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Case Study

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Social Media Copywriting
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Design an app for reserving a table at a Restaurant

Table Dine is a mobile application designed to streamline the process of scheduling dinners at high-end restaurants. The app caters to individuals seeking exclusive dining experiences and aims to provide a seamless booking process while allowing the user to order their meal beforehand while offering personalized recommendations and enhanced convenience.

Target Audience

Food enthusiasts cater to a diverse range of users, regardless of age, gender, or background.  Working professionals, Tech-savvy consumers, Frequent diners, Parents with young children, young professionals and millennials, Urban dwellers.  

Responsibilities & Role

My role was to undertake market and user research, craft wireframes, prototype, redesign the app layout, and conclude by assessing the design through testing. I created the content and iterated the screens.

Project Duration

This case study took over 2 months to complete.  I started January 17th, 2024, and finished on March 31st.

Competitors

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OpenTable

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Resy

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Dineout

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Yelp Reservations

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Bookatable

Strengths:

•    Offers users access to a wide range of restaurants, along with real-time availability and reservation management.


•    Offers features such as in-app messaging, waitlist management, and curated dining recommendations. 


•    Allows users to explore restaurants, make reservations, and avail of discounts and cashback offers on dining experiences.


•    Features user reviews, photos, and menus to help users make informed dining decisions.

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Weaknesses:

•    Limited availability in certain regions or for specific restaurant types.


•    May not have as extensive coverage in certain geographic areas.


•    Charges restaurants a per-reservation fee for using its platform, which can be costly for smaller or independent restaurants, potentially leading to higher menu prices for diners.


•    May have limited availability.


•    Some users have reported technical issues

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Understanding
the Project
  • Problem

  • Goal

  • Process

  • Solution

  • Research considerations

Problem

Dining at high-end restaurants often involves complex reservation procedures, limited availability, and the need to plan ahead.  Some user expressed disappointment with the time of their food being served after booking their table.  Additionally, users may struggle to discover new dining venues that match their preferences and dietary restrictions.

Goals

1.    Simplify the process of scheduling dinners at high-end restaurants.

2.    Provide users with personalized recommendations based on their culinary preferences and dining history.

3.    Enhance convenience by offering features such as in-app payments, calendar integration, and real-time updates.

4.    Ensure a seamless user experience that reflects the sophistication and exclusivity of the dining venues.

The Process

Considering the strengths and weaknesses observed in current competitors, I created an Information Architecture to cover all the missing elements. Simultaneously, I created a user persona representing a potential user, then moved on to design and develop screens using an agile approach.

Solution

Designing a platform that will allow users to freely book a table at their restaurant of choice, with their food ready to serve.

Research Considerations

  • Determine the existing user base

  • Challenges within the current design

  • Vision for the redesign

  • Addressed issues for patients in the new design

  • Competitive advantages and relevance of our design

  • Future evolution of the design concept

Understanding
the user
  • User research

  • Pain Points

  • Personas

  • Problem statements

  • User journey maps

User Research

•    Conducted user interviews with individuals who frequent high-end restaurants to understand pain points and preferences.

•    Analyzed existing restaurant reservation apps and identified usability issues and opportunities for improvement.

•    Studied branding and design elements of luxury dining establishments to inform the app's visual aesthetics.

Pain Point 1

Limited Availability:

Users may experience frustration when their desired dining time or restaurant is fully booked, especially during peak hours or on popular dining occasions, leading to disappointment and the need to search for alternative options.

Pain Point 3

Lack of Confirmation or Communication:

Users may encounter issues with receiving confirmation of their reservation or lack of communication from the restaurant regarding their booking status, leading to uncertainty and anxiety about whether their reservation was successful.

Pain Point 2

Complex Reservation Process:

The reservation process on the app may be cumbersome and time-consuming, requiring users to navigate through multiple screens, select specific preferences, and input personal information, leading to frustration and potential abandonment of the booking.

Pain Point 4

Difficulty Modifying or Canceling Reservations:

Users may find it challenging to modify or cancel their reservations on the app, especially if they need to change their plans or encounter unexpected circumstances, leading to inconvenience and frustration in managing their dining arrangements.

Persona: 

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* This persona is based on real users through user interviews, surveys, behavioral analytics, and more.

Problem Statement

Problem statement:  Jennifer, a busy professional with a passion for dining out, needs a restaurant booking app that allows her to pre-order her food and reserve a table in advance because it reduces her stress levels and ensures a seamless dining experience amidst her hectic schedule.

