Jack's Salad Joint Mobile App Project

The Concept

The initial concept is for a fast casual restaurant specializing in salads, soups, and “healthy” treats. Ingredients are top notch and are communicated to be honest. The target market is young professionals in the 24-50 age range that want to eat healthier watching calories and wanting honest simple ingredients.

The first name for the business was “Rabbit Food” capitalizing on the healthy and fresh aspect of the restaurant. After focus group testing, the stakeholders felt that a more edgy design and feel would create a wider market and better offer better differentiation. The new name of the restaurant became "Jack's Salad Joint."

Mobile App Design

User Flow Diagram

 

Logo Development

And the Winner Is...

 

User Interface Design

Two separate designs were created to present to the client to see where they wanted the art direction to go. Stylescapes present a loose format for communicating design style without getting tied down too early on any particular look.

Stylescape 1

 

Stylescape 2

 

Who Is Your Audience?

To begin the process of realizing who the business needs to be, you must first discover who your target market is. Creating an in-depth look at your future customers provides great insight as to what the need and how you can not only meet their needs, but exceed them.

User Categories

Client’s Current Customers:  Current main source of income > Example: Urban young moms

Client's Ideal Customer:  Who they want more money from > Example: Young Professionals

Client's Employees:  Current team serving customers > Example: Part-time college student

Client's Influencers:  Food critics from local magazines > Example: Dallas Observer & online reviewers

Prioritizing Needs

- Customers needs & why
- Fast and healthy meals to achieve health goals
- Simple ingredients that are not processed for health
- Organic options because that is the preference
- Delicious healthy options so they don’t get bored
- Patron hip and socially minded businesses for values

How To Exceed Needs

- Provide high value with quality food
- Great interior and product design
- Well trained & knowledgeable staff
- Socially conscious business model
- Store that is open early and closes late
- Clean and easy to use website/mobile optimized

What Can Be Delivered

- High quality food and great product design (packaging)
- Unique and hip interior design
     ---Wall graphics / photography
- Well thought out and executed training program
      ---Print & video
- Options for community involvement
- Long store hours
- Clean and easy to use website/mobile optimized
- Point of purchase displays
- Staff uniforms
- Menus
- Loyalty cards

Customer Profiles

We will create at least two different customer profiles and put them under the microscope. Meet some of our best customers Abby and Dan.

Abby Johnson
Age: 26
Job: Account Executive
Hobby: Cross Fit

Abby’s Story - Demographics
Status: Single; dates often
City: Dallas, TX
Income: $45,000 / year

What Abby Needs & Why
- Fast and healthy lunches to achieve health goals
- Simple ingredients that are not processed for health
- Great and friendly service because she loves people
- Abby likes to patron hip places to feel cool
- Delicious healthy options so she doesn’t get bored

How To Exceed Abby’s Needs
- Great interior and product design
- Well trained & knowledgeable staff 
- Clean and easy to use website/mobile optimized
- Provide high value with quality food
- Socially conscious business model

Dan Trufant
Age: 47
Job: Tech Executive
Hobby: Bicycling

Dan’s Story - Demographics
Status: Married; Wife is a nurse, 2 girls, 1 boy
City: Plano, TX
Income: $100,000 / year

What Dan Needs & Why
- Fast and healthy lunches that fit his schedule
- Ethically sourced ingredients for peace of mind
- Organic options because he prefers them
- Low calorie food to achieve health goals
- Likes to patron businesses that serve community

How To Exceed Dan’s Needs
- Store that is open early and closes late
- Great interior and product design
- Well trained & knowledgeable staff 
- Clean and easy to use website/mobile optimized
- Loyalty program
- Socially conscious business model