The Italian Restaurant
Create a user-centered mobile food ordering app that focuses on providing an accurate pick-up time and engages returning customers, featuring a 'RE-ORDER' option.
Project type
B2C
Year
OCT. 2022
Tool
Figma
Project overview
A small authentic Italian restaurant, serving locals and tourists for over 50 years, aims to cultivate repeat customers by offering an app with accurate pick-up times and convenient reorder features. This initiative seeks to streamline the ordering process, saving users valuable time and enhancing their overall dining experience.
Responsibilities as a UX designer
Conducting user research , paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Research and Discovery
Before beginning the design phase, I conduct thorough research to identify and articulate the problems, as well as competitive analysis and create personas to gain a deeper understanding of user needs.
Problem Statements
Pain points
As a business owner
Limited physical space: Limited space leads to long wait times and missed revenue.
Take-out orders: The owner aims to boost take-out orders due to limited floor space. Additionally, with the post-pandemic surge in restaurants offering takeout to remain competitive, it's imperative to enhance our takeout services.
Lunch Time: The restaurant owner faces the challenge of attracting more customers during lunchtime, despite being located in a business area.
As a customer
Time Constraints: Users may struggle to find convenient dining options that offer quick service, as they have limited time for lunch breaks.
Delayed or inaccurate pick-up times: Users are concerned if the restaurants don’t provide an accurate pick up time or the time is not provided,
Limited Food Variety: Users find it challenging to discover restaurants in the area that offer a diverse range of menu options, leading to monotony in their meal choices and dissatisfaction with available dining options.
Goals and Solutions
Accurate Pick-Up Time for Take out orders: Provide more accurate pick-up times compared to competitors, helping users better plan their schedules and minimize wait times.
“RE-ORDER” button: Displaying the user's most frequently ordered items or recent orders. This allows users to instantly reorder their favorite meals with just a few taps, bypassing the need to browse through menus.
Implement a "Quick Order" feature that allows users to select from a curated list of pre-made meals or popular dishes, reducing decision-making time and expediting the ordering process.
Competitive Analysis
After understanding the Italian restaurant’s pain points and their needs, I decided to conduct competitive analysis to identify market opportunities and improve user experience.
Direct Competitors
Indirect Competitors
Personas
After analyzing our competition, let's now turn our attention to the key drivers of our restaurant's success: our users.
Sarah is a busy working mother. she wants to receive real-time notifications of incoming food orders, so that she can save precious time in meal preparation, and ensure that my family enjoys delicious meals without the stress of cooking after a long day.
How can we help Sarah?
Instant Order Alerts: Receive real-time notifications for incoming orders, helping Sarah plan meals efficiently and reduce cooking stress.
Personalized Meal Suggestions: Get tailored meal recommendations based on preferences, simplifying decision-making and saving time on meal planning.
Flexible Pickup/Delivery: Choose convenient pickup or delivery times, fitting Sarah's schedule and streamlining meal collection.
David is a restaurant chef who works with tight schedule, he wants to quickly place an order for my favorite food items so that he can save time during my lunch break and avoid long lines at the food stalls.
How can we help David?
Swift Ordering: Quickly place orders for favorite food items to save time during lunch breaks and bypass long queues.
Personalized Favorites: Access favorite food items instantly to streamline ordering and maximize time efficiency during busy schedules.
Effortless Pickup/Delivery: Opt for convenient pickup or delivery to ensure timely access to meals, minimizing disruptions during hectic work hours.
User story board
User Flow
Design
After deep understanding through research and discovery, I start sketching a first design
Paper Wireframe and Lo-fi Wireframe
Hi-fi Wireframe
Here are some high-fidelity images of the app. The main focus of the designs is simplicity and ease of use.
To be able to use the 'Reorder' feature, users are encouraged to sign up for the app.
First-time User
Returning User
Adding new feature after iterate
After user testing with 5 participants, I received a feedback suggested adding a 'Pay in Store' option to improve the user experience. This option accommodates users who prefer to pay in person, enhancing flexibility and convenience. Additionally, some users mentioned the inconvenience of expired payment method information, particularly when they're in a rush to place a quick order. Streamlining the process of updating payment information could alleviate this pain point and further improve the user experience.
Next Step
After deep understanding through research and discovery, I start sketching a first design
Accessibility Considerations
What I learned
The Importance of User Testing: Through research and discovery, I learned the significance of user testing. Valuable feedback emerged during user testing, such as the suggestion to add a 'Pay In Store' option, which enhances the user experience. This underscores the importance of mitigating assumption-based design by continuously interviewing and researching with users.
Thank you so much!
As this project is part of a UX design course, I welcome any critique and feedback.