RESTAURANT DISCOVERY
THROUGH FLAVOR AND
ALLERGY PROFILING.

RESTAURANT DISCOVERY
THROUGH FLAVOR AND
ALLERGY PROFILING.

WHAT IF EVERY NEW RESTAURANT EXPERIENCE DELIVERED

THE FLAVORS YOU LOVE IN NEW FOODS AND CUISINES

WHAT IF EVERY NEW RESTAURANT EXPERIENCE DELIVERED

THE FLAVORS YOU LOVE IN NEW FOODS AND CUISINES

WHAT IF EVERY NEW RESTAURANT EXPERIENCE DELIVERED THE FLAVORS
YOU LOVE IN NEW FOODS & CUISINES

PROBLEM

PROBLEM

Identifying restaurants that satisfy flavor preferences and food allergy needs remains a challenge, often leading to overlooked options and missed dining opportunities.

Identifying restaurants that satisfy flavor preferences and food allergy needs remains a challenge, often leading to overlooked options and missed dining opportunities.

SOLUTION

SOLUTION

Develop an innovative app that maps flavor profiles and tracks food allergies, enabling confident restaurant discovery.

Develop an innovative app that maps flavor profiles and tracks food allergies, enabling confident restaurant discovery.

MY ROLE

MY ROLE

Conduct & synthesize research, and develop iterative solutions through user testing from low to high-fidelity prototyping.

Conduct & synthesize research, and develop iterative solutions through user testing from low to high-fidelity prototyping.

RESTAURANT
DISCOVERY
THROUGH
FLAVOR AND
ALLERGY
PROFILING.

RESTAURANT
DISCOVERY
THROUGH
FLAVOR AND
ALLERGY
PROFILING.

RESEARCH PLAN —

SCHEDULE —

— PHASE 1 —

DISCOVERY

PLAN RESEARCH

1. Formulate Research Plan

2. Define User Audience

CONDUCT RESEARCH

1. Secondary Research

2. User Interview Prep

• Create Screener Survey

• Create Questionnaire

3. User Interviews

RESEARCH

1. User Personas

2. Jobs To Be Done

3. Empathy Mapping

4. User Stories

5. Thematic Analysis

5. How Might We Statements

— PHASE 1 —

DESIGN R1

DESIGN INFORMATION ARCHITECTURE

1. Create Site Map

2. User Flow Red Routes

DESIGN IN LOW FIDELITY

1. Red Route Sketches

2. Computer Wireframes

3. Edge Cases

4. Wireflow Red Routes

5. Define Color Palette/Type

6. Flavor Map Infographic

7.  Icon Library

DESIGN INFORMATION ARCHITECTURE

1. Refine Design & Incorporate
Prototype Functionality

2. Begin Component Library

— PHASE 3 —

VALIDATE R1

PREPARE TO TEST

1. Create Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 4 —

DESIGN R2

DESIGN IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Complete Component
Library

— PHASE 5 —

VALIDATE R2

PREPARE TO TEST

1. Create Modified Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 6 —

DESIGN R3

ITERATE IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Finalize Component Library

RESEARCH PLAN —

SCHEDULE —

— PHASE 1 —

DISCOVERY

PLAN RESEARCH

1. Formulate Research Plan

2. Define User Audience

CONDUCT RESEARCH

1. Secondary Research

2. User Interview Prep

• Create Screener Survey

• Create Questionnaire

3. User Interviews

RESEARCH

1. User Personas

2. Jobs To Be Done

3. Empathy Mapping

4. User Stories

5. Thematic Analysis

5. How Might We Statements

— PHASE 1 —

DESIGN R1

DESIGN INFORMATION ARCHITECTURE

1. Create Site Map

2. User Flow Red Routes

DESIGN IN LOW FIDELITY

1. Red Route Sketches

2. Computer Wireframes

3. Edge Cases

4. Wireflow Red Routes

5. Define Color Palette/Type

6. Flavor Map Infographic

7.  Icon Library

DESIGN INFORMATION ARCHITECTURE

1. Refine Design & Incorporate
Prototype Functionality

2. Begin Component Library

— PHASE 3 —

VALIDATE R1

PREPARE TO TEST

1. Create Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 4 —

DESIGN R2

DESIGN IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Complete Component
Library

— PHASE 5 —

VALIDATE R2

PREPARE TO TEST

1. Create Modified Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 6 —

DESIGN R3

ITERATE IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Finalize Component Library

PROBLEM

Identifying restaurants that satisfy flavor preferences & food allergy needs remains
a challenge, often leading to overlooked options and missed dining opportunities.

SOLUTION

Develop an innovative app that maps flavor profiles and tracks food allergies, enabling confident restaurant discovery.

MY ROLE

Conduct & synthesize research, and develop iterative solutions through user testing from low to high-fidelity prototypes.

• Above 21 years of age.
• Eats out at least 2-3 times a month.
• Utilizes smartphone to identify restaurants.
• Enjoys trying new restaurants/cuisines.

USER AUDIENCE

• Above 21 years of age.
• Eats out at least 2-3 times a month.
• Utilizes smartphone to identify restaurants.
• Enjoys trying new restaurants/cuisines.

USER AUDIENCE

SECONDARY RESEARCH —

COMPETIVE ANALYSIS —

APPLICATION FEATURE

iOS App Store Rating

Cost to Use (App)

User Reviews & Ratings

Reservation Booking

Driving Route Options

Menu Viewing

Photo Uploads & Galleries

Offline Access

Search Filters

Mapping & Directions

Flavor Profiling

Allergy Profiling

FOURSQUARE

4.3 / 5

FREE

OPENTABLE

4.3 / 5

FREE

YELP

4.3 / 5

FREE

UNDERSTANDING THE DINING DECISION +

SECONDARY RESEARCH —

COMPETIVE ANALYSIS —

APPLICATION FEATURE

iOS App Store Rating

Cost to Use (App)

User Reviews & Ratings

Reservation Booking

Driving Route Options

Menu Viewing

Photo Uploads & Galleries

Offline Access

Search Filters

Mapping & Directions

Flavor Profiling

Allergy Profiling

FOURSQUARE

4.3 / 5

FREE

OPENTABLE

4.3 / 5

FREE

YELP

4.3 / 5

FREE

UNDERSTANDING THE DINING DECISION +

QUALITATIVE RESEARCH +

QUALITATIVE RESEARCH +

0%

Survey participants said they often had difficulty locating new restaurants and/or cuisines offering the flavors they truly craved.

0%

Respondents stated food allergies had prevented them or their group from trying new restaurants or cuisines in the past experiences.

0%

Survey participants reported difficulty finding restaurants that provided flavors each group member craved when dinning out.

0%

Subjects acknowledged experiencing choice overload when utilizing restaurant discovery apps or search engines during discovery.

"I have to go through all
search results even though
it can be overwhelming
at times." — Nicole

"I have to go through all
search results even though
it can be overwhelming
at times." — Nicole

RESEARCH PLAN —

SCHEDULE —

— PHASE 1 —

DISCOVERY

PLAN RESEARCH

1. Formulate Research Plan

2. Define User Audience

CONDUCT RESEARCH

1. Secondary Research

2. User Interview Prep

• Create Screener Survey

• Create Questionnaire

3. User Interviews

RESEARCH SYNTHESIZE

1. User Personas

2. Jobs To Be Done

3. Empathy Mapping

4. User Stories

5. Thematic Analysis

5. How Might We Statements

— PHASE 2 —

DESIGN R1

DESIGN INFORMATION ARCHITECTURE

1. Create Site Map

2. User Flow Red Routes

DESIGN IN LOW FIDELITY

1. Red Route Sketches

2. Computer Wireframes

3. Edge Cases

4. Wireflow Red Routes

5. Define Color Palette/Type

6. Flavor Map Infographic

7.  Icon Library

DESIGN PROTOTYPE

1. Refine Design & Incorporate
Prototype Functionality

2. Begin Component Library

— PHASE 3 —

VALIDATE R1

PREPARE TO TEST

1. Create Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 4 —

DESIGN R2

DESIGN IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Complete Component
Library

— PHASE 5 — 

VALIDATE R2

PREPARE TO TEST

1. Create Modified Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 6 —

DESIGN R3

ITERATE IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Finalize Component Library

RESEARCH PLAN —

SCHEDULE —

— PHASE 1 —

DISCOVERY

PLAN RESEARCH

1. Formulate Research Plan

2. Define User Audience

CONDUCT RESEARCH

1. Secondary Research

2. User Interview Prep

• Create Screener Survey

• Create Questionnaire

3. User Interviews

RESEARCH SYNTHESIZE

1. User Personas

2. Jobs To Be Done

3. Empathy Mapping

4. User Stories

5. Thematic Analysis

5. How Might We Statements

— PHASE 2 —

DESIGN R1

DESIGN INFORMATION ARCHITECTURE

1. Create Site Map

2. User Flow Red Routes

DESIGN IN LOW FIDELITY

1. Red Route Sketches

2. Computer Wireframes

3. Edge Cases

4. Wireflow Red Routes

5. Define Color Palette/Type

6. Flavor Map Infographic

7.  Icon Library

DESIGN PROTOTYPE

1. Refine Design & Incorporate
Prototype Functionality

2. Begin Component Library

— PHASE 3 —

VALIDATE R1

PREPARE TO TEST

1. Create Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 4 —

DESIGN R2

DESIGN IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Complete Component
Library

— PHASE 5 — 

VALIDATE R2

PREPARE TO TEST

1. Create Modified Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 6 —

DESIGN R3

ITERATE IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Finalize Component Library

SECONDARY RESEARCH —

COMPETITIVE LANDSCAPE — 

APPLICATION FEATURE

iOS App Store Rating

Cost to Use (App)

User Reviews & Ratings

Reservation Booking

Driving Route Options

Menu Viewing

Photo Uploads & Galleries

Offline Access

Search Filters

Mapping & Directions

Flavor Profiling

Allergy Profiling

FOURSQUARE

4.3 / 5

FREE

OPENTABLE

4.3 / 5

FREE

YELP

4.3 / 5

FREE

UNDERSTANDING THE DINING DECISION +

SECONDARY RESEARCH —

COMPETITIVE LANDSCAPE — 

APPLICATION FEATURE

iOS App Store Rating

Cost to Use (App)

User Reviews & Ratings

Reservation Booking

Driving Route Options

Menu Viewing

Photo Uploads & Galleries

Offline Access

Search Filters

Mapping & Directions

Flavor Profiling

Allergy Profiling

FOURSQUARE

4.3 / 5

FREE

OPENTABLE

4.3 / 5

FREE

YELP

4.3 / 5

FREE

UNDERSTANDING THE DINING DECISION +

"I have to go through all search results
 even though it can be overwhelming
at times." — Nicole

"I have to go through all search results
 even though it can be overwhelming
at times." — Nicole

QUALITATIVE RESEARCH +

QUALITATIVE RESEARCH +

0%

Survey participants said they often had difficulty locating new restaurants and/or cuisines offering the flavors they truly craved.

0%

Respondents stated food allergies had prevented them or their group from trying new restaurants or cuisines in the past.

0%

Survey participants reported dificulty finding restaurants that provided flavors each group member craved when dinning out.

0%

Subjects acknowledged experiencing choice overload when utilizing restaurant discovery apps or search engines.

INSIGHTS INTO USER EXPERIENCES & DINING DECISIONS

RESEARCH SYNTHESIS —

USER PERSONAS — 

Creating user personas helped empathize with users' challenges and prioritize what critical features to include, ensuring the product effectively solved key problems and maintain focus on the target users needs.

  • PARTICIPANT 1: KIM

    GENDER: FEMALE

    OCCUPATION: EXECUTIVE RECRUITER

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 5-10

    MARRIED: YES

    CHILDREN: 4

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "Don't want to be influenced
    by the hype."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • FOOD ALLERGY COMPLIANCE

    • CLEANLINESS / HYGIENIC

    THOUGHTS:

    • ALWAYS LOOKING FOR NEW PLACES

    • SOMETHING WE DO FRIDAYS

    SEEKING:

    • WELL ROUNDED EXPERIENCE

    • BLENDS OF FAVORITE FLAVORS

    PARAMETERS:

    • GOOD COCKTAILS & WINE LIST

    • REASONABLE WAIT TIMES

    CRAVING:

    • GOOD CURY DISHES

    • AUTHENTIC THAI FOOD

  • PARTICIPANT 2: JOHN

    GENDER: MALE

    OCCUPATION: CONTENT CREATOR

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 2-3

    MARRIED: YES

    CHILDREN: NONE

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'll try the burger that seems like nobody is going to buy."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • EXTENDED TRAVEL DISTANCES

    • OPTIONS WITH FAVORITE FLAVORS

    THOUGHTS:

    • REVIEWS NOT INDICATIVE OF QUALITY

    • SMELL THE SMELLS

    SEEKING:

    • SAFE FOR FOR WIFE WITH FOOD ALLERGIES

    • NEW UNIQUE CUISINES AND EXPERIENCES

    PARAMETERS:

    • THE LESSER KNOWN GEMS

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOODS AND FLAVORS

    • PICKLED AND SOUR TASTING

  • PARTICIPANT 3: ALEX

    GENDER: MALE

    OCCUPATION: SIGNAGE INSTALLER

    LOCATION: SAN JOSE, CA

    TIMES PER MONTH: 8-12

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'm in the mood for some
    greasy goodness."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • PRICEY JOINTS WITH SMALL PORTIONS

    • LIMITED OPTIONS WITH FLAVORS CRAVED

    THOUGHTS:

    • USUALLY PLAY IT SAFE

    • APPRECIATE BAY AREA DIVERSITY

    SEEKING:

    • KID FRIENDLY OPTIONS

    • FOODY TYPE SPOTS

    PARAMETERS:

    • HIGHEST RATING THAT'S REASONABLE

    • PLACES THAT OFFERS FAVORITES

    CRAVING:

    • GOOD MEXICAN FOOD

    • FAVORITE FLAVORS IN NEW DISHES

  • PARTICIPANT 4: NICOLE

    GENDER: FEMALE

    OCCUPATION: DEDICATED MOTHER

    LOCATION: APPLETON, WI

    TIMES PER MONTH: 1-4

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I have to go through all search results
    even though it can be overwhelming."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • OVER PRICED OFFERINGS

    • LACK OF FAVORITE FLAVORS IN DISHES

    THOUGHTS:

    • ALWAYS ORDER THE SAME THING

    • TRY TO ADHERE TO DIET

    SEEKING:

    • CATCH ALL RESTAURANT

    • WHAT'S ON THE WAY

    PARAMETERS:

    • CHILDREN COMPATIBLE

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOOD ON OCCASION

    • GOOD TACOS

  • PARTICIPANT 5: EMILY

    GENDER: FEMALE

    OCCUPATION: ADMIN ASSISTANT

    LOCATION: SAN FRANCISCO, CA

    TIMES PER MONTH: 10-15

    MARRIED: YES

    CHILDREN: NONE / TWO DOGS

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "One of the perks of my job is I get to dine out frequently."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • IDENTIFYING OPTIONS WITH MY FLAVORS

    • FOOD ALLERGY SAFE OPTIONS

    THOUGHTS:

    • PREFER MANAGEABLE NUMBER OPTIONS

    • WORD OF MOUTH SUGGESTIONS

    SEEKING:

    • HIGH RATING / REVIEWS

    • GOOD WHITE TABLE CLOTH RESTAURANT

    PARAMETERS:

    • ALIGN WITH CLIENTS PREFERENCES

    • GREAT SERVICE

    CRAVING:

    • UNAMI AND GARLIC FLAVORS

    • GOOD COCKTAILS

JOBS TO BE DONE —

Writing Jobs to Be Done statements helped clarify user needs, prioritizing feature development around meaningful goals and reduced choice overload by directing attention to what truly matters.

