Creating a Booking App For a Modern Restaurant
Summary
Pope, a chic restaurant located in Rio de Janeiro, consistently strives to better accommodate clients and improve efficiency for staff. The app offers new and returning patrons excellent service by implementing a reservation system and sharing the most requested information. By making directing patrons' needs towards the app, there is less demand on staff, which creates a happier restaurant for all.
My role
UX Designer: Responsibilities included all research, design and implementation.
The Challenge
On busy weekends, many people have to wait for a table, and may choose another restaurant because of the wait. Pope prefers not to have a telephone. They currently use a third party booking site but would like something more on brand.
The Goal
Design an app so that patrons of the restaurant can book a reservation, and include features that answers frequently asked questions, in order to improve the experience for workers and clients at Pope.
Understanding The User
In the initial research phase, user preferences highlighted a strong inclination towards efficient online interactions with the restaurant. The discovery that users considered online booking as the most reliable method became a pivotal design focus. Additionally, users expressed a desire for a swift app experience but also wanted additional features for a more dynamic app. This understanding not only validated our design objectives but also steered us toward creating a more empathetic and versatile digital solution.
User Research: Pain Points
I discovered pain points by creating user journey maps, where I empathized with a user to understand the experience and find the problem, in order to potentially create a solution.
Fallibility
When a restaurant books a reservation over the phone, sometimes there is miscommunication or mistakes that lead to an error.
Lack of communication
Pope, specifically, doesn’t have a phone number or website. This is an obstacle for users to contact them, view their menu, or learn more about them, which may lead them to go elsewhere.
Accessibility
Some users strongly prefer online booking, while others have a need because speaking on the phone may be impossible due to verbal or auditory problems.
Starting the Design
Digital Wireframes
I conducted two rounds of usability studies. The first study helped guide the early designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
In the first iteration, my priority was mapping out the main function of the app. After the first round of usability testing, I began to expand and iterate on the design. I empathized with the user and how they would use the app in a real world setting.
Low-Fidelity Prototype
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow was selecting a reservation, as well as a user profile, an “about us/contact page” so the prototype could be used in a usability study. I also began to add elements of the restaurant’s own branding. As I redesigned, my goal was to get a step closer to the user’s needs.
The second study revealed what aspects of the mockups needed refining. First, instead of creating an account, users preferred a more intuitive design that auto-filled the information. Second, users wanted more information about the restaurant to be included, and more uses for the app outside of booking, so they would have everything they need in one place. Third, while they wanted more features, they wanted the app to be very streamlined and easy to navigate, including better navigation and syntax.
Refining the Design
Transitioning from a low-fidelity prototype to a high-fidelity design, I centered on refining the Pope app to prioritize user needs. This involved crafting an intuitive reservation system and ensuring easy access to vital information. By fine-tuning every detail, I aimed to create a user-friendly experience that is also on brand, and ultimately benefits both users and the restaurant.
I found inspiration for the app designs by familiarizing myself with Pope's overall aesthetic including tone, color palettes, and graphics. Accessibility was a priority– I checked that all designs were AAA level compliant, and I also included a translation feature on the home screen, so the app could be viewed in more than one language.
Take Aways
User-Centric Design
Prioritize user needs and behaviors to create an intuitive booking experience. Understanding and addressing user pain points ensures a smooth and enjoyable journey for patrons. My initial expectation will not be the final result.
Efficiency for Users & Staff
Design the app not only for customers but also to assist restaurant staff in managing reservations effectively. Streamlining processes reduces workload and enhances overall efficiency and accessibility.
Iterative Improvement
Embrace iterative design based on user feedback. Continuous refinement ensures the app remains user-friendly, adaptable to changing needs, and aligned with the goals of the user as well as the client.