Grabbi · Founding Designer · 3 years

Grabbi – Food truck self checkout platform

App Clips & Instant Apps, SmartMenu with NFC—physical-to-digital ordering under 10 seconds.

Challenge

When food trucks get extremely busy they get long customer line ups and can lose out on that critical revenue with a customer deciding to abandon the line and change their mind.

Once the order is received, on average it takes 13 minutes for your food to be ready, and up to 20 minutes during peak hours.

Food truck merchants needed a way to take in more orders through a self checkout platform. Focusing on cooking food rather than taking orders and collecting payment.

Approach

Visit Food truck parks. Observe how lines build up, speak to food truck operators and owners and pitch them on why they should be using Grabbi for their business.
Sign up motivated merchants and be their support person through the onboarding experience. Work closely with food truck merchants to understand their needs.
Provide customers with a new experience, allowing them to quickly order from a branded smart menu system, acting as the bridge from the physical to the digital experience.
Gather on the ground intel from real world users on what is working, and what is not. Fine tune the ordering experience with user feedback, and design intuition.
Further drive engagement by partnering closely with the founding team members.

Principles applied

10-second task completion — the entire order flow must be completable in under 10 seconds
No account required — App Clips/Instant Apps remove every onboarding barrier
Merchant as user too — the back-end merchant platform is as important as the consumer app
Physical integration — design considers the real-world context (outdoor, bright sun, noisy, one hand free)
Trust through branding — branded SmartMenu board creates legitimacy at the truck

“I just used Grabbi for the first time, it took 10 seconds, I didn't have to wait in line I did it all from my phone it is super convenient. I love this thing.”
— Grabbi Customer