JTBD statements were key to understanding customer needs and driving product innovation.

MAIN JOB: IDENTIFY NEW RESTAURANTS

RELATED JOBS: 1) DISCOVER NEW FOODS. 2) FIND FAVORITE FLAVORS.

NEED STATEMENTS: DIRECTION OF CHANGE + UNIT OF MEASURE + OBJECT + CLARIFIER


1) REDUCE + THE NUMBER + OF UNDESIRABLE RESTAURANTS + FROM SEARCH.

2) INCREASE + THE SELECTION + OF DESIRED RESTAURANTS + PRESENTED.

3) EXPLORE + FAVORITE FLAVORS + AT NEW RESTAURANTS + DISCOVERED.

4) DISCOVER + NEW DISHES + WITH FAVORITE FLAVORS + AT NEW RESTAURANTS.

5) EXPOSURE TO + NEW CUISINES + WITH FAVORITE FLAVORS + NEW EXPERIENCES.

JOBS (WHAT):


HUNGRY PERSON

MAIN JOB:

IDENTIFY NEW RESTAURANTS.


RELATED JOBS:

1) DISCOVER NEW FOOD.

2) FIND FAVORITE FLAVORS.

EMOTIONAL JOBS:

POSTIVLEY STIMULATE FLAVOR PALETE.


SOCIAL JOBS:

IDENTIFY OTHER PEOPLE WITH SIMILAR TASTES.


CIRCUMSTANCES
(WHEN / WHERE):


1) FINDING A RESTARAUNT COMPATIBLE WITH

EACH GROUP MEMBER.

2) IDENTIFYING RESTARAUNT COMPATIBLE

WITH PERSONS FOOD ALLERIES.

EMPATHY MAPPING —

Developing empathy maps uncovered unmet user needs while highlighting pain points in the restaurant discovery process and helped reduce assumptions, resulting in more user centered design solutions.

  • THINK AND FEEL

    • "…had an opportunity to eat out a lot, go to real nice
    establishments, and is where I think I became a little bit
    of a foody."

    • "Want a well-rounded experience. "

    • "Don't want to be influenced by the hype.

    • Analyze menu prior to visit to verify food allergy
    compliance.

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Look for good cocktail and wine menu

    • Always looking for curry reminiscent of home

    • Look at menu prior to visit

    THINK AND FEEL

    • Lots of Chicago natives in area, a lot great
    restaurants as result

    • Love blends of flavors fusion cuisine, unexpected
    combinations

    • Sometimes overwhelmed by choices

    • Wait time a big factor

    GAIN

    • Good cocktail menu & wine list

    • Well rounded experience


    PAIN

    • Food allergy compliance

    • Sometimes overwhelmed by number choices

    • Hype / Wait time

  • THINK AND FEEL

    • Don't really go by reviews, feel they're not really
    indicative of the quality that restaurant

    • "I'll try the burger that seems like nobody is going to
    buy."

    • "Walk around the mall to see what we like"

    • "Smell the smells"

    HEAR

    • Chinese app talks about best local places and what to
    avoid and what's "super pricy."

    • Gravitate towards suggestions from other that are
    lesser know

    • Only listen to reviews by natives of cuisine

    SEE

    • Look for a place unique to area when with group of
    people who have different mindset

    • Use Google to search to see what's good near me

    • Look for restaurants by walking around

    THINK AND FEEL

    • Due to different palette of westerners won't rely on
    Google reviews
    • Don't want to drive to far and have to leave city
    • Certain parts of the city don't really want to go to
    • To many options can be a demotivating factor"
    • Really into spicy food

    GAIN

    • New unique establishments

    • Lesser know dishes

    • Spicy and Sour (pickled) flavors

    PAIN

    • Extended travel distances

    • Too many options

    • High price point

  • THINK AND FEEL

    • When using the smartphone to search (web or app
    search) hold phone in left hand. Use both hands only
    when typing or zooming in.

    • Frequent places that have favorites they usually order.

    •"In the mood for some greasy goodness."

    • "Highest rating with reasonable pricing."

    HEAR

    • Decision second guessed

    • Kids input

    SEE

    • Web search using Google, Yelp app sometimes.

    • Look for restaurants that appease the kids taste

    • Casual restaurants/spots primarily

    THINK AND FEEL

    • Really no common flavors among diverse group
    of favorites

    • Small restaurants, food trucks and takeout spots

    • No food allergies or anything try to avoid.

    • Usually able to find solutions to cravings

    • Lucky to live in a diverse area where there is an
    abundance of all type of foods.

    GAIN

    • Greasy comfort food

    • Places that offer favorites

    • Diverse options available in Bay Area - able to satisfy cravings

    PAIN

    • Wife second guessing decision

    • Kid compatible option

    • Pricey restaurants

  • THINK AND FEEL

    • "I have to go through them all, even though can
    be overwhelming"

    • "When don't want to spend a million dollars today.'

    • "Number one would be Google"

    • "Once in a while crave spicy food"

    • "Crave tacos all the time"

    HEAR

    • Good Ratings

    • Kids needs

    • Husbands opinion

    SEE

    • DoorDash for foods images

    • Whats on the way in Roadtrippers app

    • Google listings with top ratings & images

    THINK AND FEEL

    • Rating primarily drives the decision along with
    image of food

    • With kids in hard to stay for prolonged periods of time

    • Prefer less options with filters, 30 to 5 options

    • Always order the same thing

    • Winter crave meat comfort food

    • Currently dieting

    GAIN

    • Offer good selection of Salads and/or bowls

    • Options that are close within route

    • "Catchall" restaurants

    PAIN

    • Don't want to take chance ordering something will not like

    • Has to be on the route when traveling by car

    • Finding kid compatible option

  • THINK AND FEEL

    • "Sometimes will go somewhere for cocktails
    before eating.

    • "White tablecloth restaurant for an evening out"

    • Hold phone in right hand, thumb to navigate

    • "Get to dine out frequently for business.

    • "Somehow stumbled across"

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (as result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Google reviews with good ratings

    • Occasionally discover new place by accident

    • Open Table and Yelp reviews when out

    THINK AND FEEL

    • Prefer manageable number of options

    • Decisions for work are influenced solely by rating

    • Dinning out with husband nothing to expensive

    • Love garlic and unami flavors

    • Chinese, Thai, and Seafood are favorites

    GAIN

    • Eating out frequently free for work

    • Nice cocktails before eating

    • Satisfy flavor cravings

    PAIN

    • Restaurants that please clients preferences

    • Not too expensive

    • Not finding flavor or food being craved

USER STORIES —

By creating user stories, I was able to translate broad problems into specific user challenges, which clarified priorities and informed product development decisions.

DISCOVER NEW
RESTAURANTS

CREATE A FOOD ALLERGY PROFILE

CREATE A
FLAVOR PROFILE

VIEW IMAGES
OF FOOD &
BEVERAGES

IDENTIFY "CATCHALL"
RESTAURANTS

OPTIONS THAT
ARE CLEAN & HYGIENIC

WELL ROUND DINNING OPTIONS

RESTAURANT WITH GOOD PORTION SIZES

SOME PLACE THAT
HAS OPTIONS TO ADHEAR TO DIET

ON THE ROUTE
WE ARE
TRAVELLING

RESTAURANTS
WITH LOW WAIT TIMES

EXAMINE THE
MENU

OPTIONS THAT
ARE CHILDREN COMPATIBLE

SOMETHING
NEAR BY

A REASONABLE PRICED OPTION, WON'T BREAK
THE BANK

RESTAURANT THAT GIVES YOU YOUR
MONEYS WORTH

SOME PLACE THAT
OFFERS QUICK SERVICE

SOME PLACE WITH AN OUTDOOR SEATING OPTION

A GOOD WHITE TABLECLOTH
OPTION

CREATE A USER PROFILE

FIND FOOD
ALLERGY
COMPLIANT
OPTIONS

TO SAFELY
EXPLORE NEW FLAVORS

REDUCE OPTIONS AND MAKE MORE MANAGEABLE

FIND AUTHENTIC
CUISINE

DISCOVER NEW FOODS WITH MY FAVORITE FLAVORS

FIND THE BEST
SPICY FOOD NEAR
ME

FIND UNAMI
RICH FOODS

GOOD MEXICAN
FOOD

GOOD THAI
FOOD

FOODY TYPE
SPOTS

GOOD TACOS

CREATE A GROUP FOOD ALLERGY PROFILE

FIND COMPATIBLE DNNING OPTIONS

CREATE A GROUP FLAVOR PROFILE

FIND DINNING OPTION WITH SOMETHING FOR EVERYONE

VIEW LOCAL USER
SUGGESTIONS

TO SEE WHAT'S TRENDING

TO SEE
WHAT'S NEW

FIND OPTIONS
NEAR ME

THEMATIC ANALYSIS —

Through thematic analysis, I identified common themes across participants, which helped me empathize with their pain points in the restaurant discovery process.

AMOUNT OF OPTIONS

SECONDARY
STEPS

TYPICAL FIRST STEPS

PREFFERENCES

SEEKING

DRIVING FACTORS

SPECIAL PARAMETERS

HOLDING
PHONE

START WITH
GOOGLE

SEARCH FOR NEAR
ME AND GO FROM
THERE

GOOGLE & THEN
VERIFY WITH
YELP

"NUMBER ONE
WOULD BE
GOOGLE"

GOOGLE BECAUSE
EASIER TO
BROWSE

COMBINATION OF
PLATFORMS AND RESOURCES

USE ROADTRIPPER
WHEN TRAVELING
BY CAR

LIKE STREAMLINED
PROCESS OF OPENTABLE

DECISION DRIVEN
BY RATINGS AND IMAGES

ANALYZE MENU

OVERWHELMED
BY CHOICES

TOO MANY
OPTIONS CAN BE
DEMOTIVATING

OVER A COUPLE DOZEN RARELY REVIEW ALL
OPTIONS

CHOICE OVERLOAD
CAN AFFECT THE
PROCESS

"HAVE TO REVIEW ALL OPTIONS,
EVEN IF IT'S OVERWHELMING."

"CATCHALL RESTAURANT OFFERING SEVERAL
CUISINES."

"DON'T WANT TO BE INFLUENCED BY THE HYPE."

TRY WHAT NO ONE ELESE WILL TRY

"GREASY
GOODNESS"

"WANT A WELL ROUNDED EXPERIENCE"

FIRST AVAILABLE OPTION THAT
LOOKS GOOD

WHAT'S NEAR
BY ME

I'M IN THE
MOOD FOR…

"GRAVITATE TOWARDS THE LESSER KNOWN"

ALWAYS LOOKING
FOR PLACES

"SOMEHOW STUMBLED
ACROSS"

"USUALLY PLAY IT SAFE"

"SMELL THE
SMELLS"

IMAGES AND
VIDEOS CREATE CRAVINGS

"EATING OUT IS
A SPECIAL
EVENT FOR US"

NO FOOD
ALLERGIES OR
ANYTHING WE
AVOID

FOOD ALLERGY
COMPATIBILTY

CURRENTLY
DIETING

DOORDASH
IMAGES, TO SEE
WHAT I'M IN THE MOOD FOR

ALWAYS ORDER
THE SAME THING

"SMALL RESTAURANTS,
FOOD TRUCKS, OR TAKEOUT SPOTS

HOLD AND TYPE
IN ONE HAND

HOLD IN ONE HAND
& USE THUMB
TO SCROLL

USUALLY HOLD
PHONE IN
ONE HAND

HOLD IN ONE HAND
BROWSING, TWO
WHEN TYPING

HOW MIGHT WE STATEMENTS —

Reframed user problems into meaningful opportunities for design, helping to identify a range of creative solutions.

HOW MIGHT WE (HMW) - FINDING THE RIGHT RESTAURANT

1) HOW MIGHT WE MAKE THE RESTAURANT DISCOVERY PROCESS MORE ACCESSIBLE.

2) HOW MIGHT WE INCREASE PEOPLE'S ABILITY TO IDENTIFY COMPATIBLE DINING OPTIONS.

3) HOW MIGHT WE ASSIST PEOPLE IN DISCOVERING NEW CUISINES.

4) HOW MIGHT WE MAKE DINERS IDENTIFY THEIR FAVORITE FLAVORS.

5) HOW MIGHT WE ENABLE EASIER IDENTIFICATION OF ALLERGY RESTRICTIONS AT DINING OPTIONS.

RESEARCH SYNTHESIS —

USER PERSONAS — 

Creating user personas helped empathize with users' challenges and prioritize what critical features to include, ensuring the product effectively solved key problems and maintain focus on the target users needs.

  • PARTICIPANT 1: KIM

    GENDER: FEMALE

    OCCUPATION: EXECUTIVE RECRUITER

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 5-10

    MARRIED: YES

    CHILDREN: 4

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "Don't want to be influenced
    by the hype."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • FOOD ALLERGY COMPLIANCE

    • CLEANLINESS / HYGIENIC

    THOUGHTS:

    • ALWAYS LOOKING FOR NEW PLACES

    • SOMETHING WE DO FRIDAYS

    SEEKING:

    • WELL ROUNDED EXPERIENCE

    • BLENDS OF FAVORITE FLAVORS

    PARAMETERS:

    • GOOD COCKTAILS & WINE LIST

    • REASONABLE WAIT TIMES

    CRAVING:

    • GOOD CURY DISHES

    • AUTHENTIC THAI FOOD

  • PARTICIPANT 2: JOHN

    GENDER: MALE

    OCCUPATION: CONTENT CREATOR

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 2-3

    MARRIED: YES

    CHILDREN: NONE

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'll try the burger that seems like nobody is going to buy."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • EXTENDED TRAVEL DISTANCES

    • OPTIONS WITH FAVORITE FLAVORS

    THOUGHTS:

    • REVIEWS NOT INDICATIVE OF QUALITY

    • SMELL THE SMELLS

    SEEKING:

    • SAFE FOR FOR WIFE WITH FOOD ALLERGIES

    • NEW UNIQUE CUISINES AND EXPERIENCES

    PARAMETERS:

    • THE LESSER KNOWN GEMS

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOODS AND FLAVORS

    • PICKLED AND SOUR TASTING

  • PARTICIPANT 3: ALEX

    GENDER: MALE

    OCCUPATION: SIGNAGE INSTALLER

    LOCATION: SAN JOSE, CA

    TIMES PER MONTH: 8-12

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'm in the mood for some
    greasy goodness."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • PRICEY JOINTS WITH SMALL PORTIONS

    • LIMITED OPTIONS WITH FLAVORS CRAVED

    THOUGHTS:

    • USUALLY PLAY IT SAFE

    • APPRECIATE BAY AREA DIVERSITY

    SEEKING:

    • KID FRIENDLY OPTIONS

    • FOODY TYPE SPOTS

    PARAMETERS:

    • HIGHEST RATING THAT'S REASONABLE

    • PLACES THAT OFFERS FAVORITES

    CRAVING:

    • GOOD MEXICAN FOOD

    • FAVORITE FLAVORS IN NEW DISHES

  • PARTICIPANT 4: NICOLE

    GENDER: FEMALE

    OCCUPATION: DEDICATED MOTHER

    LOCATION: APPLETON, WI

    TIMES PER MONTH: 1-4

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I have to go through all search results
    even though it can be overwhelming."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • OVER PRICED OFFERINGS

    • LACK OF FAVORITE FLAVORS IN DISHES

    THOUGHTS:

    • ALWAYS ORDER THE SAME THING

    • TRY TO ADHERE TO DIET

    SEEKING:

    • CATCH ALL RESTAURANT

    • WHAT'S ON THE WAY

    PARAMETERS:

    • CHILDREN COMPATIBLE

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOOD ON OCCASION

    • GOOD TACOS

  • PARTICIPANT 5: EMILY

    GENDER: FEMALE

    OCCUPATION: ADMIN ASSISTANT

    LOCATION: SAN FRANCISCO, CA

    TIMES PER MONTH: 10-15

    MARRIED: YES

    CHILDREN: NONE / TWO DOGS

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "One of the perks of my job is I get to dine out frequently."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • IDENTIFYING OPTIONS WITH MY FLAVORS

    • FOOD ALLERGY SAFE OPTIONS

    THOUGHTS:

    • PREFER MANAGEABLE NUMBER OPTIONS

    • WORD OF MOUTH SUGGESTIONS

    SEEKING:

    • HIGH RATING / REVIEWS

    • GOOD WHITE TABLE CLOTH RESTAURANT

    PARAMETERS:

    • ALIGN WITH CLIENTS PREFERENCES

    • GREAT SERVICE

    CRAVING:

    • UNAMI AND GARLIC FLAVORS

    • GOOD COCKTAILS

JOBS TO BE DONE —

Writing Jobs to Be Done statements helped clarify user needs, prioritizing feature development around meaningful goals and reduced choice overload by directing attention to what truly matters.

