start a project
close
Afro-Caribbean
2022
The AfriCaribbean Food App was conceived to bridge a gap for African and Caribbean expats and students living abroad who deeply miss the comfort of home-cooked meals. It set out to connect these individuals with local restaurants or home-based cooks offering authentic delicacies from their home countries. At the same time, it aimed to help these businesses often limited by small marketing budgets reach the customers eager for familiar flavors.
Working alongside a design partner, the project began by surveying African and Caribbean students based in the U.S., gathering insights into their food cravings and their challenges when searching for familiar, homemade dishes. Simultaneously, interviews were conducted with local restaurant owners and home-based food vendors who voiced a desire for greater visibility among expat communities. These combined perspectives inspired the creation of a persona and user journey map to clearly illustrate the app’s value and outline how the interface should guide users smoothly from opening the app to placing an order.
The design process kicked off with ideation based on survey and interview insights. A comprehensive user journey and use-case scenarios were crafted, informing the app’s visual direction—particularly in aspects like color palette, typography, and overall layout. Wireframes and UI sketches were created to establish structure, followed by polished, high-fidelity mockups demonstrating fully responsive and interactive screens. Featured elements include an onboarding flow, a home page showcasing meal options, an order/description interface for detailed menu views, and a user profile section.
