Case Study

Burritometer

Overview

This personal project explores the concept design for an app that allows users to rate and share burritos, and compete to become the top burrito critic.

The Concept

Burritometer is a platform to share and rate burrito experiences at local spots. People now more than ever are relying on burritos to satisfy their hunger needs. As the burrito varies greatly with each location and maker, this mobile app helps users resurface burrito experiences and inform others of the quality to expect, based on essential parameters. Ratings provide specific feedback to both other users as well as burrito businesses.

Understanding Potential Users

The potential user is 16-40 years old, considers burritos as part of their weekly staple diet, and enjoys using social media as a platform to share food experiences.

Key Findings

Most users consume 1-2 burritos per week
58% of users feel relaxed when eating a burrito. 30% of users feel in a hurry.
When sharing burritos on social media, the most popular channel used is snapchat, with instagram for a more curated captured experience
When searching for burritos in unfamiliar environments, 52% of users primarily use Yelp. 40% of users primarily use Google Maps.
Users agree that Yelp does not isolate the burrito quality as other factors such as restaurant atmosphere and service are equated into ratings, and would benefit from a pure burrito platform which is currently not available on the market

The Rating System

Many factors contribute to a burrito’s quality, so in order to maintain users’ expectations as well as provide meaning to the rating experience, users will rate the burrito based on 9 dimensions

Appearance
Volume
Structural integrity
Texture
Flavor harmony
Ingredient quality
Temperature
Uniformity
Overall.

Sketches and Flow Ideation

In initial sketches of the app experience, I thought about the process of eating a burrito and the steps a user would go through when evaluating the quality of the burrito. The rating experience is sequential, beginning with physical qualities, and then easing into assessing the taste of the burrito.

In addition to rating and critiquing burritos, an additional competition feature will incentivize the user to rate more burritos.

Users will receive 1 point per burrito review, and have the potential to climb up the rankings with the goal of becoming “Wrap Royalty”. Users can follow their friends and compete to become the top burrito critic.

An important moment that needed to be included in the flow for the rating experience is the user capturing a photo of the burrito. I struggled in thinking of how this could be integrated, and when, as some users want to capture a photo before eating the burrito, while others prefer to snap a shot mid-bite.

How could the camera allow for user-flexibility, but also still play a part in the rating sequence?

The solution:

Create a carousel to the rating screens for the camera, that the user can access by swiping. This will allow the user to have free range of their evaluation, with the ability to toggle back and forth between burrito-assessing and photo-snapping, creating a flexible experience for the user.