A platform for the vendors to increase their active users and daily revenue in the street food business.
Street Side
Street food vending is an important source of informal employment. It plays an important role in meeting the food demands of the urban population i.e low-cost local food. However, street food vendors, in general, are facing a variety of issues including lack of knowledge and skills in business, competitions by quick food industries, safety, and hygiene of food, lack of ability to deliver their food, and the outdated methodology of branding-lack of online presence, etc.
Thus, making it difficult to make a profit and meet the expectations of the user.
Overview
Timeline:
2 weeks
My role:
Individual Project
Tools used:
Adobe XD, Photoshop, Illustrator
Solution
Street Side is a mobile app that serves as a platform for the vendors to increase their active users and daily revenue in the street food business.
The Challenge
Looking into the current problems of the street food industry and finding ways to revamp it and enhance the livelihood of the vendors.
Design Process
Research &
Discover
Defining Problem
Ideate &
Design
Test &
Iterate
Develop
Research & Discover
Understanding Street food Ecosystem
Street food is famous everywhere as it is affordable, and comes in several varieties according to the different regions, as it reflects the local culture. However, it’s an unorganized sector and has a plethora of problems that need intervention.
Technology
Competition
Trends
Products
Customer
Cultural
Significance
Lifestyle
Tourist
Attraction
Demand for quick food
Fast-Paced
Involves
Multi-Tasking
Ratings
Cost
Healthy
&
Innovative
Online
Presence
Socializing
Social
media
Branding
Mobile apps
IOT& other appliances
Accessible
1 crore
Total number of street
vendors in the country
2%
Street Vendors constitute Metropolis population
Areas that need intervention
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Street food facilities vary from mobile carts to fixed stalls and food centers
Research & Discover
Current Scenarios
Current scenarios of the two important stakeholders i.e. the foodie and the food cart vendor as learned through the observations and the interview.
3
2
Areas
Field Trips
Field Observation
I went to 2 areas in Bengaluru to closely observe the daily activities and business of Street Food Vendors
Interviews
8
15
Foodies
Street Vendors
In order to understand the current scenario of street food industry, I happened to interview 8 street vendors in Bengaluru and 15 Food Enthusiasts
Primary Stakeholders
![[ PERSONA ] – 3_2x.png](https://static.wixstatic.com/media/b1b3d9_7ff58c35ac9a40d4a016ab8d5255d10a~mv2.png/v1/fill/w_317,h_590,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5B%20PERSONA%20%5D%20%E2%80%93%203_2x.png)
Leading Food delivery platforms do not include their establishment and their popularity is giving tough competition to the vendors
Wants an opportunity to deliver food
Less weightage given to sanitation and hygiene
Have no current system to monitor their business
Do not want third party to meddle their catering business
Wants to cater for small parties or events for extra income
Street food vendor
Actively shares her food experience on different online platforms
Relies on online reviews and ratings when it comes to eating out, but fins hard to get information on street food outlet
Switched to ordering food online in last few years
Finds waiting at the food stall tiring and cumbersome
Always looking out for quality and affordable food
Finds hard to find a seating spot at street food stall
Street food lacks hygiene
Foodie
![[ PERSONA ] – 2_2x.png](https://static.wixstatic.com/media/b1b3d9_a2cba30d13e84857b12dfc4c88d011e7~mv2.png/v1/fill/w_317,h_590,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5B%20PERSONA%20%5D%20%E2%80%93%202_2x.png)
Connection Touchpoints
Look for extra help with their help
The connection touchpoints between the two stakeholders as observed in the field trip
Sharing expenses
Recommend other vendors to foodies
Stall Footfall
Foodie & Foodie
Vendor & Vendor
Vendor & Foodie
Food Menu
Food Pictures
Ordering Food
Trying each other's recommended food
Ratings & Feedback
Discounts and offers
Work opportunities for catering
borrowing utensils and food items
Checking the food ingredient
Checking the food ingredient
Food stall hygiene
Food
Pictures
Reviews and comments
Social Media(Sharing stories and events)
Research Insights
The absence of an online platform to recognize the street food establishment
Lack of customer's trust in consuming street food(hygiene issues)
Need for affordable street food delivery service for the customer
Currently, some users use online platforms like Whatsapp to have the food delivered to the customers
Delivery service to enhance the livelihood of vendors
Business is hitting low due to the presence of quick food delivery service industries
There is no platform which would help vendors find catering service in order to earn extra income
The middlemen, who introduce the vendor to catering events usually take a commission from their part of the payment.
Creating an intervention for the vendors to increase their active users and daily revenue
Possible Design Interventions
Why a Mobile App?
There are two areas in which the intervention can be made:-
-
SYSTEM LEVEL - Such as creating new policies to look after the hygiene issues, creating a new system for uplifting the street food scenario, encourage the consumers and the vendors to look after the food wastage and waste management, incentives based policies, etc.
-
PRODUCT LEVEL- Self-sustainable IOT embedded food cart, a mobile app to track the business with the option of food delivery and job- finding(with a direct conversation with the host) and a better way of advertising their street food business.
-
The common platform makes the system more transparent
-
Easy access to the phone all the time.
-
Can be used for advertising in social media
-
Can easily connect to the customers
-
Affordable option
Solution
Features
Gamification technique to increase the revenue of the vendor
Feature to connect with the other vendors nearby
Inclusion of FSSAI license to gain the trust of customers
Notification of events and directly contacting the person hosting the event(eliminating the middle man)
Reminder to achieve the target for vendors
Incentives in store for the customer when they order something online
Sharing the food journey in social media
Provision for online delivery of street food
After brainstorming and ideating on possible interventions, the following features were decided to be included in the final prototype
Paper Prototype
Final Prototype
ONBOARDING
On-Splash Screen & user selection
The onboarding comes with a splash screen, after which the user is asked to identify themselves-a vendor or a foodie
Vendor Registration
SIGNING UP
During the signing up process, the vendor is asked to fill in their 14 digit FSSAI number(Food authority to regulate clean and hygienic food practices, and if they are not registered, they are directed to the FSSAI website to complete the necessary process
Dashboard
DAILY BUSINESS TRACKING
The home page has a dashboard that shows the vendor the daily target of selling food. Also, the vendors can set the amount(which he wishes to earn) every month, and accordingly, the app suggests the daily sell amount and milestones he has to achieve within that month.
Encouraging the user
NUDGING TO ACHIEVE GOAL
When the vendor refreshes the target goal, he is asked the amount he earned for the day when the amount is less than the target, he is nudged to continue and finish off his work
Menu, Orders & Offers
SETTING THE DAILY BUSINESS
The vendor decides the daily menu and takes orders accordingly. The vendor can also set the offers- Offers are set in a way to promote sustainability, encouraging to show up in the stalls, etc.
Catering at Events, Weddings etc.
TAKING UP SIDE BUSINESS
The app shows the nearby events, where the vendors can directly contact the users, thereby eliminating the middle man, and also the transparency of the price and the trade is maintained and also gives an opportunity for the vendors to make extra money.
Posting the pictures of eating experience
SHARING STORIES
The app has a feature where both the vendor and foodie can post pictures of the menu and food. This helps in having online information of the vendor and his food.
Signup, Home Screen, Ordering Food
FOODIE'S INTERFACE
The user can look up for the street food options which is up for delivery and can order through the app, after every order/ visit the user gets some points that can be redeemed after a certain amount.