End-to-end UX design & consulting for mobile food startup

Client

Icabod

Industry

Startup Mobile Food

Timeline

6 months

Status

In progress

About Icabod

Founded in Charleston, South Carolina, Icabod is set to become the new gold standard of mobile cuisine.

Ask anybody in America what a beignet is and they will most likely refer to those found in New Orleans. However, New Orleans style beignets are not true beignets. While still delicious, they are actually a variant of yeast-risen doughnuts. Icabod wants to change that by bringing authentic pâte à choux beignets to consumers. To accomplish the goal of altering customer perception and becoming a national brand, Icabod needs to change more that just the recipe. They need to do things different than their competitors and industry as a whole.

That's where I come in. The first step was to clearly define Icabod's goals, vision and philosophy. In doing so, I created an end-to-end strategy for success.

Everything starts with the user, or in this case, customer. Once defined, I began to craft an experience that aligned with Icabod's goals. The customer is everything. They are the single most important aspect of any business, but unfortunately, most businesses today take their customers for granted, prioritizing profit over quality or care. They assume good enough really is good enough. But Icabod can't settle for good enough. With thousands of food trucks throughout the country, being just another food truck will guarantee they meet the same fate as all the rest. A mediocre product, non-existent customer experience, price gouging and low scalability.

Logo & Branding

Logo

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