Spring Food Festival

Overview

Spring Food Festival, is a non-local food hosted on the University of Washington campus. For food lovers who want to try restaurants and food chains not found in Washington, my idea provides non-local food to anyone who does not have the time and money to travel to different places.

Unlike other food festivals in Washington, my food festival provides 3 Michelin-star chefs bringing their restaurant’s favorite dishes to Washington for attendees to try.

View

Prototype

Initial Research

3 Unique

Food Festivals

Identified their unique selling points and their core value proposition. Then created a competitor analysis.

Smaller businesses provide the food instead of big chains

The detailed chocolate sculptures and the activities for kids and adults

The festival is hosted right by the beach.

Wide range of food

Activities for families and individuals to do at the festival

Workshops on how to make authentic pizza and pizza-making competitions

Families and individuals who want to get a taste of PNW food and have a fun day filled with food, music, and festivities.

Families and individuals who love chocolate.

Individuals who love pizza and want to do anything related to pizza.

450,000+ attendees

50,000+ attendees

30,000+ attendees

Free entry

Price varies on what they buy at the festival

Free entry

Price varies on what they buy at the festival

Free entry

Price varies on what they buy at the festival

Individuals can buy a fixed sampler plate of multiple bites from various vendors for one flat fee

Have been sponsored by big companies

10 free master classes in the evenings

Best Feature

Best For

Customer

Attendance

Pricing

Insight

Bite of Seattle

Festichoc

Pizza Fest

3 well-known chefs from around the world

A taste of food outside of Washington State

Families and individuals who want to try restaurants that are not local to Washington

20,000 attendees

Free entry

Price varies on what they buy at the festival

Vendors range from healthy to desserts

User Personas

Persona 1: Nick

Age: 68

Title: Retired Navy Veteran

Favorite Brands:

Backstory

Before joining the Navy, Nick completed his undergraduate at the University of Oregon and worked at a local coffee shop. He did not enjoy the direction his life was going, so he insisted on changing it up. Since joining the Navy, he was deployed in different locations and did not have time to travel and try all different types of food. When he was not deployed, he wanted to stay in one location since he has been all over the world. He is married to his wife, Susan of 42 years and together, they have 2 kids. As he stepped into retirement, he started cooking and has found that he loves everything about food - making it, eating it, festivals, competitions, etc.

Resources

He is new at attending food festivals, but he is an expert at navigating new places. Often uses Google Maps for walking directions, but is an avid Apple Maps individual when it comes to driving directions. The only obstacle he faces is the ferry schedule has been shifting a lot since many boats keep going out of service or they need maintenance.

Emotions

Nick is ecstatic about food festivals, now that he enjoys everything about food. He has attended farmers markets but nothing too big. He is a little anxious about attending a food festival since farmers markets also sell other things than just food; But is ready for the challenge.

Goals

Nick wants to go to a food festival to try out different types of food to see the dishes he can make and get inspiration about what to cook. At the same time, the far-away restaurants and food chains are coming closer, meaning that he does not have to travel too far.

Scenarios

Nick comes to this non-local food festival and stops by every booth to see what they are making. He can then choose to buy some food to see if he seems interested in it. He can then ask how to make the same quality food, for him to try to make at home.

Persona 2: Annie

Age: 20

Title: The Artist

Favorite Brands:

Backstory

Annie is a sophomore at UW, majoring in business and informatics and TA’s the CSE 12x series. She is from China and is living in Washington on a green card, she loves to try new boba and food places. She recently joined a business fraternity and can spend all day shopping for new clothes and paintings/art.

Resources

She is an expert at finding new food places wherever she is and good at navigating her way around a city. She has access to public transportation, Uber, and her car if needed. One obstacle she faces is early mornings, she is not a morning person, and therefore some food places might have run out of stock on a particular dish that she wants to try.

Emotions

Annie is so excited about food festivals because she loves food and trying new things. She is confident that she can follow a map and navigate the 3-day event by herself. She is sometimes indecisive about what type of food she wants to try or eat.

Goals

Annie wants to try many different restaurants/food chains that are not in Washington but cannot afford to fly everywhere since she is a student and does not have a full-time job yet. She is also not allowed in the UK and EU without applying for a visa, which also costs money.

