— PROJECT NAME
Hive (Foodbuzz | MessDLK)
From Nov '15
The app was made to help us decide if going to the college mess for the next meal was worth it or not, on cost of those who went anyway and rated✌️
Initially the app (Foodbuzz) was just a digital mess_menu.pdf with rating feature, but in later iterations discovery and social sharing were added as to answer, If not mess then where? and Where is she hanging out these days?
Our audience were us college folks, the Generation Z.
I created few open-ended interview questions to get to know my audience's motivations and goals.
I interviewed three individuals in total. These individuals were all tech-savvy mobile app users who enjoy food and going out to eat. You can find the recording here.
I also surveyed 21 people for their outgoing habits. The majority was 18–24, frequent social media users. 92% of them go out to eat at least once per week. As them being students, these individuals were somewhat concerned with the price (most of them rated their concern a 6 out of 7). This lined up with my interviewees, who said they try to eat cheap unless it was for a
special occasion. I also learned that tracking and making lists of places they’ve been/ wanted to go wasn’t as important as I thought it would be.
We learned these fundamental things about the users:
1. People only care about the next meal.
2. People trust recommendation from known people. Reviews and ratings helps them in their decision.
3. We are social animals.
4. Food is taste and in the digital world, it's all about photos as we can't smell and eat from our phones (right?)
We tried to develop habit-forming behaviour through the use of social feed which also increases user engagement and retention rates.
Hive's feed is similar to Instagram but just for food; a dedicated social sharing platform for food photography.
The context of the photo is kept minimal and is placed after the photo. The comment section is made such that the visual context of the text is not separated from the rest of the comment section.
We tried pitching Hive as a food delivery service to investors and this was the case study made for that opportunity.
It didn't work out but the work I did while analyzing the opportunity, reading the competition and building prototype is well documented and a nice read.