Good
Humor
reservation
Project
Spreading joy across America and being present whenever, wherever, consumers are looking for the joy of a frozen treat (in their freezer at home, from the ice cream truck, or from a delivery app).
Problem
There isn’t no website or platform where customers can see and look at the ice cream drivers. In which regions is this service available? Who are the drivers?What distance are they can drive?
Challenge
The Seasonality of ice cream mobile vending makes it difficult for mobile ice cream vendors (trucks and pushcarts) to have reliable sources of income year-round
IC Mobile Vendors feel disconnected from the Good Humor brand and don’t have a way to get information directly from the brand, only through the distributors they purchase from.
Target
Our primary impact target is mobile ice cream purveyors; we want to help them get reliable sources of income year-round and improve their interactions and communications with the Good Humor Brand.
For the OOH target, we know that GH is over-indexed by cash-strapped and multicultural individuals and that price plays an important role in their purchase decisions. For the IH secondary target, we know the GH indices in low- and middle-income families with children at home. These home consumers are also value conscious and are willing to pay more for branded products (vs. generic products) because they believe branding is important and a signal of quality/status when standing in the grocery aisle.
Maria
Maria is a stay-at-home mom with two children aged 6 and 9. She is always looking for ways to save money while providing high-quality products for her family.
In-Home Consumer
34 year’s old
Pain Points/Needs:
Maria needs a variety of products to choose from, including different flavors and sizes.
Maria has a limited budget and needs to find ways to save money while still providing high-quality products for her family.
Goal
Maria wants to save money on her grocery bills without sacrificing the quality of the products she buys.
Maria wants to learn more about the Good Humor Brand and its products to make informed purchase decisions.
Mike
Maria is a stay-at-home mom with two children aged 6 and 9. She is always looking for ways to save money while providing high-quality products for her family.
Mobile Ice Cream Purveyor
35 year’s old
Pain Points/Needs:
Mike struggles to make enough money during the winter season, which affects his livelihood and the sustainability of his business.
Mike struggles to make enough money during the winter season, which affects his livelihood and the sustainability of his business.
Goal
Mike wants to increase his sales and revenue to sustain his business year-round.
Mike wants to improve the Good Humor Brand's recognition among his customers to boost his sales.
Approach 1
Visual representation of US regions where ice cream truck drivers can be booked.
Possibly interactive US Map with pop up boxes for each region.
Current SAAS Migration of GH site will delay start date of website work to early August.
Concerns regarding liability if drivers cancel, do not show, customers are unhappy, etc.
UL has very strict rules and processes for any activation that collects consumer data
Approach 2
Can be as simple as a grid of driver contact information and links to their external sites
Idea
Wireframe
Result
Vendor contacts
Can be as simple as a grid of driver contact information and links to their external sites.
By conducting with customers we gathered that for our target it’s important to show from which region they are, how far they will drive, what kid of type is their vehicle. And we also thought to add a little description about our vendor to make it friendly.
And also by conducting with vendors we get that it’s easier for them to conduct with costumers not with phone, but with email to make it more professional, and it’s easy to fix and remember costumers needs.
Idea
Wireframe
Result
Design stage
Can be as simple as a grid of driver contact information and links to their external sites.
By conducting with customers we gathered that for our target it’s important to show from which region they are, how far they will drive, what kid of type is their vehicle. And we also thought to add
Design
PO, PM
Yeghunyan Lusine
Eugine Zvolinsky, Aleksandra Strelnyk
Client
REDF Digital Lead Platform / 2022 September - 2023 April
Contact