Designing an online takeout ordering system.
Yang Chow Restaurant is a fixture of classic Chinese-American cuisine in Los Angeles. It's a popular tourist destination for dining in and has been successful for decades.
The restaurant does not currently offer takeout options and they are interested in expanding their business to include this.
Yang Chow believes that an updated website that includes takeout options is important to their business success.
Yang Chow Restaurant
MY ROLE: UX DESIGNER
Through research and synthesis I determined the problems diners face when they order food for takeout.
With this information I designed an updated website for Yang Chow that will allow them to successfully expand their business into the takeout market.
Heuristic Evaluation, C&C Analysis, Surveys, Interviews
Affinity Mapping, Card Sorting, Feature Prioritization,
Persona Development, Journey Mapping
PROTOTYPING & DEVELOPMENT
Paper Prototyping, Design Iteration, Mid-Fi Wireframing,
Hi-Fi Wireframing, Wire-Flows, Usability Testing, Visual Design, User Flow
LET'S START WITH A LITTLE BACKGROUND
Chinatown classic Yang Chow is a hit with tourists and anyone needing a nostalgia kick. The place does classic Chinese-American dishes with swift, friendly service — including the iconic and addictive slippery shrimp.
It is currently not possible to order takeout online. The only way to order is calling on the phone.
SO WHAT'S THE COMPETITION DOING?
NOW LET'S SEE WHAT PEOPLE THINK ABOUT ORDERING TAKEOUT
SYNTHESISING THE DATA
David has had a lot of restaurant takeout deliveries arrive with something wrong. Wether it’s the wrong item, a missing item, or even his own mistakes, he has been burned so many times that he is very picky about what restaurants he will order from.
Behavior and Habits
Foodie and likes to try new things
Spends time at friend’s houses all over the city
Orders takeout food 2-3 times per week
Has 2-3 drinks with friends before dinner
Paranoid he will mess up the food order
Goals and Needs
Only orders food online, will not use phone
Wants to know as many details about the food as possible
Relies heavily on social media and reviews to choose a restaurant
Ordering process needs to be simple enough to do it while slightly tipsy
A JOURNEY INTO FRUSTRATION
JOURNEY MAP: Following David Doubter's path as he orders takeout from Yang Chow
THE PROBLEM IS REVEALED
People who order takeout food from restaurants are concerned that their order will not meet their expectations.
How might we help people order takeout food with confidence?
DESIGN THINKING >>
Based on Quantitive and Qualitative data analysis we will include these features:
Photos of each menu item
People are concerned that their order won’t meet their expectations
Give users the features they need to order with confidence.
STEPPING BACK TO MOVE FORWARD - USING AGILE
SURVEY #2: A group whiteboarding exercise revealed there are many ways to structure a restaurant's menu. I needed to identify the most useful way to define my navigation schema.
DETERMINING THE NAVIGATION
NAVIGATION SCHEMA: Armed with quantitative data that was clear, I was able to create a schema for navigating the restaurant's menu.
CONDUCTING A MORE FOCUSED C&C
Persistant order ticket
MAKING SURE IT WORKS
WIREFRAMING AND USABILITY TESTING: A key learning was that my sketching skills are so poor that I had to move to mid-fi wires to conduct usability testing. Once I did this, the testing confirmed that my prototype was easy to navigate and accomplish a goal.
GREAT, NOW WHAT DOES IT LOOK LIKE?
ITS GOTTA HAVE STYLE
Yang Chow was around during the golden age of LA glamour when Chinese restaurant menus had a really graphic and memorable style.
I looked to this era for inspiration.
The signage of the original Yang Chow restaurant is bold and iconic. I'd like to incorporate this element into the website design too.