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Chen Hayek Davidi
UX Case Study
Italian restaurant app
Description
Description
"Venti" is a mobile app for a fictional Italian restaurant in Tel Aviv, offering more than just reservations and deliveries—it includes coupons, specials, and information about Italy's regions. In a world where foodies seek new tastes and care about food sources, this app provides a comprehensive experience.
I decided to work on this project as a result of my big love to Italy and its cuisine.
As the only designer working on this mobile app, I designed this project from a to z.
Problems Statement
Problems Statement
In a crowded market like Tel Aviv, retaining customers for this Italian restaurant app is essential for success.
Competing with general food apps for customer usage.
Needing to consistently excite customers along with their constant search for new dining experiences.
Solutions
Solutions
Enhance user experience with an interactive map of Italy, offering fun facts about each region. It will let people know more about Italy and the sources of the food they consume.
The app will feature 'book a table' and 'food delivery' options on every page, offering a fast and intuitive experience. Exclusive coupons will provide users with better prices compared to general delivery apps
To address the need for new tastes, the app will feature weekly special dishes alongside the regular menu. This way people will never get bored by a constant menu.
These steps will strengthen the relationship between the restaurant
and the customers.
Empathy map
Empathy map
Thinks
Does
Feels
Says
User Persona
User Persona
Brain Storming
Brain Storming
In this process of brainstorming, I came up with all kinds of ideas how to make the application convenient to use and one that users will return to again and again.
Competitors research
Competitors research
Through this research, I was able to identify my app's advantage over my competitors
perceptual map
Qualitiative Research
Qualitiative Research
Questions asked
I conducted a qualitative study to check what motivates a person who usually orders food to choose a particular app.
His motivations help me understand what to emphasize when building the UX of the app.
User Interviews
Interviews Insights
1. Why do you choose to use a particular app for ordering food?
2. Do you encounter difficulties ordering food through the app?
3. What made you start using the app?
4. How do you prefer to order food? Online or by phone?
5. What are your concerns when using a food ordering app?
6. Are there things you would think could have improved the use of the application?
7. What do you expect to see in the restaurant application beyond ordering food and reserving a table?
8. What will make you book a table through the restaurant's app and not through a general table booking website?
9. Do you think adding geographic/food trivia would make you use the app more and appreciate the place more?
10. What would make you specifically use the restaurant's website rather than a general delivery app?
Insights regarding adding
fun facts about italy:
Although in my wishful thinking I wanted to believe that this would make people enter the app for fun, according to the interviews this feature could be nice mainly to pass the time until the food delivery arrives. But still I would like to add the feature because an interactive map of Italy with information about each region would strengthen the connection between the restaurant and its app.
Insights regarding deliveries:
Delivery apps have improved a lot and they respond well to people's need to order a variety of food quickly. The variety and the ability to see a picture of each dish can be very useful and motivate the user to order the food.
It is very important to emphasize that in addition to the regular menu there are special dishes that change all the time. This is because the restaurant's app cannot compete with a general delivery app where there are endless types of restaurants and food. In this way it is possible to "excite" the customers every time.
Insights regarding reservations:
Booking a table through the app should be accessible and fast. When a person books a table, it defines him as a "customer" and it is important that he'll be enthusiastic about the place he chooses to dine at.
Although it does not matter to the restaurant if the table reservation is through its app or through a general reservations application, when ordering through the restaurant's app - there may be a greater commitment to the restaurant. Therefore it's important that this process will be easy and fast when using the app.
Quantitiative Research
Quantitiative Research
Survey Insights
I conducted the survey mainly to know if people still order through specific restaurant apps, and not just through general apps that are very popular today. I was happy to find out that people are still ordering through specific apps and not only through general apps like ‘wolt’. This is an important finding for a restaurant that has it own delivery system.
Of those who book a table - most people prefer to do it online and not over the phone, therefore booking a table process should be very easy while using the app.
Card Sorting
Card Sorting
I conducted this research on two groups of five people. With the help of this research, I could build a site map that will be convenient and intuitive for the user.
The main insights are that the delivery menu and reservation must be visible in the nav bar because they are the main actions in the app. In addition, The coupons will be at the nav bar as well because they motivate the users to order food from the application.
Site Map
Site Map
hamburger menu
Information Architecture
Information Architecture
Wireframes
Wireframes
Gamification Elements
Gamification Elements
Progress bar:
I used Progress Bar twice - both in the process of ordering food and in the process of booking a table.
Using a progress bar provides a visual tool to indicate user progress in a specific task. It can help with motivation, transparency of the progress, defining expectations and time management.
Integrating gamification elements into the app can enhance user motivation and loyalty.
Here are some examples on how I used gamification in the app:
Interactive Quizzes:
I added an interactive map of Italy divided into regions. This helps to strengthen the connection and involvement between the users and the restaurant’s concept. Increasing general knowledge results in personal satisfaction and this can increase the internal motivation of the user to enter the application and know more about the regions of Italy.
Using a progress bar provides a visual tool to indicate user progress in a specific task. It can help with motivation, transparency of the progress, defining expectations and time management.
Coupons (reward):
In gamification, coupons serve as rewards to motivate users. They act as incentives for active participation. Coupons enhance the purchasing experience, promote customer loyalty, and contribute to a personalized and engaging interaction within the app.
Social sharing:
People like to share experiences, especially dishes they eat in a restaurant. The possibility to do this in the application will increase their motivation to share and thus the restaurant will gain publicity.
Design Guidelines
Design Guidelines
Screens
Screens
Prototyping
Prototyping
Thank you for reading!
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