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Unique Treats App

Scope of Problem:
You have a massive craving for a killer cannoli from Mike’s Pastry’s in Boston, but you live in Seattle; where are you going to go? The goal of the app is to unite patrons with all types of desserts in any type of establishment, anywhere. Whether it be a brick and mortar, pop-up shop, food truck or an off the grid type of place.

Design Problem:
You are in NY and craving something sweet and you can't remember the place that sells that 2 pound slice of chocolate cake you saw on Facebook. This nationwide app focuses on unique sweet treats and desserts for the consumer. Whether you are looking for a donut shaped like a Voodoo doll, a 24 layer chocolate cake that weighs 20 pounds or an over the top sugary cocktail infused with gummy bears this app would allow you to quickly and easily find, follow and eat your way through these establishments unique treats.

​Demographics:
Age and gender have no boundaries on sweet treats, nor does your relationship status or family size.
​
Target Audience:
​Dessert goers looking for a memorable sweet treat food experience.

Research & Helpful Consumer Insight:
Consumers are slowly shifting away from the traditional view of dessert as a post-meal occasion and are increasingly defining dessert as an anytime occasion, according to Technomic’s recently released 2017 Dessert Consumer Trend Report. 
Other Findings:

• Planned dessert occasions are also on the rise, and 18- to 34-year-olds are increasingly likely to visit specific restaurants for a meal because of a dessert they offer.
• Thirty-two percent of consumers eat dessert after a meal at least twice a week.
• Forty-six percent of consumers’ dessert occasions are planned (rather than impulse).
• Forty-eight percent of consumers say they are willing to pay more for desserts that are made from scratch.
• Research shows that bakeries are staying open later to serve the late night crowd with many are becoming dessert destinations.
• Research shows that younger consumers are choosing to eat dessert at a different eatery from where they ate dinner. 20% are age 18-34 while 11 percent are over 35.
• In addition, millennials want atypical, memorable food experiences, which makes the novelty of late- night bakeries appealing to this demographic and even more compelling to create an app that caters to the sweet treat memorable food experience.
• As for the specific late-night sweets consumers crave, 40 percent like to eat something frozen and 21 percent go for cake.
• Other popular evening snacks are cookies, cheesecake and pie.
• Lighter, hand-held pastries are most preferred for breakfast, but heavier foods are more preferred later in the day.

​App Goals:

• Provide a geographic specific search tool for locating local dessert establishments.
• Searchable based on zipcode, city, business name or type of treat.
• Drill down on dessert establishments to find out what they offer, what they are known for, what the atmosphere is like (ie kid friendly, full, bar, outdoor seating etc) where they are located, reviews, cost, location, hours and directions.
• Plan out your treat excursion. Maybe its for a birthday or date night or maybe you are in a different city.
• Monitor “sweet” trends and what types of desserts, along with what establishments are trending in your area as well as nationally. (Content aggregator partnership and/or script that spiders the web and pulls back “trending content” based on relevance (keyword families), date (filter in date order) and number of views (=trending)).
• Allow users to download mapped plans to their phone for offline viewing so they don’t drain their battery and can pre-plan.
• Allow for booking reservations for establishments that offer this. Partnering with a site like Opentable.
• Allow users to share their favorites with their friends.

Sketches

Happy Path

Design System

Iteration: Low Fidelity Wireframes

High Fidelity Wireframes