The Wandering Belt | Self | Content Design

PROMPT: Food Delivery App - Welcome Message

Scenario:
- A new user signs up for a food delivery app and sees a welcome message.
Challenge:
- Write a welcoming headline, body text that encourages users to explore, and a call-to-action (CTA) button to view restaurants.

Headline: 30 characters
Body: 100 characters
Button: 15 characters

The Brand

Brand Identity

Tagline: Catchy
Illustrations & Imagery: Vintage
Fonts: Futuristic
Color Schemes: vintage / classic
Emotions: Memory, Community, Uniqueness, Adventure

Voice Archetype:

Primary - Explorer
- seeks to share experience and discover new
Secondary - Charitable
- desire to positively impact society / marginalized communities

Tone:

Casual > Formal
Funny > Serious
Respectful = Irreverent
Enthusiastic > Matter-of-fact

Context 1: The World Traveler

User Problem Context

Desire to order meals for delivery that offer the authenticity and quality of meals they have had abroad

Solution

Using a similar model to ETSY - provide a food delivery service that individual artisans can sign their shop up for. Validate Authenticity of products created.

Persona

User Flow

Headline Drafts:

Let us Eat!
Let there be food!
Welcome [name],
Thanks [name], your food adventure awaits!
Welcome to the World Experience
Authentic Food Delivered to You
Waiting on you [name]

Body Drafts:

We transport the food, you create the memories! Your journey through food begins now. Too many options? Not a problem. As you explore our app it will become curated to you. Based on your location we have provided restaurants that have a "notch" over others.
Lets smell and taste more memories
Let your food journey begin. We look forward to transporting you through food
You are joining over X users creating memories through food

Wireframe

Targetable Exit button & CTA of min 44dp
Spacing of Letters at 12% of font size
Spacing of paragraphs at 1.5x font size
Consistently placed buttons to avoid user confusion
F Pattern considered
Engaging Text

LoFi

Color Contrast > 4.5:1
Spacing to ensure readability (Dyslexia & Visual Impairements
Call to Action >44dp

Writing Checklist

Understand the User
- Audience:
  - Individuals wanting authentic foods for delivery so they can relive or share an experience
Brand Alignment
- Voice (Exploratory)
- Tone - Casual
Usability Prioritized (Partially Met)
- Conciseness:
  - short simple sentences
- Scannability:
  - Typographic Hierarchy
Functionality (Met)
- User Flow: understandable & consistent layout
- Redundancy: avoided
Tested & Iterated (Waiting)
- Usability Testing - awaiting responses from reddit
Accessibility & Inclusivity (Met)
- WCAG target size, Font-size/spacing/type met
Collaboration
- NA
Brand Strategy
- NA

Design Feedback

Reddit (r/uxwriting): Quotes

...not getting the connection between "we transport" and " your memories transport"
...no information about the general type of food, whether it's subscription...groceries or prepared meals
...add a user problem you are trying to solve....What are a few different ways you might communicate [what you are solving]
...Who is seeing this...context....how get to welcome message...familiarity with your service?...what offer that users want...how differ from other food delivery services
...Image is distracting...is this a picnic or travel app?

Iteration # 1

Iteration # 2

Chosen Words

Transport
- evokes movement
Food
- object moved
Memories
- reminiscent / nostalgic

Excluded Words

Delivery
- memories transport you not deliver you
Service
- user knows the service already

Chosen Words

Delivering Authentic Meals
- Service Purpose
Made By
- Show authenticity
Artisans
- elicits creative expertise
Meal Discovery
- Exploratory feelings

Excluded Words

Transport
- no longer focused on transporting to memories
Memories
- to abstract for purpose

Context 2: Supporting a Cause

User Problem Context

Desire to empower individuals who immigrated to the United States by ordering their truly authentic meals for delivery. Need to impact small business owners.

Solution

Meal Delivery Service that verifies shop authenticity and provides SEO that favors immigrant owned businesses and small businesses. Company takes less of a percentage from these businesses.

Iteration # 1

Iteration # 2

Chosen Words

Meal Delivery Service
- Directly states purpose
Empowering
- Clarifies users role
Displaced People
- Defines who users impact
Validated Chefs
- To enlist Trust in Product

Excluded Words

Immigrants
- Negatively used frequently

Chosen Words

Deliver
- Purpose
Made By
- Show authenticity
Hands
- elicit creativity
Find Your Meal
- Clear button purpose

Excluded Words

Immigrants
- Negatively used frequently
New to
- negative correlation
Validated Chefs
- user may not want to meet chef (bio) before finding meal

Iteration #3

Chosen Words

SUPPORTING
- empowers user / philanthropic connotation
ARTISANS
- Creative Professionals
Opportunity
- instills wonder
Next Generation
- Hope
Impactful
- Power of Change

Excluded Words

BUSINESS NAME
- assume seeing screen after signed up for service