In these day and age, people prefer to cut down lines and waiting time. A digital menu is an important sales tool for a restaurant. With a digital signage software it is easy to navigate people to easy checkout and additional sales due to shorter wait times. Urban Butcher Steakshop and Bar is an eclectic steakhouse in New York and is looking to increase their sales by including a digital menu on their website.
Problem statement
Common menu that we see on restaurants' websites are usually static and text-heavy. Consumers are left to use their imagination and there is no way to make food reservation online to ensure that they would get the food that they want on their reservation date.
Digital menu is usually best optimized for desktop users, whereas the majority of users would also like to access the menu from other devices.
Without food reservation functionality, there is no guarantee that users would get their selected food on their scheduled date.
Digital menu is not accompanied by visualization, leaving users to their imagination. Therefore, it is harder for users to make decisions.
Users would like to be notified before their scheduled date. It is also beneficial for the restaurant's behalf when users confirm their arrival.
Identifying pain-points in mainstream restaurant reservation process.
How might we give better steak dining experience for meat lovers?
How might we increase user satisfaction when reserving a table?
How often do you eat steak? Can you elaborate on your decision-making when choosing which steakhouse to go to?
How does digital menu impact your decision making in choosing a steakhouse?
Do you face any challenges in reserving or booking a table?
100% of users feel happy and encouraged when a steakhouse has an online digital menu
80% of users want to see the complete selection on meat and alcohol online that the steakhouse has
50% feel frustrated when the item they picked from the menu is not available anymore when they get to the restaurant
The ideation process was started off by defining the focus areas of the design, which stemmed from the insights derived from user interviews.
To help users make better decisions on the food and drinks that they want to have.
Breaking apart the form into smaller section gives users an improved and less overwhelming experience.
With the ability to reserve food, users are guaranteed to have the food that they want.
Urban Butcher's website will be mainly used by meat-eaters, business people, casual diners, and families.
A ranch owner and a father who eats steak regularly and hosts events, wants to reserve tables and food online so that their family and guests can enjoy the food that they actually want.
I call this surf 'n turf. It's a 16oz. T-bone and a 24oz. porterhouse. Also, whiskey and a cigar. I'm going to consume all of this at the same time because I'm a free American.
A busy soccer mum with 3 kids and 2 dogs who celebrates events regularly, wants to be able to make sure that they get the right spot at the steakhouse and get reminded of their scheduled date so that they don't have to memorize things.
My kids are my priorities, and we have a lot of celebrations in my family. It would be so helpful if I can be reminded of these events cause I'm just really busy.
"Reserve a table for 6 and select food that they want to eat when they get to the steakhouse."
In order to comprehend the feel and touchpoints throughout the experience from the user's perspective to ensure success rate, I mapped out the journey of one of the personas when making an online reservation.
User flow helps visualize the path taken by a user to make an online reservation.
In this project, the main user flow highlighted is the table and food reservation flow, where users can browse digital menu, select a reservation date, and finally reserve their table and food.
Scoping down to
a primary area of focus.
Area of focus in this project is the seamless
online table and food reservation experience.
Building a sitemap
