Introduction
TThis project focuses on the strategic redesign of a restaurant website to support its growing popularity and evolving customer needs. The objective is to develop a modern, user-centric platform that enhances accessibility, streamlines the booking and ordering experience, and fosters customer engagement through intuitive design and dynamic features.
Problem
- The cumbersome reservation system creates friction, leading to user frustration and potential drop-offs in bookings.
- Unclear navigation makes it challenging for users to access essential information and complete tasks efficiently.
- The current website does not align with the evolving needs of its expanding customer base, resulting in a suboptimal user experience.
- The absence of a seamless ordering system for takeout reduces convenience and operational efficiency.
- Inconsistent branding and outdated visuals fail to convey the restaurant’s modern identity, impacting its overall digital presence.
Solution
- A streamlined and intuitive navigation structure ensures users can easily find essential information and complete tasks efficiently.
- Interactive features such as loyalty programs, customer reviews, and personalized recommendations encourage repeat visits and enhance engagement.
- A fully integrated takeout ordering system simplifies the process, improving convenience for customers and operational efficiency for the restaurant.
- A refreshed design with high-quality visuals and a cohesive brand identity reflects the restaurant’s modern appeal.
Design Process
I applied the design thinking process to redesign the website. Through research and competitor analysis, i identified pain points, I then brainstormed solutions, created prototypes and tested them with users to refine the design.
Current Website Analysis
I analyzed the current website to understand the users, their needs, and the current challenges. By doing this, i gained insights into its strengths, weaknesses, and how it aligns (or doesn’t align) with user expectations and how i can improve the user experience in the new design.
Competitor Analysis
I did a competitor analysis on 3 popular sushi restaurant in Copenhagen to understand the strength, weakness, opportunities and strength each competitor presents. Tis analysis helped me pinpoint area where sushi studio can standout ensuring that the website effectively meets the users expectations.
Research
I conducted a quantitative analysis using 50 participants to quickly gather structured insights from potential users of sushi studio website. The questionnaire target university students and families. The data gathered provided a foundational understanding of the user needs and frustrations guiding the website design and functionality to better align with the target audience priorities.
User Persona
I created 2 user personas and they represented the 2 key user groups, a student seeking budget friendly meals and a family seeking a family friendly restaurant for their outings. By analyzing their needs, pinpoints, I tailored design decisions to meet their needs.
Brainstorming Ideas
I then proceeded to start brainstorming ideas from the affinity map themes that could address the user problems identified.
Sitemap
I created a sitemap by organizing key pages like the homepage, menu, about, reservations, and contact into a clear structure, ensuring intuitive navigation.
Sketches
I did paper and pencil sketches to quickly explore different layouts and design ideas for the website. This allowed me to visualize concepts, experiment with arrangement before moving to figma.
Design System
The design system will guide the visual and functional aspect of the website ensuring consistency across various touch points in the design.
Typography
I chose Playfair display for the headings because it adds a sense of elegance and tradition to the design which complement the new look of the restaurant. For the body text, i choose to use Dm sans because it is clean and modern and makes text highly readable and easily digestible for both students and families visiting the website.
Low Fidelity Wireframes
I then prceeded to do the low fidelity wireframes to outline the basic layout aand structure of the website focusing on key elements without detailed design.
High Fidelity Wireframes
I developed high-fidelity prototypes to refine the visual design and interactions of the website. These prototypes incorporated the finalized design system, and interactive elements, allowing for detailed user testing and feedback to ensure a polished and intuitive experience.
Usability Testing
I conducted a moderated usability study with six participants to evaluate design effectiveness and identify areas for improvement. Found out that, While participants easily navigated the discount section, added items to their cart, and performed other task, challenges emerged with reordering specific products, scheduling flexible pickup times, and also canceling an existing reservation.
Iterations and Improvements
After the initial round of usability tests, I made the following iterations based on participant feedback:
Next Step
My next step would be to extend the design by developing a dashboard interface for restaurant staff. This dashboard would enable staff to efficiently manage reservations, track orders, and customize customer notifications. By focusing on the internal operations of the restaurant, I aim to create a seamless connection between the front-end user experience and the back-end management system, ensuring operational efficiency.