Scenarios

Annie uses this non-local food festival to scout out restaurants/food chains that she has always wanted to try. But has not gotten to it because she has not had to the time or she had to apply for a visa, to enter the country and it still has not been accepted. She can try a wide range of healthy and unhealthy food from all over the world and country.

Persona 3: Cleo

Age: 34

Title: Senior Director

Favorite Brands:

Backstory

Born in Southern California but raised in Kent, Washington. A first-generation college student who attended UW for her undergrad and Harvard for her Master’s in Business Administration. Growing up, her family valued food and during her school years, she could not afford to travel and try new food places. She values family time, trying new food, relaxing, and riding horses.

Resources

She is an expert at navigating Seattle and good at navigating UW. She is also in the loop about upcoming food and farmer’s markets in Seattle. An obstacle she faces is her kids do not yet have the appreciation for food so food festivals are a bit of a challenge for the entire family to attend. At the same time, she values family time when she is off of work.

Emotions

Cleo is stoked for the non-local food festival since it is close to home and the vendors are restaurants out of state. The food is coming to WA instead of her spending lots of money to go to the food. She is a little anxious because she knows how big the UW campus is and it is easy to get separated from her family in a crowd.

Goals

Cleo has a bucket list of places she would love to try food from. She wants to spend quality family time while also attending a food festival without using the vacation days that her works provide.

Scenarios

Cleo attends the festival since its close to home, thus she does not have to use any vacation days and spend money traveling. While also spending time with her family and being surrounded by restaurants that are not non-local.

Customer Journey for Annie

Talking to her friends
Searching food festivals

Comparing food festivals to find the best option
Check google reviews to read personal opinions

Decided to attend my festival, and is now researching the list of vendors

Purchased tickets through mobile app

Promoting the festival to friends and family
Posting to social media

Decide which festival has the more variety and allergy friend for her friends

Encouraging family and friends to attend the festival

After purchasing the tickets, she is now planning out what vendor she wants to visit first

Purchase tickets for her and her friends

Go with friends
Cheap
Relatively close by

Instagram stories do not match the website

There is no enough of healthy options
The length of the festival since she is not a morning person

Trying to find the easiest way to share the info page with friends and family
Phone dies easily

There are multiple food festivals at the same time
Some of her friends have allergies

Concerned about the crowds and lines

Posters
Festival websites
Google

Google
Festival website

Google
Festival app

WeChat
Messages
Instagram
TikTok

Instagram
TikTok
Poster

Conflicted about which festival to choose from
Worried there are better options

Excited that she has settled on a festival
Happy that the festival is on campus

Happy she was able to purchase the tickets for free

So excited to attend

Want to tell others about the festival

Ecstatic
Thinking, “How much she wants to spend on food”

Provide charging stations
Create a scannable QR code or digital link to the infographic or poster

Include map within the mobile site so she can plan ahead

Include more healthy vendors
Have the festival start at different times each day or run longer

Make sure my poster stands out from others

Make sure my CVP and USP are clear
State the vendors that are allergy-friendly

Awareness

Consideration

Decision/Purchase

Delivery

Loyalty

Actions

What actions is the customer taking?

Touch Points

Through what medium is

the customer interacting?

Goals

What is the customer trying to achieve?

Pain Points

What is not working or causing friction?

Opportunity

How might you address the pain point through better design?

Emotions

How is the customer feeling?

What are they thinking?

Wordmark & Logomark

Final Wordmark

Final Logomark

Iterations

Spring

Colors

Conveyed the feeling of refreshing, growth, relaxation, and peaceful

using an analogous color scheme.

Color Name: Green

Hex Code: 3B7D48

Color Name: Pale Peach

Hex Code: F7F7DF

Color Name: Cornsilk

Hex Code: FFFFEA

Primary

Secondary

Tertiary

Contrast Accessibility

Contrast Ratio 10.08 : 1

Contrast Ratio 4.92 : 1

Color Name: Oliv

Hex Code: 2A5A36

Color Name: Forest Green

Hex Code: 22492B

Color Name: Overgrown

Hex Code: 1F4127

Typography

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@#$%^&*()_+{}:”<>?

Wordmark Font

Font Pairing

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@#$%^&*()_+{}:”<>?

