leyli guliyeva — communication + experience design


Mobile marketplace connecting home cooks to busy dwellers

Today many individuals resort to eating fast food, getting takeout, or dining in restaurants because they are too busy to cook or don’t know how to. However these options are generally unhealthy, expensive, and become banal quickly. On the other hand, there is a growing “foodie” culture, that loves to cook and share their imaginative dishes. Urbanbite is a mobile service connects these two groups by providing a digital marketplace for home chefs to sell their creations to busy and adventurous individuals.

ForMobile Service Innovation RoleUser Research, Prototyper, Visual Design Lead
DateMay 2014, 16 weeks Team MembersMatt Hsieh, Adam Menz, Scott Chiu
The rise of the sharing economy has paved the way for new models of business in hospitality, car sharing, and delivery services. Can the same be done in the food industry? Urbanbite is the answer to create a viable business model for home cooks to conveniently share homemade and ethnic meals with other people in their neighborhood. Knowing we wanted to focus on food industry, we conducted interviews with urbanites and food professionals, and realized we wanted to explore the topic of healthy eating. It seemed like young individuals sacrificed their health by eating out constantly because they don’t know how to cook. The top 5 reasons that people didn’t eat healthy were confusion, time constraints, taste concerns, high cost and availability. Urbanbite revolves around the idea that great home cooks can sell their food on a digital marketplace for busy urbanites to buy on their way home from work. This can provide a healthier, cheaper and faster option for those seeking to eat great food without going to a restaurant daily, while also providing an extra source of income for amateur cooks. To better understand the interaction and service design among our stakeholders, we asked: How exactly will a buyer and seller each go through the Urbanbite’s service, from start to finish? The customer journey map visualizes this. Scenario Flow:
Penny, an office worker, uses Urbanbite to find a home-cooked meal close to her apartment in New York. Daniela, who works on the weekends, uses Urbanbite to advertise her cooking ability and earn extra income.

Penny decides to find a meal that she can pick up on her way home from work. Using the map view, she quickly finds a Peruvian Style Roast Chicken nearby that is perfect for her schedule and within her price range.

Penny sees that Chef Daniela has great ratings and reads some reviews. She makes sure the pick-up location is close by.

Satisfied with her choice, Penny decides to place an order by choosing one serving and setting a pick up time of 7:00 pm.

Penny can also check on the status of her current order and see her previous order history from the profile page.

Chef Daniela has perfected a new recipe that she wants to add to her recipe box.

She takes photos of her completed meal, inputs the name and price she wants to sell each serving for.

On the days she is cooking a specific meal, she can send the dish to market and set time she's willing to take orders from and the number of servings she will sell.

Urbanbite keeps track of the orders that come in and allows Daniela to contact buyers if any changes need to be made.