KAMI FOOD TRUCK APP

UX RESEARCH, FIGMA, PROTOTYPING

OVERVIEW

Kami is a popular Korean food truck located in Drexel’s campus. Known for being one of the only Asian food trucks located in the area, the Kami food truck has created very loyal following. During a 10 week time period, our team was given the task to design a mobile ordering app concept for the food truck. Through visual observations, customer testing, interviews, and consistent alterations in correlation to the product, the final concept provides a clear concept that enhances Kami’s connection to the campus community.

THE CHALLENGE

Kami’s menu has a lot of customization; this seems like a great concept for users, however it proved to become complicated to translate into the app. Although located in the team’s campus, there were 4 members in the group with differing schedules in the span of 10 weeks.

When talking to customers, here were the primary pain points we gathered when interviewing current customers:

  1. Long wait times at peak hours

  2. Frustration from showing up to find the truck unexpectedly closed without checking their Instagram account.

  3. Very word heavy menu

FOOD TRUCK LOCAL COMPETITORS

When looking at the abundantly large amount of competitors, the intensity of the competition lessened due to the reasoning many of the users decided to order from Kami: they were the only Korean food truck in the area. Regardless, the team members noticed a trend when looking at any of the other popular trucks in the area. The ones that were doing well had clear menus with good photos, providing a faster ordering process for users.

PROCESS

TARGET AND EXTENDED AUDIENCE

Each team member conducted customer interviews covering food truck habits, preferences, and pain points. Consistency, location, and authentic Korean flavors emerged as top motivators for students, followed by Drexel employees and construction users near the campus.

During usability testing on our low and mid-fidelity prototypes, users told us the layouts needed to be simpler and easier to understand. They also wanted bigger food photos and clearer pickup time estimates. Both were important when deciding what to order. The dark color scheme in mid-fidelity threw a lot of users off as well, so we lightened it up for the final design.

This feedback shaped everything going into high-fidelity. We stripped out the unnecessary complexity, made the food the visual focus, added pickup time info to the checkout flow, and swapped the dark theme for a less dramatic, inviting color palette that matched Kami's brand.

The softer color palette was created for a less intense feel when ordering through the app concept; an easy to read typography were also consistently used to keep users from any cognitive overload. During this process, I conceptualized and sketched the mascot redesign for their mascot, which our graphic designer refined into the final cleaner logo.