JTBD statements were key to understanding customer needs and driving product innovation.

MAIN JOB: IDENTIFY NEW RESTAURANTS

RELATED JOBS: 1) DISCOVER NEW FOODS. 2) FIND FAVORITE FLAVORS.

NEED STATEMENTS: DIRECTION OF CHANGE + UNIT OF MEASURE + OBJECT + CLARIFIER


1) REDUCE + THE NUMBER + OF UNDESIRABLE RESTAURANTS + FROM SEARCH.

2) INCREASE + THE SELECTION + OF DESIRED RESTAURANTS + PRESENTED.

3) EXPLORE + FAVORITE FLAVORS + AT NEW RESTAURANTS + DISCOVERED.

4) DISCOVER + NEW DISHES + WITH FAVORITE FLAVORS + AT NEW RESTAURANTS.

5) EXPOSURE TO + NEW CUISINES + WITH FAVORITE FLAVORS + NEW EXPERIENCES.

JOBS (WHAT):


HUNGRY PERSON

MAIN JOB:

IDENTIFY NEW RESTAURANTS.


RELATED JOBS:

1) DISCOVER NEW FOOD.

2) FIND FAVORITE FLAVORS.

EMOTIONAL JOBS:

POSTIVLEY STIMULATE FLAVOR PALETE.


SOCIAL JOBS:

IDENTIFY OTHER PEOPLE WITH SIMILAR TASTES.


CIRCUMSTANCES
(WHEN / WHERE):


1) FINDING A RESTARAUNT COMPATIBLE WITH

EACH GROUP MEMBER.

2) IDENTIFYING RESTARAUNT COMPATIBLE

WITH PERSONS FOOD ALLERIES.

EMPATHY MAPPING —

Developing empathy maps uncovered unmet user needs while highlighting pain points in the restaurant discovery process and helped reduce assumptions, resulting in more user centered design solutions.

  • THINK AND FEEL

    • "…had an opportunity to eat out a lot, go to real nice
    establishments, and is where I think I became a little bit
    of a foody."

    • "Want a well-rounded experience. "

    • "Don't want to be influenced by the hype.

    • Analyze menu prior to visit to verify food allergy
    compliance.

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Look for good cocktail and wine menu

    • Always looking for curry reminiscent of home

    • Look at menu prior to visit

    THINK AND FEEL

    • Lots of Chicago natives in area, a lot great
    restaurants as result

    • Love blends of flavors fusion cuisine, unexpected
    combinations

    • Sometimes overwhelmed by choices

    • Wait time a big factor

    GAIN

    • Good cocktail menu & wine list

    • Well rounded experience


    PAIN

    • Food allergy compliance

    • Sometimes overwhelmed by number choices

    • Hype / Wait time

  • THINK AND FEEL

    • Don't really go by reviews, feel they're not really
    indicative of the quality that restaurant

    • "I'll try the burger that seems like nobody is going to
    buy."

    • "Walk around the mall to see what we like"

    • "Smell the smells"

    HEAR

    • Chinese app talks about best local places and what to
    avoid and what's "super pricy."

    • Gravitate towards suggestions from other that are
    lesser know

    • Only listen to reviews by natives of cuisine

    SEE

    • Look for a place unique to area when with group of
    people who have different mindset

    • Use Google to search to see what's good near me

    • Look for restaurants by walking around

    THINK AND FEEL

    • Due to different palette of westerners won't rely on
    Google reviews
    • Don't want to drive to far and have to leave city
    • Certain parts of the city don't really want to go to
    • To many options can be a demotivating factor"
    • Really into spicy food

    GAIN

    • New unique establishments

    • Lesser know dishes

    • Spicy and Sour (pickled) flavors

    PAIN

    • Extended travel distances

    • Too many options

    • High price point

  • THINK AND FEEL

    • When using the smartphone to search (web or app
    search) hold phone in left hand. Use both hands only
    when typing or zooming in.

    • Frequent places that have favorites they usually order.

    •"In the mood for some greasy goodness."

    • "Highest rating with reasonable pricing."

    HEAR

    • Decision second guessed

    • Kids input

    SEE

    • Web search using Google, Yelp app sometimes.

    • Look for restaurants that appease the kids taste

    • Casual restaurants/spots primarily

    THINK AND FEEL

    • Really no common flavors among diverse group
    of favorites

    • Small restaurants, food trucks and takeout spots

    • No food allergies or anything try to avoid.

    • Usually able to find solutions to cravings

    • Lucky to live in a diverse area where there is an
    abundance of all type of foods.

    GAIN

    • Greasy comfort food

    • Places that offer favorites

    • Diverse options available in Bay Area - able to satisfy cravings

    PAIN

    • Wife second guessing decision

    • Kid compatible option

    • Pricey restaurants

  • THINK AND FEEL

    • "I have to go through them all, even though can
    be overwhelming"

    • "When don't want to spend a million dollars today.'

    • "Number one would be Google"

    • "Once in a while crave spicy food"

    • "Crave tacos all the time"

    HEAR

    • Good Ratings

    • Kids needs

    • Husbands opinion

    SEE

    • DoorDash for foods images

    • Whats on the way in Roadtrippers app

    • Google listings with top ratings & images

    THINK AND FEEL

    • Rating primarily drives the decision along with
    image of food

    • With kids in hard to stay for prolonged periods of time

    • Prefer less options with filters, 30 to 5 options

    • Always order the same thing

    • Winter crave meat comfort food

    • Currently dieting

    GAIN

    • Offer good selection of Salads and/or bowls

    • Options that are close within route

    • "Catchall" restaurants

    PAIN

    • Don't want to take chance ordering something will not like

    • Has to be on the route when traveling by car

    • Finding kid compatible option

  • THINK AND FEEL

    • "Sometimes will go somewhere for cocktails
    before eating.

    • "White tablecloth restaurant for an evening out"

    • Hold phone in right hand, thumb to navigate

    • "Get to dine out frequently for business.

    • "Somehow stumbled across"

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (as result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Google reviews with good ratings

    • Occasionally discover new place by accident

    • Open Table and Yelp reviews when out

    THINK AND FEEL

    • Prefer manageable number of options

    • Decisions for work are influenced solely by rating

    • Dinning out with husband nothing to expensive

    • Love garlic and unami flavors

    • Chinese, Thai, and Seafood are favorites

    GAIN

    • Eating out frequently free for work

    • Nice cocktails before eating

    • Satisfy flavor cravings

    PAIN

    • Restaurants that please clients preferences

    • Not too expensive

    • Not finding flavor or food being craved

USER STORIES —

By creating user stories, I was able to translate broad problems into specific user challenges, which clarified priorities and informed product development decisions.

DISCOVER NEW
RESTAURANTS

CREATE A FOOD ALLERGY PROFILE

CREATE A
FLAVOR PROFILE

VIEW IMAGES
OF FOOD &
BEVERAGES

IDENTIFY "CATCHALL"
RESTAURANTS

OPTIONS THAT
ARE CLEAN & HYGIENIC

WELL ROUND DINNING OPTIONS

RESTAURANT WITH GOOD PORTION SIZES

SOME PLACE THAT
HAS OPTIONS TO ADHEAR TO DIET

ON THE ROUTE
WE ARE
TRAVELLING

RESTAURANTS
WITH LOW WAIT TIMES

EXAMINE THE
MENU

OPTIONS THAT
ARE CHILDREN COMPATIBLE

SOMETHING
NEAR BY

A REASONABLE PRICED OPTION, WON'T BREAK
THE BANK

RESTAURANT THAT GIVES YOU YOUR
MONEYS WORTH

SOME PLACE THAT
OFFERS QUICK SERVICE

SOME PLACE WITH AN OUTDOOR SEATING OPTION

A GOOD WHITE TABLECLOTH
OPTION

CREATE A USER PROFILE

FIND FOOD
ALLERGY
COMPLIANT
OPTIONS

TO SAFELY
EXPLORE NEW FLAVORS

REDUCE OPTIONS AND MAKE MORE MANAGEABLE

FIND AUTHENTIC
CUISINE

DISCOVER NEW FOODS WITH MY FAVORITE FLAVORS

FIND THE BEST
SPICY FOOD NEAR
ME

FIND UNAMI
RICH FOODS

GOOD MEXICAN
FOOD

GOOD THAI
FOOD

FOODY TYPE
SPOTS

GOOD TACOS

CREATE A GROUP FOOD ALLERGY PROFILE

FIND COMPATIBLE DNNING OPTIONS

CREATE A GROUP FLAVOR PROFILE

FIND DINNING OPTION WITH SOMETHING FOR EVERYONE

VIEW LOCAL USER
SUGGESTIONS

TO SEE WHAT'S TRENDING

TO SEE
WHAT'S NEW

FIND OPTIONS
NEAR ME

THEMATIC ANALYSIS —

Through thematic analysis, I identified common themes across participants, which helped me empathize with their pain points in the restaurant discovery process.

AMOUNT OF OPTIONS

SECONDARY
STEPS

TYPICAL FIRST STEPS

PREFFERENCES

SEEKING

DRIVING FACTORS

SPECIAL PARAMETERS

HOLDING
PHONE

START WITH
GOOGLE

SEARCH FOR NEAR
ME AND GO FROM
THERE

GOOGLE & THEN
VERIFY WITH
YELP

"NUMBER ONE
WOULD BE
GOOGLE"

GOOGLE BECAUSE
EASIER TO
BROWSE

COMBINATION OF
PLATFORMS AND RESOURCES

USE ROADTRIPPER
WHEN TRAVELING
BY CAR

LIKE STREAMLINED
PROCESS OF OPENTABLE

DECISION DRIVEN
BY RATINGS AND IMAGES

ANALYZE MENU

OVERWHELMED
BY CHOICES

TOO MANY
OPTIONS CAN BE
DEMOTIVATING

OVER A COUPLE DOZEN RARELY REVIEW ALL
OPTIONS

CHOICE OVERLOAD
CAN AFFECT THE
PROCESS

"HAVE TO REVIEW ALL OPTIONS,
EVEN IF IT'S OVERWHELMING."

"CATCHALL RESTAURANT OFFERING SEVERAL
CUISINES."

"DON'T WANT TO BE INFLUENCED BY THE HYPE."

TRY WHAT NO ONE ELESE WILL TRY

"GREASY
GOODNESS"

"WANT A WELL ROUNDED EXPERIENCE"

FIRST AVAILABLE OPTION THAT
LOOKS GOOD

WHAT'S NEAR
BY ME

I'M IN THE
MOOD FOR…

"GRAVITATE TOWARDS THE LESSER KNOWN"

ALWAYS LOOKING
FOR PLACES

"SOMEHOW STUMBLED
ACROSS"

"USUALLY PLAY IT SAFE"

"SMELL THE
SMELLS"

IMAGES AND
VIDEOS CREATE CRAVINGS

"EATING OUT IS
A SPECIAL
EVENT FOR US"

NO FOOD
ALLERGIES OR
ANYTHING WE
AVOID

FOOD ALLERGY
COMPATIBILTY

CURRENTLY
DIETING

DOORDASH
IMAGES, TO SEE
WHAT I'M IN THE MOOD FOR

ALWAYS ORDER
THE SAME THING

"SMALL RESTAURANTS,
FOOD TRUCKS, OR TAKEOUT SPOTS

HOLD AND TYPE
IN ONE HAND

HOLD IN ONE HAND
& USE THUMB
TO SCROLL

USUALLY HOLD
PHONE IN
ONE HAND

HOLD IN ONE HAND
BROWSING, TWO
WHEN TYPING

HOW MIGHT WE STATEMENTS —

Reframed user problems into meaningful opportunities for design, helping to identify a range of creative solutions.

HOW MIGHT WE (HMW) - FINDING THE RIGHT RESTAURANT

1) HOW MIGHT WE MAKE THE RESTAURANT DISCOVERY PROCESS MORE ACCESSIBLE.

2) HOW MIGHT WE INCREASE PEOPLE'S ABILITY TO IDENTIFY COMPATIBLE DINING OPTIONS.

3) HOW MIGHT WE ASSIST PEOPLE IN DISCOVERING NEW CUISINES.

4) HOW MIGHT WE MAKE DINERS IDENTIFY THEIR FAVORITE FLAVORS.

5) HOW MIGHT WE ENABLE EASIER IDENTIFICATION OF ALLERGY RESTRICTIONS AT DINING OPTIONS.

INFORMATION ARCHITECTURE —

USER FLOW RED ROUTES —

Developing user flows for red routes provide a visualization of the critical user paths for development. By mapping these flows it helped to identify friction points early in design process and to ensure a user centered design.

SITE MAP —

Creating site map established a visual representation of the apps structure and how it would be navigated by users.

INFORMATION ARCHITECTURE —

USER FLOW RED ROUTES —

Developing user flows for red routes provide a visualization of the critical user paths for development. By mapping these flows it helped to identify friction points early in design process and to ensure a user centered design.

SITE MAP —

Creating site map established a visual representation of the apps structure and how it would be navigated by users.

LOW FIDELITY DESIGNS —

THUMBNAIL SKETCHES —

Low fidelity thumbnail sketches enabled quick exploration of potential layouts and flows, keeping the focus on structure and a user centered design and not focusing on more detailed design decisions until later.

WIREFRAMES — 

Wireframes were created to establish the structural blueprint of key components and screens, while also introducing typeface selection and varying weights to begin defining the visual hierarchy within the screen designs.

