Roya’s Catering
Roya’s Catering
Roya’s Catering
Elevating the User Experience of Wedding Catering
Elevating the User Experience of Wedding Catering
Elevating the User Experience of Wedding Catering
I have conducted an end-to-end UX design project to improve people’s experience with booking a wedding caterer by conducting extensive user and industry research, iterative designing and usability testing.
I have conducted an end-to-end UX design project to improve people’s experience with booking a wedding caterer by conducting extensive user and industry research, iterative designing and usability testing.
I have conducted an end-to-end UX design project to improve people’s experience with booking a wedding caterer by conducting extensive user and industry research, iterative designing and usability testing.
Role:
Role:
Role:
Designer, UX Researcher
UX Designer, Researcher
Designer, UX Researcher
Duration:
Dates:
Duration:
Sept- Nov 2024
September - November 2024
Sept- Nov 2024
Context
Context
Context
For this bootcamp project, my “client” was Roya's, a catering business specializing in Middle Eastern cuisine. As Roya’s grew, they needed to establish a digital presence to reach a broader audience and streamline their ordering process.
For this bootcamp project, my “client” was Roya's, a catering business specializing in Middle Eastern cuisine. As Roya’s grew, they needed to establish a digital presence to reach a broader audience and streamline their ordering process.
For this bootcamp project, my “client” was Roya's, a catering business specializing in Middle Eastern cuisine. As Roya’s grew, they needed to establish a digital presence to reach a broader audience and streamline their ordering process.
Problem
Problem
Problem
The primary challenge was that the traditional contact form on their website added overhead to the client booking process and struggled to bring leads. Potential clients found it difficult to access menus, assess cost of services, and schedule a tasting without direct contact.
The primary challenge was that the traditional contact form on their website added overhead to the client booking process and struggled to bring leads. Potential clients found it difficult to access menus, assess cost of services, and schedule a tasting without direct contact.
The primary challenge was that the traditional contact form on their website added overhead to the client booking process and struggled to bring leads. Potential clients found it difficult to access menus, assess cost of services, and schedule a tasting without direct contact.
Solution
Solution
Solution
The new mobile app design enabled custom menu selection, provided itemized catering quotas, and allowed users to make online bookings for menu tasting. By integrating these features, the design elevated the customer experience, leading to customer conversion and business growth.
The new mobile app design enabled custom menu selection, provided itemized catering quotas, and allowed users to make online bookings for menu tasting. By integrating these features, the design elevated the customer experience, leading to customer conversion and business growth.
The new mobile app design enabled custom menu selection, provided itemized catering quotas, and allowed users to make online bookings for menu tasting. By integrating these features, the design elevated the customer experience, leading to customer conversion and business growth.
Step 1
Step 1
Step 1
Competitive Audit
Competitive Audit
Competitive Audit
I reviewed competitor websites and found that most of them offered an overwhelming amount of choice and lacked decision-making support. Pricing was also shown as broad ranges with vague add-ons, making it hard for users to estimate costs.
I reviewed competitor websites and found that most of them offered an overwhelming amount of choice and lacked decision-making support. Pricing was also shown as broad ranges with vague add-ons, making it hard for users to estimate costs.
Step 2
Step 2
Step 2
Persona Building
Persona Building
Persona Building
Next, I created personas for different user segments using insights from the competitive audit and my observations at wedding-themed online forums.
Next, I created personas for different user segments using insights from the competitive audit and my observations at wedding-themed online forums.
Persona 1: SARA
Persona 1: SARA
Persona 2: MARTY
Persona 2: MARTY
STEP 3
STEP 3
STEP 3
Determining Pain Points and Value Propositions
Determining Pain Points and Value Propositions
Determining Pain Points and Value Propositions
Cognitive overload from excessive information on catering websites and the absence of tools to save and edit menu selection.
Cognitive overload from excessive information on catering websites and the absence of tools to save and edit menu selection.
Cognitive overload from excessive information on catering websites and the absence of tools to save and edit menu selection.
Difficulty of cost estimation based on the price information on catering websites and the discomfort of discussing budget in caterers’ presence.
Difficulty of cost estimation based on the price information on catering websites and the discomfort of discussing budget in caterers’ presence.
Difficulty of cost estimation based on the price information on catering websites and the discomfort of discussing budget in caterers’ presence.
Time lags in receiving a quote or making an appointment due to email communication and restriction to business hours.
Time lags in receiving a quote or making an appointment due to email communication and restriction to business hours.
Time lags in receiving a quote or making an appointment due to email communication and restriction to business hours.
CONVENIENCE: The app will offer convenience by allowing users to choose catering menu in an online shopping fashion.
CONVENIENCE: The app will offer convenience by allowing users to choose catering menu in an online shopping fashion.
