THE CHALLENGE
We were tasked with the challenge of designing a service for a latent need of SCAD students. We decided to focus our project on Gulfstream students. We began by performing research through different contextual methods, identifying the primary needs of the community. We then synthesized these findings, brainstormed on the best solution and crafted holistic concepts.
THE SOLUTION
The final concept was Food Cart, an on-the go food service that provided meals for students at their most critical times: in between clases and the middle of the night. We developed marketing for this concept, as well as the brand identity, prototyped, iterated and saw the project up to its completion, with a final running concept that operated for a week with real customers.
After performing research and uncovering the main needs of the Gulfstream population, as seen above, we came up with two concepts which were the food cart and the recharge capsule. After this, we narrowed it down to the food cart as our main idea and developed the customer journey as a blueprint. To map the customer emotion in an innovative and interactive way, we created a knitted piece that maps the customer emotions over time.
After developing the concept and mapping the customer journey to identify the service flow, and our duties as service providers, we moved on to creating a brand identity and a marketing campaign to get the message around about the new service. We decided on a simple, clear logo. The voice for our brand would be one that stated what was already stated, what was obvious. This was reflected with our name, an over simplistic "Food Cart" and our slogan "a cart that delivers food". We wanted this voice to be consistent throughout the platforms and media. To order, customers visited the website where they would place their order to be delivered by us. As a payment device we used Square, where customers made payments with credit and debit cards on the spot after getting their food. We were also present in social platforms such as facebook and instagram.
