While confirming a reservation at a restaurant is easy, finding the right restaurant can be challenging, especially when customers are presented with a large selection. Our objective is to make restaurant exploration fun while making the selection process faster and easier.
TEAM
Ibtida Hasib
Annie You
Radiya Aheto
Elijah Hassan
MY ROLE
Research
User Persona
Wireframe
User Flow
UI Design
TOOLS
Miro
Figma
PROCESS AND TIMELINE
CHALLENGES
When browsing, finding the right restaurant based on user preference may be difficult when presented with a large selection.
Often times, authenticity is questioned, that could aid in indecisiveness and disappointment.
SOLUTION
2 New Features • Dinder- Crave Swiping a dating app-like feature where users can swipe left or right on pictures of food based on their preference. • Social Dining Insight a feature that utilizes data from the internet to help users with decision making.
01. DISCOVER
HEURISTIC EVALUATION
OpenTable offered seamless booking and cancellation, and allowed users to specify dietary preferences when making reservations. However, it had issues with hierarchy and organization that affected its functionality.
COMPETITOR’ S ANALYSIS
Users found UI confusing and overwhelming due to an excessive amount of information and insufficiently helpful filters, hindering the user experience.
TARGET MARKET
EMPATHY INTERVIEWS
We did empathy interviews to better understand our user needs.
AFFINITY MAP
We categorized common insights from empathy interviews into groups for better ideation.
KEY FINDINGS
Convenience plays a big part, people like walking into a restaurant knowing there’s tables available.
People want to know the reputationof a place and what amenities are available there.
Social Media plays a big part in creating interest for a location among users and their relationship circles.
Affordability is a concern among users.
• When browsing, finding the right restaurant based on user preference may be difficult when presented with a large selection. • Often times, authenticity is questioned, that could aid in indecisiveness and disappointment. • Group planning can be a hassle for users, everyone has different availabilities and wants/needs.
03. IDEATE
MVP
After understanding our personas, we did point of views and how might we. We analyzed needs and benefits of each user to come up with table stakes and differentiators.
DINDER: CRAVE SWIPING
SOCIAL DINING INSIGHT
04. DESIGN AND DEVELOPMENT
INFORMATION ARCHITECTURE
FEATURES
Dinder: Crave swiping Introducing a method in brainstorming user’s next dine-in. This feature makes restaurant browsing fun and engaging. User is able to swipe left or right on images of food posted by people.
Social Dining Insight Utilize data from the internet to help users with decision making. Doing that allows more realistic photos and reliable reviews of real time customers.
USABILITY TESTING
Some common errors we found among different users was that Dinder’s icons to like, dislike, super like and bookmark was confusing as they didn’t know the different purposes. Considering that this is a new feature, users had a hard time understanding the purpose of the platform without prior information.
User testing is important. Having users test out the product help fix errors that are overlooked. Community is Key. Form an informed community, where users can share their experiences and provide valuable insights to others.
Appealing visuals is important. When it comes to food, having an appetizing picture is essential to attract customers. Make it exciting. Make restaurant browsing fun is opentable’s differentiator.
NEXT STEPS
Enhance the micro interactions. Design UI dark mode. Increase legibility.
