The challenge
Most online restaurant websites have cluttered designs, inefficient systems for ordering food items, and confusing checkout processes.
My role
UX designer designing from conception to delivery. Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
The goal
Design a restaurant website to be user friendly by providing clear navigation and offering a fast checkout process. I want to understand how users think about ordering food online and how to improve the overall experience.
User research
I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users want the ability to order food from any restaurant website. However, many restaurant websites are overwhelming and confusing to navigate, which frustrated many target users. My goal was to create a restaurant website to be user friendly by providing clear navigation and offering a fast checkout process.
Target user
User journey map
I created a user journey map of Courtney’s experience and realized the importance of creating an overall simple and easy website navigation.
Paper sketches
Next, I sketched out paper wireframes for each screen in my app, keeping the user pain points about navigation, browsing, and checkout flow in mind.
Digital wireframes
Affinity diagram
Based on the insights from the participants, I made changes to improve the site’s checkout flow.
Usability study findings
These were the main findings uncovered by the usability study:
High-fidelity prototype
I kept the user pain points top of mind when it came to navigation, browsing, and checkout flow. Our target users shared that the design was intuitive to navigate through, more engaging with the images, and demonstrated a clear visual hierarchy.
Conclusion
I learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with design ideas and solutions.