What if there was a platform that would connect people who want to eat a full breakfast with bakeries?
The importance of breakfast
80% of people who consume breakfast daily are successful in controlling and maintaining body weight.
The omission of breakfast or its incorrect consumption can contribute to dietary inadequacy, nutritional losses and, rarely, this meal can be compensated for by another during the day.
Breakfast is essential for contributing to the intellectual learning process and body performance.
How do people consume breakfast?
Source: Online survey. Applied from 09/18/2016 to 10/9/2016. 447 responses.
90%
They consider breakfast to be an important meal.
83%
Most people have the habit of having breakfast.
63%
They don't have a full breakfast.
34%
They claim that waking up at the last minute is an impediment to consuming breakfast.
71%
They have 10 to 30 minutes available for breakfast.
81%
Eat breakfast at home.
Bakery Market in Brazil
Source: Brazilian Association of Bakery and Confectionery Industry (ABIP)
Bakery has a share of 36% in the food products industry and 6% in the processing industry.
Companies in the segment recorded growth of 2.7% in 2015, and revenue reached R$84.7 billion.
Approximately 63,200 bakers are part of the bakery market in Brazil, of which 95% are micro and small companies.
76% of Brazilians consume bread for breakfast and 98% consume baked goods.
Benchmarking
The Breakfast Courier
Breakfast and delivery website
Brunch in London, England.
Limited delivery area.
No product images.
Main audience ranges from
professionals, families, students and
offices.
BNB
Breakfast delivery website
in Vancouver, Canada with limited delivery area.
Order can be customized.
Delivery via bicycle.
Recyclable packaging.
Allows scheduling of delivery.
Gourmet visual appeal in the products.
BreakfastBay
Coffee delivery website and app
morning in London, England.
Appeal to the “lazy” profile
Menu separated by “house” and
"desk".
“Office” menu serves from 10 people and the “home” menu serves one or two people.
There is no photo of the products.
Brekkie
Coffee delivery website, app and POS
morning in Bangalore, India.
6 options to choose from per day that changes daily.
Product images available.
Allows scheduling of delivery.
It has commemorative baskets.
Accept orders for events.
Personas
Felipe Araújo
32 years old, married, parents of 2 children, engineer.
Works more than 8 hours a day. He wakes up very early to take the children to school and usually has breakfast morning at work or not.
But he knows the value of a daily breakfast
Breakfast iten's preferences:
Espresso coffee, cornbread, cheese bread, scrambled eggs, cold cuts and cheese, fruit salad.
Isabela Salles
28 years old, 1 pitbull , Designer. She works at home.
She practices yoga and TRX. She always has a full breakfast. Super concerned about food, avoids industrialized foods when
maximum. She prefers organic and fresh products from small establishments.
Breakfast item's preferences
Functional juices, Artisan breads with wholemeal flour, clarified butter (ghee), coconut oil, mixed nuts, açaí, tapioca, fresh organic fruits.
João Paulo
25 years old, Law intern.
He lives with his parents, he doesn't have a fixed time for meals.
Get out all weekend days and wake up very late. He ends up skipping breakfast for lunch.
Breakfast item's preferences
Chocolate milk, french bread, butter, ham, salami, mozzarella, cookies, waffles, pancakes, dream, sweet bread, açaí, granola, cheese bread, sleeping pizza.
User's Journey Map
MVP Task Flow
1-
App log in
2-
Pick up breakfast itens
3-
Bakery selection
4-
Delivery schedule
5-
Follow the shipping
6-
Get the breakfast
App Map
Low Fidelity Prototype
High Fidelity Prototype
Usability Test
Test Objectives
•Understand what the product is about.
•Evaluate visual issues (fonts, colors and icons).
•Exploration of the options offered by the application.
Tasks
•Place the order.
•Follow the order.
User profile
4 users who stated that they eat breakfast every day and consider it an important meal in their routine.
3 female and 1 male aged between 28 and 35 years.
Results
3 participants reported that they always browse tutorials in the “slides” format and that they would browse the prototype if it were available. Half would choose to connect via email, and the other half prefer to connect via facebook.
3 users did not understand that the flame icon did not refer to calorie information. 2 reported that it reminded them of “spicy, spicy food” because they had already seen it on the menu of physical restaurants, in this way.
2 participants pointed out the size of the text in the list of items, they found it too small, 1 user used the pinch feature to “zoom” the screen to be able to read the text with more visual comfort
“I found it strange that I didn't choose the bakery I wanted, but on the other hand it was very practical to choose breakfast first and then see the bakery options” and “[the app] works the other way around in relation to food apps where each supplier makes its menu available. Here it is the other way around: the menu is made in the application and the suppliers adapt to that menu.”. 3 users reported that this business model is practical and time-saving for them.
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