Enhancing Thanal Indian Tavern’s Catering Experience - UX/UI Redesign
OVERVIEW
Thanal Tavern, nestled in Philadelphia's heart, is redefining its catering services with an in-house solution. Our goal: to craft a seamless, visually captivating online ordering platform.
The Product:
I was the UX/UI Designer
Used UX Design Thinking Process from conception to delivery
Designed with Figma
My Role:
Agile / Two Months
Product Owners (2)
Business Team
Team:
Conducting interviews, paper and digital wire-framing, low and high-fidelity prototyping, conducting market research, usability studies, accounting for accessibility, and iterating on designs.
Responsibilities:
FINAL REDESIGN SOLUTION
Thanal’s Business Objectives (KPI’s)
PROBLEM
Thanal’s Costly Reliance on Third-party Catering Service diminishes Customer Delight.
HEURISTIC EVALUATIONS
Product Discovery: The Foundation of Empathetic Process
RESEARCH
UNDERSTANDING THE USER
Google SEO Analysis
Analyzing user click behavior and navigation patterns within the application provided valuable insights for optimizing the user experience and enhancing SEO performance.
User Interviews
Conducted open-ended interviews to uncover user-centric insights, revealing a loyal customer base that values reliability and efficiency, particularly within the realm of Indian Cuisine.
Pain Points
PERSONA: FOODIE ENTHUSIAST DEEPAK
Customer feedback guides tailored catering services based on dietary preferences. Thanal Tavern's redesign focuses on cost reduction and loyalty enhancement. A budget-friendly menu and intuitive interface encourage direct online ordering, supported by a detailed UX persona for empathetic design.
AFFINITY MAPPING
Teamed up with colleagues for an infinity mapping session, pooling insights from UX interviews to creatively brainstorm and devise innovative solutions for improving user experience.
IDEATION
Enhancing User Experience: Generating Innovative Ideas
Competitive & Comparative Analysis
Performed a thorough competitive and comparative analysis, assessing our UX against industry-leading restaurants to pinpoint strategic areas for improvement.
Sources of Design Inspiration
Extracted creative insights from competitive and comparative research to drive the development of innovative UX design concepts.
Paper Wireframes
Using food images above each item allows users to preview options before making selections. Stars were employed to highlight key elements of the sketch, which were then incorporated into the initial digital wireframes.
Wireframe & Prototyping
Crafted interactive UX wireframes with Figma, transforming initial design concepts into tangible prototypes for iterative testing and enhancement.
USABILITY TESTING & DESIGN ITERATION
Usability Research Results
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“Why do I have to enter my address before I select my food”
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“I am not familiar with Indian food. This images gives me clear idea about food”
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“I appreciated how easy it was to customize my vegetarian order to accommodate dietary restrictions. Thanal really went above and beyond.”
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“The number of people or head count seems so relevant to help as I am not sure how much to order and this rerally helps”
Performance Indicator
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Moderated usability study
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United States, Remote
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10 Participants
4 women, 5 men ,and 1 non-binary person between the ages 19-35
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20 minutes
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You are calling bunch of your friend for Get together and want to order Take out Catering from Thanal Indian Taverns, Upon landing on the website exploring your choices would you mind adding up food from Appetizers to Beverages needed for Catering for about 15 people and Proceed through Check out and retrieve confirmation email.
After evaluating our catering page, we've pinpointed areas for improving user satisfaction and efficiency. Prioritizing challenges, we aim to enhance the overall user experience by focusing on intuitive navigation and efficient task completion. This approach promises a smoother, more satisfying catering experience for our customers.
Refinement through Usability Testing: Iterations for Optimization
Initial Draft Demos (Usability Testing)
The first draft serves as the foundation of creativity in UX design. It's the starting point where ideas begin to materialize, enabling designers to explore possibilities without the constraint of perfection.
Iteration
Iterative design ensures the end product meets users' needs and expectations effectively.
Concluding the Design Process
Reaching a consensus on the ultimate UX designs is vital, as it guarantees that all parties involved share the same vision, functionality requirements, and aesthetic preferences for the product.
High Fidelity Prototype
High-fidelity prototyping is an essential stage in UX, bridging the gap between designs and the final product. It enables teams to identify potential issues and evaluate readiness effectively.
SOLUTIONS + FINAL DESIGNS
Final Designs - Development Handoff.
CONCLUSION & OUTCOME
Redesigning Thanal's catering platform represents a significant advancement in online service design, prioritizing user experience and streamlining ordering. Anticipated substantial growth underscores the effectiveness of the meticulous, user-centric redesign process, with projections indicating increased customer loyalty by the first quarter's end.
Findings:
Prioritize User-Centered Design: Placing user needs first led to an intuitive ordering platform.
Embrace Iterative Development: Continuous improvements were made based on user feedback.
Foster Collaboration: Close collaboration ensured platform alignment with technical and business requirements.
Utilize Data for Informed Decisions: Data-driven design choices aligned with user preferences.
Plan for Scalability: Designing for growth ensured future feature additions without user experience compromise.
The projected growth in catering service highlights the effectiveness of the redesign and its value to users. It underscores the importance of investing in UX design to achieve tangible business benefits and enhance customer satisfaction.
Quote from Peer feedback:
"Thanal's seamless, user-friendly ordering process, tailored to my vegetarian dietary needs, truly impresses. Their menu navigation is effortless, reflecting their dedication to customer satisfaction and convenience."