CONVENIENCE: The app will offer convenience by allowing users to choose catering menu in an online shopping fashion.
TRANSPARENCY: The app will offer cost transparency by displaying per person cost of each menu item and offering instant quote calculation.
TRANSPARENCY: The app will offer cost transparency by displaying per person cost of each menu item and offering instant quote calculation.
TRANSPARENCY: The app will offer cost transparency by displaying per person cost of each menu item and offering instant quote calculation.
STEP 4
STEP 4
STEP 4
Wireframing and Prototyping
Wireframing and Prototyping
Wireframing and Prototyping
With the low-fidelity wireframe design, my goal was to create a main user flow that makes decision-making as convenient and pleasurable as possible by prompting the users to make one decision at a time and allowing later revisions.
With the low-fidelity wireframe design, my goal was to create a main user flow that makes decision-making as convenient and pleasurable as possible by prompting the users to make one decision at a time and allowing later revisions.
With the low-fidelity wireframe design, my goal was to create a main user flow that makes decision-making as convenient and pleasurable as possible by prompting the users to make one decision at a time and allowing later revisions.
STEP 5
STEP 5
STEP 5
Usability Testing
Usability Testing
Usability Testing
Next, I conducted usability tests to understand whether there were any usability issues with the main task of placing a catering request and to assess the overall user experience of using the app.
Next, I conducted usability tests to understand whether there were any usability issues with the main task of placing a catering request and to assess the overall user experience of using the app.
Methodology
Methodology
Methodology
Remote and moderated usability study.
Location: USA.
Date: 11/10/24-18/10/24.
Recruitment criterion: Adults of all genders above 20 years of age.
Remote and moderated usability study.
Location: USA.
Date: 11/10/24-18/10/24.
Recruitment criterion: Adults of all genders above 20 years of age.
Remote and moderated usability study.
Location: USA.
Date: 11/10/24-18/10/24.
Recruitment criterion: Adults of all genders above 20 years of age.
Issue
Issue
Issue
Most usability testers considered the “Request Catering” call-to-action button confusing and too committal, making them hesitant to click on it.
Most usability testers considered the “Request Catering” call-to-action button confusing and too committal, making them hesitant to click on it.
Most usability testers considered the “Request Catering” call-to-action button confusing and too committal, making them hesitant to click on it.
Solution
Solution
Solution
I changed the home page button from “Request Catering” to “Create Your Event Menu” to reduce commitment anxiety and to invite exploration.
I changed the home page button from “Request Catering” to “Create Your Event Menu” to reduce commitment anxiety and to invite exploration.
I changed the home page button from “Request Catering” to “Create Your Event Menu” to reduce commitment anxiety and to invite exploration.
Issue
Issue
Issue
Users expressed frustration and confusion with quote calculation, tasting reservation and catering request functions being lumped together.
Users expressed frustration and confusion with quote calculation, tasting reservation and catering request functions being lumped together.
Users expressed frustration and confusion with quote calculation, tasting reservation and catering request functions being lumped together.
Solution
Solution
Solution
To clarify the process, I reordered the user flow to provide a detailed quote after menu selection and added optional buttons to message the caterer or book a tasting.
To clarify the process, I reordered the user flow to provide a detailed quote after menu selection and added optional buttons to message the caterer or book a tasting.
To clarify the process, I reordered the user flow to provide a detailed quote after menu selection and added optional buttons to message the caterer or book a tasting.
STEP 6
STEP 6
STEP 6
Iterations and Creating High-Fidelity Mock-ups
Iterations and Creating High-Fidelity Mock-ups
Iterations and Creating High-Fidelity Mock-ups
I incorporated the usability test insights to the user experience design and completed the user interface with high-fidelity mock-ups.
I incorporated the usability test insights to the user experience design and completed the user interface with high-fidelity mock-ups.
Potential Impact
Potential Impact
Potential Impact
The app was warmly received by the user research subjects who commanded the interface and the power it gave them over the process of booking.
The app was warmly received by the user research subjects who commanded the interface and the power it gave them over the process of booking.
The app was warmly received by the user research subjects who commanded the interface and the power it gave them over the process of booking.
“Maybe this is a cultural thing, but people care about the food at a wedding. You want to make sure it is done well. So I would LOVE an app like this.”
-User B, Teacher
“Maybe this is a cultural thing, but people care about the food at a wedding. You want to make sure it is done well. So I would LOVE an app like this.”
-User B, Teacher
See my other work
See my other work
See my other work
Designing a Smart Calendar App
Designing a Smart Calendar App
Designing a Smart Calendar App
Refreshing the User Interface of a Local Baby Store’s Website
Refreshing the User Interface of a Local Baby Store’s Website
Refreshing the User Interface of a Local Baby Store’s Website