered the following topics:
Overall Impression
Content organization and layout
Navigation of the homepage
Future Improvements or inconsistencies
Overall user experience
KEY INSIGHTS
Positives :)
Overall, user testing found a positive response to the homepage design
Users agreed that the interface was successful redesign
Users generally felt they could easily navigate the homepage
Users appreciated unified design of the homepage and its reflection on the food truck
90% of users rated the overall design of the homepage a 9/10 or higher
Negatives :(
The text and wording could be rephrased and shortened for increase scannability
An user pointed out it would be helpful to have a call to action button at the Create Your Own Taco section.
Add a button linking to Facebook to reach a larger audience for festivals
Increase spacing between elements in the footer
Final APP DESIGN
IMPACT & TAKEAWAYS
The improved UI of site will allow Localz Cafe to reach a larger audience and improve overall interactions and impressions of the food truck. Based on the overall positive responses we received during consumer testing, we believe that this website will allow users to interact and navigate the Localz Cafe homepage easily and swfitly.
Market Research References
Localz Cafe Current Website Link: https://www.localzcafe.com
Oracle Restaurant and Food truck Website Link: https://oralemexicaneats.com
El Torro Food truck Website Link: https://eltacotorromn.com