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

End-to-end strategy

A core value of Icabod is how they treat their customers. The appreciation and respect they show their customers is a reflection of the respect they have for themselves and confidence in their product. However, a good front end experience requires an equally good backend process. I created a strategy that considers both. Icabod needs a front end experience that matches their respect and dedication to the customer.

The trailer design

Icabod is different. They plan to operate different and plan to grow different. Therefore, simply painting or adding graphics to a traditional food truck won't work. Food trucks are ugly, bulky, loud, overpriced, and plagued with mechanical issues. Not to mention, they all look the same. I set out to eliminate as many friction points as possible and designed them something truly unique. The result is a trailer unlike any other in the world.

To keep startup costs as low as possible, Icabod will build each trailer in-house. That means they needed more that just a pretty 3D render. I provided them a design that is grounded in reality. A design that shows them how to build it. Essentially, 3D assembly instructions. Every single piece of the build needed to be considered. Since the trailer is 100% custom and unique, I couldn't use other trailers for reference when designing the overall structure. It was certainly an engineering challenge. But after multiple structural analyses, load simulations, countless revisions, and material changes, the final result is a solid design that is easy to build and will last decades without issue.

Key Features

1. Trailer, not truck
   Instead of a traditional UPS-style food truck, I designed Icabod a concession trailer which eliminates potential mechanical problems related to the engine. When food trucks are in the shop, the business can't operate and loses a ton of money. However, If the vehicle towing a concession trailer breaks down or is in the shop, another vehicle can replace it with little to no downtime (by using a rental vehicle or another company owned vehicle). This isn't a modified concession trailer. It's entirely new, custom designed and built from the wheels up.
   
   

2. Visually stunning
   My goal when designing their custom trailer is to make it ultra-functional, beautiful, wholly unique, versatile, self-sustainable, and stand out from the rest. It will demand attention anywhere it goes. It tells customers that Icabod is serious about what they do and their product. The design immediately elevates the mobile cuisine experience, making it a must at any function, venue or event.
   
   

3. Virtually silent operation
   Noise is a huge pain point in the food truck scene. Noisy generators distract from the ambiance and take people out of the moment. I wanted Icabod's trailer to contribute to the moment, not distract from it. To accomplish this, I incorporated solar panels into the roof. Even without full sun, the panels and backup batteries can power all electronics for up to 2 days without needing a recharge. In addition, the fryer runs on propane. No generator needed. The only noise produced is from the ventilation and air conditioner which are just slightly higher than ambient noise levels.
   
   

4. Low build & maintenance cost
   The total cost to build each trailer is a fraction of what food trucks cost, allowing for organic growth at a steady pace. I provided Icabod the CAD files, assembly instructions/blueprints, materials list, materials cost, supplier info, lead times, structural analyses, and estimated time to build each unit. I made sure all materials used for each unit are durable, long-lasting, and easy to maintain and repair.
   
   

5. Seamless design
   In another industry first, the exterior of the trailer has zero visible fasteners. I engineered it to allow for all panels and glass to be flush mounted for a unique and seamless design.
   
   

6. Full exposure
   The entire service side of the trailer is glass. The top half is one giant window, allowing customers to see inside the trailer and watch the entire process. This not only helps keep team members honest, but it gives the customer full transparency into Icabod's operations, reinforcing their confidence in their product and respect for the customer.
   
   

7. Room to grow
   Many food truck owners regret not getting a bigger truck or trailer and run out of space. At 20' long x 8' wide, with 19 ½' x 7 ½' of useable interior space, the trailer gives Icabod plenty of room to grow.
   
   

8. Compliant
   All materials used, both inside and out, as well as the construction of the trailer itself, meet or exceed all regulatory requirements and food safety codes.