Tasty Thai
Web redesign and online ordering integration
Scope
User Experience Design, Design System, Usability Testing, User Research
Role
Product Designer
Timeline
5 months
Client
Tasty Thai
Tools
Figma, Wix, Color Contrast Checker
Introduction
Tasty Thai wanted a fresh look and updated experience for their website and ordering system. They were missing the mark on what customers expect from a modern restaurant.
Collaborating on Scope
Tasty Thai had too many phone orders for its limited staff.
The Vision
Revamping the Tasty Thai website, centered around a new online ordering system.
While initially focused on visuals, the conversation shifted towards finding a solution to alleviate phone traffic and enhance the ordering process. The discussion opened the door to a potential online ordering system, which could solve the phone order problem and improve customer experience.
User Research
Using online customer reviews to help pinpoint the biggest challenges.
I looked up reviews on Yelp to gain insights into customer frustrations and areas of opportunities. This helped validate concerns about high phone volumes and the benefits of a potential online ordering system.
User Interviews
Talking to customers in the restaurant to get a clearer picture of their experiences.
To gain a better idea of valued information, user journeys, and pain points, I conducted interviews with 6 restaurant goers ranging from early 20s to early 50s. This highlighted frustrations in their restaurant experience.
Journey Map
Mapping out pain points in ordering to help build buy-in about the problems.
I created a journey map to visually represent the steps and emotions of users ordering take-out. This map highlighted pain points and opportunities making it easier for the client to understand the challenges and recognize the value of the online ordering system. By clearly demonstrating how the solution addresses key user needs, the visuals enhanced communication and helped secure buy-in.
Problems to Solutions
Customers valued credibility, customization, and convenience.
The goal was to develop a online experience and ordering system incorporating credibility, customization, and convenience. The HMW statements helped guide user problems into possible solutions such as reviews, order alterations, and easy payment.
Credibility
How might we build trust and credibility for visitors exploring our Tasty Thai's website?
Customization
How might we make it easy for visitors to customize their online orders so they don't feel the need to have to call in?
Convenience
How might we make placing takeout orders more convenient for our restaurant customers?
Design Mock-ups
Tasty Thai mock-ups to address user concerns.
The designs were created on Wix because they easily connect with the client's existing account platform and include a built-in online ordering feature. Wix was chosen as the best solution based on the business goals and user needs. The simple payment integration allows for secure, convenient transactions without expensive third-party fees.
Usability Testing
Receiving real-time feed-back from customers in the store.
After running my own trial session of the ordering system, I conducted in-person usability testing and feedback from customers on the website design and online ordering process. With a 100% completion rate on online orders, this helped me validate design decisions and identify areas of opportunity in the current design.
User Feedback
Prioritizing color and image concerns from users.
Concerns
3/6 Users stated visuals on the online menu would be nice to see the food items when checking out, so they have a better idea of what they are ordering. 1/6 User stated that the red primary color in the online order box felt like there was an error on the site.
Improvements
Due to the limited digital assets the restaurant had on food items, I focused on adding images of popular dishes to the menu. Changing the selection buttons would also change the color of all other buttons. To work around this, I chose to update both the CTA and selection buttons to the company's secondary color, green.
Impact
Achieving success in sales.
After implementing the solution, we discovered that not only are users consistently using the online ordering system, but it has also led to an overall increase in sales.
35
%
20
%
Takeaways and Learnings
Balancing user needs with business goals by adapting to technical and financial constraints, delivering a user-friendly, budget-friendly solution.
Adapting design solutions to project constraints.
Adapting to technical and financial constraints was key to delivering a successful solution. Unlike my student projects, this gave me valuable experience finding cost-effective options that fit the client’s budget without hurting the user experience and designing to work within platform limitations. These challenges taught me the importance of being flexible and communicating to meet business and user needs.
Designing with the user and business in mind.
I learned the value of balancing user needs with business goals, creating a user-friendly solution that supported both the user experience and business objectives. I improved the user journey by considering both needs, showing that aligning user-centered design with business priorities leads to successful outcomes.
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