WIREFLOW RED ROUTES —

Utilizing the wireframes, a more comprehensive user flow was created for each red route to visually analyze the different user journeys and identify any design pain points or production issues.

MOOD BOARD —

A mood board was created to provide design inspiration for layout, typography, color palettes, imagery and feel.

LOW FIDELITY DESIGNS —

THUMBNAIL SKETCHES —

Low fidelity thumbnail sketches enabled quick exploration of potential layouts and flows, keeping the focus on structure and a user centered design and not focusing on more detailed design decisions until later.

WIREFRAMES — 

Wireframes were created to establish the structural blueprint of key components and screens, while also introducing typeface selection and varying weights to begin defining the visual hierarchy within the screen designs.

WIREFLOW RED ROUTES —

Utilizing the wireframes, a more comprehensive user flow was created for each red route to visually analyze the different user journeys and identify any design pain points or production issues.

MOOD BOARD —

A mood board was created to provide design inspiration for layout, typography, color palettes, imagery and feel.

RESEARCH PLAN —

SCHEDULE — 

— PHASE 1 —

DISCOVERY

PLAN RESEARCH

1. Formulate Research Plan

2. Define User Audience

CONDUCT RESEARCH

1. Secondary Research

2. User Interview Prep

• Create Screener Survey

• Create Questionnaire

3. User Interviews

RESEARCH SYNTHESIZE

1. User Personas

2. Jobs To Be Done

3. Empathy Mapping

4. User Stories

5. Thematic Analysis

5. How Might We Statements

— PHASE 2 —

DESIGN R1

DESIGN INFORMATION ARCHITECTURE

1. Create Site Map

2. User Flow Red Routes

DESIGN IN LOW FIDELITY

1. Red Route Sketches

2. Computer Wireframes

3. Edge Cases

4. Wireflow Red Routes

5. Create Flavor Infographic

6. Begin Icon Library

7. Explore Color/Type Options

DESIGN PROTOTYPE

1. Refine Design & Incorporate
Prototype Functionality

2. Begin Component Library

— PHASE 3 —

VALIDATE R1

PREPARE TO TEST

1. Create Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 4 —

DESIGN R2

DESIGN IN HIGH FIDELITY

1. Finalize Color Palette/Type
2. Finalize Icon Library
3. Finalize Flavor Infographic

3. Refine Design Based On

Usability Test Findings

4. Complete Component
Library

— PHASE 5 — 

VALIDATE R2

PREPARE TO TEST

1. Create Modified Test Script

2. Identify & Book Test Users

CONDUCT TESTING

1. Conduct Remote Moderated
Usability Tests

SYNTHESIZE RESULTS

1. Analyze Interview Videos

2. Notarize Findings
3. Create Usability Test Report

— PHASE 6 —

DESIGN R3

ITERATE IN HIGH FIDELITY

1. Refine Design Based On

Usability Test Findings

2. Finalize Component Library

VALIDATE R1 —

USER FEEDBACK —

Utilizing the structural design of the wireframes an MVP prototype was created for each red route and user tested.

USABILITY TEST REPORT —

Users testing provide important feedback that was implemented into the second prototype iteration.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Option to sign up/login w/ Apple & Google in most apps.

Add option to sign up of login with Apple or Google.

CRITICAL

Need breadcrumbs for walkthrough so users

Add breadcrumb graphic for walkthrough progress.

CRITICAL

Need breadcrumbs for signup process so users no where they are in the process.

Adjust layout of signup and include a breadcrumb element at the top of screen indicating stage of process.

MINOR

Don't expect to see tab bar on first screen.

Remove tab bar on sign up screens.

MINOR

Add additional descriptions on purple screens.

Add additional description to walkthrough boxes.

MINOR

What type of subscription, monthly?

Add "Monthly" to description verbiage.

MINOR

Option needed to go back a screen.

Add "Back" button to walkthrough with "Cancel" button.

MINOR

Placement of walkthrough boxes confusing.

Keep placement of consistent from screen to screen.

MINOR

Password entry fields typically have ability to toggle from hidden to visible.

Add an "eye" UI element indicating the ability to toggle between hidden and visible to password field.

MINOR

The reversed out text in the search results prevents a clear visual hierarchy, visually noisy.

Reformat the search result boxes removing reversed out text and increase white space.

NORMAL

Need splash screen with logo and tagline first screen.

Add splash screen with logo.

VALIDATE R1 —

USER FEEDBACK —

Utilizing the structural design of the wireframes an MVP prototype was created for each red route and user tested.

USABILITY TEST REPORT —

Users testing provide important feedback that was implemented into the second prototype iteration.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Option to sign up/login w/ Apple & Google in most apps.

Add option to sign up of login with Apple or Google.

CRITICAL

Need breadcrumbs for walkthrough so users

Add breadcrumb graphic for walkthrough progress.

CRITICAL

Need breadcrumbs for signup process so users no where they are in the process.

Adjust layout of signup and include a breadcrumb element at the top of screen indicating stage of process.

MINOR

Don't expect to see tab bar on first screen.

Remove tab bar on sign up screens.

MINOR

Add additional descriptions on purple screens.

Add additional description to walkthrough boxes.

MINOR

What type of subscription, monthly?

Add "Monthly" to description verbiage.

MINOR

Option needed to go back a screen.

Add "Back" button to walkthrough with "Cancel" button.

MINOR

Placement of walkthrough boxes confusing.

Keep placement of consistent from screen to screen.

MINOR

Password entry fields typically have ability to toggle from hidden to visible.

Add an "eye" UI element indicating the ability to toggle between hidden and visible to password field.

MINOR

The reversed out text in the search results prevents a clear visual hierarchy, visually noisy.

Reformat the search result boxes removing reversed out text and increase white space.

NORMAL

Need splash screen with logo and tagline first screen.

Add splash screen with logo.

DESIGN PROTOTYPE R1 —

PROTOTYPE —

DESIGN PROTOTYPE R1 —

PROTOTYPE —

• Above 21 years of age.
• Eats out at least 2-3 times a month.
• Utilizes smartphone to identify restaurants.
• Enjoys trying new restaurants/cuisines.

USER AUDIENCE

DESIGN PROTOTYPE R2 —

ICON LIBRARY —

Icons were created for the tab bar & menus along with abstracted icons for flavor profiling and allergy profiling.

FLAVOR PROFILE INFOGRAPHIC —

Designed to map each primary and secondary flavor allowing the user to view their profile at a glance on the home screen and when viewing a restaurants profile screen for a visual representation of its flavor profile.

COMPONENT LIBRARY —

During the second round of the design process the component library was completed and finalized.

COLOR PALETTE —

After finalizing the color palette, each color combination was verified for a passing minimum contrast ratio according to the Web Content Accessibility Guidelines.

COLOR COMBINATION

CONTRAST
RATIO

NORMAL TEXT
(14-18px)

LARGE TEXT
(18px or 14px+bold)

OBJECTS & UI
(Graphics, Controls)

FOREGROUND

#F05A28

BACKGROUND

#000000

6.19:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#551E4B

BACKGROUND

#FFFFFFF

12.54:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#A23895

BACKGROUND

#DDE2E3

4.54:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#3D3D3D

BACKGROUND

#FFFFFF

10.86:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#FFFFFF

BACKGROUND

#A23895

5.93:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

PROTOTYPE —

Applying usability testing feedback, a second iteration was designed with a new color palette and refine structure.

DESIGN PROTOTYPE R2 —

ICON LIBRARY —

Icons were created for the tab bar & menus along with abstracted icons for flavor profiling and allergy profiling.

FLAVOR PROFILE INFOGRAPHIC —

Designed to map each primary and secondary flavor allowing the user to view their profile at a glance on the home screen and when viewing a restaurants profile screen for a visual representation of its flavor profile.

COMPONENT LIBRARY —

During the second round of the design process the component library was completed and finalized.

COLOR PALETTE —

After finalizing the color palette, each color combination was verified for a passing minimum contrast ratio according to the Web Content Accessibility Guidelines.

COLOR COMBINATION

CONTRAST
RATIO

NORMAL TEXT
(14-18px)

LARGE TEXT
(18px or 14px+bold)

OBJECTS & UI
(Graphics, Controls)

FOREGROUND

#F05A28

BACKGROUND

#000000

6.19:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#551E4B

BACKGROUND

#FFFFFFF

12.54:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#A23895

BACKGROUND

#DDE2E3

4.54:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#3D3D3D

BACKGROUND

#FFFFFF

10.86:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#FFFFFF

BACKGROUND

#A23895

5.93:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

PROTOTYPE —

Applying usability testing feedback, a second iteration was designed with a new color palette and refine structure.

VALIDATE R2 —

USABILITY TEST REPORT —

A second round of moderated usability testing was conducted with another group of participants for more feedback.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Include key flavors & allergy info within search result list.

Include key flavor and allergy ratings in results.

CRITICAL

Instructions too long, big blocks of text discouraging.

Modify design to accordion section with only 1st sent

MINOR

Location icons on search results should be numbered.

Add number to location icons.

MINOR

Some of the transitions between screens slide in wrong.

Adjust animation to correct orrientation.

MINOR

Would be nice to have operating times in search results.

Add operating times to search results.

MINOR

Need Apple & Google pay options in signup process.

Add Apple & Google pay option to payment screen.

MINOR

Background gradient during signup distracting.

Change background to more subtle gradient.

MINOR

Restaurant profile page section info not needed.

Remove page section info in restaurant profile section.

MINOR

"Profile" btn on restaurant profile not selected.

Change button state to indicate on "Profile."

MINOR

Hard to read pink text on item profiling screen.

Change input text color to standard grey.

VALIDATE R2 —

USABILITY TEST REPORT —

A second round of moderated usability testing was conducted with another group of participants for more feedback.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Include key flavors & allergy info within search result list.

Include key flavor and allergy ratings in results.

CRITICAL

Instructions too long, big blocks of text discouraging.

Modify design to accordion section with only 1st sent

MINOR

Location icons on search results should be numbered.

Add number to location icons.

MINOR

Some of the transitions between screens slide in wrong.

Adjust animation to correct orrientation.

MINOR

Would be nice to have operating times in search results.

Add operating times to search results.

MINOR

Need Apple & Google pay options in signup process.

Add Apple & Google pay option to payment screen.

MINOR

Background gradient during signup distracting.

Change background to more subtle gradient.

MINOR

Restaurant profile page section info not needed.

Remove page section info in restaurant profile section.

MINOR

"Profile" btn on restaurant profile not selected.

Change button state to indicate on "Profile."

MINOR

Hard to read pink text on item profiling screen.

Change input text color to standard grey.

FINAL PROTOTYPE —

PROTOTYPE —

After conducting two rounds of moderated usability testing, all critical errors identified by participants were fixed. Several other minor and normal errors brought up by more than one participant were also addressed and revisions were made based on that feedback.

FINAL PROTOTYPE —

PROTOTYPE —

After conducting two rounds of moderated usability testing, all critical errors identified by participants were fixed. Several other minor and normal errors brought up by more than one participant were also addressed and revisions were made based on that feedback.

THE RUNDOWN —

WHAT I LEARNED —

Over the course of the Flavor Flux project, I gained experience with a design process that was much more research-driven than a typical graphic design approach. I obtained a detailed understanding of the target audience by implementing a user screener survey to identify key users and conducting interviews to uncover their needs and emotions throughout the restaurant discovery journey. Having always gravitated toward a research-driven creative process, I recognized the value of interacting with the target audience before beginning the design phase.

Synthesizing qualitative research findings through empathy mapping, user stories, and thematic analysis helped me develop a thorough understanding of user needs and truly empathize with the users. This detailed insight provided a blueprint for the product development process, starting with user flows and a site map during the information architecture stage, then evolving into thumbnail sketches and wireframes in the low-fidelity design stage. While my experience as a graphic designer has given me extensive practice with thumbnail sketching and low-fidelity mockups, I had no prior experience developing functional prototypes. Adding this skill to my creative toolbox was incredibly exciting.

WHAT IT SOLVED —

Developing the Flavor Flux app solved the root problem of the restaurant discovery process by enabling users to identify restaurants with the flavors they craved and any potential food allergies users might have, without having to carefully analyze the menus of each dining option. By creating flavor and allergy profiling, all search queries were automatically filtered based on these preferences, providing targeted, user-centered suggestions that significantly reduced the effects of choice overload.

THE RUNDOWN —

WHAT I LEARNED —

Over the course of the Flavor Flux project, I gained experience with a design process that was much more research-driven than a typical graphic design approach. I obtained a detailed understanding of the target audience by implementing a user screener survey to identify key users and conducting interviews to uncover their needs and emotions throughout the restaurant discovery journey. Having always gravitated toward a research-driven creative process, I recognized the value of interacting with the target audience before beginning the design phase.

Synthesizing qualitative research findings through empathy mapping, user stories, and thematic analysis helped me develop a thorough understanding of user needs and truly empathize with the users. This detailed insight provided a blueprint for the product development process, starting with user flows and a site map during the information architecture stage, then evolving into thumbnail sketches and wireframes in the low-fidelity design stage. While my experience as a graphic designer has given me extensive practice with thumbnail sketching and low-fidelity mockups, I had no prior experience developing functional prototypes. Adding this skill to my creative toolbox was incredibly exciting.

WHAT IT SOLVED —

Developing the Flavor Flux app solved the root problem of the restaurant discovery process by enabling users to identify restaurants with the flavors they craved and any potential food allergies users might have, without having to carefully analyze the menus of each dining option. By creating flavor and allergy profiling, all search queries were automatically filtered based on these preferences, providing targeted, user-centered suggestions that significantly reduced the effects of choice overload.

• Above 21 years of age.
• Eats out at least 2-3 times a month.
• Utilizes smartphone to identify restaurants.
• Enjoys trying new restaurants/cuisines.

USER AUDIENCE

• Above 21 years of age.
• Eats out at least 2-3 times a month.
• Utilizes smartphone to identify restaurants.
• Enjoys trying new restaurants/cuisines.

USER AUDIENCE

SECONDARY RESEARCH —

COMPETITIVE LANDSCAPE —

APPLICATION FEATURE

iOS App Store Rating

Cost to Use (App)

User Reviews & Ratings

Reservation Booking

Driving Route Options

Menu Viewing

Photo Uploads & Galleries

Offline Access

Search Filters

Mapping & Directions

Flavor Profiling

Allergy Profiling

FOURSQUARE

4.3 / 5

FREE

OPENTABLE

4.3 / 5

FREE

YELP

4.3 / 5

FREE

UNDERSTANDING THE DINING DECISION +

QUALITATIVE RESEARCH +

INSIGHTS INTO USER EXPERIENCES & DINING DECISIONS

0%

Survey participants said they often had difficulty locating new restaurants and/or cuisines offering the flavors they truly craved.

0%

Respondents stated food allergies had prevented them or their group from trying new restaurants or cuisines in the past.

0%

Survey participants reported dificulty finding restaurants that provided flavors each group member craved when dinning out.

0%

Subjects acknowledged experiencing choice overload when utilizing restaurant discovery apps or search engines.

"I have to go through all search results
 even though it can be overwhelming
at times." — Nicole

INFORMATION ARCHITECURE —

USER FLOW RED ROUTE 1 —

Developing user flows for red routes provide a visualization of the critical user paths for development. By mapping these flows it helped to identify friction points early in design process and to ensure a user centered design.

