case study
Omo Sushi
UX Design Exploration into an online menu and ordering app for a Sushi Restaurant
Client
Omo Sushi is a restaurant that caters to the working class of the metropolitan area of the Bay Area. Omo Sushi prides itself on high quality, fresh ingredients with an emphasis on sustainability.
Omo Sushi provides an option for consumers who lack the time to prepare their own meals but also want to explore further than the average burger or burrito.
Project Goal
Target demographic are busy milenials that often skimp on quality, nutritious meals in favor of quick and fast to match pace with their busy schedules.
My Role
UX Researcher, Low-Fidelity, High-Fidelity Prototyping.
Usability Testing
Target Audience
Our target demographic focused on users aged 21 to 49 millennials that are often busy with a tight schedule. The target demographic are often health conscious, pressed for time and need a quick and convenient way to consume meals. We assumed that users will go for quick and easy meal options over quality cuisine.
Our assumptions changed after conducting research, we learned how consumers food choices are heavily influenced by restaurant reviews based on quality of food over cost and convenience. Users often take time to review preferences and become repeat consumers of trusted restaurants/establishments
Persona
Anton S. | Business Exec.
Needs a quick way to order a bite to eat before his next business meeting
Pain Points
1
Users dislike not knowing what time to pick up their orders
2
Font size are often small, and descriptions are not an adequate replacement for images
3
Users with food sensitivities often have to read food descriptions first before purchasing food items
Key Challenges and Constraints
We chose to include an entry level employee at an corporate office. We chose this persona because of the busy work schedules. We wanted to emphasize the time crunch users often experience while working fast-paced jobs and how meals and nutrition play into the hectic dynamic of the work environment.
Research Study
We looked at several potential competing restaurants, specifically focusing on competing Sushi restaurants and one vegetarian/health oriented restaurant.
The majority of the features between competitors were very similar, some features users found challenging in the designs were:
Lack of Accessibility
Excessive Food Choices
Distracting Interface
Initial Design Concepts
After sketching several designs on paper, we settled on clear titles marking the differing types of food offered at the restaurant. We focused on making the user clear of each step of the user journey by having the user confirm each step.
Wireframing
After sketching several designs on paper, we settled on clear titles marking the differing types of food offered at the restaurant. We focused on making the user clear of each step of the user journey by having the user confirm each step.
Usability Study Insights
We conducted an unmoderated usability study to monitor how users proceed through the user journey of the app without prompts.
Through these studies we found that users did not like the repetitiveness of confirmations and were confused with the overlay confirming the order.
More specifically, we found that users would like a summary of the order before proceeding to checkout.
Overlay Confirmations are excessive
A la carte needs to reflect additions
Navigation is difficult to manage
Prototype
The goal for our prototype was to provide a simple, intuitive user journey for users to complete their food order. We chose to use a slide in animation to move from page to page in the prototype allows users to visualize how they reach a destination from page to page. By providing these transitions, we want users to be able to know where they are on the app at any time.
Following this thought flow, we also provided a slide out menu to provide users another way to reach their destinations quickly.
Final Designs
Our final designs for the Omo Sushi app. Our main takeaways from designing this app was to provide the easierst and moost direct way for users to order. We incorporated cues like the down arrow to indicate a drop down menu for ease of access.
See my High Fidelity Prototype here!
Options right at your fingertips
Takeaways
Designing a straightforward, intuitive journey results in a smooth user experience that encourages users to comeback and try other options in the restaurant.
Having pops of color in the design attracts the eye and leads the user through the menu effortlessly.
Next Steps
After tackling the most important qualities of our app. Our next steps include including a way to filter items to further cater to uses with dietary restrictions. We are considering adding a search bar for users to find items faster.
We will work with the engineering team to include haptic feedback, such as vibrations, to notify users when the order is ready for pick up.
Other Projects
If you are interested in seeing more of my work, feel free to peruse the rest of my portfolio!