Crave Central: Order, Relax, Enjoy— All in One App
(Omnichannel Design Project)
Overview
This omnichannel design project focuses on seamlessly integrating digital and physical touchpoints to enhance the food court experience, making ordering seamless and stressfree. Crave Central turns food courts into vibrant hubs of connection and delight.
Research Phase
Secondary
Research
"Food courts contribute almost 8-10 percent of the total mall revenue and in case of malls with great offerings in their food courts, this number can even go as high as 15 percent.”
To truly understand the challenges people face when dining at mall food courts, we spoke with 10 individuals from different age groups, ranging from 18 to 60 years old. These are everyday mall-goers, each with their unique preferences and frustrations. The goal? To uncover the real stories behind their food court experiences and figure out how we can make it smoother, more enjoyable, and stress-free for everyone. Here’s what we set out to learn:
- What do people love most about their food court visits?
- What s frustrating or inconvenient about the current process?
- How can we make ordering food simpler and faster for them?
Pain
Points
Overwhelming Environment
Users often feel overwhelmed by the chaotic nature of food courts, with loud noises, crowded spaces, and unclear directions, making it difficult to relax and enjoy their
meals.
Limited Engagement While Waiting
Users often feel overwhelmed by the chaotic nature of food courts, with loud noises, crowded spaces, and unclear directions, making it difficult to relax and enjoy their
meals.
Lengthy Wait Times
Long queues and slow service result in frustration, especially when users are tired after shopping and simply want to enjoy a meal without delay.
Lack of Personalized Options
Users expressed difficulty in quickly finding food that aligns with their specific tastes, preferences, or dietary needs, leading to indecision or dissatisfaction.
Disconnection Between Ordering and Receiving
There’s a lack of transparency in tracking orders once placed, leaving users feeling uncertain about when their food will arrive, which decreases trust in the system and increases anxiety
User
Research
User Journey
User Scenario Shruti, a 22-year-old marketing professional, loves shopping and trying new foods. She’s been at the mall for hours and now, hunger kicks in.
Ideation
To Be
Customer Journey
Business
Model Canvas
Task Flow
- Ordering from Crave Central App
- Ordering from Crave Central on site Kiosk
Information Architecture
Wireframes (Kiosks)
Wireframes (App)
Design System
Billboards
Long Road Side Billboards
Social Media
Presence
Social Media
Posts
UI Design
(App)
Prototype Link
- Onboarding Screens
- Log In Screens
- Main Screens
- Checkout Screens
- AI Assistant
UI Design
(Kiosk)
Food Court
Playbook
This booklet is the central physical touchpoint designed to enhance the food court experience for customers. Placed on every table, the booklet offers an interactive guide to the food court. It acts as a bridge between users and food vendors by making the entire dining experience more engaging, informative, and fun.
Play zone
for kids
Photobooth or
Space
Interactive
Feedback Space
De Stress
Zones
To ensure a healthier, more productive work environment inthe food court, we’ve designed a De-Stress Zone dedicated to employees. This space offers a much needed break from the high pressure food service environment, allowing employees to recharge and return to work refreshed.
Features
- Massage chairs for physical relaxation.
- Bookshelf for mental rejuvenation.
- Comfortable seating for lounging.
- TV for entertainment.
- Soothing background music add to the calming ambiance.
- Softboard allows employees to pin memories, notes, or uplifting messages, fostering a sense of belonging and
community.
Going forward
Takeaways
Contributed to reimagining the food court experience through a unified digital-physical system. I was actively involved in:
- Designing UI for both the self-service kiosk and mobile app to ensure a seamless ordering journey.
- Creating visual assets and graphic designs aligned with the brand’s playful yet modern identity.
- Ideating and conceptualizing on-ground engagement features like a Food Court Playbook, Kid’s Play Zone, Interactive Feedback Wall, and Photo Booth Experience to enhance user delight and boost footfall
