project overview
Let's Eat is a local food truck that has been operating for years without a website. Let's Eat relies heavily on event bookings, but were being overlooked because of their lack of a web presence. The website was created as a way to increase revenue.
My role
Let's Eat was a solo freelance project. I was responsible for creating the designs, establishing a brand color palette and logo, and developing a fully responsive website using Framer.
Scope
New website I 3 weeks
problem
Poor web presence. Let's Eat was losing potential profits by relying on customer's finding the business through Facebook and a website unknown to the public, Street Food Finder.
Problems with the current solutions
⭐️ challenge
The project aimed to increase profits by creating a website that would allow potential customers to find and contact the business for event bookings.
exploration
The first phase of the solution included stakeholder interviews, defining the Let's Eat user, competitor research, and brainstorming solution ideas, while keeping in mind the limitations of a solo owned and operated small business.
The Let's Eat users and their needs
Like other food trucks, Let's Eat has two types of users; Event Coordinators and Individual Customers. Currently almost all of the Let's Eat business is coming through the Event Coordinators.
90% of Profits
10% of Profits
USER goals
Although the core user needs for each user group were different, their specific objectives when using the site were the same and I could create a successful user experience for both groups.
*For the Minimum Viable Product (MVP), I decided to focus on the top priority goals for each group.
User Goals
The Event Coordinator User would need to contact Dean to book an event.
Events was where he was making his money, so the more contacts that came in, the better!
Maybe the Contact Us flow could be something more than just the last page of a website.
competitor research
Exploring how service-based businesses, like catering and marketing sites, used "Contact Us" with a Call-to-Action (CTA) focused design to increase conversion rates.
Major research takeaway
My research into service-based businesses reveals that direct engagement through well-placed CTAs can significantly increase conversion rates. By minimizing the steps users must take to initiate contact, and by making the invitation to connect highly visible and appealing, you reduce user effort and enhance the likelihood of securing a booking.
brainstorming solution ideas
To increase profits, how can I optimize the website to encourage contacts, and ultimatly bookings, from users?
"How might we" questions to generate ideas
How might we use the website to encourage contacts from users?
How might we simplify the contact process for the users?
How might we streamline the way contacts come in?
Matching user needs with solution ideas
usability testing
Testing revealed that in most cases, users would prefer to call the company directly, rather than fill out a form, but the phone number was not easy for all users to find.
My justification: I had a good reason for wanting users to use the form... It's hard for Dean to answer calls while he's cooking. The phone number was still there, just maybe not where the users expect to see it 😬.
Problems and Solutions
Problem
I wanted users to opt for the contact form over calling. Unfortunately I hid the phone number, creating frustrated users.
Solution
Balancing business objectives with user needs, I added the phone number to the Contact form. It is more accessible, but still does not overshadow the primary and "preferred" contact form method.
Solution
To help users get a better sense of the atmosphere at Let's Eat, a photo section was incorporated, enriching the visual appeal and providing a more immersive experience.
user interface design
The new branding is vibrant, bold, and modern, perfectly capturing the essence of a food truck that aims to make a lasting impression.
The solution
Understanding that every visitor on the site is a potential booking, I designed the user interface to feature multiple engaging "Contact Us" CTAs.
My approach - CTA focused design
In addressing the challenge of increasing bookings and profits for Let's Eat, I adopted a CTA Focused Design approach. This strategy was informed by research into similar service-oriented businesses, where direct customer engagement is crucial for conversion. Understanding that every visitor on the site is a potential booking, I designed the user interface to feature multiple engaging CTAs. These buttons are strategically placed across the site to capture user interest at critical points in their browsing experience.
Hero Section
The Hero Section captures immediate attention with a vibrant background and a central "Contact Us" CTA, streamlining user action towards booking inquiries, directly increasing potential conversions.
FAQ Section
The FAQ Section addresses key user questions, reducing hesitations while strategically placing a "Contact Us" button to encourage immediate inquiries.
Footer
This section reiterates the "Contact Us" CTA, employing marketing techniques to reinforce message retention and prompt action at the end of the user journey.
Contact Form
Using a contact form as the primary contact while Dean is unable to answer calls during busy business hours.
takeaways
Even the simplest sites benefit from the UX process. Considering the time and budget, I wondered...
"Do i really need to test? It's just a simple food truck website."
Advocating for research allocation was tough. Working with a small business constrained by financial limitations, I felt ethically responsible to avoid unnecessary spending. Ultimately, I decided that a targeted UX approach would result in a more thoughtful product that would give the user a more enjoyable experience and help increase his revenue.
what's next
Due to financial constraints, the Let's Eat site is on hold. As soon as the situation improves, we'll publish the live site.
Extended objectives
Let's Eat is owned and operated by Dean and the project was therefor limited in time and budget. Some considerations that were made.
Map Component - add a way for users to find where the food truck is operating on any given day.
Booking Solution - users to book Let's Eat directly from the site.
Contact Form - To account for Dean's limited availiability during working hours, I prioritized a contact form over a direct cell number.
