PRIMARY RESEARCH
Nowadays many restaurants are using tablet ordering system, which continuous to
invade the restaurant industry.
What are PROS of tablet ordering system in general?
- Customers can start ordering and make payment when they are ready
- More detailed descriptions of dishes and photographs are approachable
- Less man-made errors
- Turn tables faster to reduce wait time, improve guest satisfaction
- Interactive menus and games increase guest engagement
- Customers can leave feedback on their dining experience
Based on a market research
Why should Del Pizzaria use tablet ordering system?
1. Short learning curve
Pizza and its ordering process are something that most people are familiar with. Thus the learning curve for customers to use a new ordering system in a pizza restaurant is much shorter then those in other restaurants.
2. Give customers control
Everyone has personal preference for pizzas. Normally there are over 30 different toppings and every component in a pizza can be customized. A tablet order system let customers take control and accommodate special requests and substitutions.
3. Improve customer experience
The table ordering system improves the accuracy of orders, as it eliminates server error when taking orders, and also increase the speed and efficiency of service, both of which contribute to a better customer experience.
Examples of pizza restaurants that use tablets ordering system:
TARGET AUDIENCE
Purpose
User group
Age group
Gender
Concerns
By interviewing 8 college students and 5 young stuffs working in college, I try to find what their concerns about having meals in a pizza restaurant.
College students & Young professionals
18 - 40 years old
Male & Female
Tasty
Less waiting
Fast serving
Options for special orders (e.g.Vegetarian)
Trendy & Hit
Cost conscious
Persona 1
Persona 2
Mark Lane, 21
College Student
Clare Lin , 26
Teaching Assistant
Goals and Needs
Goals and Needs
- Not expensive and tasty
- Like to try new and hit things
- Short lunch break, quick purchase, easy to navigate
- Always purchase drinks along with food
- Normally don't bring cash
- Vegetarian, need vegetarian options
- Simple to order and pay
- Get information of ingredients
- Like trendy restaurant and small bistros
DESIGN INSIGHTS
Based on the user research, the design strategy was created as below:
- Easy to navigate, smooth ordering process
- Allow customers order either chef's recommendations(specialty pizzas) or
build their own pizzas
- Various size options
- Information of specialty pizzas
- Besides pizzas, there are different types of drinks included for customers to purchase
- Customized options of toppings, crusts, cheese and sauce
- Mini game can be played during waiting time
- Digital payment methods
USER FLOW
Starting from two main ordering options, build own pizzas or select specialty pizzas, users can always choose what they want and change mind before conform the orders. The goal was to create a clear and solid iteration pattern. Users can enjoy a smooth and functional ordering process.
Auto suggestions will show up before users submit orders . It serves as a reminder for users who forgot to order drinks and also a strategy for restaurant's promotion.
A new feature, game time, was designed for users to kill time while they are waiting for the food. They can also skip the game if they don't want to .
WIREFRAME
Feature: This mini game is designed to be played by customers while waiting for their orders. Customers can win rewards from playing the game. Rewards vary each day and include prizes like a free soda or discount coupon. The game is completely optional so customers who would prefer not to play do not have to.
MOOD
Stone and wood textures are used as primary
and secondary backgrounds to create a natural
and rustic feeling.
Stone
Wood
COLOR
INFORMATION
C/M/Y/K:6/28/81/0
R/G/B:239/185/77
#efb94d
ACTIVATED
C/M/Y/K:0/61/96/0
R/G/B:249/149/49
#f98128
C/M/Y/K:39/85/89/61
R/G/B:84/28/13
#541c0d
SECONDARY COLOR
USER INTERFACE
PLAY GAME
Customers can check the process of their orders and choose to play a mini game while waiting.
GAME
The objective of the game is to find the correct ingredients for a pizza in various pictures. Customers can win a reward if they find all ingredients during the time limit.
Del Pizzarino
Del Pizzarino is an Italian style pizza restaurant. The target audience is college-age students and young professionals who like frequenting trendy places but are also cost conscious. The goal was to design an order interface for tablet devices that customers can quickly and easily order their pizza and drinks.
My...
Role
UX Researcher
Interaction Designer
Visual UI Designer
UX Designer
Methods
Interviews
Rapid Prototyping
Usability Testing
Software
Photoshop
Illustrator
Indesign
© All Copyrights Reserved by Hui Xu