An online food delivery solution for African food businesses in the United Kingdom
Product Overview
The UK’s food landscape is rapidly evolving, with a growing demand for diverse and authentic food experiences. To cater to this need, FindChow has emerged as a pioneering platform dedicated to connecting individuals with African food businesses and grocery stores. By offering a comprehensive range of categories, including restaurants, grocery stores, food kitchens, and bakeries, FindChow provides an all-in-one solution for those seeking to explore traditional cuisines.
Current market insights
As of 2023, the online food delivery industry in the United Kingdom continues to thrive and evolve, driven by changing consumer preferences, technological advancements, and shifts in dining habits. The landscape has seen remarkable growth, further accelerated by the lessons learned during the global pandemic. With the number of African immigrants in the UK steadily increasing, there is a demand for familiar food experiences, to help immigrants feel connected to their culture and alleviate the food culture shock they may experience.
Gap in the market
While there may be existing food-related apps and platforms in the UK, findings are that they do not adequately cater to the specific needs of African immigrants, leaving a gap in the market for a comprehensive platform that specifically focuses on connecting users with African restaurants, grocery stores, food kitchens, and bakers, all at once.
Research & Key Insights
To ensure the design of the product was rooted in real user needs and pain points, I conducted comprehensive research, which included both quantitative and qualitative methods. The goal was to gather a deep understanding of the online food ordering experiences of Africans in the United Kingdom and other potential users of FindChow.
I conducted my research with one of the largest African communities on twitter with over 17k members at the time.
Key Insights
- Most users struggled to find restaurants that offered authentic and diverse African dishes, often resorting to limited options or preparing their own meals
- Traditional food delivery platforms often lacked a wide selection of African restaurants, leaving customers with few choices.
- Finding and ordering African food was time-consuming and inconvenient, requiring extensive research, travel, or preparation.
- Olaolu
- 23 yo
- Male
- Student
Biography
Olaolu appreciates cultural diversity and enjoys exploring different cultures and cuisines; often dines out or orders in from various ethnic restaurants.
Pain points
- Limited availability of authentic African and Caribbean cuisine in mainstream restaurants
- Frustrated with lack of quality and authenticity in available food options
- Lacks time to explore various African restaurants physically
Shopping habits & preferences
- Olaolu enjoys having genuine African flavors from the comfort of home, and seeks convenience without compromising on quality.
- He values quality and authenticity over price; prefers to order from restaurants with high ratings and reviews.
- Likely to use food delivery apps and websites with a user-friendly interface and reliable delivery.
- Nadia
- 31 yo
- Female
- Software Engr.
Biography
Nadia values convenience, efficiency, and quality. She has a busy schedule with limited time to cook, often relies on food delivery for quick, high-quality meals. Sucker for fitness, health, technology.
Pain points
- Finding high-quality, convenient meal options that fit into a busy schedule
- Limited options for diverse and flavorful meals that are quick to prepare or deliver
Shopping habits & preferences
- Nadia aspires to balance a busy work life with personal enjoyment and culinary exploration, and one of her food goals is to enjoy convenient yet exciting meal options that provide a break from the cooking routine.
- Always on the lookout for fast delivery, reliable service, and options that cater to dietary preferences (e.g., vegetarian, gluten-free)
From vision board to Figma frames
Highlighting Key Screens
Home Screen
I designed a clean and friendly home screen, making it easy to find different types of African food businesses – restaurants, grocery stores, & Food kitchens. It was like walking into a bustling African market, all from your phone.
Curate your order
I wanted to give users the power to customize their meals, just like they would at home. I made it easy to choose exactly what they wanted, with all the options clearly laid out.
Seamless Checkout
I knew that ordering food should be simple and stress-free. So, I created a straightforward checkout process, where users could review their order, use promo codes, and pay with ease.
Real time order tracking
I wanted to keep users informed every step of the way. With real-time tracking, they could see exactly where their order was and when it would arrive.
Conclusion
FindChow isn’t just about delivering food. It’s about connecting people with their culture, with their memories, with a taste of home. By creating a platform that celebrates African cuisine, we’re helping to build a stronger sense of community.
The success of FindChow is a testament to the power of user-centered design. By focusing on the needs of our users, we were able to create an app that is not only functional but also meaningful. The positive feedback we’ve received from users shows that we’ve created something truly special.
Seeing FindChow go live and being used by customers is incredibly rewarding. It reinforces my belief that good design can make a real difference in people’s lives.