Elevating the dining experience
Utensils is a holistic dining experience app. Designed using the iterative design process, it strives to be the go-to app for diners, allowing them to easily discover, book, order, and pay at restaurants. The below is a case study showcasing the methodologies and processes used in this school project as well as the final proposed solution.
The current restaurant experience from discovery to payment is broken and disconnected. There are so many separate services all trying to fix one component of the greater chain. Some components, such as the process of placing an order, hasn’t even been addressed. Having so many distinctive services is making it hard for users to enjoy the restaurant experience as they have to go through so many different apps and websites that do not communicate with each other to enjoy the benefits each service provides.
Create a service that streamlines, innovates, and holistically redesigns the restaurant experience from fast-food chains to Michelin star restaurants in order to provide the customers with the best possible experience and allow the restaurants to be successful.
Market & Competitor Research
Summary of Research:
Apps have really nailed the restaurant booking experience (mainly OpenTable) by providing a lot of partner restaurants and a simple always available system
Apps have started to tackle the dining payment experience by allowing diners to pay with an app by simply saying, “I’ll be paying with X,” to the waiters.
Only splits bills evenly
All diners must have the app
Limited partner restaurants
Some apps such as Resy have decided to focus on making the restaurant booking experience better by allowing the users to choose tables and other options.
Fast-food chains almost all don’t address the dining in experience with their apps. The apps are mostly targeting to-go or delivery customers.
Long lines to order at some fast-food chains can be a challenging issue because of the limiting nature of cashers taking orders only one at a time.
Initial User Interview
Top Restaurant Booking Methods:
Experiences with Booking:
Most interviewees find OpenTable to be pretty easy to use and helpful
One interviewee complained about not having the request she submitted when booking with OpenTable acknowledged by the restaurant and was completely ignored
Some interviewees find calling to make a reservation to be a hassle while others only make reservations by calling.
Some interviewees don’t really make reservations at all when dining out.
OpenTable users like the ability to make reservations and cancel them anytime without having to deal with people. They also like the ability to pick times that work for them.
Top Restaurant Discovering Methods:
Sometimes: Magazines and newspapers
Experience with restaurant discovering:
Users like pictures
Most finds the rating services such as Yelp and Google to be not exactly accurate
Some finds the rating services to give same locations different ratings
All interviewees check ratings of restaurants before going
Some don’t go to restaurants with ratings below a certain point (such as 4 stars or 3 stars)
Problems Understanding Menus:
All interviewees had experience confusion and problems understanding menus at certain restaurants
Most look the dish up on Google or Yelp
One stated that she asks waiters/waitresses only if desperate and unable to find anything online. Doesn’t like asking because she feels dumb when doing so.
Payment method for meals:
Most pay with debit/credit
Everyone does it (80% - 90% of the time they dine out)
Everyone hates it
Venmo is the main method of splitting meal IF a diner agrees to front everyone else (this person always looses money)
Else, the bill has the split which is a big headache
Shared dishes are hard to split
Ideal Dining Experience:
Good food, service, and atmosphere
An app that allow users to discover restaurants, book reservations, check-in, order, interact with servers, and pay at restaurants.
At this stage, I started designing prototypes and testing them on users to understand how to improve the general design and experience of the app. I started with low fidelity designs to be more agile and flexible in my ability to change the designs. I then slowly, after each iteration, increased the fidelity until I had a final design with multiple user testings.
Take Away from User Interview
Fix ordering icon so users know what it represents
Maybe start off first time users with a tour that notes the concept and options behind the hamburger menu
Learn more about the hospitality in dining experiences to know how this app can fit in perfectly in the restaurant experience without taking away the human touch of waiters and waitresses
My final design and solution was a high fidelity app that allows the user to discover restaurants through curated lists or automated personalized suggests, reserve tables, order, and pay with multiple splitting methods. The app also allowed users to chat with restaurant experts to suggest restaurants or help with getting reservations with more popular locations. The ability for diners to message their waiter or waitress is also a feature built in that would allow for a more expedited and direct service. Overall, I believe the app tackles the initial problem pretty well and allows users to access key tools to allow a modern, up-to-date and reinvented dining experience.
This project really allowed me to go through the entire iterative user-centered design process in full. I started off by doing market and competitors research to better understand the landscape I will be designing in and know the current available solutions out there and their pros and cons. After that, I conducted user interviews to understand the habits and expectation of my ideal users. I also created a user persona to have a target user to refer to when designing. I then started the designing, prototyping, and iteration phase. I started with low fidelity prototypes to allow me to have more agile and be able to change things easily. After each design I would test it on a different user, make some changes, and increase the fidelity. After doing 5 different iterations, designs, and interviews, I was able to better understand my users, my goals, and my design. I became more confident in my design knowing it was actually tested on users and adopted from suggestions and insights from interviews. I also chose to prototype each iteration using a different tool starting off with paper, then the Pop app, InVision, Marvel, and finally Flinto. By doing so, I was able to expose myself to more prototyping tools, learn to use new ones, such as Flinto, and understand the pros and cons of each tool. I really enjoyed working on this project and hope you enjoyed reading this case study as well.