Find out what it takes to go from local brick and motor to the “Taste of the town”
CATEGORY
Design
TYPE OF WORK
Graphic Design
Web Design
Branding
UI/UX Design – Figma
Video Production
The business faced challenges in its online effectiveness, struggling to engage and attract customers despite the good food.
The absence of an existing website meant that an online ordering directory was not available as an option.
Excessive commissions, exceeding 25%, were consistently paid out to Grubhub and other third-party ordering services.
Establishing its unique branding and distinguishing itself among other food vendors in the local area.
The Goal
- Craft a distinct user experience that simplifies the process for customers to place orders for Alondra’s food.
2. Develop a strategy aimed at elevating the restaurant’s brand recognition and presence both locally in its physical space and prominently online
3. They sought differentiation from local competitors within their immediate vicinity. By examining income, occupation, and social class closely, the aim was to enhance favorability and distinction
4. Understanding the demographics involved scrutinizing how and when this audience became aware of the restaurant and subsequently visited it
My Role
My role as a UX Designer is User research – creating personas, empathy mapping and conducting competitive audits.
As a result I conducted:
* User Research * Problem Statements
* Personas * User Journey Maps
* User Journey Maps
Research Summary
A reputable restaurant is in the process of developing a user-friendly website and mobile application aimed at providing its customers with convenient access to delectable and nutritious food options at affordable prices. Our goal is to cater to a diverse user base with varying backgrounds, all seeking the enjoyment of delicious meals accessible through a streamlined app experience.
Development
Promotion and Video
We decided to center the app around a series of event launches used to promote the restaurant and expand the brand. It was a good way to test the effectiveness of pre-order meals.
Stats
Click to see Detail view of marketing impact.
Results
With the app launch, event promotions, and subsequent ad follow-ups, we tripled our reach, witnessed a 35% surge in overall orders, and experienced an 18% rise in in-store foot traffic. Furthermore, expanding reviews across multiple platforms, beyond Yelp, significantly bolstered the overall brand presence. With in overall increase in every demographic and ultimate foot traffic in the store. The app being a central piece to the events and surrounding ads had an enormous impact on the growth of the business.
Below is the prototype of the app which the restaurant is now in the process of updating. However, the campaign and app launch yielded a lot of positive comments from its customers. You can review both videos below.
Take Aways
Impact:
In doing the study for this project we have had a lot of great responses from previous customers on the restaurant. They are excited about the opportunity of fitting Alondra’s into their food ordering routine.
What I learned:
Great ideas require input and even if you have a good design it is helpful to get third party feedback to see what maybe missing. We should have pushed harder on how accessibility is good for the bottom line.
Access Considerations
With the color and contrast of the website the visibility should help the visually impaired.The next steps would be to include auditory references for those that are hearing impaired. With the openness of the design special keyboards should help in making navigation available for those that need it.