Timeline
3 month
My role:
PM / UX Designer

Real-Time Restaurant
Reservation App
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You can immediately book your preferred restaurants for your upcoming meal!

＃App Design
＃User Research
＃＃User Testing
＃Research Methodology
＃User interface design
＃User experience design
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Project
Background

The core objective of this project is to comprehensively learn and apply the Stanford Design Process. By methodically executing each phase in detail, this project aims to deepen the understanding of the core principles of design thinking and their application. Given that this project will be independently completed by myself, I plan to cover the entire process from user research to prototype development within two months, striving to achieve optimal design outcomes.

Aim

1. Thoroughly learn and implement the Stanford Design Process, covering empathy, problem definition, ideation, prototyping, and testing.
2. Enhance skills in rapid iteration and multitasking by handling all design stages solo.

Challenges

1. Insufficient Interviewees: Due to time constraints, the number of participants recruited is below industry standards, resulting in a limited amount of data collected. This could impact the comprehensive understanding of user needs and the effectiveness of the design solutions.
2. Focus on a Single System: Initially planning to develop two systems, the decision was made to only proceed with the "restaurant reservation system". This may limit the project's commercial potential and diversity of functions.
3. Interlinked Systems Complexity: Initially planning two systems, resource and time constraints led to focusing solely on the "restaurant reservation system." Yet, because the databases of both systems are interconnected, it is crucial to also understand the "restaurant management system" to ensure their compatibility.

Project overall

After understanding the needs of two types of stakeholder, we defined the project target and design target to meet their needs and clarify the project's direction.
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Design Process

Double Diamond + Lean UX

Considering the need to redesign and optimize the interface of an existing product, we've chosen to employ the Double Diamond for thorough understanding and defining of issues, followed by Lean UX for rapid iteration and testing. This combined approach allows us to meet user needs while maintaining process efficiency and flexibility.

01. Discover

Clarify Product Featuress
Situation Analysis
Interview

02. Define

Persona
User Journey Map
Design Strategies
Style Definition

03. Develop

Userflow
Sketching
Prototyping
UI Proposal

04. Deliver

Collect Feedback
User testing
Production
Launch of Outcomes

Project
Overall

After understanding the needs of two types of stakeholder, we defined the project target and design target to meet their needs and clarify the project's direction.
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Methodology

Stanford Design Process

The Stanford Design Process, or design thinking, involves five key stages: Empathize, Define, Ideate, Prototype, and Test. This iterative methodology focuses on understanding user needs, defining problems, brainstorming solutions, prototyping, and testing to refine outcomes.
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The Problems

Problems we
might facing...

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52%

dinners said they have struggled  to find restaurant at peak time

23%

of restaurant owners said last minute cancellations and no-shows are one of the biggest issues the restaurant industry

37%

UK adults who dine out regularly reveal they cancel on the day of the booking

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Problem Statement

How might we improve the experience to benefit both dinners and restaurant?

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Understand users' needs

Various interview techniques are used to deeply understand the behaviors, needs, and pain points of users with different backgrounds and habits. After conducting both individual and expert interviews, it was noted that insights into users’ inner thoughts and their views on waiting times were lacking. Hence, group interviews were then conducted to allow users to share their feelings and opinions. Finally, an affinity map is used to organize and summarize each user's thoughts.
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Key Insight 1:
Two types of reservation habit
There are two types of people regarding reservation behaviors: the first type plans their reservations a week in advance, while the second type makes spontaneous reservations due to sudden impulses.
Key Insight 2:
Criteria for selecting restaurants vary by situation
There are two types of people regarding reservation behaviors: the first type plans their reservations a week in advance, while the second type makes spontaneous reservations due to sudden impulses.
Key Insight 3:
Embarrassment ＆ Forgetfulness
The main reason people do not proactively cancel reservations is that most are either embarrassed to do so or they forget after booking multiple restaurants.
Key Insight 4:
Organizing group gatherings is very challenging
The process is lengthy because it involves collecting everyone's opinions and available times.

