Interface Design for food delivery business application by using the lazy economy concept

Abstract

Lazy economy is a new marketing originated from consumer behavior with the need for convenience in life and the ability to save energy and time to do other things. It is the driving force that makes businesses to adapt themselves to meet the changing consumption. The main trend business today is food delivery business, but it still has a gap in the market that does not cover the behavior of some Thai people who still need more convenience. This research focuses on graphic design for the lazy economy: a case study of food delivery business. The objectives are as follows: 1) to study ideas and strategies for businesses by using lazy economy. 2) to study the target groups of a case study of food delivery business. 3) to create the suitable graphic design guidelines. The research method is by using a qualitative research model of practice-based research in creative work by using practice as a tool to discover the new knowledge. The research practice consisted of 1) collect and review literature. 2) research instrument development for phase 1. 3) collect and analysis data for phase 1 by in-depth interview of 3 experts and collect data from focus group interview by using method of purposive sampling of 16 people, divided into 2 groups of 8 people each by gender. 4) develope instrument for phase 2. 5) collect and analyst data for phase 2 by the same method with the same experts and sampling. The finding for the business strategy in term of the key selling point was 1) automatic menu selection assistance. 2) multiple meals order at one time. 3) user-adjustable delivery services. The result of the demographic study found that the main target group is people in Y generation who needed a more comfortable lifestyle and convenience with energy and time-saving services. A study of graphic design trends found that soft shadows trend was the most appropriate trend followed by mixing photography with graphics trend and Glassmorphism trend. Males were more preferred with mixing photography with graphics, while females were more preferred with the Glassmorphism trend. The next preferred trend is the 3D Graphics trend, while the Brutalism and Geometric trends were not suitable for this target group and the business.