TasteWright - A Platform for Aspiring Food Entrepreneurs
A platform that simplifies the journey for food entrepreneurs by providing tailored regulations, market data, and resource connections.
Project Type: End-to-end responsive website prototype and branding
Role: UX, UI, and visual designer
Tools: Adobe XD, Sketch, Adobe Suites, PowerPoint
Problem Statement
Project Overview:
This project stems from my deep personal interest in food and my curiosity about the journey from a great recipe or idea to a successful food business. The goal was to explore the hurdles involved in turning a passion for food into a viable business and to identify the essential resources and information needed for that leap.​
Problem Statement:
Aspiring food entrepreneurs need a streamlined way to access local regulations, market data, and industry resources to successfully transition from a passion for food to a sustainable business.
Research & Insights
User Research:
I conducted interviews with individuals at various stages of the food business journey—from those with a mere notion to those running multiple successful ventures. Key takeaways included:
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Local Information: Users need access to specific regulatory and business data based on their location.
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Market & Demographic Data: Data provides a sense of control and reduces perceived risk when entering the market.
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Resource Connections: Users require an efficient way to find commercial kitchens, suppliers, and other key resources.
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Simplified Regulatory Process: Regulatory steps should be presented clearly, as government websites often bury crucial information in complex documents.
Competitor Analysis:
​I analyzed existing food industry websites and business data sources, finding gaps in localized data availability and comprehensive business guidance for different food ventures beyond food trucks.
Persona Development:
​I created Jason Abbasi, an aspiring food entrepreneur, to guide user needs. Jason wants to turn his passion into a business but struggles to find clear, localized information and resources.
Design & Development
User Flow & Information Architecture:
My first user flow focused on the regulatory journey, structuring it as a step-by-step onboarding process. After usability testing, I reorganized the site’s information architecture:
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Local business types structured separately from general resources
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Regulatory steps tailored by business type and location
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A searchable vendor/resource section to improve accessibility
Wireframes & Prototypes:
​I designed key screens based on research-driven insights:
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Step-by-Step Regulatory Guide: A visual progress bar allows users to navigate through required steps intuitively.
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Data Dashboard: Divided into three key categories—customers, competitors, and local business conditions—to address user research findings.
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Vendor Search & Filter Page: Users can efficiently locate commercial kitchens, suppliers, and other key resources.
User Testing & Iterations:
​Based on user feedback, I made the following refinements:
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Simplified Navigation: Reduced redundancy and consolidated similar sections.
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Enhanced Filtering: Organized vendor lists into categorized filters for easier navigation.
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Interactive Progress Bar: Users preferred clicking/tapping the progress bar over "Next" and "Previous" buttons, leading to a redesigned navigation system.
Branding & Visual Design
I aimed for an approachable and friendly brand identity:
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Name: "TasteWright" (a play on "tastes right" and "wright" as in builder/maker)
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Color Palette: Food-inspired hues for warmth and comfort
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Typography & Icons: Rounded, inviting visual elements for accessibility and ease of use
Next Steps
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Additional usability testing to refine UX/UI
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Accessibility testing for color contrast and readability
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Further development of remaining pages and features
