PocketChef — Brand and UX Design

About the company
PocketChef is a Hyderabad based food tech startup. It offers most affordable and yet quality solution to our daily problems of finding a good meal. Planning of the whole idea started in November 2014 and launched in October 2015.

For startups, it’s important to “go live” as soon as possible and start generating revenue. This definitely drives a sense of urgency to launch. Once the strategy and goals are well defined, most companies move straight to launching their brand. Logos, website design, and social media hit the top of the list.

The Brand is the most important experience you deliver to your customers. The entire essence of branding is the connection between company and customer, learning to understand the customer and why they should love our product. Once we understand the customer and what drives them to our product, we can create our brand’s visual identity. For a start-up like us, branding was the key factor to gain trust of a customer when there were already big players in the market in the same domain.

Logo Design idea
PocketChef, which was composed of words “Pocket” and “Chef”. Pocket implies Pocket-friendly and Chef implies food. So, the basic idea came from the name. Many people suggest to go with the wordmark initially, and once idea becomes a success and starts generating profit, go for a brand change that would give you much more customers. But, I think for a food tech start-up, it is always better to get branding right from the very beginning. Because, your customer will be interacting with your brand either through your website or packaging on a daily basis. If you do not give them a good brand to be happy and delighted with, they will not come to you.

Keeping the value of a good brand in our mind, we started brainstorming on the design. In general, for a better identity of a company in the market, if a logo reflects the company’s idea and what it is going to offer, it creates better brand value and a connection overall. So, we decided on it having minimum elements in it, which was a pocket and a chef. We started sketching all the ideas that came to our mind.

Some of the sketches are: -

These are the actual illustrations that I tried and tested before finalizing the actual one:

And then the final logo —


Android application design
1) First thing we did was to decide on the content which was required for MVP. We had brainstorming, competitive analysis session to finalize the content. Some of the workflows sketches are below:

Home and menu bar workflow
Whole android page workflow and food card content

And when the content was finalized we directly started sketching wireframes on the whiteboard. Some of the mockups are below.

Initial Card layout and navigation drawer mock-up
Navigation drawer and Address page mock up
1. User flow if he is logged out and logged in 2. My account mock-up 3. My order page mock-up
Payment page mock up and subscription page mock up

Some of the high fidelity wireframes which I tried and tested with users before finalizing the MVP.

Landing page design
Cart page, login page, add address page design
Address flow selection and about us page

I really appreciate my friends who helped in testing and giving us their valuable feedback on the design as well as functionalities. After analyzing the feedback from the testing and incorporating them in the design, I came up with these designs:

Landing, Cart, Address page
Payment and my order page

Website Design

Initially, we decided to roll out both website and android versions, but later we realized that people are more comfortable with android applications these days. So, we parked the idea of website for the launch.

Some of the wireframes designed were:

Home page
Login and sign up page
Cart pop up
Ordering flow

I was really happy to know through people’s feedback on all the social media and the play store comments that they really liked our app’s overall experience and its usefulness. When people say good things about your work, it gives you a sense of achievement as well as a responsibility to keep up the good work in future. I am really thankful to all those people who were involved in the entire project.

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