Reimagining Restaurant Experiences
Embracing the, Post-Covid, Phygital World | UX/ UI
ABOUT TEA VILLA CAFE
A chain of casual dining cafes, they offer a contemporary, warm ambience and judge themselves by customer satisfaction.
TARGET AUDIENCE
16-35 years
Tier 1, Tier 2 cities of India ​
Upper middle class
All genders
SWOT ANALYSIS
For existing systems in restaurants which utilise technology for dine-in and takeaway services.
A few examples of such systems: kiosk systems, digital ordering systems.
THE GOAL
To enhance the experience of visiting customers (dine-in or takeaway) in Tea Villa Cafe by integrating the physical and digital realms.
"All for one, one for all"
STAKEHOLDER MAP
An understanding of who could affect/ be affected by the system.
COMPETITOR ANALYSIS
Direct competitors:
Indirect competitors:
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McDonald’s (kiosk system)
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Taco Bell (kiosk system)
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Domino’s (application)
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Swiggy (application)
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Zomato (application)
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Prithvi Cafe (a popular cafe in Mumbai)
PERSONAS
Name: Tanisha Grover
Age: 20
Education: Architecture
Home town: Mumbai
About :
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Tanisha is a second year college student
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She is average in academics
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She loves spending time with her friends
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She loves food
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She is a very frequent user of her phone
Goals :
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To enjoy a good ambience
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To satisfy cravings
Frustrations :
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Waiting (for table and for attendant)
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Having to ask the attendant how much more time order will take
Family: Lives with parents and younger brother
PROBLEM STATEMENT 1
Occupation: Student
Tanisha Grover is a 20 year old Architecture student who needs clear information about her order because she does not want to keep asking the attendant for the same.
About :
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Manish is a reserved, working professional with 9 years of experience
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He got married 2 years ago
Goals :
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To spend quality time with wife
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To relax with a peaceful mind
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To try food from different restaurants
Name: Manish Gupta
Age: 35
Education: Engineering
Home town: Mumbai
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He is a senior engineer, with a highly disciplined lifestyle
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He likes to be independent of others
Frustrations :
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Lack of quality time with wife
Family: Lives with wife
PROBLEM STATEMENT 2
Occupation: Civil Engineer
Manish Gupta is a 35 year old Civil Engineer who needs a food ordering system with minimal human interaction because he prefers to do his tasks independent of others.
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Has hectic work hours
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Ordering process is heavily dependent on restaurant attendants
EMPATHY MAP
THE SYSTEM
The system aims to unite the physical and digital realms while ensuring that all customers have an enhanced, seamless and memorable experience.​
For dine-in: Customers will be provided a tablet by Tea Villa Cafe, enabling interaction with the system.
For takeaway: Customers will be given a choice between ordering using the restaurant tablet or ​ordering using their own device (using a QR code).
INSIGHTS AND SOLUTIONS
Food menus often lack sufficient descriptions, (visual and informative), making it challenging for customers to make informed decisions.
SOLUTION:
Concise descriptions and photographs for each dish, enabling customers to make decisions confidently.
Waiting times in restaurants (for food, for the attendant) is a cause of displeasure among several customers.
SOLUTION:
A ‘Leisure’ section which offers games and reading material (online and offline) to keep customers engaged during wait times.
Insufficient and untimely information about preparation time, ETA, order status etc leads to impatience and uncertainty. This is layered with hesitation to ask attendants for timely updates.
SOLUTION:
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‘Order tracking’ available once order is placed.
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A 'kitchen camera' allowing customers to view their food preparation in real time. (An optional feature which can be turned on/off by the restaurant), building a sense of trust.
An ‘I require assistance’ option available at all times, to help and reassure customers, providing responsive support as a safety net.
An option to choose the sequence in which the customer would like their dishes to be served (if any), giving users more control.
Incentives appeal to all. Thus, a reward point system wherein, points can be utilised to avail discounts, encouraging repeat visits that benefit the business.
UX MEDIUM ARTICLE
Few of the designed screens for
takeaway customers ordering as guest
My Medium article was published by Bootcamp, a part of the UX collective (the largest design publication on Medium).
UI prototype video : Click to play