Overview

Pete’s Little Lunch Box is a breakfast and lunch food truck located on 33rd and Arch Street. Pete’s serves a multitude of different breakfast and lunch items to Drexel students and surrounding local workers. Before starting this project, some of our team were familiar with Pete’s and the positive reputation they had with the local area, as well as their lack of advertisement and branding. It was a perfect blank slate to design and develop a take-out app that reflected the comfort and practicality of the quick, on-the-go service. In order to design the most appropriate and visually pleasing app for Pete’s, we considered the target audience, which inspired much of the branding elements.

The Challenge

When choosing our food truck for this project, we wanted to pick a Drexel staple with a positive emphasis on the community – we sought to translate their charm into a mobile app. Though their menu is small, Pete’s draws customers in with their customizable options which appear as a deceptively long list. This proved to be a challenge since we had to convert their sizable menu into a selection that wouldn’t be too long and drive users away.

This was one of the challenges Pete’s brought to the table, but it wouldn’t be the only challenge we faced. Balancing the workload and finding times for the whole team to meet proved to be a tough ordeal, due to our various extracurriculars and classes. However, by emphasizing communication and utilizing class time, we were able to make the best of the circumstances. Though it was tough at times, the four of us worked together to consolidate the deliverables and make a thorough app.

The Business

Our team conducted thorough research to create an app that would better reflex the customer base and structure of the truck. We visited Pete’s on many occasions to better understand the customer base and structure. We observed and recorded (written) who was ordering, how long it took, and what people tended to order. Our team also researched Pete’s existing branding and social media- which was extremely little, or nonexistent. From our observations and polling existing customers, we had a good understanding of Pete’s reputation and what we wanted our design to convey. Pete’s is an extremely friendly business with owners who remember faces and orders, and are extremely kind to customers. From the initial ordering process, you are greeted warmly upon approaching the truck and once you place your order, the majority of the time is waiting for your food to be made.

While Pete’s tends to be quick, during a breakfast or lunch rush, the time could be extended dramatically if they are working on multiple orders at once. For our design, we knew we wanted to add pick-up times to decrease this loitering time to allow a smooth pickup.

The Target Audience

Our audience includes college students, workers, and regulars, such as Drexel students and construction workers, who visit Pete's food truck. This group has varying needs and expectations when it comes to ordering food, yet they share common preferences for convenience, speed, and food quality. Through research and observations, we identified several key personas that represent the primary users of the food truck:

• Lena, a 23-year-old graduate student from Cambodia studying Software Engineering at Drexel University, values connecting with her culture and seeks affordable, easy breakfast options. She loves trying new foods but struggles with the truck’s early closing time and the overwhelming menu.
• Avery, a 31-year-old data analyst, is an urban professional who enjoys a fast-paced lifestyle. She appreciates convenience and tends to order online for quick pick-ups, often facing challenges in meal prep due to her busy schedule.
• John, a 22-year-old tourist from Germany, is experiencing culture shock while navigating the city and may face language barriers when ordering, especially if he is unfamiliar with the menu.


These key findings from research and observations significantly influenced the design direction, particularly in streamlining the ordering process, creating a more intuitive and welcoming experience, and offering pre-order options for faster pick-ups. Our observations at the truck revealed that while regulars are familiar with the system, new customers often hesitate to approach due to the overwhelming menu and difficulty identifying the order line. This insight emphasized the need to simplify the ordering experience, enabling users to easily explore the menu, clearly identify where to order, and efficiently place their order. By addressing these pain points, we aim to improve the overall user experience for both regulars and new customers.



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