Background
In my second semester of sophomore year at Texas A&M University, I took my first vertical studio class in the Visualization program. In this class, you and your team design a digital product that solves a current societal issue. My team and I designed a mobile restaurant browsing app called Tastebuds, where individuals, couples, and large groups could decide where to eat in a fun and efficient way. This project was a hit with my classmates and Visualization professors, but I knew that the app's UI could use a more detailed, research-based design. When my final semester at Texas A&M was upon me and it was time for my senior capstone, I knew I had a fantastic opportunity to rejuvenate an average design into an expert creation.
Project Overview
Tastebuds is a Tinder-style restaurant browsing app designed to make choosing a restaurant enjoyable and efficient. Users “swipe” on restaurant profiles based on whether they would like to eat from that restaurant. Users can swipe by themselves or with others, making the app an interactive tool for restaurants to users, users to restaurants, and users to users.
01 Research
Project Goals
User-Centric Experience
Design an intuitive and visually appealing interface that allows users to easily search, filter, and discover restaurants based on their preferences, such as cuisine type, location, ratings, and price range. The app should provide seamless navigation and quick access to essential information like menus, reviews, and operating hours.
Collaborative Dining Planning
Enable interactive features that allow multiple users to collaborate within the app, such as group restaurant selection and shared preferences. This functionality should make it easy for groups to discuss options, vote on restaurant choices, and coordinate plans seamlessly, enhancing the social aspect of dining out together.
Review and Rating System
Implement a reliable and user-friendly review and rating system that allows users to share their dining experiences, rate restaurants, and provide feedback. The system should aggregate and display ratings in a way that helps users make informed decisions while also providing valuable insights for restaurant owners.
Pain Points
Users often find it difficult to navigate through restaurant browsing apps due to cluttered interfaces, poor organization, and too many steps required to access essential features like menus, reviews, or reservations.
Users may encounter issues with incorrect or outdated restaurant details, such as hours of operation, menu items, or availability, leading to frustration and a lack of trust in the app.
Many apps lack features that support group planning, making it challenging for users to collaborate on restaurant choices, share preferences, and manage group reservations efficiently.
Users may struggle with fake or biased reviews or unclear rating systems which makes it difficult to make informed dining decisions.
User Trends
Pre-Study Survey
100 Respondents
The average American couple spends 132 hours (5.5 days) each year deciding what to eat.
Dinner proves to be the most controversial meal time as 46 percent of survey respondents say that’s the meal they debate about the most.
Nearly a quarter (24 percent) of those studied said they regularly find themselves trapped in some sort of food purgatory as their partner seemingly takes forever to decide what they want.
Most (69 percent) don’t like to keep going to the same familiar restaurant and are regularly interested in trying new places and different types of food.
61 percent of people find it difficult to discover new restaurants in their area.
Study by "Seated" and the NY Post
What is the first thing you look for in a restaurant?
42% of people responded with food as the first thing they look for in a restaurant. 26% of people responded with quality/feel as the first thing they look for in a restaurant.
How often do you find it hard to decide on a food or restaurant?
12% responded "Everyday," 42% responded "Often", and 37% responded "Sometimes."
How often do you search for "food near me
11% responded "Everyday," 42% responded "Often", 34% responded "Sometimes," and 12% responded "Rarely."
Do you find it difficult to agree on a place to eat with a group?
55% responded "Yes," 32% responded "Sometimes," and 13% responded "No."
How often do you go out to eat?
2% responded "Everyday," 33% responded "Often", and 53% responded "Sometimes."
Do you like to try new restaurants?
87% responded "Yes" and 13% responded "No."
User Personas
Concept Map
User Journey
Market & Competitor Research
Market Research:
The profile layout is strong and visually appealing, ensuring key information is easy to read and accessible.
Filters are available to help users narrow down searches and find exactly what they're looking for.
Users can swipe down to learn more information or see additional pictures, enhancing the browsing experience.
The platform offers more space to hold information than Tinder, allowing for more detailed profiles.
Market Research :
The profile layout is useful, with an icon that allows users to access more information easily.
Icons are provided for users to either like or skip profiles quickly.
There are no filters available to sort through what is being shown, offering a more spontaneous browsing experience.
Users can set preferences during the account creation process to tailor their experience.
Clicking on a profile allows users to learn more and see additional pictures of someone.
A super like function is available for users to show a stronger interest in a profile.
Competitor Research:
The app includes a swiping functionality for browsing and selecting restaurants.
The app currently offers only a party mode for group dining, with no option for solo dining.
Users can conveniently order takeout directly from the app.
The app no longer functions as the website licensing has ended.
Competitor Research: Food Delivery Apps
Users can order delivery directly from the apps for convenience.
The apps allow users to search through menus to find their desired dishes.
Various filters are available to help users find the perfect restaurant to order from.
The apps do not include a swiping or matching function, focusing instead on straightforward browsing.
02 Design
03 Testing
Usability Test
The usability testing included a 42-question questionnaire to assess user experience.
In-person walkthrough interviews were conducted to gather detailed feedback.
A total of 6 interviews were conducted, involving 2 sets of couples, 2 picky eaters, and 2 non-native residents.
Not all questions were answered, as the responses depended on previous answers given by participants.
Participants answered 25-30 of the questions based on their individual experiences.
Testing Results
The features were ranked from easiest to hardest to use on a scale of 1 to 5, with the Profile Page and Buds Mode receiving an average score of 5.0.
Solo Mode, Promos, and Trending features were slightly less easy to use, with an average score of 4.8.
100% of participants said they would or probably would use this app, with options including "yes," "probably," "probably not," and "no."
100% of participants said they would recommend the app to friends, family, and/or their spouse.
83% of participants said they would probably pay for a premium version of Tastebuds.
One participant mentioned that he would not pay for a premium version.
100% of participants stated they would be willing to pay anywhere from $1 to $5, depending on whether the payment is recurring or a one-time fee.
04 Conclusion
My older brother and I are excited to present our app, Tastebuds, to potential investors with the goal of fully developing and launching it across both iOS and Android platforms. Before approaching investors like StartupNola and Aggie Angels, we plan to gather more user research and recruit additional potential users to strengthen our pitch.
Our business model is designed to generate revenue through multiple streams, including restaurants paying to be prioritized in the swiping algorithm, displaying ads (such as one ad every five swipes), and offering premium features and discounts. We believe these strategies will make Tastebuds a sustainable and profitable venture in the competitive food app market.