SITE MAP —

Creating site map established a visual representation of the apps structure and how it would be navigated by users.

INFORMATION ARCHITECURE —

USER FLOW RED ROUTE 1 —

Developing user flows for red routes provide a visualization of the critical user paths for development. By mapping these flows it helped to identify friction points early in design process and to ensure a user centered design.

SITE MAP —

Creating site map established a visual representation of the apps structure and how it would be navigated by users.

LOW FIDELITY DESIGNS —

THUMBNAIL SKETCHES —

Low fidelity thumbnail sketches enabled quick exploration of potential layouts and flows, keeping the focus on structure and a user centered design and not focusing on more detailed design decisions until later.

WIREFRAMES —

Wireframes were created to establish the structural blueprint of key components and screens, while also introducing typeface selection and varying weights to begin defining the visual hierarchy within the screen designs.

WIREFLOW RED ROUTES —

Utilizing the wireframes, a more comprehensive user flow was created for each red route to visually analyze the different user journeys and identify any design pain points or production issues.

MOOD BOARD —

A mood board was created to provide design inspiration for layout, typography, color palettes, imagery and feel.

LOW FIDELITY DESIGNS —

THUMBNAIL SKETCHES —

Low fidelity thumbnail sketches enabled quick exploration of potential layouts and flows, keeping the focus on structure and a user centered design and not focusing on more detailed design decisions until later.

WIREFRAMES —

Wireframes were created to establish the structural blueprint of key components and screens, while also introducing typeface selection and varying weights to begin defining the visual hierarchy within the screen designs.

WIREFLOW RED ROUTES —

Utilizing the wireframes, a more comprehensive user flow was created for each red route to visually analyze the different user journeys and identify any design pain points or production issues.

MOOD BOARD —

A mood board was created to provide design inspiration for layout, typography, color palettes, imagery and feel.

RESEARCH SYNTHESIS —

USER PERSONAS —

Creating user personas helped empathize with users' challenges and prioritize what critical features to include, ensuring the product effectively solved key problems and maintain focus on the target users needs.

  • PARTICIPANT 1: KIM

    GENDER: FEMALE

    OCCUPATION: EXECUTIVE RECRUITER

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 5-10

    MARRIED: YES

    CHILDREN: 4

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "Don't want to be influenced
    by the hype."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • FOOD ALLERGY COMPLIANCE

    • CLEANLINESS / HYGIENIC

    THOUGHTS:

    • ALWAYS LOOKING FOR NEW PLACES

    • SOMETHING WE DO FRIDAYS

    SEEKING:

    • WELL ROUNDED EXPERIENCE

    • BLENDS OF FAVORITE FLAVORS

    PARAMETERS:

    • GOOD COCKTAILS & WINE LIST

    • REASONABLE WAIT TIMES

    CRAVING:

    • GOOD CURY DISHES

    • AUTHENTIC THAI FOOD

  • PARTICIPANT 2: JOHN

    GENDER: MALE

    OCCUPATION: CONTENT CREATOR

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 2-3

    MARRIED: YES

    CHILDREN: NONE

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'll try the burger that seems like nobody is going to buy."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • EXTENDED TRAVEL DISTANCES

    • OPTIONS WITH FAVORITE FLAVORS

    THOUGHTS:

    • REVIEWS NOT INDICATIVE OF QUALITY

    • SMELL THE SMELLS

    SEEKING:

    • SAFE FOR FOR WIFE WITH FOOD ALLERGIES

    • NEW UNIQUE CUISINES AND EXPERIENCES

    PARAMETERS:

    • THE LESSER KNOWN GEMS

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOODS AND FLAVORS

    • PICKLED AND SOUR TASTING

  • PARTICIPANT 3: ALEX

    GENDER: MALE

    OCCUPATION: SIGNAGE INSTALLER

    LOCATION: SAN JOSE, CA

    TIMES PER MONTH: 8-12

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'm in the mood for some
    greasy goodness."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • PRICEY JOINTS WITH SMALL PORTIONS

    • LIMITED OPTIONS WITH FLAVORS CRAVED

    THOUGHTS:

    • USUALLY PLAY IT SAFE

    • APPRECIATE BAY AREA DIVERSITY

    SEEKING:

    • KID FRIENDLY OPTIONS

    • FOODY TYPE SPOTS

    PARAMETERS:

    • HIGHEST RATING THAT'S REASONABLE

    • PLACES THAT OFFERS FAVORITES

    CRAVING:

    • GOOD MEXICAN FOOD

    • FAVORITE FLAVORS IN NEW DISHES

  • PARTICIPANT 4: NICOLE

    GENDER: FEMALE

    OCCUPATION: DEDICATED MOTHER

    LOCATION: APPLETON, WI

    TIMES PER MONTH: 1-4

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I have to go through all search results
    even though it can be overwhelming."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • OVER PRICED OFFERINGS

    • LACK OF FAVORITE FLAVORS IN DISHES

    THOUGHTS:

    • ALWAYS ORDER THE SAME THING

    • TRY TO ADHERE TO DIET

    SEEKING:

    • CATCH ALL RESTAURANT

    • WHAT'S ON THE WAY

    PARAMETERS:

    • CHILDREN COMPATIBLE

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOOD ON OCCASION

    • GOOD TACOS

  • PARTICIPANT 5: EMILY

    GENDER: FEMALE

    OCCUPATION: ADMIN ASSISTANT

    LOCATION: SAN FRANCISCO, CA

    TIMES PER MONTH: 10-15

    MARRIED: YES

    CHILDREN: NONE / TWO DOGS

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "One of the perks of my job is I get to dine out frequently."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • IDENTIFYING OPTIONS WITH MY FLAVORS

    • FOOD ALLERGY SAFE OPTIONS

    THOUGHTS:

    • PREFER MANAGEABLE NUMBER OPTIONS

    • WORD OF MOUTH SUGGESTIONS

    SEEKING:

    • HIGH RATING / REVIEWS

    • GOOD WHITE TABLE CLOTH RESTAURANT

    PARAMETERS:

    • ALIGN WITH CLIENTS PREFERENCES

    • GREAT SERVICE

    CRAVING:

    • UNAMI AND GARLIC FLAVORS

    • GOOD COCKTAILS

JOBS TO BE DONE —

Writing Jobs to Be Done statements helped clarify user needs, prioritizing feature development around meaningful goals and reduced choice overload by directing attention to what truly matters.

JTBD statements were key to understanding customer needs and driving product innovation.

MAIN JOB: IDENTIFY NEW RESTAURANTS

RELATED JOBS: 1) DISCOVER NEW FOODS. 2) FIND FAVORITE FLAVORS.

NEED STATEMENTS: DIRECTION OF CHANGE + UNIT OF MEASURE + OBJECT + CLARIFIER


1) REDUCE + THE NUMBER + OF UNDESIRABLE RESTAURANTS + FROM SEARCH.

2) INCREASE + THE SELECTION + OF DESIRED RESTAURANTS + PRESENTED.

3) EXPLORE + FAVORITE FLAVORS + AT NEW RESTAURANTS + DISCOVERED.

4) DISCOVER + NEW DISHES + WITH FAVORITE FLAVORS + AT NEW RESTAURANTS.

5) EXPOSURE TO + NEW CUISINES + WITH FAVORITE FLAVORS + NEW EXPERIENCES.

JOBS (WHAT):


HUNGRY PERSON

MAIN JOB:

IDENTIFY NEW RESTAURANTS.


RELATED JOBS:

1) DISCOVER NEW FOOD.

2) FIND FAVORITE FLAVORS.

EMOTIONAL JOBS:

POSTIVLEY STIMULATE FLAVOR PALETE.


SOCIAL JOBS:

IDENTIFY OTHER PEOPLE WITH SIMILAR TASTES.


CIRCUMSTANCES
(WHEN / WHERE):


1) FINDING A RESTARAUNT COMPATIBLE WITH

EACH GROUP MEMBER.

2) IDENTIFYING RESTARAUNT COMPATIBLE

WITH PERSONS FOOD ALLERIES.

EMPATHY MAPS —

Developing empathy maps uncovered unmet user needs while highlighting pain points in the restaurant discovery process and helped reduce assumptions, resulting in more user centered design solutions.

  • SAY & DO

    • "…had an opportunity to eat out a lot, go to real nice
    establishments, and is where I think I became a little bit
    of a foody."

    • "Want a well-rounded experience. "

    • "Don't want to be influenced by the hype.

    • Analyze menu prior to visit to verify food allergy
    compliance.

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Look for good cocktail and wine menu

    • Always looking for curry reminiscent of home

    • Look at menu prior to visit

    THINK & FEEL

    • Lots of Chicago natives in area, a lot great
    restaurants as result

    • Love blends of flavors fusion cuisine, unexpected
    combinations

    • Sometimes overwhelmed by choices

    • Wait time a big factor

    GAIN

    • Good cocktail menu & wine list

    • Well rounded experience


    PAIN

    • Food allergy compliance

    • Sometimes overwhelmed by number choices

    • Hype / Wait time

  • SAY & DO

    • Don't really go by reviews, feel they're not really
    indicative of the quality that restaurant

    • "I'll try the burger that seems like nobody is going to
    buy."

    • "Walk around the mall to see what we like"

    • "Smell the smells"

    HEAR

    • Chinese app talks about best local places and what to
    avoid and what's "super pricy."

    • Gravitate towards suggestions from other that are
    lesser know

    • Only listen to reviews by natives of cuisine

    SEE

    • Look for a place unique to area when with group of
    people who have different mindset

    • Use Google to search to see what's good near me

    • Look for restaurants by walking around

    THINK & FEEL

    • Due to different palette of westerners won't rely on
    Google reviews
    • Don't want to drive to far and have to leave city
    • Certain parts of the city don't really want to go to
    • To many options can be a demotivating factor"
    • Really into spicy food

    GAIN

    • New unique establishments

    • Lesser know dishes

    • Spicy and Sour (pickled) flavors

    PAIN

    • Extended travel distances

    • Too many options

    • High price point

  • SAY & DO

    • When using the smartphone to search (web or app
    search) hold phone in left hand. Use both hands only
    when typing or zooming in.

    • Frequent places that have favorites they usually order.

    •"In the mood for some greasy goodness."

    • "Highest rating with reasonable pricing."

    HEAR

    • Decision second guessed

    • Kids input

    SEE

    • Web search using Google, Yelp app sometimes.

    • Look for restaurants that appease the kids taste

    • Casual restaurants/spots primarily

    THINK & FEEL

    • Really no common flavors among diverse group
    of favorites

    • Small restaurants, food trucks and takeout spots

    • No food allergies or anything try to avoid.

    • Usually able to find solutions to cravings

    • Lucky to live in a diverse area where there is an
    abundance of all type of foods.

    GAIN

    • Greasy comfort food

    • Places that offer favorites

    • Diverse options available in Bay Area - able to satisfy cravings

    PAIN

    • Wife second guessing decision

    • Kid compatible option

    • Pricey restaurants

  • SAY & DO

    • "I have to go through them all, even though can
    be overwhelming"

    • "When don't want to spend a million dollars today.'

    • "Number one would be Google"

    • "Once in a while crave spicy food"

    • "Crave tacos all the time"

    HEAR

    • Good Ratings

    • Kids needs

    • Husbands opinion

    SEE

    • DoorDash for foods images

    • Whats on the way in Roadtrippers app

    • Google listings with top ratings & images

    THINK & FEEL

    • Rating primarily drives the decision along with
    image of food

    • With kids in hard to stay for prolonged periods of time

    • Prefer less options with filters, 30 to 5 options

    • Always order the same thing

    • Winter crave meat comfort food

    • Currently dieting

    GAIN

    • Offer good selection of Salads and/or bowls

    • Options that are close within route

    • "Catchall" restaurants

    PAIN

    • Don't want to take chance ordering something will not like

    • Has to be on the route when traveling by car

    • Finding kid compatible option

  • SAY & DO

    • "Sometimes will go somewhere for cocktails
    before eating.

    • "White tablecloth restaurant for an evening out"

    • Hold phone in right hand, thumb to navigate

    • "Get to dine out frequently for business.

    • "Somehow stumbled across"

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (as result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Google reviews with good ratings

    • Occasionally discover new place by accident

    • Open Table and Yelp reviews when out

    THINK & FEEL

    • Prefer manageable number of options

    • Decisions for work are influenced solely by rating

    • Dinning out with husband nothing to expensive

    • Love garlic and unami flavors

    • Chinese, Thai, and Seafood are favorites

    GAIN

    • Eating out frequently free for work

    • Nice cocktails before eating

    • Satisfy flavor cravings

    PAIN

    • Restaurants that please clients preferences

    • Not too expensive

    • Not finding flavor or food being craved

USER STORIES —

By creating user stories, I was able to translate broad problems into specific user challenges, which clarified priorities and informed product development decisions.

DISCOVER NEW
RESTAURANTS

CREATE A FOOD ALLERGY PROFILE

CREATE A
FLAVOR PROFILE

VIEW IMAGES
OF FOOD &
BEVERAGES

IDENTIFY "CATCHALL"
RESTAURANTS

OPTIONS THAT
ARE CLEAN & HYGIENIC

WELL ROUND DINNING OPTIONS

RESTAURANT WITH GOOD PORTION SIZES

SOME PLACE THAT
HAS OPTIONS TO ADHEAR TO DIET

ON THE ROUTE
WE ARE
TRAVELLING

RESTAURANTS
WITH LOW WAIT TIMES

EXAMINE THE
MENU

OPTIONS THAT
ARE CHILDREN COMPATIBLE

SOMETHING
NEAR BY

A REASONABLE PRICED OPTION, WON'T BREAK
THE BANK

RESTAURANT THAT GIVES YOU YOUR
MONEYS WORTH

SOME PLACE THAT
OFFERS QUICK SERVICE

SOME PLACE WITH AN OUTDOOR SEATING OPTION

A GOOD WHITE TABLECLOTH
OPTION

CREATE A USER PROFILE

FIND FOOD
ALLERGY
COMPLIANT
OPTIONS

TO SAFELY
EXPLORE NEW FLAVORS

REDUCE OPTIONS AND MAKE MORE MANAGEABLE

FIND AUTHENTIC
CUISINE

DISCOVER NEW FOODS WITH MY FAVORITE FLAVORS

FIND THE BEST
SPICY FOOD NEAR
ME

FIND UNAMI
RICH FOODS

GOOD MEXICAN
FOOD

GOOD THAI
FOOD

FOODY TYPE
SPOTS

GOOD TACOS

CREATE A GROUP FOOD ALLERGY PROFILE

FIND COMPATIBLE DNNING OPTIONS

CREATE A GROUP FLAVOR PROFILE

FIND DINNING OPTION WITH SOMETHING FOR EVERYONE

VIEW LOCAL USER
SUGGESTIONS

TO SEE WHAT'S TRENDING

TO SEE
WHAT'S NEW

FIND OPTIONS
NEAR ME

THEMATIC ANALYSIS —

Through thematic analysis, I identified common themes across participants, which helped me empathize with their pain points in the restaurant discovery process.