Define the users
and their scenario

Using an empathy map, insights from interviews are categorized to identify two user types. This information is visualized to create distinct user personas, understanding their goals and pain points. These personas are analyzed for behavior patterns and value propositions, leading to the creation of user journey maps. These maps detail their touchpoints and experiences, enhancing our understanding of user needs and opportunities for improvement.
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Conclusions of Target Audiences

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Divide into Two Types of Target Audience

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Define the users
and their scenario

Using an empathy map, insights from interviews are categorized to identify two user types. This information is visualized to create distinct user personas, understanding their goals and pain points. These personas are analyzed for behavior patterns and value propositions, leading to the creation of user journey maps. These maps detail their touchpoints and experiences, enhancing our understanding of user needs and opportunities for improvement.
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HMW-Transform problems into questions

The problems that need solutions

By analyzing previous user journey maps, POV statements, and user stories to identify key issues, generate HMW (How Might We) questions. This will guide subsequent ideation sessions to develop solutions.
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Persona 2
How might we provide a feature that allows Alice to compare restaurants and choose the most preferred one from many options?
Persona 1&2
How might we create an platform that encourages customers to cancel in advance when they are unable to dine?
Persona 1
How might we ensure that customers have a positive experience while they wait after joining the online waitlist system?
Persona 2
How might we develop a system that simplifies coordinating attendees' schedules and preferences when planning a gathering?
Persona 1&2
How might we allow users to explore restaurants according to their own browsing habits?

Generate the Solutions

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Version 1 features

How might we allow users to explore restaurants according to their own browsing habits?

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AI Natural Language Generation Recommendations

Explore restaurant with map and distance

Personalized recommendations

How might we allow users to explore restaurants according to their own browsing habits?

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AI Natural Language Generation Recommendations

Personalized recommendations

How might we allow users to explore restaurants according to their own browsing habits?

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Set up a system where points are deducted for reservations not honored, but penalties are reduced if the cancellation is made in advance

How might we allow users to explore restaurants according to their own browsing habits?

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Waitlist reminder & checker

Accurate estimation of waiting times

How might we allow users to explore restaurants according to their own browsing habits?

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Group Dinner Cooperation Tool facilitate the organization of group dinners by allowing the organizer to set a date, time, and other preferences, and then send invites to participants.

How might we allow users to explore restaurants according to their own browsing habits?

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Multi-Criteria Comparison Tool that allows users to compare restaurants they have added to their list.

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Feature review

Basic Features
Features used by two personas
- Book a table
- Filter
- Restaurant overview
- Booking history
- Membership
- Favourite
- Reminder
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What are the
problems of
‍version 1?

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The outcomes

Version 2

Mid-fi Prototype/Mood board/Cis Design/Hi-fi prototype/ Design System
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Version 2 Hi-fi Prototype
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solution

The outcomes

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Version 2-5 Act Interview

The Final Test

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Version 3

Through the 5-act interview, identify potential usability issues, define necessary feature modifications and solutions, and ultimately achieve the final version—Version 3.
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UI System

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Review

This project review encapsulates the key strengths and weaknesses observed during its execution. The project was completed on time and incorporated features designed for varied user scenarios, with a diverse group of testers and effective use of color coding for clarity. However, challenges were noted in areas such as data collection due to limited interviews, adherence to the planned schedule, and the need for clearer communication and documentation. Additionally, the project's user interface and overall system functionality require refinement, and the complexity of certain processes calls for simplification. Addressing these issues in future iterations will be crucial to enhancing the system’s effectiveness and user satisfaction.

Next step
Iterate and Improve:
- Continue to iterate on the design, incorporating feedback and making incremental improvements.
-Ensure that the design remains user-centered and meets the needs of the target audience.
Collaborate with Stakeholders:
- Regularly update stakeholders on the progress and gather their input.
- Ensure that the design aligns with project goals and stakeholder expectations.

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