Web and Mobile redesign for local restaurant
Enhance event catering order process and communication
Project Overview:
Popular Dallas wedding vendor, Taj Express is a local Indian restaurant that has been serving the metroplex with catering service for mid to large events (50 to 600 attendees).
In this project, I helped the business management team identify who their main users are and their urgent user pain points which lead to a 3-month iterative process. Multiple meetings lead to an agreement for a full web and mobile redesign to simplify the ordering process for large catering orders. This final user flow gathered required details for the order intake process and a method for users to check on existing orders without calling the business.
Role:
User Journey
User Analysis (flows and personas)
Wireframes
Hi-fidelity design delivery
Prototype (to highlight interactions)
UX Audit of Developer Progress
Duration: 12 weeks
Tools:
In-person workshop
Figjam whiteboarding
Figma Jamboard
Dotted Grid Journaling
Challenge:
Challenge # 1 On a typical work day, the business owner can receive up to 50 phone calls in a day while managing the walk-in restaurant.
Challenge #2 Customers with catering orders may need to adjust their order closer to the event and check on the expectations of their delivery.
The business invested in a website in 2019 and in the first meeting with the client, he shared his desire to reduce the need for him to answer calls all day related to catering so he can attend to other business priorities.
Process:
Before redesigning any website, it is vital to understand who are the current users, what they may like, or dislike, and their pain points. Any existing website is typically an existing users' familiar environment so before I went into the process of redesigning, I needed to break down the background information. I took the time to listen to the client’s issues and learned about many different themes of problems from the owner's perspective and identified the two main personas.
Problems:
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Ordering Process
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Scheduling Inventory/Delivery
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Operation Errors
User Interviews
I was able to get a hold of recent customers and gathered interview questions with the goal of finding out what their expectations were. I listened to identify issues they experienced before, during, and after the existing ordering process via phone with the owner.
I facilitated a User Workshop to better understand the users and prioritize the problems and insights with a co-designer. In this workshop's second phase, we created an affinity map to group insights.
A few insights included:
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Customers would call closer to the event to confirm the menu items ordered, the time, and date of the catering order, and adjust the order
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The owner had a difficult time documenting the changes requested by the customer
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The business was dependent on the owner to relay the changes so the right items were ordered on a timely basis
4 Prospective Concepts
After understanding that the client ordering the catering is the user persona we are creating this mobile website for, we started to explore what elements of the website are key for an easy ordering experience.
Based on 3 concepts, I created a 4th concept with aspects from all 3 that is efficient and easy for the user.
Solution:
With this user in mind, I sketched over 3 concepts and created wireframes for the final check-in with stakeholders.