Spirax

The elegant curls can represent the flowingness and calmness of my festival

Petrona

Has double story a’s, with similar widths and x-height, making it complement Spirax

Final Poster

University of Washington - Seattle, Washington

Grant Lane, Drumheller, Rainer Vista

May 17–19th 2024

Food Festival

Friday

17th

Saturday

18th

Sunday

19th

Joël Robuchon

11:00am

Mike’s Pastry

9:00am

Blue Ocean/Harumama

3:30pm

Aina Kauai

4:00pm

Dabiz Muñoz

3:30pm

Bouchon Bakery

9:00am

Cactus Club Cafe

12:00pm

Tim Hortons

3:00pm

Thomas Keller

3:30pm

Better Buzz Coffee

9:00am

Café de I’Union

11:30am

Churro Borough

4:00pm

New England Pizza Company (1:30 – 2:30pm)

In-N-Out Burger (2 – 3pm)

Amorino USA (3 – 4pm)

Green Streets Salads (5 – 6pm)

DKs Donuts (9 – 10am)

The Buttery ATL (9:30 – 10:30am)

Nando’s (11:30 – 12:30pm)

Raising Cane’s (12 – 1pm)

Daily Vendors

9am – 6pm

Iterations

Spring

University of Washington - Seattle, WA

Grant Lane, Drumheller, Rainer Vista

May 17-19th 2024

9am - 6pm

Food Festival

FRI

17th

SAT

18th

SUN

19th

Joël Robuchon

11:00am

Mike’s Pastry

9:00am

Blue Ocean/Harumama

3:30pm

Aina Kauai

4:00pm

Dabiz Muñoz

3:30pm

Bouchon Bakery

9:00am

Cactus Club Cafe

12:00pm

Tim Hortons

3:00pm

Thomas Keller

3:30pm

Better Buzz Coffee

9:00am

Café de I’Union

11:30am

Churro Borough

4:00pm

New England Pizza Company (1:30-2:30pm)

In-N-Out Burger (2-3pm)

Amorino USA (3-4pm)

Green Streets Salads (5-6pm)

DKs Donuts (9-10am)

The Buttery ATL (9:30-10:30am)

Nando’s (11:30-12:30pm)

Raising Cane’s (12-1pm)

Daily Vendors

Spring

Food Festival

University of Washington - Seattle, WA

May 17-19th 2024

Grant Lane, Drumheller, Rainer Vista

9am - 6pm

Friday 17th

Joël Robuchon

11:00am

Mike’s Pastry

9:00am

Blue Ocean/Harumama

3:30pm

Aina Kauai

4:00pm

Saturday 18th

Dabiz Muñoz

3:30pm

Bouchon Bakery

9:00am

Cactus Club Cafe

12:00pm

Tim Hortons

3:00pm

Sunday 19th

Thomas Keller

3:30pm

Better Buzz Coffee

9:00am

Café de I’Union

11:30am

Churro Borough

4:00pm

Daily Vendors

DKs Donuts (9-10am)

The Buttery ATL (9:30-10:30am)

Nando’s (11:30-12:30pm)

Raising Cane’s (12-1pm)

New England Pizza Company (1:30-2:30pm)

In-N-Out Burger (2-3pm)

Amorino USA (3-4pm)

Green Streets Salads (5-6pm)

Spring

Food Festival

University of Washington - Seattle, WA

Friday 17th

Joël Robuchon

11:00am

Mike’s Pastry

9:00am

Blue Ocean/Harumama

3:30pm

Aina Kauai

4:00pm

Daily Vendors

DKs Donuts (9-10am)

The Buttery ATL (9:30-10:30am)

Nando’s (11:30-12:30pm)

Raising Cane’s (12-1pm)

New England Pizza Company (1:30-2:30pm)

In-N-Out Burger (2-3pm)

Amorino USA (3-4pm)

Green Streets Salads (5-6pm)

