COVID LOCAL BUSINESS SUPPORT INITIATIVE
Small Business. Global Pandemic. Changing Restrictions.
With the global pandemic of 2020, there was quickly a lot of uncertainty on the change of everyday life. Causing many businesses to adapt to the situation, altering operations such as business hours, seating limitations, pick-up order/delivery, etc. However, with rapidly changing information many long-serving patrons were somewhat left behind when trying to figure out what ordering options were available to them.
BOSS Marketing's mission? Establish a support system for local businesses that is capable of informing users with pertinent information, allowing them to support their local restaurants.
Our approach needed to be comprehensive and cohesive, impacting customer touchpoints from the menu item decision making to connecting them with a restaurant to place an order.
Clarify information to users that allow them to make food ordering decisions at the edge of their fingertips.
BOSS Marketing established a single-stop support system for local restaurants that allowed many users to not only know their ordering options but stay up to date on a number of their favorite dining spots.
DEVELOPING THE STRATEGY
BOSS Marketing's UI Designers, MaKyle Mares & Brooke Hosier, worked to develop the initiative's strategy. After numerous back and forth sessions the strategy was broken down into numerous segments and challenges to overcome.
UNDERSTANDING THE USERS
With the initiative to be primarily for the users, it was essential to focus on what the users would need to know and how they would interact with the system. To understand this, BOSS went through scenarios of placing orders. This highlighted a number of key attributes of users such as geolocation, the technical applications, and what information they would need to have.
DESIGNING THE LAYOUT
After understanding what information needed to display, we had to develop how it was going to be displayed. After 40 full concepts, one was finally decided on, based on a list of anticipated interactions with each listing.
Listing Identification (Identification)
Informative Information (Informative)
Action Information (Interactive)
To be able to display a lot of information in quick succession, the saying "A picture is worth a thousand words" came into play in the form of icons. After developing an assortment of 400+ icons, a small selection of icons were chosen to convey cuisines, ordering options, menu icons, website buttons, etc. While some of the first few implementations of icons were not well received, redesigned icons in addition to new icons were rolled out in some of the reoccurring updates as a response to feedback and change in information.
Once the initial concept was completed, the plan for public deployment was designated as a social media campaign through some of BOSS Marketing accounts, primarily on Facebook. Furthermore, reoccurring updates to page(s) are made to introduce features such as information capture forms and structure updates.
ASSOCIATE CREATIVE DIRECTOR