About the product
Tacos El Primo is a traditional CDMX basket style tacos business with a presence in the city of Querétaro with more than 15 years, its offer are the recipes of this style of taco with 5 proposals of stew, with flavor and tradition.
Objective
Develop an application for basket taco lovers to share their opinions and tastes about the El Primo Brand, creating a community around it and increasing its clientele.
Challenges
• Users have little time to eat and share as they have to return to work or activities
• Locate the store and share opinions about the place.
• Most regular clients are adults who find it difficult to use digital technology.
• Users would like to share the experience with the brand if it was an easy way to recommend and give opinions to friends and colleagues.
KICK OFF
For the development of the product and the design of its interfaces, a stage of research was run on the needs of customers under the prerogative of knowing their uses and customs around their meal schedule, work and daily activities in order to determine the needs that as users we could solve within the app, so a qualitative research was carried out with interviews, analysis of competence and main obstacles around the Brand.
OUR USERS
RAÚL SUÁREZ
Age: 47
Education: University
Born: CDMX
Family: Married w/2 childrens
Job: Accountant
"The best investment I can make is to indulge myself with a rich craving"
Raúl has a lot of work in the office, sometimes because of the traffic he has to leave his house very early to not be late, and not eat breakfast, or when he has to go out to eat within the working day, he has to think of a place close to his area, where he take care of it fast and also like it. Eating is an activity that gives him a lot of happiness and pleasure, he is a fritanguero, and not care much about his food, the salad is lettuce in his tacos, but, he doesn't recommend what he does not like, so his opinion in street places is highly respected by their office mates
He wants: spend few money on food, eat fast, near and delicious, have a place to recommend to his friends and share sometimes with family.
CARLOS ROLDÁN
Age: 20
Education University (on course)
Born: Querétaro
Family: No
Job: Student
"Eating a really delicious taco is the best way to get in a good mood"
Carlos travels a long way to get to the university campus, he's the second son of four, gets up very early because public transport is very bad and takes a long time to get to classes, He usually doesn’t eat breakfast and when he comes back he thinks about to eat something before he gets home. He doesn’t have much money and likes to share with the girlfriend or friends the places where he likes to eat, he wants to be taken care of quickly to continue his activities, he likes to discover by network, new places to try, not complex sites, but rich food that fits your budget and requirement.
USER'S JOURNEY MAP
RAÚL SUÁREZ
CARLOS ROLDÁN
COMPETITIVE ANALYSIS
The competitive analysis was carried out in the vicinity of the establishment of the Brand considering a maximum range, this to consider the offices and nearby customers that are the priority, in fact the competition is very little, in question of similarity of product offer and service, so also the study allows us to visualize opportunities to achieve the objectives set for the application in terms of the creation of the community of the Brand.
This opportunities are:
- Original and homemade recipe.
- Adjust prices and promotions. The perception of a quality product is not only in the price.
- Improve the presence of the premises without losing the quality of homemade.
- Approach to friendly treatment without losing the business identity.
- Conditioning of the premises to improve circulation and stay.
- Improve the visibility of the premises, without losing the current graphic identity.
- Create a Brand Site (grow)
- Create the means to make the Brand and its products more present
- Promotion of accompaniments (sauces) as an additional differentiator.
- promote the Brand through recommendation and sharing experience
Traditional mobile merchants of "basket tacos"
Tacos de canasta "La Queretana"
WIREFRAMES
Once the analysis and determination of objectives and definition of our user person advanced we began to develop wireframes to distribute the elements and generate paper wireframes to solve the interactions prior to moving to a prototype
LOW FIDELITY PROTOTYPES
Once the interactions in paper models have been tested, it is moved to a low fidelity digital prototype to later test in a usability test with real users
FIRST USABILITY TEST
The usability test was conducted with 5 participants between 20 and 65 years old, residents in the areas near the business, who like to eat tacos and prefer other types of food. An assisted usability study was carried out, in a remote format, asking users to access the main page, their profile, perform a pre-order and enter the opinion sharing section.The objective of the study was to evaluate the interaction within the application and find findings that will lead us to improve it.
AFFINITY MAP
after user testing, an affinity map is made to match the findings by each user and define the improvement opportunities for the in-app browsing experience
ICONS
Users need to identify sections more organically, icons are not enough for that.
PEOPLE COUNTER
Users need more information besides how many people are in the store, in a more useful way
PRE ORDER
Users need to know that their order is already requested and that upon arrival they will be served without delay and that payment is only in the store.
ADJUSTMENTS
According to the results of the usability study, icons are adjusted, size is increased and text is added for interpretation support
According to the results of the usability study, more detailed information about the people counter is integrated and the visibility of the pre-order button is improved
HIGH FIDELITY PROTOTYPE
Once the information has been gathered and the adjustments made, we advance to the high definition prototype with more defined elements, navigation, animation and graphic resources, developing also the graphical system to be used in the application and with all components for its programming
GRAPHIC SYSTEM
TAKEAWAYS
Tacos de canasta El Primo is a small establishment at the moment, its main quality is the warmth in the treatment and service, its main value is the taste and the traditional recipe with a small twist, your bet is to grow with the growth of your community and your clientele, its product is a traditional food and with a lot of acceptance, it allows to create experiences to share and is something uncommon in relation to this type of business, users have reflected a very particular interest in participating with the application of the Brand. The application is not yet finished, as digital product is constantly adjusted.
NEXT STEPS
Run a usability study with high fidelity prototype
Final adjustments
Launching