— PROJECT NAME
Greta Luna Priego
Redesign Krog Street Market Mobile site to improve branding,
solve for persona pain points, and make Navigation easy to use. Make better digital exprience for users.
Our team has all been to Krog Street Market several times but before we began our redesign project we wanted to became familiar with the rich history and mission of Krog Street Market. Originally KSM was used as a manufacturing facility for pot-belly stoves made from red clay and cast iron, as time passed the remained empty for years. Now where a once empty warehouse stood; a trendy, modern, yet industrial food hall that houses numerous vendors in dining and retail. However, Krog Street Market ultimate goal is to celebrate the cultures that live within Atlanta: by brining people together with food.
Krog Street Market began as a simple idea “turn the 1889 Stove work factory into place where intown residents can go to buy products, meet with friends and enjoy some great food.” Krog Street Market preserves the rich history of Inman Park along the recently developed Atlanta BeltLine. “Travel+Leisure” named it one of the “World 's Best Food Halls” and the Travel Channel featured it in its
The C&C analysis was the starting point of our research, which gave shape to our design and inform major decisions throughout our development. Our competitive analysis began on Krog Street’s own mobile website, understanding what they were promoting and where they were trying to highlight the value of KSM. Then we focused on the only real competitor to Krog Street in Atlanta – Ponce City Market.
A single point of comparison just wouldn’t prove any real results through our research so we decided to expand our competitive market to other Southern cities with a similar demographic and urban vibe. The South is booming with Urban Food Halls, and from many , we narrowed our competitors to Transfer Co. Food Hall in Raleigh, NC. & The Pizitz Food Hall in Birmingham, Alabama.
The Atlanta Food Hall Market seems to be a bit behind the other Southern Cities. The Krog Street Market and the Ponce City Market mobile site was overfilled with listed information. Their websites lacked an overall intuitiveness that seemed clunky and hard to follow along. The designs do not follow conventional design metrics to encourage a visitor to return.
Transfer Co Food Hall and Pizitz Food Hall on the other hand showed great examples of conventional design. Their websites were instructive with clear calls to action. The navigation was easy to use even when you weren’t sure what you were looking for. They were able to create a User Friendly experience that did encourage us to come back to their sites over and over again.
Knowing what we were up against and things we enjoyed and things we found bothersome set us in the direction of our overall design.
Surveys & Interview
What we Found
Here are some key insights that we found. A few that I want to highlight are that people fully expect that parking to be bad when they go to Krog Street, but it does not stop them from going. They also do not want to be bothered downloading unnecessary mobile apps.
Josh is a big-time planner who enjoys having full control of all social gatherings. This weekend, he is planning a dinner with a group of his six friends. He suggests Krog Street Market, even though some of them have never been. Although they each have their own food preferences and price points, they’re looking forward to having a good time in a fun, trendy place.
The project was a lot of fun working together. Throughout the process, I was able to learn about different perspectives of my team members and how four different perspectives fit into building a unified design. The research phase was surprisingly a much larger undertaking than I originally expected. Sorting through the details of all of the surveys and interviews took much more time than I was originally anticipating.
The most challenging aspect of this project was time management. Having a tight timeline of two weeks and scheduling around four different schedules was a continued struggle. It was obvious from the beginning that working as a group was going to cause the biggest challenge as it meant working with different personalities, different approaches to design, different skillsets, and different schedules. However, I foresee that this will always be an issue that any sized team will have to work through.
In the end, we were very pleased with the turnout of this our Krog Street Market re-design when compared to the original Krog Street Market mobile site. By providing the ability to sort through retail options, food options, and a clear call to action for parking and directions we redesigned the user experience for the mobile site. The layout and design were much more intuitive and useful which created an effective user experience versus the original.
Next Step :
1. Add vendor rating on menu page.