Order Here
Boosting businesses with the safest and most efficient end-to-end restaurant experience.
My Role
Lead UX/UI Designer
Tools Used
Sketch
InVision
The Team
2x UX/UI Designers
2x Full Stack Developers
1x Business Lead
Duration
10 Months (2 Week Sprints)
My Key Contributions
Market Research
User Research
Competitive Analysis
User Personas
High-Fidelity Mock-ups
Prototyping
First Time User Experience
Process
Discovery
Background Research
Stakeholder Interviews
User Interviews
Competitive Analysis
Specify
Feature Prioritization App Functionality
Ideate
Hand Sketches
Lo-Fi Wireframes
User Testing
Bring to Life
Prototype Design
Verify
Prototype Testing
User Testing
Order Here
In late 2019 restaurants and bars were thriving. One night Rob and Erik (Founders of OrderHere) were out at a crowded bar and wanted to order another round of beers. However, there was a problem, they couldn't get the attention of their server who was busy doing the rounds at her other tables. As Rob and Erik sat there waiting to flag down their server, the idea of OrderHere came to them; a way for the customer to order items from the menu on their phone without the need for the server to come to the table first. When COVID hit they knew that it would escalate the importance of their product and OrderHere was born.
OrderHere is a product that makes ordering at restaurants safe and easy. We provide a system to restaurants for contactless ordering. QR codes take the user to our web application where they can order, open a tab, and pay all in one place. We eliminate the need for paper menus and for wait staff to have significant contact with diners keeping everyone safe.
Challenge
Drive restaurant sales by increasing customer satisfaction, maximizing usable consumer data for the business, and increase employee and customer safety during the COVID-19 pandemic.
Problem
How might we create an intuitive application to make the in-person restaurant experience safe and easy during COVID-19 to increase sales?
Deliverables
Market research including a competitive analysis, wireframes, high-fidelity mock-ups, prototype of the dynamic web application, and QR code designs.
Our Users
Samantha, The Restaurant Patron
Pain Points
-
Orders in for delivery too often
-
Doesn't feel safe in public
-
Unable to eat at her favorite establishments
-
Never enjoyed having to flag down a staff member to order drinks and food
"I miss getting dinner and drinks with my co-workers"
Tom, The Restaurant Owner/Manager
Pain Points
-
Fewer new and return customers
-
Lower sales but same overhead costs
-
Customers feel dining in is unsafe
-
Unable to provide the previously higher wages for staff
"I need ways to keep staff and customers safe while operating my business"
Sharon, The Restaurant Staff
Pain Points
-
Exposure to customers without masks due to eating and drinking
-
Fewer new and regular customers resulting in decreased income
-
Stress of not being able to provide the previous type of full-service
-
Worried about safety of co-workers
"I love my job, but I'm not sure if it is a safe workplace right now"
Competitive Analysis
We wanted to find out more about where we stood in the marketplace so we conducted a competitive analysis. We took a look at three competitors to determine features, gaps in the space, and opportunities to differentiate ourselves.
The challenging aspect of this competitive analysis was that new companies kept popping up. Because of the pandemic, the demand for an application like Order Here was high; and multiple companies were developing solutions at the same time as us.
Jaac
Jaac was one of the first contactless ordering systems on the market. The user can scan a QR code and order from their table.
Positive Features
-
Order from your table using QR codes
-
Ability to call a waiter to your table if you need something
Pain Points
-
Not very personalized to each restaurant or business
-
Does not allow users to open a tab and keep ordering
Kontactless
Kontactless is an application for seamless hospitality. They allow customers to order through their phones for either delivery or while at a restaurant.
Positive Features
-
Integrates with POS (Point of Sale) systems
-
Offers ability to order food for delivery
Pain Points
-
The interface is not customizable for the business's brand
Sevenrooms
SevenRooms is a restaurant management system. Their focus is on collecting customer data to make the dining experience better and more customized to the patron. They also have a feature for contactless ordering, but it is not their focus.
Positive Features
-
Guest experience is available so users don't have to create an account
-
Offers a customized experience to guests through data collection
Pain Points
-
No emphasis on safety of employees or customers
MoSCow and Planning The MVP
Discussions With Stakeholders
We sat down with Rob and Erik to better understand their vision for Order Here and their thoughts on what should be included in the MVP. We also spoke with several restaurants to see what they would like to see in a contactless ordering app. We used MoSCoW prioritization to help figure out the key features that would be most impactful when building our product.
Must Haves
-
Input credit card before placing an order
-
Use QR code to pull up the menu
-
Ability to order with minimal contact with sever
-
Easy to use and intuitive interface
-
Space for restaurants to have branded content
-
Be a web application
Should Haves
-
Tab feature
-
Call waiter feature
-
Ability to share their experience with social media
-
Well designed QR codes for tables
-
Sign-in and Profile creation
Could Have
-
Suggested items based on previous orders
-
A personalized experience for customers
-
The ability to make reservations
Will Not Have
-
Complicated user flow
-
Be an app available on the app store
User Flow
Hand Sketch
Updated Flow
The team and I began by sketching out an initial idea of how a user would move through the app. Next we refined the user flow to include how some of the backend process would work.
Simplified Flow
As we did user research we realized that we could further simplify our flow. This new flow allows the user to get to their end goal with as few clicks as necessary. We made creating an account optional and moved the payment modal to before the user orders. We can then save their information for the session making it easy for them to keep ordering until they are ready to checkout.
Hand Sketches
Onboarding
Mobile Menu
Order Customization
On the welcome page, users can choose to create an account, sign up, or continue as a guest.
The mobile menu is where users can look through selections on the menu. They can choose categories to find what they are looking for quickly or just scroll. At the top of the page, they can see where they are in the ordering process.
Once the customer has selected an item they can customize and choose sides on this pop-up menu.
Review Your Order
Sign-in or Continue as Guest
Order Completed Display
Here the user can review their order and make changes if necessary
Originally in our flow, the user would sign in after reviewing their order and that's where they would input their payment. After some testing, we decided to move this to the beginning of the flow.
This page lets the user know that their order has been successfully placed and how soon they will receive their item(s).
FTUX User Flow
Sign-in and Payment Modal
Mobile Menu
QR Code Designs
Next Steps
More User Testing
Conducting more user testing to make sure users are responding to the updated user flow.
Research for the Restaurant Dashboard
Providing a dashboard for restaurants to receive orders.
Let's Connect!
Feel free to reach out at any time for extra info, collaboration opportunities, or just to say 'Hi'.
