An Intuitive App for Ordering, Reservations, and Waitlists
Role: UX Research, UI Design, Visual Design
Timeline: 4 weeks
Platform: Mobile Application
Read Time: 16 mins
OVERVIEW
I led the UX design and user research for the in-store ordering app, collaborating closely with restaurant staff and stakeholders to create a seamless digital experience. My responsibilities included gathering user insights, designing wireframes and prototypes, and overseeing usability testing to ensure that the app addressed core customer pain points.
KEY CHALLENGES & CONSTRAINTS
Eliminating the Need for Phone Reservations: Users frequently reported frustration with making reservations or joining waitlists over the phone, often citing unanswered calls during busy hours in negative Google reviews.
Balancing Simplicity with Robust Features: The app needed to provide essential functionalities without overwhelming users, requiring a focus on simple, intuitive navigation.
Meeting Diverse User Needs: The app had to cater to both regular and casual diners, offering a personalized experience for repeat customers without overcomplicating the ordering process for first-time users.
THE PROBLEM
Customers face issues making reservations or joining waitlists, as calls often go unanswered during peak hours, leading to frustration and negative reviews. Long wait times and miscommunication with staff result in order errors, while a lack of personalized service for regulars diminishes customer loyalty. Staff experience added stress managing phone calls, seating, and orders during busy times, impacting service quality.
THE GOAL
The primary goal was to streamline the dining experience by reducing wait times, improving order accuracy, and offering a personalized experience for customers. The app aimed to alleviate common frustrations around reservation and waitlist management by enabling users to:
Place orders directly from their table or at the front desk in advance.
Join virtual waitlists without needing to call the restaurant.
Make reservations in advance with a few taps.
Save and customize personal preferences for future visits.
Research & Personas
USER RESEARCH
To inform the design, we conducted both qualitative and quantitative research:
Customer Interviews and Surveys: We gathered insights into customers’ dining frustrations and preferences, with a particular focus on issues with phone-based reservations and waitlist management.
Review Analysis: Analyzed Google reviews to validate common complaints, noting a trend of negative reviews regarding difficulty making reservations, unanswered phone calls, especially during peak hours.
Competitive Analysis: Evaluated similar in-store ordering apps to identify best practices and opportunities to incorporate unique features like saved preferences for a tailored experience.
Staff Interviews: Engaged with restaurant staff and management to understand how the app could ease their workload and complement existing operations.
TARGET AUDIENCE
The app was designed for a diverse group of customers frequenting the restaurant, with key personas including:
Busy Professionals who want a quick, efficient dining experience without needing to make phone calls or wait in line.
Family-Oriented Diners looking for an organized, customizable dining experience with minimal waiting and clear reservation options.
Food Enthusiasts who enjoy exploring new dishes and personalizing their orders without the hassle of explaining preferences to servers.
Initial Ideation
Rough Drafts & Wireframes
In the ideation phase, we dug into common frustrations like missed calls, long wait times, and order mistakes. We brainstormed features like easy ordering, live waitlist updates, and quick reservations. Simple sketches and early designs focused on keeping things user-friendly while fitting smoothly into the restaurant’s workflow.
User Testing
PROTOTYPE-BASED USER TESTING AND FINDINGS
In prototype testing, users interacted with the app’s core features, focusing primarily on the ordering process, as well as reservation and waitlist functions. Usability tests aimed to gauge the intuitiveness of ordering, including menu navigation and customization options.
Key Findings:
Ordering Process Efficiency: 90% of users found the ordering process straightforward, easily navigating through menu options and adding customizations. Users appreciated the visual clarity and speed of order placement, noting a reduction in ordering time compared to traditional methods.
Waitlist and Reservation Ease: 85% of users could seamlessly join waitlists and make reservations with minimal guidance, valuing the convenience and real-time updates.
Reduction in Errors: Users noted increased confidence in order accuracy, especially when customizing items, with fewer errors compared to in-person orders.
Final Design
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Final Design *
Ordering Process
Reservation
Waitlist
Loading and Home Screens
Colors
Typography
Sticker Sheet
Conclusion
The in-store ordering app successfully improved the customer experience by streamlining ordering, reservations, and waitlist management, addressing common issues with wait times, missed calls, and order errors. User testing showed that the app was intuitive, allowing customers to place accurate, customized orders and reserve tables or join waitlists without hassle. This provided a more efficient experience, especially during busy hours, enhancing customer satisfaction.
NEXT STEPS
Next steps include refining features, expanding personalization, and gathering ongoing feedback to further enhance the app’s value for diners and staff alike.
Ensuring Operational Compatibility: Integration with existing restaurant workflows and POS systems was essential to avoid disruption in service and align with the restaurant’s needs.