AMOUNT OF OPTIONS

SECONDARY
STEPS

TYPICAL FIRST STEPS

PREFFERENCES

SEEKING

DRIVING FACTORS

SPECIAL PARAMETERS

HOLDING
PHONE

START WITH
GOOGLE

SEARCH FOR NEAR
ME AND GO FROM
THERE

GOOGLE & THEN
VERIFY WITH
YELP

"NUMBER ONE
WOULD BE
GOOGLE"

GOOGLE BECAUSE
EASIER TO
BROWSE

COMBINATION OF
PLATFORMS AND RESOURCES

USE ROADTRIPPER
WHEN TRAVELING
BY CAR

LIKE STREAMLINED
PROCESS OF OPENTABLE

DECISION DRIVEN
BY RATINGS AND IMAGES

ANALYZE MENU

OVERWHELMED
BY CHOICES

TOO MANY
OPTIONS CAN BE
DEMOTIVATING

OVER A COUPLE DOZEN RARELY REVIEW ALL
OPTIONS

CHOICE OVERLOAD
CAN AFFECT THE
PROCESS

"HAVE TO REVIEW ALL OPTIONS,
EVEN IF IT'S OVERWHELMING."

"CATCHALL RESTAURANT OFFERING SEVERAL
CUISINES."

"DON'T WANT TO BE INFLUENCED BY THE HYPE."

TRY WHAT NO ONE ELESE WILL TRY

"GREASY
GOODNESS"

"WANT A WELL ROUNDED EXPERIENCE"

FIRST AVAILABLE OPTION THAT
LOOKS GOOD

WHAT'S NEAR
BY ME

I'M IN THE
MOOD FOR…

"GRAVITATE TOWARDS THE LESSER KNOWN"

ALWAYS LOOKING
FOR PLACES

"SOMEHOW STUMBLED
ACROSS"

"USUALLY PLAY IT SAFE"

"SMELL THE
SMELLS"

IMAGES AND
VIDEOS CREATE CRAVINGS

"EATING OUT IS
A SPECIAL
EVENT FOR US"

NO FOOD
ALLERGIES OR
ANYTHING WE
AVOID

FOOD ALLERGY
COMPATIBILTY

CURRENTLY
DIETING

DOORDASH
IMAGES, TO SEE
WHAT I'M IN THE MOOD FOR

ALWAYS ORDER
THE SAME THING

"SMALL RESTAURANTS,
FOOD TRUCKS, OR TAKEOUT SPOTS

HOLD AND TYPE
IN ONE HAND

HOLD IN ONE HAND
& USE THUMB
TO SCROLL

USUALLY HOLD
PHONE IN
ONE HAND

HOLD IN ONE HAND
BROWSING, TWO
WHEN TYPING

HOW MIGHT WE STATEMENTS —

Writing How Might We Statements allowed me to reframe user problems into meaningful opportunities for design.

HOW MIGHT WE (HMW) - FINDING THE RIGHT RESTAURANT

1) HOW MIGHT WE MAKE THE RESTAURANT DISCOVERY PROCESS MORE ACCESSIBLE.

2) HOW MIGHT WE INCREASE PEOPLE'S ABILITY TO IDENTIFY COMPATIBLE DINING OPTIONS.

3) HOW MIGHT WE ASSIST PEOPLE IN DISCOVERING NEW CUISINES.

4) HOW MIGHT WE MAKE DINERS IDENTIFY THEIR FAVORITE FLAVORS.

5) HOW MIGHT WE ENABLE EASIER IDENTIFICATION OF ALLERGY RESTRICTIONS AT DINING OPTIONS.

INFORMATION ARCHITECTURE —

USER FLOW RED ROUTES —

Developing user flows for red routes provide a visualization of the critical user paths for development. By mapping these flows it helped to identify friction points early in design process and to ensure a user centered design.

SITE MAP —

Creating site map established a visual representation of the apps structure and how it would be navigated by users.

LOW FIDELTY DESIGNS —

THUMBNAIL SKETCHES —

Low fidelity thumbnail sketches enabled quick exploration of potential layouts and flows, keeping the focus on structure and a user centered design and not focusing on more detailed design decisions until later.

WIREFRAMES —

Wireframes were created to establish the structural blueprint of key components and screens, while also introducing typeface selection and varying weights to begin defining the visual hierarchy within the screen designs.

WIREFLOW RED ROUTES —

Utilizing the wireframes, a more comprehensive user flow was created for each red route to visually analyze the different user journeys and identify any design pain points or production issues.

MOOD BOARD —

A mood board was created to provide design inspiration for layout, typography, color palettes, imagery and feel.

Usability testing kept the design
process focused on user needs and highlighted the importance of adhering to Jakob's Heuristics.

Usability testing kept the design
process focused on user needs and highlighted the importance of adhering to Jakob's Heuristics.

Usability testing kept the design
process focused on user needs and highlighted the importance of adhering to Jakob's Heuristics.

Usability testing kept the design
process focused on user needs and highlighted the importance of adhering to Jakob's Heuristics.

DESIGN PROTOTYPE R1 —

PROTOTYPE —

DESIGN PROTOTYPE R1 —

PROTOTYPE —

VALIDATE R1 —

USER FEEDBACK —

Utilizing the structural design of the wireframes an MVP prototype was created for each red route and user tested.

USABILITY TEST REPORT —

Users testing provide important feedback that was implemented into the second prototype iteration.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Need option to sign up/login w/ Apple & Google.

Add option to sign up of login with Apple or Google.

CRITICAL

Need breadcrumbs for walkthrough so users.

Add breadcrumb graphic for walkthrough progress.

CRITICAL

Need breadcrumbs for signup process so users no where they are in the process.

Adjust layout of signup and include a breadcrumb element at the top of screen indicating stage of process.

MINOR

Don't expect to see tab bar on first screen.

Remove tab bar on sign up screens.

MINOR

Add additional descriptions on purple screens.

Add additional description to walkthrough boxes.

MINOR

What type of subscription, monthly?

Add "Monthly" to description verbiage.

MINOR

Option needed to go back a screen.

Add "Back" button to walkthrough with "Cancel" button.

MINOR

Placement of walkthrough boxes confusing.

Keep placement of consistent from screen to screen.

MINOR

Password entry fields typically have ability to toggle from hidden to visible.

Add an "eye" UI element indicating the ability to toggle between hidden and visible to password field.

MINOR

The reversed out text in the search results prevents a clear visual hierarchy, visually noisy.

Reformat the search result boxes removing reversed out text and increase white space.

NORMAL

Need splash screen with logo and tagline first screen.

Add splash screen with logo.

VALIDATE R1 —

USER FEEDBACK —

Utilizing the structural design of the wireframes an MVP prototype was created for each red route and user tested.

USABILITY TEST REPORT —

Users testing provide important feedback that was implemented into the second prototype iteration.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Need option to sign up/login w/ Apple & Google.

Add option to sign up of login with Apple or Google.

CRITICAL

Need breadcrumbs for walkthrough so users.

Add breadcrumb graphic for walkthrough progress.

CRITICAL

Need breadcrumbs for signup process so users no where they are in the process.

Adjust layout of signup and include a breadcrumb element at the top of screen indicating stage of process.

MINOR

Don't expect to see tab bar on first screen.

Remove tab bar on sign up screens.

MINOR

Add additional descriptions on purple screens.

Add additional description to walkthrough boxes.

MINOR

What type of subscription, monthly?

Add "Monthly" to description verbiage.

MINOR

Option needed to go back a screen.

Add "Back" button to walkthrough with "Cancel" button.

MINOR

Placement of walkthrough boxes confusing.

Keep placement of consistent from screen to screen.

MINOR

Password entry fields typically have ability to toggle from hidden to visible.

Add an "eye" UI element indicating the ability to toggle between hidden and visible to password field.

MINOR

The reversed out text in the search results prevents a clear visual hierarchy, visually noisy.

Reformat the search result boxes removing reversed out text and increase white space.

NORMAL

Need splash screen with logo and tagline first screen.

Add splash screen with logo.

DESIGN PROTOTYPE R2 —

ICON LIBRARY —

Icons were created for the tab bar & menus along with abstracted icons for flavor profiling and allergy profiling.

FLAVOR PROFILE INFOGRAPHIC —

Designed to map each primary and secondary flavor allowing the user to view their profile at a glance on the home screen and when viewing a restaurants profile screen for a visual representation of its flavor profile.

COMPONENT LIBRARY +

During the second round of the design process the component library was completed and finalized.

COLOR PALETTE —

After finalizing the color palette, each color combination was verified for a passing minimum contrast ratio according to the Web Content Accessibility Guidelines.

COLOR
COMBINATION

CONTRAST
RATIO

NORMAL
TEXT

(14-18px)

LARGE TEXT

(18px or 14px+bold)

OBJECTS & UI

(18px or 14px+bold)

FOREGROUND

#F05A28

FOREGROUND

#000000

6.19:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#551E4B

FOREGROUND

#FFFFFF

12.54:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#A23895

FOREGROUND

#DDE2E3

4.54:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#3D3D3D

FOREGROUND

#FFFFFF

10.86:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#FFFFFF

FOREGROUND

#A23895

5.93:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

PROTOTYPE —

Applying usability testing feedback, a second iteration was designed with a new color palette and refine structure.

DESIGN PROTOTYPE R2 —

ICON LIBRARY —

Icons were created for the tab bar & menus along with abstracted icons for flavor profiling and allergy profiling.

FLAVOR PROFILE INFOGRAPHIC —

Designed to map each primary and secondary flavor allowing the user to view their profile at a glance on the home screen and when viewing a restaurants profile screen for a visual representation of its flavor profile.

COMPONENT LIBRARY +

During the second round of the design process the component library was completed and finalized.

COLOR PALETTE —

After finalizing the color palette, each color combination was verified for a passing minimum contrast ratio according to the Web Content Accessibility Guidelines.

COLOR
COMBINATION

CONTRAST
RATIO

NORMAL
TEXT

(14-18px)

LARGE TEXT

(18px or 14px+bold)

OBJECTS & UI

(18px or 14px+bold)

FOREGROUND

#F05A28

FOREGROUND

#000000

6.19:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#551E4B

FOREGROUND

#FFFFFF

12.54:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#A23895

FOREGROUND

#DDE2E3

4.54:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#3D3D3D

FOREGROUND

#FFFFFF

10.86:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#FFFFFF

FOREGROUND

#A23895

5.93:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

PROTOTYPE —

Applying usability testing feedback, a second iteration was designed with a new color palette and refine structure.

VALIDATE R2 —

USABILITY TEST REPORT —

A second round of moderated usability testing was conducted with another group of participants for more feedback.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Include key flavors & allergy info in search result list.

Include key flavor and allergy ratings in results.

CRITICAL

Instructions too long, big blocks of text discouraging.

Modify design to accordion section with only 1st sent

MINOR

Location icons on search results should be numbered.

Add number to location icons.

MINOR

Some of the transitions between screens slide in wrong.

Adjust animation to correct orientation.

MINOR

Would be nice to have operating times in search results.

Add operating times to search results.

MINOR

Would be nice to see Apple & Google pay option.

Add Apple & Google pay option to payment screen.

MINOR

Background gradient during signup distracting.

Change background to more subtle gradient.

MINOR

Restaurant profile page section info not needed.

Remove page section info in restaurant profile section.

MINOR

"Profile" btn on restaurant profile not selected.

Change button state to indicate on "Profile."

MINOR

Hard to read pink text on item profiling screen.

Change input text color to standard grey.

VALIDATE R2 —

USABILITY TEST REPORT —

A second round of moderated usability testing was conducted with another group of participants for more feedback.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Include key flavors & allergy info in search result list.

Include key flavor and allergy ratings in results.

CRITICAL

Instructions too long, big blocks of text discouraging.

Modify design to accordion section with only 1st sent

MINOR

Location icons on search results should be numbered.

Add number to location icons.

MINOR

Some of the transitions between screens slide in wrong.

Adjust animation to correct orientation.

MINOR

Would be nice to have operating times in search results.

Add operating times to search results.

MINOR

Would be nice to see Apple & Google pay option.

Add Apple & Google pay option to payment screen.

MINOR

Background gradient during signup distracting.

Change background to more subtle gradient.

MINOR

Restaurant profile page section info not needed.

Remove page section info in restaurant profile section.

MINOR

"Profile" btn on restaurant profile not selected.

Change button state to indicate on "Profile."

MINOR

Hard to read pink text on item profiling screen.

Change input text color to standard grey.

FINAL PROTOTYPE —

PROTOTYPE —

After conducting two rounds of moderated usability testing, all critical errors identified by participants were fixed. Several other minor and normal errors brought up by more than one participant were also addressed, revisions were made based on that feedback.

FINAL PROTOTYPE —

PROTOTYPE —

After conducting two rounds of moderated usability testing, all critical errors identified by participants were fixed. Several other minor and normal errors brought up by more than one participant were also addressed, revisions were made based on that feedback.

THE RUNDOWN —

WHAT I LEARNED —

Over the course of the Flavor Flux project, I gained experience with a design process that was much more research-driven than a typical graphic design approach. I obtained a detailed understanding of the target audience by implementing a user screener survey to identify key users and conducting interviews to uncover their needs and emotions throughout the restaurant discovery journey. Having always gravitated toward a research-driven creative process, I recognized the value of interacting with the target audience before beginning the design phase.

 

Synthesizing qualitative research findings through empathy mapping, user stories, and thematic analysis helped me develop a thorough understanding of user needs and truly empathize with the users. This detailed insight provided a blueprint for the product development process, starting with user flows and a site map during the information architecture stage, then evolving into thumbnail sketches and wireframes in the low-fidelity design stage. While my experience as a graphic designer has given me extensive practice with thumbnail sketching and low-fidelity mockups, I had no prior experience developing functional prototypes. Adding this skill to my creative toolbox was incredibly exciting.

WHAT IT SOLVED —

Developing the Flavor Flux app solved the root problem of the restaurant discovery process by enabling users to identify restaurants with the flavors they craved and any potential food allergies users might have, without having to carefully analyze the menus of each dining option. By creating flavor and allergy profiling, all search queries were automatically filtered based on these preferences, providing targeted, user-centered suggestions that significantly reduced the effects of choice overload.

THE RUNDOWN —

WHAT I LEARNED —

Over the course of the Flavor Flux project, I gained experience with a design process that was much more research-driven than a typical graphic design approach. I obtained a detailed understanding of the target audience by implementing a user screener survey to identify key users and conducting interviews to uncover their needs and emotions throughout the restaurant discovery journey. Having always gravitated toward a research-driven creative process, I recognized the value of interacting with the target audience before beginning the design phase.

 

Synthesizing qualitative research findings through empathy mapping, user stories, and thematic analysis helped me develop a thorough understanding of user needs and truly empathize with the users. This detailed insight provided a blueprint for the product development process, starting with user flows and a site map during the information architecture stage, then evolving into thumbnail sketches and wireframes in the low-fidelity design stage. While my experience as a graphic designer has given me extensive practice with thumbnail sketching and low-fidelity mockups, I had no prior experience developing functional prototypes. Adding this skill to my creative toolbox was incredibly exciting.

WHAT IT SOLVED —

Developing the Flavor Flux app solved the root problem of the restaurant discovery process by enabling users to identify restaurants with the flavors they craved and any potential food allergies users might have, without having to carefully analyze the menus of each dining option. By creating flavor and allergy profiling, all search queries were automatically filtered based on these preferences, providing targeted, user-centered suggestions that significantly reduced the effects of choice overload.