Grant Lane, Drumheller, Rainer Vista

Sunday 19th

Thomas Keller

3:30pm

Better Buzz Coffee

9:00am

Café de I’Union

11:30am

Churro Borough

4:00pm

9am - 6pm

Saturday 18th

Dabiz Muñoz

3:30pm

Bouchon Bakery

9:00am

Cactus Club Cafe

12:00pm

Tim Hortons

3:00pm

May 17-19th 2024

Spring

Food Festival

University of Washington - Seattle, WA

Friday 17th

Joël Robuchon

11:00am

Mike’s Pastry

9:00am

Blue Ocean/Harumama

3:30pm

Aina Kauai

4:00pm

Saturday 18th

Dabiz Muñoz

3:30pm

Bouchon Bakery

9:00am

Cactus Club Cafe

12:00pm

Tim Hortons

3:00pm

Daily Vendors

Nando’s (11:30-12:30pm), Raising Cane’s (12-1pm), In-N-Out Burger (2-3pm), DKs Donuts (9-10am), Amorino USA (3-4pm), New England Pizza Company (1:30-2:30pm), The Buttery ATL (9:30-10:30am), Green Streets Salads (5-6pm)

Sunday 19th

Thomas Keller

3:30pm

Better Buzz Coffee

9:00am

Café de I’Union

11:30am

Churro Borough

4:00pm

Drumheller, Grant Lane, Rainer Vista

17-19 May 2024

9am - 6pm

Ticket Redesign

Incorporated the symbol to give a sense of familiarity and from the initial research,

most food festivals have some type of activity other than just visiting vendors to try their food/drink.

Before

After

3.72x6.72 inches

Thomas Keller

University of Washington Presents

Event code:

HCDE 308

Price:

Free

Row:

Seat:

Admission:

General Admission

Section:

Sun, May 19th 2024

3:30pm

Date:

Each vendor you visit, you will receive a stamp. Earn 15/20 stamps to earn a prize.

Front

Back

Iterations

Event code

Thomas Keller

HCDE

308

Spring Food Festival

Admission

Date

Sun, May 19th 2024

3:30pm

Drumheller | Seattle, WA

Price

Free

Row

University of Washington Present

Seat

General Admission

Section

Event code

Thomas Keller

HCDE

308

Spring Food Festival

Admission

Date

Sun, May 19th 2024

3:30pm

Drumheller | Seattle, Washington

Price

Free

Row

University of Washington Present

Seat

General Admission

Section

Wayfinding

NE Pacific St

NE Pacific Pl

Streets

Buildings

Smaller Parking lots

Walkways

Grant Lane

Restrooms

Information

Parking E12 Lot

Central Plaza Garage

Rainier Vista

Drumheller

User Flow

Home Page

Dates

Cart

Checkout Scren

Ticket Conformation Screen

Create an Account Page

Open App

Create an Account

Ticket Icon or Poster

Friday

Saturday

Sunday

Start

End

Yes

Have an Account?

Purchase Tickets?

What day?

Select a ticket?

How many tickets?

Buy More?

Confirm Order?

Click + or -

Add to Cart

Cart Button

Checkout

Enter information

Continue as a Guest

Page

Interaction

Start/End

Decision

Legend:

Style

Static

Focused

Hover

Active

Static

Focused

Hover

Active

Static

Hover

Active

Filled

Error

Primary Button

Secondary Button

Em|

Emma

erobins3@icloud.org

First Name

Invalid URL

Mid Fidelity

Infographic

I incorporated part of the symbol into the infographic with the cherry blossoms because I wanted some familiarity.

At the same time, I chose to make the first and second rows of quantitative data to be the same size because it is consistent

and it makes the infographic be simplistic.

Food Festival

50%

40%

10%

Joël Robuchon

Thomas Keller

Most Looking Forward to See

Dabiz Muñoz

Most Looking Forward to Try

In-N-Out Burger

The Buttery ATL

New England

Pizza Company

Raising Cane’s

Nando’s

DKs Donuts

Individuals

Favorite Food

Fast

Food

Salads

Desserts

Sushi

Ramen

Baked

Goods

100%

FREE

Price of Tickets

Locations of Vendors

70%

15%

Europe

Canada

U.S.A

Ticket Sales

Fri

Sat

Sun

Fri

Sun

Fri

Sat

Sun

30%

20%

10%

Results & Takeaways

Results:
A 3-day food festival that is being hosted on the University of Washington, Seattle campus.

Challenge:
Making sure the colors passed the accessibility color checker. I had many colors in mind but they kept failing the contrast ratio.

Takeaways:
This was my first end-to-end case study with building a festival from scratch. From this case study, I learned all about design and the importance to connect with the intended audience. The biggest takeaway was learning all about design, like typography, wireframes, colors, research, buttons, and more.