Building Jayy's Digital Presence

Jayy's LLC is a dynamic food truck and catering business in Eastern Connecticut, known for their comfort street food. To elevate their brand and reach, they decided to develop a website to showcase their offerings and sell merchandise such as t-shirts and spices online.

Timeline: Nov 2023 - Mar 2024
Role: Product Designer, Web Designer

A mockup of Jayys website on a mobile device

Challenges and Opportunities

Initially, Jayy’s faced high web development costs, which prompted them to seek a more affordable solution. This led them to collaborate with me to craft a website that embodies their brand and appeals to their customers.

Goals and Objectives

The primary goal was to develop a user-friendly and visually appealing website that enhances Jayy's brand, promotes customer interaction,and showcases their culinary delights. The key objectives are:

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Highlight the Experience

Design a visually engaging website that captures the unique atmosphere

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Menu Presentation

Display the menu in a clear, accesible format

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Location & Scheduling

Provide up-to-date information about the truck's locations and schedules.

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E-Commerce Functionality

Integrate an online shop to sell Jayy's merchandise, spices and sauces.

Market Analysis – What are other food trucks doing?

An image of a pie chart showing the results of a survey asking participants what it is they look for in a food truck.

After researching the food truck industry it became clear that while online ordering was a desired feature, it wasn't feasible at the moment due to operational challenges. A survey was conducted with 10 participants and they were asked what they would expect out of a food truck website. Participants showed a strong interest in accessible menus and location schedules, which will be the focus of my client's website.

Design and Development

Based on the research and my client needs, it helped to inform the design decisions I needed to take to create this site. The main focus was on mobile responsiveness to ensure accessibility regardless of Jayy’s location, while also ensuring the desktop version was equally user-friendly. The user journey helps to support the design decisions made and help support the key objectives of the site.

Wireframes and Prototyping

Initial designs were tested and iterated upon to refine the user experience. Emphasis was placed on creating a seamless journey from discovery to purchase, as well as streamlining the catering user flow.

An image showing mobile wireframes for Jayys website

Branding

Adherence to Jayy's branding guidelines was crucial throughout the design process. Maintaining a cohesive brand identity was key.

An image showing the branding guidelines and components for Jayys

Usability Testing

5 participants were asked to complete tasks to ensure the streamlining users flows when it comes to catering, one of their biggest concern when it came to building their site.  A/B testing was done with the original user flow for catering orders and compared with the prototype of Jayy's site. The usability testing supported the hypothesis of streamlining the catering user flow by making it much more simple for users to make a catering request.

Jayy's initial user flow for catering orders:

A diagram of a user flow for a potential customer inquiring about catering

Jayy's prototype user flow for catering orders:

An image showing mockups for Jayys showing the now streamlined flow for catering needs.

Trade-offs and Constraints in the Web Development Process

Launch and Future Plans for Jayy’s

The website was launched with Google Analytics integrated to monitor engagement and performance. Quarterly reviews are planned to analyze data and make necessary adjustments. Continuous optimization based on user feedback and performance data will ensure the site remains effective and engaging. The project was a resounding success, with my clients extremely satisfied with their new website. This platform not only boosted their business but also connects them more effectively with their customers. It was truly a pleasure to work on this site and I look forward to continuing this work with my clients.