DESIGN PROTOTYPE R1 –

PROTOTYPE —

VALIDATE R1 —

USER FEEDBACK —

Utilizing the structural design of the wireframes an MVP prototype was created for each red route and user tested.

USABILITY TEST REPORT —

Users testing provide important feedback that was implemented into the second prototype iteration.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Option to sign up/login w/ Apple & Google in most apps.

Add option to sign up of login with Apple or Google.

CRITICAL

Need breadcrumbs for walkthrough so users

Add breadcrumb graphic for walkthrough progress.

CRITICAL

Need breadcrumbs for signup process so users no where they are in the process.

Adjust layout of signup and include a breadcrumb element at the top of screen indicating stage of process.

MINOR

Don't expect to see tab bar on first screen.

Remove tab bar on sign up screens.

MINOR

Add additional descriptions on purple screens.

Add additional description to walkthrough boxes.

MINOR

What type of subscription, monthly?

Add "Monthly" to description verbiage.

MINOR

Option needed to go back a screen.

Add "Back" button to walkthrough with "Cancel" button.

MINOR

Placement of walkthrough boxes confusing.

Keep placement of consistent from screen to screen.

MINOR

Password entry fields typically have ability to toggle from hidden to visible.

Add an "eye" UI element indicating the ability to toggle between hidden and visible to password field.

MINOR

The reversed out text in the search results prevents a clear visual hierarchy, visually noisy.

Reformat the search result boxes removing reversed out text and increase white space.

NORMAL

Need splash screen with logo and tagline first screen.

Add splash screen with logo.

DESIGN PROTOTYPE R2 —

ICON LIBRARY —

Icons were created for the tab bar & menus along with abstracted icons for flavor profiling and allergy profiling.

FLAVOR PROFILE INFOGRAPHIC —

Designed to map each primary and secondary flavor allowing the user to view their profile at a glance on the home screen and when viewing a restaurants profile screen for a visual representation of its flavor profile.

COMPONENT LIBRARY —

During the second round of the design process the component library was completed and finalized.

COLOR PALETTE —

After finalizing the color palette, each color combination was verified for a passing minimum contrast ratio according to the Web Content Accessibility Guidelines.

COLOR COMBINATION

CONTRAST
RATIO

NORMAL TEXT
(14-18px)

LARGE TEXT
(18px or 14px+bold)

OBJECTS & UI
(Graphics, Controls)

FOREGROUND

#F05A28

BACKGROUND

#000000

6.19:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#551E4B

BACKGROUND

#FFFFFF

12.54:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#A23895

BACKGROUND

#DDE2E3

4.54:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#3D3D3D

BACKGROUND

#FFFFFF

10.86:1

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

FOREGROUND

#FFFFFF

BACKGROUND

#A23895

5.93:1

WCAG AA: PASS

WCAG AAA: FAIL

WCAG AA: PASS

WCAG AAA: PASS

WCAG AA: PASS

N/A AAA

PROTOTYPE —

Applying usability testing feedback, a second iteration was designed with a new color palette and refine structure.

VALIDATE R2 —

USABILITY TEST REPORT —

A second round of moderated usability testing was conducted with another group of participants for more feedback.

ERROR RATING

PROBLEM

SOLUTION

CRITICAL

Include key flavors & allergy info within search result list.

Include key flavor and allergy ratings in results.

CRITICAL

Instructions too long, big blocks of text discouraging.

Modify design to accordion fold section with only 1st sent

MINOR

Location icons on search results should be numbered.

Add number to location icons.

MINOR

Some of the transitions between screens slide in wrong.

Adjust animation to correct orrientation.

MINOR

Would be nice to have operating times in search results.

Add operating times to search results.

MINOR

Would be nice to see Apple & Google pay option.

Add Apple & Google pay option to payment screen.

MINOR

Background gradient during signup distracting.

Change background to more subtle gradient.

MINOR

Restaurant profile page section info not needed.

Remove page section info in restaurant profile section.

MINOR

"Profile" btn on restaurant profile not selected.

Change button state to indicate on "Profile."

MINOR

Hard to read pink text on item profiling screen.

Change input text color to standard grey.

FINAL PROTOTYPE —

PROTOTYPE —

After conducting two rounds of moderated usability testing, all critical errors identified by participants were fixed. Several other minor and normal errors brought up by more than one participant were also addressed and revisions were made based on that feedback.

THE RUNDOWN —

WHAT I LEARNED —

Over the course of the Flavor Flux project, I gained experience with a design process that was much more research-driven than a typical graphic design approach. I obtained a detailed understanding of the target audience by implementing a user screener survey to identify key users and conducting interviews to uncover their needs and emotions throughout the restaurant discovery journey. Having always gravitated toward a research-driven creative process, I recognized the value of interacting with the target audience before beginning the design phase.

Synthesizing qualitative research findings through empathy mapping, user stories, and thematic analysis helped me develop a thorough understanding of user needs and truly empathize with the users. This detailed insight provided a blueprint for the product development process, starting with user flows and a site map during the information architecture stage, then evolving into thumbnail sketches and wireframes in the low-fidelity design stage. While my experience as a graphic designer has given me extensive practice with thumbnail sketching and low-fidelity mockups, I had no prior experience developing functional prototypes. Adding this skill to my creative toolbox was incredibly exciting.

WHAT IT SOLVED —

Developing the Flavor Flux app solved the root problem of the restaurant discovery process by enabling users to identify restaurants with the flavors they craved and any potential food allergies users might have, without having to carefully analyze the menus of each dining option. By creating flavor and allergy profiling, all search queries were automatically filtered based on these preferences, providing targeted, user-centered suggestions that significantly reduced the effects of choice overload.

RESEARCH SYNTHESIS —

USER PERSONAS —

Creating user personas helped empathize with users' challenges and prioritize what critical features to include, ensuring the product effectively solved key problems and maintain focus on the target users needs.

  • PARTICIPANT 1: KIM

    GENDER: FEMALE

    OCCUPATION: EXECUTIVE RECRUITER

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 5-10

    MARRIED: YES

    CHILDREN: 4

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "Don't want to be influenced
    by the hype."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • FOOD ALLERGY COMPLIANCE

    • CLEANLINESS / HYGIENIC

    THOUGHTS:

    • ALWAYS LOOKING FOR NEW PLACES

    • SOMETHING WE DO FRIDAYS

    SEEKING:

    • WELL ROUNDED EXPERIENCE

    • BLENDS OF FAVORITE FLAVORS

    PARAMETERS:

    • GOOD COCKTAILS & WINE LIST

    • REASONABLE WAIT TIMES

    CRAVING:

    • GOOD CURY DISHES

    • AUTHENTIC THAI FOOD

  • PARTICIPANT 2: JOHN

    GENDER: MALE

    OCCUPATION: CONTENT CREATOR

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 2-3

    MARRIED: YES

    CHILDREN: NONE

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'll try the burger that seems like nobody is going to buy."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • EXTENDED TRAVEL DISTANCES

    • OPTIONS WITH FAVORITE FLAVORS

    THOUGHTS:

    • REVIEWS NOT INDICATIVE OF QUALITY

    • SMELL THE SMELLS

    SEEKING:

    • SAFE FOR FOR WIFE WITH FOOD ALLERGIES

    • NEW UNIQUE CUISINES AND EXPERIENCES

    PARAMETERS:

    • THE LESSER KNOWN GEMS

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOODS AND FLAVORS

    • PICKLED AND SOUR TASTING

  • PARTICIPANT 3: ALEX

    GENDER: MALE

    OCCUPATION: SIGNAGE INSTALLER

    LOCATION: SAN JOSE, CA

    TIMES PER MONTH: 8-12

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'm in the mood for some
    greasy goodness."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • PRICEY JOINTS WITH SMALL PORTIONS

    • LIMITED OPTIONS WITH FLAVORS CRAVED

    THOUGHTS:

    • USUALLY PLAY IT SAFE

    • APPRECIATE BAY AREA DIVERSITY

    SEEKING:

    • KID FRIENDLY OPTIONS

    • FOODY TYPE SPOTS

    PARAMETERS:

    • HIGHEST RATING THAT'S REASONABLE

    • PLACES THAT OFFERS FAVORITES

    CRAVING:

    • GOOD MEXICAN FOOD

    • FAVORITE FLAVORS IN NEW DISHES

  • PARTICIPANT 4: NICOLE

    GENDER: FEMALE

    OCCUPATION: DEDICATED MOTHER

    LOCATION: APPLETON, WI

    TIMES PER MONTH: 1-4

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I have to go through all search results
    even though it can be overwhelming."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • OVER PRICED OFFERINGS

    • LACK OF FAVORITE FLAVORS IN DISHES

    THOUGHTS:

    • ALWAYS ORDER THE SAME THING

    • TRY TO ADHERE TO DIET

    SEEKING:

    • CATCH ALL RESTAURANT

    • WHAT'S ON THE WAY

    PARAMETERS:

    • CHILDREN COMPATIBLE

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOOD ON OCCASION

    • GOOD TACOS

  • PARTICIPANT 5: EMILY

    GENDER: FEMALE

    OCCUPATION: ADMIN ASSISTANT

    LOCATION: SAN FRANCISCO, CA

    TIMES PER MONTH: 10-15

    MARRIED: YES

    CHILDREN: NONE / TWO DOGS

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "One of the perks of my job is I get to dine out frequently."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • IDENTIFYING OPTIONS WITH MY FLAVORS

    • FOOD ALLERGY SAFE OPTIONS

    THOUGHTS:

    • PREFER MANAGEABLE NUMBER OPTIONS

    • WORD OF MOUTH SUGGESTIONS

    SEEKING:

    • HIGH RATING / REVIEWS

    • GOOD WHITE TABLE CLOTH RESTAURANT

    PARAMETERS:

    • ALIGN WITH CLIENTS PREFERENCES

    • GREAT SERVICE

    CRAVING:

    • UNAMI AND GARLIC FLAVORS

    • GOOD COCKTAILS

JOBS TO BE DONE —

Writing Jobs to Be Done statements helped clarify user needs, prioritizing feature development around meaningful goals and reduced choice overload by directing attention to what truly matters.

JTBD statements were key to understanding customer needs and driving product innovation.

MAIN JOB: IDENTIFY NEW RESTAURANTS

RELATED JOBS: 1) DISCOVER NEW FOODS. 2) FIND FAVORITE FLAVORS.

NEED STATEMENTS: DIRECTION OF CHANGE + UNIT OF MEASURE + OBJECT + CLARIFIER

1) REDUCE + THE NUMBER + OF UNDESIRABLE RESTAURANTS + FROM SEARCH.

2) INCREASE + THE SELECTION + OF DESIRED RESTAURANTS + PRESENTED.

3) EXPLORE + FAVORITE FLAVORS + AT NEW RESTAURANTS + DISCOVERED.

4) DISCOVER + NEW DISHES + WITH FAVORITE FLAVORS + AT NEW RESTAURANTS.

5) EXPOSURE TO + NEW CUISINES + W/ FAVORITE FLAVORS + NEW EXPERIENCES.

JOBS (WHAT):


HUNGRY PERSON

MAIN JOB:

IDENTIFY NEW RESTAURANTS.

RELATED JOBS:

1) DISCOVER NEW FOOD.

2) FIND FAVORITE FLAVORS.

EMOTIONAL JOBS:

POSTIVLEY STIMULATE FLAVOR PALETE.

SOCIAL JOBS:

IDENTIFY OTHER PEOPLE W/ SIMILAR TASTES.

JOBS (WHAT):


1) FINDING A RESTARAUNT COMPATIBLE WITH

EACH GROUP MEMBER.

2) IDENTIFYING RESTARAUNT COMPATIBLE

WITH PERSONS FOOD ALLERIES.

EMPATHY MAPPING —

This process clearly mapped interview subjects' thoughts, feelings, and behaviors to guide the design

  • THINK AND FEEL

    • "…had an opportunity to eat out a lot, go to real nice
    establishments, and is where I think I became a little bit
    of a foody."

    • "Want a well-rounded experience. "

    • "Don't want to be influenced by the hype.

    • Analyze menu prior to visit to verify food allergy
    compliance.

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Look for good cocktail and wine menu

    • Always looking for curry reminiscent of home

    • Look at menu prior to visit

    THINK AND FEEL

    • Lots of Chicago natives in area, a lot great
    restaurants as result

    • Love blends of flavors fusion cuisine, unexpected
    combinations

    • Sometimes overwhelmed by choices

    • Wait time a big factor

    GAIN

    • Good cocktail menu & wine list

    • Well rounded experience

    PAIN

    • Food allergy compliance

    • Sometimes overwhelmed by number choices

    • Hype / Wait time

  • THINK AND FEEL

    • Don't really go by reviews, feel they're not really
    indicative of the quality that restaurant

    • "I'll try the burger that seems like nobody is going to
    buy."

    • "Walk around the mall to see what we like"

    • "Smell the smells"

    HEAR

    • Chinese app talks about best local places and what to
    avoid and what's "super pricy."

    • Gravitate towards suggestions from other that are
    lesser know

    • Only listen to reviews by natives of cuisine

    SEE

    • Look for a place unique to area when with group of
    people who have different mindset

    • Use Google to search to see what's good near me

    • Look for restaurants by walking around

    THINK AND FEEL

    • Due to different palette of westerners won't rely on
    Google reviews
    • Don't want to drive to far and have to leave city
    • Certain parts of the city don't really want to go to
    • To many options can be a demotivating factor"
    • Really into spicy food

    GAIN

    • New unique establishments

    • Lesser know dishes

    • Spicy and Sour (pickled) flavors

    PAIN

    • Extended travel distances

    • Too many options

    • High price point

  • THINK AND FEEL

    • When using the smartphone to search (web or app
    search) hold phone in left hand. Use both hands only
    when typing or zooming in.

    • Frequent places that have favorites they usually order.

    •"In the mood for some greasy goodness."

    • "Highest rating with reasonable pricing."

    HEAR

    • Decision second guessed

    • Kids input

    SEE

    • Web search using Google, Yelp app sometimes.

    • Look for restaurants that appease the kids taste

    • Casual restaurants/spots primarily

    THINK AND FEEL

    • Really no common flavors among diverse group
    of favorites

    • Small restaurants, food trucks and takeout spots

    • No food allergies or anything try to avoid.

    • Usually able to find solutions to cravings

    • Lucky to live in a diverse area where there is an
    abundance of all type of foods.

    GAIN

    • Greasy comfort food

    • Places that offer favorites

    • Diverse options available in Bay Area - able to satisfy cravings

    PAIN

    • Wife second guessing decision

    • Kid compatible option

    • Pricey restaurants

  • THINK AND FEEL

    • "I have to go through them all, even though can
    be overwhelming"

    • "When don't want to spend a million dollars today.'

