Fork Restaurant Ordering Process

by Daniel Alshriky

This case study talks about a concept we have done as part of the UI/UX Design assignment given by one of the companies in Amsterdam, Netherlands.

Problem Statement
A chain restaurant would like to embrace the digital world. The chain asks for a concept to simplify the ordering process. In simplifying the ordering process, the chain expects to be able to

save time during lunch time and increase the number of service. But the chain needs to attract also new customers.

Our Proposal
To change the traditional customer experience through digital transformation of manually ordering process into full digital implementation.

Phase One
We start to analyzes the traditional ordering process to Lay the foundations and to make our assumptions close to the realistic. The diagram below explains our assumptions about the digital transformation in accordance to the actual journey of the customer while ordering.

We have conducted research in terms of customer behavior to understand and have a clear picture of what the customer’s typical activity patterns look like.

  1. 23 min is the average time for delivering the meals to customers
  2. People in Europe prefer Social Meals.
  3. Difficult trying to get the waiter’s attention.
  4. There is a negative effect on the restaurant tipping if customers pay using their credit card.

Conducted interviews with the restaurant’s customers

Best way to understand is to study the actual environment and monitor the behavioral pattern of the customers.

After the survey, we started building persona to conclude our UX research and observations.

We had a brainstorming session to discuss the way forward on the development of the app. Based on the collected ideas, results of previous research and interviews with the actual customers, we defined the customer priority by steps and choose the right features of those steps from the ordering process.

Phase Five: Prototype
We have done sketching and prototyping to build a demonstrable prototype of our business concepts to validate the application suitable with our target customers.

Phase six: Layout design

We challenged ourselves to create a clear visual design which shows the customers visually desirable.

We focused on the aesthetics and strategically implementing typography, iconography, color palette, visual images, and other elements. We have provided style guide for visual reference which will help both designers and developers not to go away from the correct path when doing their work.

Digital Transformation is not a luxury. It’s a mandatory.

In today’s world, customers used multiple digital devices. They learn, compare, and purchase products without leaving their homes.

Also, give brands opportunities to talk directly to their customers, collect feedback to enhance the products and services via social media (Facebook, Twitter, Instagram etc.)

Transformation needs a lot of thought about the actual user processes and understands the customer’s journey which help the decision making where we can and can’t integrated user with digital process.

User Experience Lead | Data-Driven Design

User Experience Lead | Data-Driven Design