In many restaurants, the menu is still a physical piece of paper that gets passed out to customers. This leads to frustration for both customers and restaurants due to sanitation, unclear ingredients, printing costs, and enviromental waste.
May 2022- Present
Sole UX Designer
Objectives & Goals
Make the ordering process more efficient by replacing the paper menu with an interactive digital menu that can be accessed on customers' smartphones. Customers can browse the menu, filter based on preferences, and make their selections before the waiter comes over.
The goal of this platform is to replace the paper menu with a digital one that can be easily accessed by customers and restaurant owners
In addition, the platform will gamify the restaurant experience for both customers and restaurants, as customers can rate individual food items and restaurants can compete for "the best spot in town for tacos."
Training staff on how to use the new platform
Ensuring customer adoption of the new platform
Compatibility with different types of devices
Differentiating from other competitors
Research & Observations
In order to assess the needs of our target users, we conducted a
survey with a mix of both customers and restaurant owners.
of customers said they would be more likely to visit a restaurant if it had a digital menu
of customers said they would be willing to try a new restaurant if it had a digital menu
of restaurant owners said they would be interested in implementing a digital menu platform
of restaurants owners said they would be willing to try a new platform if it meant they could save money and also bring in new customers
Liked the idea of being able to view the menu on a digital platform
Liked being able to filter menus based on dietary restrictions and other preferences
Liked the idea to see what the best place in an area is for a particular cuisines of type of food
Liked the idea of being able to quickly change menu items, saving money on printing costs, and environment
Concerned about the cost of implementing a digital menu platform
Worried about staff training and customer adoption
Based on our research, we found that there is a high demand for a digital menu platform from both customers and restaurant owners. Customers are willing to try new restaurants that have a digital menu, and are even willing to pay more for their meal if it means supporting a restaurant that has made the switch to a digital platform. Restaurant owners are also interested in implementing a digital menu platform, and are willing to try a new platform if it means saving money on printing costs, increase in sanitation, helping the environment, getting key data metrics from the platform, and bringing in new customers.
Restaurants want to replace outdated paper menus and attract new customers
Customers want a safer option to view restaurant menus
Customers want a better experience for filtering dietary restrictions
Restaurants want better data metrics to see what customers love
Customers want to know how a particular menu item is rated
Both customers and restaurants want to gamify the restaurant experience and see where the best spot in town is for a particular cuisine
Features & Functionalities To resolve user needs
Our Unique Features
Site specific for digital menu that can be filtered through already set users profile for dietary restriction and preferences
Specific reviews of menu items to see what the actual best spot in town for a particular cuisine is (no advertisement or fake reviews to boost restaurants)
Online digital menu where restaurants can make quick changes filter menu based on special ocasions, time of day for breakfast, dinner, happyhour, etc.
When it comes to user experience, the little things can make a big difference. This was certainly the case for the team. We really focused on creating the building blocks for a great platform. By conducting research and gathering data we were able to assess what features should be added onto the platform. We were able to create streamline sign in process within minimum friction and also create a dashboard for restaurants where they can add and manage menu items and also extra details for their customers to filter from. Our next steps are to create a customer facing interface for the platform as well. Then we will conduct a usability test for both customers and restaurants to see what users love and what can be iterated upon.