    • "Number one would be Google"

    • "Once in a while crave spicy food"

    • "Crave tacos all the time"

    HEAR

    • Good Ratings

    • Kids needs

    • Husbands opinion

    SEE

    • DoorDash for foods images

    • Whats on the way in Roadtrippers app

    • Google listings with top ratings & images

    THINK AND FEEL

    • Rating primarily drives the decision along with
    image of food

    • With kids in hard to stay for prolonged periods of time

    • Prefer less options with filters, 30 to 5 options

    • Always order the same thing

    • Winter crave meat comfort food

    • Currently dieting

    GAIN

    • Offer good selection of Salads and/or bowls

    • Options that are close within route

    • "Catchall" restaurants

    PAIN

    • Don't want to take chance ordering something will not like

    • Has to be on the route when traveling by car

    • Finding kid compatible option

  • THINK AND FEEL

    • "Sometimes will go somewhere for cocktails
    before eating.

    • "White tablecloth restaurant for an evening out"

    • Hold phone in right hand, thumb to navigate

    • "Get to dine out frequently for business.

    • "Somehow stumbled across"

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (as result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Google reviews with good ratings

    • Occasionally discover new place by accident

    • Open Table and Yelp reviews when out

    THINK AND FEEL

    • Prefer manageable number of options

    • Decisions for work are influenced solely by rating

    • Dinning out with husband nothing to expensive

    • Love garlic and unami flavors

    • Chinese, Thai, and Seafood are favorites

    GAIN

    • Eating out frequently free for work

    • Nice cocktails before eating

    • Satisfy flavor cravings

    PAIN

    • Restaurants that please clients preferences

    • Not too expensive

    • Not finding flavor or food being craved

USER STORIES —

By creating user stories, I was able to translate broad problems into specific user challenges, which clarified priorities and informed product development decisions.

DISCOVER NEW
RESTAURANTS

CREATE A FOOD ALLERGY PROFILE

CREATE A
FLAVOR PROFILE

VIEW IMAGES
OF FOOD &
BEVERAGES

IDENTIFY "CATCHALL"
RESTAURANTS

OPTIONS THAT
ARE CLEAN & HYGIENIC

WELL ROUND DINNING OPTIONS

RESTAURANT WITH GOOD PORTION SIZES

SOME PLACE THAT
HAS OPTIONS TO ADHEAR TO DIET

ON THE ROUTE
WE ARE
TRAVELLING

RESTAURANTS
WITH LOW WAIT TIMES

EXAMINE THE
MENU

OPTIONS THAT
ARE CHILDREN COMPATIBLE

SOMETHING
NEAR BY

A REASONABLE PRICED OPTION, WON'T BREAK
THE BANK

RESTAURANT THAT GIVES YOU YOUR
MONEYS WORTH

SOME PLACE THAT
OFFERS QUICK SERVICE

SOME PLACE WITH AN OUTDOOR SEATING OPTION

A GOOD WHITE TABLECLOTH
OPTION

CREATE A USER PROFILE

FIND FOOD
ALLERGY
COMPLIANT
OPTIONS

TO SAFELY
EXPLORE NEW FLAVORS

REDUCE OPTIONS AND MAKE MORE MANAGEABLE

FIND AUTHENTIC
CUISINE

DISCOVER NEW FOODS WITH MY FAVORITE FLAVORS

FIND THE BEST
SPICY FOOD NEAR
ME

FIND UNAMI
RICH FOODS

GOOD MEXICAN
FOOD

GOOD THAI
FOOD

FOODY TYPE
SPOTS

GOOD TACOS

CREATE A GROUP FOOD ALLERGY PROFILE

FIND COMPATIBLE DNNING OPTIONS

CREATE A GROUP FLAVOR PROFILE

FIND DINNING OPTION WITH SOMETHING FOR EVERYONE

VIEW LOCAL USER
SUGGESTIONS

TO SEE WHAT'S TRENDING

TO SEE
WHAT'S NEW

FIND OPTIONS
NEAR ME

THEMATIC ANALYSIS —

Through thematic analysis, I identified common themes across participants, which helped me empathize with their pain points in the restaurant discovery process.

AMOUNT OF OPTIONS

SECONDARY
STEPS

TYPICAL FIRST STEPS

PREFFERENCES

SEEKING

DRIVING FACTORS

SPECIAL PARAMETERS

HOLDING
PHONE

START WITH
GOOGLE

SEARCH FOR NEAR
ME AND GO FROM
THERE

GOOGLE & THEN
VERIFY WITH
YELP

"NUMBER ONE
WOULD BE
GOOGLE"

GOOGLE BECAUSE
EASIER TO
BROWSE

COMBINATION OF
PLATFORMS AND RESOURCES

USE ROADTRIPPER
WHEN TRAVELING
BY CAR

LIKE STREAMLINED
PROCESS OF OPENTABLE

DECISION DRIVEN
BY RATINGS AND IMAGES

ANALYZE MENU

OVERWHELMED
BY CHOICES

TOO MANY
OPTIONS CAN BE
DEMOTIVATING

OVER A COUPLE DOZEN RARELY REVIEW ALL
OPTIONS

CHOICE OVERLOAD
CAN AFFECT THE
PROCESS

"HAVE TO REVIEW ALL OPTIONS,
EVEN IF IT'S OVERWHELMING."

"CATCHALL RESTAURANT OFFERING SEVERAL
CUISINES."

"DON'T WANT TO BE INFLUENCED BY THE HYPE."

TRY WHAT NO ONE ELESE WILL TRY

"GREASY
GOODNESS"

"WANT A WELL ROUNDED EXPERIENCE"

FIRST AVAILABLE OPTION THAT
LOOKS GOOD

WHAT'S NEAR
BY ME

I'M IN THE
MOOD FOR…

"GRAVITATE TOWARDS THE LESSER KNOWN"

ALWAYS LOOKING
FOR PLACES

"SOMEHOW STUMBLED
ACROSS"

"USUALLY PLAY IT SAFE"

"SMELL THE
SMELLS"

IMAGES AND
VIDEOS CREATE CRAVINGS

"EATING OUT IS
A SPECIAL
EVENT FOR US"

NO FOOD
ALLERGIES OR
ANYTHING WE
AVOID

FOOD ALLERGY
COMPATIBILTY

CURRENTLY
DIETING

DOORDASH
IMAGES, TO SEE
WHAT I'M IN THE MOOD FOR

ALWAYS ORDER
THE SAME THING

"SMALL RESTAURANTS,
FOOD TRUCKS, OR TAKEOUT SPOTS

HOLD AND TYPE
IN ONE HAND

HOLD IN ONE HAND
& USE THUMB
TO SCROLL

USUALLY HOLD
PHONE IN
ONE HAND

HOLD IN ONE HAND
BROWSING, TWO
WHEN TYPING

HOW MIGHT WE STATEMENTS —

Reframed user problems into meaningful opportunities for design, helping to identify a range of creative solutions.

HOW MIGHT WE (HMW) - FINDING THE RIGHT RESTAURANT

1) HOW MIGHT WE MAKE THE RESTAURANT DISCOVERY PROCESS MORE ACCESSIBLE.

2) HOW MIGHT WE INCREASE PEOPLE'S ABILITY TO IDENTIFY COMPATIBLE DINING OPTIONS.

3) HOW MIGHT WE ASSIST PEOPLE IN DISCOVERING NEW CUISINES.

4) HOW MIGHT WE MAKE DINERS IDENTIFY THEIR FAVORITE FLAVORS.

5) HOW MIGHT WE ENABLE EASIER IDENTIFICATION OF ALLERGY RESTRICTIONS AT DINING OPTIONS.

RESEARCH SYNTHESIS —

USER PERSONAS —

Creating user personas helped empathize with users' challenges and prioritize what critical features to include, ensuring the product effectively solved key problems and maintain focus on the target users needs.

  • PARTICIPANT 1: KIM

    GENDER: FEMALE

    OCCUPATION: EXECUTIVE RECRUITER

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 5-10

    MARRIED: YES

    CHILDREN: 4

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "Don't want to be influenced
    by the hype."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • FOOD ALLERGY COMPLIANCE

    • CLEANLINESS / HYGIENIC

    THOUGHTS:

    • ALWAYS LOOKING FOR NEW PLACES

    • SOMETHING WE DO FRIDAYS

    SEEKING:

    • WELL ROUNDED EXPERIENCE

    • BLENDS OF FAVORITE FLAVORS

    PARAMETERS:

    • GOOD COCKTAILS & WINE LIST

    • REASONABLE WAIT TIMES

    CRAVING:

    • GOOD CURY DISHES

    • AUTHENTIC THAI FOOD

  • PARTICIPANT 2: JOHN

    GENDER: MALE

    OCCUPATION: CONTENT CREATOR

    LOCATION: MADSISON, WI

    TIMES PER MONTH: 2-3

    MARRIED: YES

    CHILDREN: NONE

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'll try the burger that seems like nobody is going to buy."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • EXTENDED TRAVEL DISTANCES

    • OPTIONS WITH FAVORITE FLAVORS

    THOUGHTS:

    • REVIEWS NOT INDICATIVE OF QUALITY

    • SMELL THE SMELLS

    SEEKING:

    • SAFE FOR FOR WIFE WITH FOOD ALLERGIES

    • NEW UNIQUE CUISINES AND EXPERIENCES

    PARAMETERS:

    • THE LESSER KNOWN GEMS

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOODS AND FLAVORS

    • PICKLED AND SOUR TASTING

  • PARTICIPANT 3: ALEX

    GENDER: MALE

    OCCUPATION: SIGNAGE INSTALLER

    LOCATION: SAN JOSE, CA

    TIMES PER MONTH: 8-12

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I'm in the mood for some
    greasy goodness."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • PRICEY JOINTS WITH SMALL PORTIONS

    • LIMITED OPTIONS WITH FLAVORS CRAVED

    THOUGHTS:

    • USUALLY PLAY IT SAFE

    • APPRECIATE BAY AREA DIVERSITY

    SEEKING:

    • KID FRIENDLY OPTIONS

    • FOODY TYPE SPOTS

    PARAMETERS:

    • HIGHEST RATING THAT'S REASONABLE

    • PLACES THAT OFFERS FAVORITES

    CRAVING:

    • GOOD MEXICAN FOOD

    • FAVORITE FLAVORS IN NEW DISHES

  • PARTICIPANT 4: NICOLE

    GENDER: FEMALE

    OCCUPATION: DEDICATED MOTHER

    LOCATION: APPLETON, WI

    TIMES PER MONTH: 1-4

    MARRIED: YES

    CHILDREN: 2

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "I have to go through all search results
    even though it can be overwhelming."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • OVER PRICED OFFERINGS

    • LACK OF FAVORITE FLAVORS IN DISHES

    THOUGHTS:

    • ALWAYS ORDER THE SAME THING

    • TRY TO ADHERE TO DIET

    SEEKING:

    • CATCH ALL RESTAURANT

    • WHAT'S ON THE WAY

    PARAMETERS:

    • CHILDREN COMPATIBLE

    • REASONABLE PRICE

    CRAVING:

    • SPICY FOOD ON OCCASION

    • GOOD TACOS

  • PARTICIPANT 5: EMILY

    GENDER: FEMALE

    OCCUPATION: ADMIN ASSISTANT

    LOCATION: SAN FRANCISCO, CA

    TIMES PER MONTH: 10-15

    MARRIED: YES

    CHILDREN: NONE / TWO DOGS

    SEARCH RESOURCES UTILIZED

    GOOGLE

    OTHER SEARCH ENGINE

    YELP

    OPEN TABLE

    ROAD TRIPPERS

    PRINT PUBLICATIONS

    WORD OF MOUTH

    SOCIAL MEDIA

    FOREIGN COUNTRY APPLICATION

    INFLUENCED BY

    RATING

    PRICE

    LOCATION

    CLEANLINESS

    MENU VARIETY

    HOLDS SMARTPHONE

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    SCROLLING / TYPING

    LEFT HAND

    BOTH HANDS

    RIGHT HAND

    "One of the perks of my job is I get to dine out frequently."

    EFFECTED BY CHOICE OVERLOAD

    PAIN POINTS:

    • IDENTIFYING OPTIONS WITH MY FLAVORS

    • FOOD ALLERGY SAFE OPTIONS

    THOUGHTS:

    • PREFER MANAGEABLE NUMBER OPTIONS

    • WORD OF MOUTH SUGGESTIONS

    SEEKING:

    • HIGH RATING / REVIEWS

    • GOOD WHITE TABLE CLOTH RESTAURANT

    PARAMETERS:

    • ALIGN WITH CLIENTS PREFERENCES

    • GREAT SERVICE

    CRAVING:

    • UNAMI AND GARLIC FLAVORS

    • GOOD COCKTAILS

JOBS TO BE DONE —

Writing Jobs to Be Done statements helped clarify user needs, prioritizing feature development around meaningful goals and reduced choice overload by directing attention to what truly matters.

JTBD statements were key to understanding customer needs and driving product innovation.

MAIN JOB: IDENTIFY NEW RESTAURANTS

RELATED JOBS: 1) DISCOVER NEW FOODS. 2) FIND FAVORITE FLAVORS.

NEED STATEMENTS: DIRECTION OF CHANGE + UNIT OF MEASURE + OBJECT + CLARIFIER

1) REDUCE + THE NUMBER + OF UNDESIRABLE RESTAURANTS + FROM SEARCH.

2) INCREASE + THE SELECTION + OF DESIRED RESTAURANTS + PRESENTED.

3) EXPLORE + FAVORITE FLAVORS + AT NEW RESTAURANTS + DISCOVERED.

4) DISCOVER + NEW DISHES + WITH FAVORITE FLAVORS + AT NEW RESTAURANTS.

5) EXPOSURE TO + NEW CUISINES + W/ FAVORITE FLAVORS + NEW EXPERIENCES.

JOBS (WHAT):


HUNGRY PERSON

MAIN JOB:

IDENTIFY NEW RESTAURANTS.

RELATED JOBS:

1) DISCOVER NEW FOOD.

2) FIND FAVORITE FLAVORS.

EMOTIONAL JOBS:

POSTIVLEY STIMULATE FLAVOR PALETE.

SOCIAL JOBS:

IDENTIFY OTHER PEOPLE W/ SIMILAR TASTES.

JOBS (WHAT):


1) FINDING A RESTARAUNT COMPATIBLE WITH

EACH GROUP MEMBER.

2) IDENTIFYING RESTARAUNT COMPATIBLE

WITH PERSONS FOOD ALLERIES.

EMPATHY MAPPING —

This process clearly mapped interview subjects' thoughts, feelings, and behaviors to guide the design

  • THINK AND FEEL

    • "…had an opportunity to eat out a lot, go to real nice
    establishments, and is where I think I became a little bit
    of a foody."

    • "Want a well-rounded experience. "

    • "Don't want to be influenced by the hype.

    • Analyze menu prior to visit to verify food allergy
    compliance.

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Look for good cocktail and wine menu

    • Always looking for curry reminiscent of home

    • Look at menu prior to visit

    THINK AND FEEL

    • Lots of Chicago natives in area, a lot great
    restaurants as result

    • Love blends of flavors fusion cuisine, unexpected
    combinations

    • Sometimes overwhelmed by choices

    • Wait time a big factor

    GAIN

    • Good cocktail menu & wine list

    • Well rounded experience

    PAIN

    • Food allergy compliance

    • Sometimes overwhelmed by number choices

    • Hype / Wait time

  • THINK AND FEEL

    • Don't really go by reviews, feel they're not really
    indicative of the quality that restaurant

    • "I'll try the burger that seems like nobody is going to
    buy."

    • "Walk around the mall to see what we like"

    • "Smell the smells"

    HEAR

    • