mobile app + iPad app

In-N-Out Kids

Play with your food without the mess

In a team effort, The challenge was to design a digital experience for kids as In-N-Out currently has no children experience.

Challenge

In-N-Out currently does not offer a dedicated children’s experience. They are needing a digital experience to be inline with what current competitors have on the market.

Project Brief Overview

Project Synopsis

Team Roles

Sunny Babbar

Designer

Concept development
Menu maker game development

Charlene Nuval

Designer

Concept development
Coloring game development

Duration + Tools

2 Weeks

Invision
Post its
White board
Hand sketches

Method

User research
In-N-Out brand research
AR/VR research
Competitive Analysis
Insights / synthesis
Journey map
Concept model
Rapid ideation hand sketches
Wireframes / mockup
User flow
Iterate wireframes
Final invision prototype

Problem Definition

Candice is a busy mom wondering what to feed her kids for dinner. They like In-N-Out but she is reluctant to take them because they can’t stay still while waiting in line to order food. She needs a way to keep her kids occupied while in the restaurant.

Problem Statement

Problem + Goals + Needs

Business Problem

The goals of the business is to attract more families to generate more sales. They are missing out on this market as families go to competitors since they have a children’s presence.

Brand Problem

The goals of the brand is to remain simple and serve top quality and exceptional service.

User Problem

The goals of the user to is to feel comfortable and entertained eating in an environment that caters to the entire family.

I met the needs of parents and children by understanding the pain points of needing a way to entertain and occupy antsy children while in the restaurant. I focused my solution of a digital application based on user research on how children play in restaurants. Insights determined 3 themes of how children play in restaurants which is coloring, building, and imaginative play. The In-N-Out Kids application focus on three games of coloring, building food in a menu maker, and a QR (soon to be AR) game.

Solution Overview

Coloring

Building

Imaginative Play

Solution Statement

Candice can rest easy with the In-N-Out digital kids experience. The kids can enjoy interactive games on mobile or tablet. Perfect for calming and occupying energetic children while in the restaurant.

Hypothesis

If we create a children’s digital experience for In-N-Out then more families will come to In-N-Out for the food and experience, because parents need a place to feed their families and keep their children entertained.

In-N-Out focus is simplicity, quality, and service. What differentiates the brand from competitors is that they have a secret menu.

Company Brand Research

Competitive Analysis

In-N-Out currently does not offer a dedicated children’s experience
No children activities

Robust mobile app McPlay
Interactive games
Happy meal with toys

Memorable characters
Plethora of digital activities
Educational content

In-N-Out currently does not offer a dedicated children’s experience or activities. The only kids presence is in images shown and was extremely hard to find and had to dig and search for it.

In-N-Out Kids Research

Screen Shot 2017-12-19 at 1.51.33 PM.jpg

Inspiration

I was inspired how their is a secret menu and simplicity in the menu. I would like to carry out the design aspect of a secret menu.

Process

Design Process Overview

I began the process by leading my team on collaborating on a mutual understanding of a design project plan and setting expectations of deliverables and deadlines.

I then began a step by step process of user research of detailed surveys for parents and kids to gather data that was synthesized into key insights. I created a persona journey map, and concept model from this data to move into a focused design process.

These insights helped me generated 12 rapid wild conceptual ideas based on how kids play in a restaurant. I focused on 4 concepts to refine. I also mapped out a feature prioritization map to focus on two main features for a MVP, coloring and building. With further refinement I hand sketched a paper prototype in Invision app for interactive user testing. Ending with more refinements for a hi fidelity prototype.

Hand Sketches

35 Prototypes

3 Rounds of Iteration

4 User Research

Method

22 Total Responses

Screener Survey
User Survey
Usability Survey

Insights

Children get bored easily
Youtube kids was a popular digital experience
Educational Activities
Lack of family friendly places to eat

Persona

Age: 36

Status: Married

Location: Bay area, Walnut Creek

Income: 80 K

Occupation: HR Director

Candice Summers

Candice is a HR Director for Wells Fargo. She lives with her husband Scott and two kids Derrick (age 4 ) and Emily (age 6 ) in a single family home in Walnut Creek. Her kids are growing fast and she wants to provide them with current educational and enriching experiences.

About

Needs

Healthy, fast options
Keep children entertained
Family friendly experiences

Motivations

Provide for family
Work-life balance

Behaviors

Yoga
Driving kids around
Healthy eating

Devices

iPhone
iPad

Places

Journey Map

Concept Map

I generated rapid wild conceptual ideas based on how kids play in a restaurant. From ideas of projections, AR/VR play, technologies that are far fetched to modern technology to simply drawing activities. We then focused on 4 ideas to elaborate on: