Sesame – Equitable Food DELIVERY SERVICE

The Challenge:
Create a more equitable and sustainable food delivery service.

The Process:

frog created the name and branding in phase 1 of the project. I was not a part of that, but showing here to illustrate the brand guidelines and how it evolved to the website.

We interviewed 8 frequent customers of food delivery apps, and 6 restauranteurs to learn about pain points and motivations. We tested hypotheses around the altruistic nature of Sesame as a value proposition, and whether it resonated with users and business owners.

This diagram served to outline the various screens and components to be designed, as well as the Sprint cadence and dependencies of elements within.

Outlining the Customer Journey during and after the ordering process.

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Process work exploring how to incorporate the branding into the functional experience. In efforts to give the restaurants more tools to differentiate themselves, we added a “Stories-like” slideshow tool, so they could show off food, ambiance and music to add personality to the listing.

The restaurant P.O.S. for them to manually enter orders to be sent to the kitchen.

The Result:

Sesame launched in 2021 and is steadily growing market share in Manhattan.

Visit: www.sesameorder.com