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Foodestore ––
Community owned Food Delivery App
Foodestor creates the ecosystem where restaurants, couriers, and shoppers are all benefiting from being part of the growing food delivery business.
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Foodestor creates the ecosystem where restaurants, couriers, and shoppers are all benefiting from being part of the growing food delivery business.
Crowdestor is an online crowdfunding platform where businesses and investors meet. They accelerate the boost of investors ’financial well-being and help growth-focused businesses to develop and promote a breakthrough. Crowdestor has a very large network which has been transformed into a product that will be widely used.
Foodestor is the one of kind Food Delivery App that is built in the best traditions of crowdfunding and delivery tech. Foodestor creates the ecosystem where restaurants, couriers, and shoppers are all benefiting from being part of the growing food delivery business.
This application differs from its competition in many features such as group ordering, ordering from multiple restaurants at the same time, etc. Foodestor is based on the recommendation model. The Foodestor rewards all members and allows anyone to earn additional income simply by being active on the app.
Also, what distinguishes this application from others is that it is based on networking and connecting users, and thus expanding the community. No other food delivery apps invites its members (investors, restaurants, users and couriers) to participate in the profit of the company.
Foodestor is an easy to use app which cares about quality and everyone can benefit from it. Foodestor has a goal to attract many users in order to grow and thrive together.
In addition to high quality service, Foodestor allows its customers to feel grateful and heard, as a relevant part of the community, part of the company.
Foodestor is all about community. They care about their customers and want to grow with them. They are motivated to become a world wide application that will be used by millions of people. They want to progress and are open to changes and suggestions. Their customers get the opportunity to invest money and earnings, get high quality service and become part of the Foodestor community.
For the MVP version of the application, the wordmark logo was used, which is a placeholder that will later be replaced with the new designed logo. For wordmark we used Modern Era typeface which is also used in the application and represents the brand.
We started by exploring green color on a white background. The idea behind green is that it symbolizes purity, organic and healthy looks.
However, the final decision is to use yellow instead of green. In this way, the appearance of the application will be more identified with the visual identity of Crowdestor, the company's parent company, and since Crowdestor users are accustomed to yellow, they will be able to more easily connect the application and the company. This is also good, because in this way Foodestor differs from other competitors (which have green among the primary colors). Although we used the Crowdestor palette, we still refreshed it a bit and made it more modern.
When it comes to the background, we have kept the white color which will provide a clean and light look which works perfectly when combined with heavy content such as various food pictures and a lots of information.
The primary palette is complemented by status colors, which are in harmony with the primary. We have also carefully chosen shades of gray that extend throughout the application.
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For this application, we needed a strong and tasty typography. We opted for the font of the Modern Era. This is a bold and modern sans-serif font. Due to its circular letter shapes and curved tail in small letters, it also gives a friendly vibe.
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We originally did an exploration of colorful icons. However, our final decision was to use a neutral look in gray. The icons are outline so they are subtle and do not distract from the content. In contrast to the noisy images, and the first thing the user sees, the outline icons achieve a better balance and hierarchy of information on the screen.
Solid fill icons are used only for the active state, as is the case with “favorite” icons. We also did an exploration for “favorite” icon and tested out several variants. For this we have also decided to go with something subtle like a black and white combination.
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In this phase of the process, relevant competition analysis was our first step (we analysed competitors such as Wolt, Glovo, Uber Eats, etc.). The idea is to keep the ordering flow as short and simplified as possible in order to avoid the frustration of users when they are already sensitive to hunger.
It was necessary to create a simple layout that will allow easy navigation through the application. A good hierarchy of information was very important for this. Since the application is rich in striking images of food, we’ve explored images’ proportions and created a layout that doesn’t disturb the focus of the user and make it difficult for them to use the application.
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People have consistent habits when ordering food on a daily basis. The idea of the filters was to adjust them so that they are predefined and remembered, but also editable if necessary. All of this will make the process much faster and will quickly lead the user to the feeling of satisfaction. With delivery applications, it's a common thing that the user becomes overwhelmed by food images and a wealth of information, which is why it's usually difficult to find filters. That's why in Fodestor filters follow the user throughout the app; they are at the top of the screen and thus always accessible. All filter settings are easy to edit and to find – right under your thumb.
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The novelty we have introduced is the option that allows users to create and name sets of their filters in order to have a predefined selection of orders according to different situations and periods during the day (for example, when they are at work, with friends, lunch and so on). In this way, the application follows the rhythm of the individual and improves his life and daily routine.
The use of filters further speeds up and facilitates the use of the application, because the user can create their own set of filters once and use it whenever they want in the future with the possibility to update or delete.
The search button is located in the middle of the navigation. That way it's always available and undeer the thumb. When clicked, we are given more search options. Restaurants and items can be searched through general search bars, filters, popular keywords or recent orders.
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While analysing the competition, we have noticed a general issue with ordering applications. The common thing is that there is no good hierarchy of information and the layout is too confusing. Users are often overwhelmed with a pile of information that is not only irrelevant to them at the time, but also makes it harder for them to quickly and efficiently find what they need or repeat the order. We solved this challenge by highlighting groups of information, so that it would be visually easier for the user to read it and find what they are interested in, such as how much delivery is charged, location, total price, restaurant information, etc.
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Since the application is used both for networking users and building a strong community, a good client support is one of the proorities. For this reason, users are allowed to contact the support agent directly, the real person, not the bot. It’s also possible to rate an agent, which will provide better service in the future.
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For better user experience, we have separated the messages that the user will receive from Foodestor and those related to communication with the support agents. We did it simply through two tabs.
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Another disadvantage of competitors is that in most cases they force the user to register at the end of the ordering flow in order to use the application, which leads to frustration. At Foodestor, we used a different approach where the user isn't obliged to create an account during the first order. All they have to do is fill out the payment card and leave other necessary information. Given that they have already provided most of the information, this will motivate the user to register, but without the pressure. If the user prefers to skip the registration process in the future they can register right away and the app will remmeber all of their data.
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Foodestor offers the possibility of simultaneous ordering from several different restaurants. This flow is very complex and therefore the challenge was to present it as compact and clear. After choosing a restaurant and order, we have the option to return to the home page and walk through the application and add more orders. When we fill our cart, which is available as a floating button, we are shown an overview of our orders, which we can adjust. This process saves us time and the effort of making multiple orders and going through the same process many times over.
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Users are enabled to be a part and to contribute to the development of the large Foodestore community in various ways. They can do this by investing in the platform, actively using the platform and collecting points, or promoting the platform.
The application allows users to have an overview of other users, how they are ranked and in what area. A special referral system has also been defined, which enables earnings through activity on the application.
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Given that Foodestor is an application with a lot of innovation in its branche, it was a challenge to create a good and simple UX that would include a multitude of options and information. A side of that it was fun working on a project that keeps getting you hungry.
So far, Foodestor has gained 375 investors and made over $ 300k after the first round of investments. Currently, the product is in the development phase.
For more information, you can visit the Crowdestor website, or you can find them on Instagram, Twitter, Linkedin and Facebook.
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