User Journey Map

Personas (5).png
Starting
the Design
  • Feature Requirements

  • Informational architecture

  • Paper wireframes

  • Low-fidelity prototype:  Digital wireframes

Feature Requirements:

  • User Registration and Profiles:

  • Restaurant Listings and Search:

  • Table Reservation:

  • Food Menu and Ordering:

  • Order Management:

  • Pickup or Delivery Options:

  • Notifications and Alerts:

  • User Feedback and Ratings:

  • Integration with Rewards Programs:

  • Accessibility and Localization:

  • Security and Privacy:

Information Architecture 

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Paper Wireframes

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Low-Fidelity Prototype:  Digital Wireframes

Refining
the Design
  • Usability Studies:  Findings

  • High-fidelity prototype:  Mockups

Usability Studies

In our pursuit of seamless dining experiences, we embarked on thorough research to understand user behaviors, preferences, and pain points when using our app to book dinner reservations and pre-order food.  Our usability studies employed a blend of qualitative and quantitative methods, including user interviews, usability testing, heat mapping, and analytics analysis. By engaging with a diverse group of users, ranging from frequent diners to occasional visitors, we gained valuable insights into their interactions with the app and identified opportunities for improvement.

Round 1 Findings

Intuitive Booking Process:
Users appreciated the app's intuitive interface for booking dinner reservations, highlighting the ease of navigation and streamlined booking flow. However, there were suggestions to enhance clarity and transparency in terms of available time slots, restaurant availability, and reservation confirmations.
 
Efficient Food Pre-ordering System:
The pre-ordering functionality received positive feedback for its convenience and time-saving benefits. Users valued the ability to browse the menu, customize their orders, and pre-pay for their meals before arriving at the restaurant. However, improvements in menu visibility, order customization options, and order tracking were identified as areas for enhancement.
 
Personalized Recommendations:
Users expressed interest in receiving personalized recommendations for dining options and menu items based on their preferences and past orders. Implementing features such as personalized menus, special offers, and tailored recommendations proved effective in enhancing user engagement and satisfaction.

Round 2 Findings

Seamless Integration with Restaurant Operations:
Seamless integration with restaurant operations emerged as crucial for ensuring a smooth dining experience. Users appreciated features such as real-time table availability updates, order preparation notifications, and seamless synchronization between the app and restaurant systems, minimizing wait times and optimizing service efficiency.
 
Feedback and Reviews:
Users valued the opportunity to provide feedback and reviews on their dining experiences through the app. Implementing features such as post-dinner surveys, rating systems, and review sections allowed users to share their feedback, enabling restaurants to continuously improve and enhance their offerings.

Accessibility and Inclusivity:
Ensuring accessibility and inclusivity emerged as important considerations in the UX design of the app. Implementing features such as text-to-speech functionality, high contrast interfaces, and scalable font sizes catered to users with diverse needs and preferences, ensuring that the app is accessible to all diners.

High-Fidelity Prototype:  Mockups

Through our usability studies, we gained valuable insights into the needs, preferences, and expectations of users when booking dinner reservations and pre-ordering food through our restaurant app. By prioritizing intuitive booking processes, efficient pre-ordering systems, personalized recommendations, seamless integration with restaurant operations, feedback mechanisms, and accessibility, we are committed to delivering an exceptional dining experience that delights users and enhances their overall satisfaction.

1st Prototype

2nd Prototype (Funtional )

Prototype (Funtional )

Going forward
  • Takeaways

  • Next step

Takeaways

By addressing the unique needs and preferences of individuals seeking exclusive dining experiences, Table Dine offers a sophisticated and convenient solution for scheduling dinners at high-end restaurants. The app's intuitive reservation process, personalized recommendations, enhanced convenience features, and exclusive VIP services combine to create a seamless and luxurious dining experience for users.

Next Steps

1

User Testing and Feedback Integration:

Following the completion of the UX design process for Table Dine, our next step involves conducting extensive user testing sessions with a diverse group of participants. By observing how users interact with the app in real-world scenarios, gathering feedback, and analyzing usage patterns, we can identify any remaining usability issues or areas for improvement. Integrating user feedback into the design iteration process ensures that the app evolves to meet the evolving needs and expectations of its users, resulting in a more satisfying experience.

2

Continuous Monitoring and Optimization:

After the initial UX design phase, our focus shifts towards continuous monitoring of app performance and user engagement metrics. By leveraging analytics tools and user feedback mechanisms, we can track key performance indicators such as conversion rates, app usage patterns, and user satisfaction scores. This ongoing monitoring allows us to identify any bottlenecks or pain points in the user journey and implement iterative improvements to optimize the app's performance and user experience over time.

3

Feature Expansion and Innovation:

With the core UX design established, we explore opportunities for feature expansion and innovation to enhance the app's value proposition and competitive differentiation. By staying abreast of industry trends, emerging technologies, and user preferences, we can identify new functionalities and enhancements to integrate into the app. Whether it's enhancing customization features, or incorporating cutting-edge technologies like AI-powered recommendations, our goal is to continually innovate and delight users with new and compelling features that enhance their dining experience.

Get in Touch

6018 Mulholland Hwy.

Los Angeles, CA. 90068

404-964-6599

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