Feasty





Feasty is a dedicated platform designed to connect street vendors with customers, bringing the best street food right to your doorstep. Their vision is to empower street vendors by providing them with the tools and exposure they need to attract more customers, manage their inventory efficiently, and increase their income.

Their motive is to create a seamless and user-friendly experience that benefits both vendors and food lovers, making it easier for everyone to enjoy delicious street food while supporting local businesses.



Role



Lead UX Designer



Brief



As Lead UX Designer, I led ideation, planning, and design.



Timeline



From Jan 2021 - Dec 2021



Background & Problem





The concept for Feasty emerged before my tenure, driven by the challenges street vendors face daily. A significant issue was the absence of local connectivity for essential street food delivery—no dedicated platforms to ensure safety, healthy food, and adequate resources. Existing solutions failed to meet these specific needs effectively.

The founder's vision was to create a platform that empowers street vendors to showcase their culinary offerings and deliver them effortlessly to their customers. Upon joining the team, my primary task was to develop a platform that not only provides an exceptional user experience but also promotes a friendly and healthy atmosphere.



Solution





Initial Thoughts


Upon joining the startup, I was committed not only to designing the UI/UX but also to creating an efficient and effective solution. From the outset, I focused on addressing the major challenges faced by both vendors and users. Ensuring food safety was a top priority, as was solving issues from the vendor's perspective and enhancing the user experience. My dedication was to build a platform that seamlessly integrates these elements, making it a reliable and trustworthy choice for all.



Strong Thoughts





Empower



Feasty is dedicated to providing street vendors with the tools and exposure they need to thrive. By creating a platform that allows vendors to showcase their food and manage their inventory efficiently, Feasty empowers them to reach a broader audience.

The platform includes features like easy product listing, mobile compatibility, and user-friendly interfaces, enabling vendors with limited technological expertise to navigate and benefit from the system effortlessly.



Safe & Healthy



One of the primary concerns addressed by Feasty is food safety. The platform integrates measures to ensure that all food delivered meets high safety and hygiene standards. This includes regular quality checks, customer feedback systems, and educational resources for vendors on maintaining food safety.

Feasty builds customer trust and ensures they receive healthy, high-quality street food by prioritizing health and safety.



Experience



Feasty is designed with the user in mind, focusing on delivering a seamless and enjoyable experience. The platform offers easy navigation, simple payment options, and personalized recommendations based on user preferences. By addressing the needs and concerns of users, Feasty aims to create a loyal customer base that appreciates the convenience and reliability of the service.

This focus on user experience is crucial in differentiating Feasty from existing solutions and ensuring long-term success.



Brand Identity





Color


For Feasty's brand design, I chose a combination of Green (#22926D) as the primary color and Yellow (#FFD93D) as the secondary color. Green symbolizes freshness, growth, and health, making it perfect for a platform focused on food safety and quality. It evokes trust and reliability, reassuring users about the safety and healthiness of their food. Yellow complements green by adding warmth and energy, representing happiness, optimism, and creativity.
This balanced combination reflects Feasty's commitment to a fresh, safe, and enjoyable street food experience while fostering a positive and vibrant community. The colors establish a strong, memorable presence that resonates with both vendors and customers.



Logo





The Feasty logo I crafted features a happy face mascot with a cloche as the top. A cloche, derived from the Medieval Latin word "clocca," refers to a bell-shaped cover used in cooking or serving food. This element symbolizes the respect and care with which Feasty delivers great dishes. The other half of the logo forms a face with eyes and a cheerful laugh, creating an almost circular shape.

This design aims to evoke a friendly and joyful feeling, reflecting the brand's commitment to providing a delightful and welcoming experience for both vendors and customers.



Design





Sketching outflows and wire-framing





With numerous flows mapped out, I began sketching and designing screens as grayscale wireframes in Figma.





some of my many sketches.



Hi-fidelity Screens & Prototype





I revisited my grayscale wireframes, bringing them to life with color and photos. I created a version ready for prototyping and testing to gather feedback.





Value Proposition Testing





I outlined my objectives before testing the usability and flow of the prototype:

  • Do users find value in the app and its features?
  • What confusion do users encounter?
  • What can be improved?

I tested the prototype with family and friends, guiding them through it and asking questions to understand their thought processes.



Screens!





The hard work paid off after 1 year, resulting in meticulously crafted app screens that showcase a seamless and engaging user experience.





Future Vision





Looking at my screens now, it's tempting to keep iterating and bring more ideas to life. Since this project relies on future growth and timeline, I'll step back and list the features I would add if given the opportunity. If I had enough resources and time, I would create:


1. Considering street vendors often lack a fixed location, I envisioned a feature where vendors can turn on their location from any place, making their food visible to everyone nearby.


2. To enhance safety and ensure food quality, the team proposed providing vendors with quality products at wholesale rates for their inventory. Vendors associated with us would be distinguished as Feastpure certified on the app.


3. I was particularly interested in developing Standard Operating Procedures (SOPs) for different street vendors. For example, if someone starts with a fixed amount of money, we could offer a proper setup for their cafe on wheels, complete with our certified SOPs, marketing strategies, product guidelines, and platform support. But who knows, if I get another chance as a product designer, I might explore these ideas or many other points further.


Maybe someday I’ll get the chance as a product designer to bring these ideas to life. Until then, I'll keep dreaming and designing!



Thanks for sticking with me till the end! Your dedication deserves a high-five ✋