Helgdaglig: festive food delivery
The concept
Most festive foods and drinks in Sweden are seasonal and unavailable
on non-holiday days. There is a wide range of people who are
nostalgic for traditional holiday food and want to indulge
themselves regardless of the occasion. For them the restaurant
delivers their favorite treats all year round.
Specifics of the offer
🡢
Food & drink: Traditional Swedish
holiday pastries, sweets and beverages.
🡢
Location: Jönköping, Sweden.
🡢
Delivery radius: Jönköping /
Huskvarna.
🡢
Cost: $$ - moderate.
🡢
Main customers: Busy working folks;
young parents; seniors.
User Personas
Primary
Name: Erik Henriksson
Age: 41
Occupation: The German teacher
Works as a substitute high school teacher of German language and
literature. ”Fika is my religion!” (Fika - traditional
Swedish coffe break). Erik has a girlfriend who lives in a city
60 km away. He is fond of science fiction, history and
architecture. Often visits EBM concerts and festivals.
Secondary
Name: Linda Dahlström
Age: 28
Occupation: The young parent
Married for 6 years to her classmate, has 2 children - a
2-year-old son and a 6-month-old daughter. Currently a
housewife. Studies agricultural engineering in Jönköping
university, but is now on maternity leave. Linda and her husband
recently bought an apartment and she loves to equip their life.
“My biggest ambition is to be a good wife and mom, and my
career can wait.”
Tertiary
Name: Gunne Petersson
Age: 74
Occupation: The pensioner
He has been a driver all his life, retired 9 years ago. Gunne
likes to travel, and in retirement he became interested in
photography. He photographs nature and animals He is a widower
with 2 adult daughters and 5 grandchildren. After the death of
his wife, he tries not to lose heart, leads an active lifestyle,
loves fishing, chess, gardening, hockey. His favorite time of
the year is the Christmas holidays when the whole family gets
together. “There is so much beauty around.”
User needs
✓
Find out if the restaurant delivers to their area
✓
Order food online
✓
Have the opportunity to choose from their favorite traditional
assortment that is not available at non-holiday time of the year
✓
Follow the order after it has been placed
✓
Pick up the order themselves at a convenient time in addition to the
delivery option
✓
Get packaging made from environmentally friendly biodegradable
materials
Client needs
✓
Sell food online that will be delivered
✓
Provide a system for order customization
✓
Demonstrate adherence to traditions
✓
Communicate uniqueness and reliability
✓
Increase the number of permanent loyal customers who will return to
them again
✓
Facilitate purchasing more expensive gift sets
Outline of scope
Content requirements
- - Delivery radius
- - Delivery speed
- - Pickup information (time and place)
- - Working schedule
- - Menu
- - Food and beverage images
- - Prices
- - Order status
- - Restaurant general information
- - Contact information
- - FAQ
Functionality requirements
- - Add items to the cart
-
- Customize order (gift basket/eco box; delivery/pick-up;
time; call confirmation)
- - Add comments with special requests/greeting text
-
- Checkout (edit order summary/enter payment/delivery
information)
- - Place order
- - Track order status
Wireframing
Below are the wireframes of four key layouts: Home page, Menu, About
us, Checkout: Address. You can view the whole set of wireframes in
project overview.
See all wireframes
Visualization
Mood board
Type explorations
Color palette
Logotype development
Takeaways
While designing a website for ordering festive food, I learned that
the main user flow should be as smooth as possible. The interface
should not be overloaded with elements, and the users should have a
choice between basic options so that their attention does not wander
and they successfully complete the target action.
Browse project summary
