Case Study

Hangry

Hangry is a mobile app that lets you find nearby restaurants, book a table, and order ahead of time.

Hangry Iphone Display.png
 

Problem

We all know someone who's been hangry. They're irritable and they need to eat quickly. When we're on the go, most of us resort to finding a fast food restaurant or bringing along a granola bar. But what if there was a better way?

Solution

Hangry is the first app of its kind that lets you find nearby restaurants, book a table, and order from the menu, directly from your phone. By the time you arrive, both your table and your food will be ready.

  • Never wait in line again
  • Reduce the total meal time
  • Order directly through your phone
  • Food is ready by the time you arrive
 
 

Scope of Work

 
 

I approached solving the problem using a design thinking and iterative approach. I kept the user in mind and implemented the following steps in three phases:

1. Research & Planning

2. Building & Developing

3. Testing & Refining

 
 

This full-stack approach ultimately led to the best version of the app. In the following, I will discuss the key steps and iterations involved in the development of my solution.

Personas

Although I knew that people got hangry easily, I needed to identify the reasons why, and the resolutions that most people resorted to. I set out and did some user research with some surprising insights.

 
 
 
 

Insights:

  • Farrah was a pivotal persona during my initial research stage. It was after speaking with her that I learned about the urgency involved in feeding two young boys
  • Jason, a busy restaurant owner, told me how one of the major food vendors calls him up daily and pitches their food delivery service. He also told me how they want a 30% cut of his margins
 
 

Competitive Research

I took a look at the competitive landscape and found many players who are simplifying the food and beverage industry. 

  • Open Table: quickly and easily make a reservation at most restaurants
  • Uber Eats: transforms any restaurant into a delivery service
  • Ritual: skip the line and order through your phone with the food ready for pickup
 
 

Market Opportunity

Many of the major food apps live in silos. Few of them let you dine-in at a restaurant and have your food ready for you by the time you arrive.

From my research and findings, I put together a comprehensive business model canvas that directed me through the rest of my design process.

 
 

Wireframes and User Flows

Next, I began working on user flows and wireframes, which evolved into multiple iterations.

I asked the user to enter names to individualize orders and make the experience easier for servers, but I learned from feedback that when people are hangry, they just want to order food.

I decided to remove unnecessary steps and simplify the user journey.

 
 
 
 

Style Tile & Branding

 
 

Before working on a high-fidelity design, I focused on establishing a look and feel for the app.

Colour - When people are irritable I thought it made sense to present a cool and calm colour palette in the form of shades of blue. I also incorporated some strong reds/oranges to remind the user that it’s a food app. In the first iteration the brand felt too corporate, so I lightened it up with some aqua blues.

Typography - I chose fonts like Montserrat and Open Sans to ensure legibility throughout the app, especially in the food menu areas. Again, the first version felt too stiff, so I found a fun font called Playlist that completely lightened up the experience.

Personality - To create a sense of fun and pleasure I used a monster mascot in my branding, the app icon, and during on-boarding. You’ll notice that the logo has monster ears so that users enjoy the experience, especially when they're hangry!

Resulting Style Tile

 
 

High Fidelity

 
 

I went through two major iterations during the high-fidelity phase. My first version incorporated the progress bar I was using to split orders. It also had a very stiff and corporate look and feel. After receiving user feedback, I found a fun font that changed the feel of the app completely. The final version started to look clean, simple and exciting.

 
 
 
 

Prototype

 
 

The final steps of the project included developing a fully functional interactive prototype in Invision. I used this version for additional usability and user testing.

Watch the video below to see how the app reserves a table and places an order, or try the demo yourself.

 
 
 
 

Key Learnings

 
 
  • Personas have the answers - my idea for Hangry started strong, but it became concrete only after speaking with a working mother and a restaurant owner, who both validated the idea and expanded the market
  • Simple is better - I lost track of the urgency of the need to dine quickly in my initial steps of the app. After user testing I realized that simple is better, and I streamlined the entire user flow.
  • Delightful is just a font away - the final look of the app looked entirely different by simply changing a colour and a font, which was a huge relief.

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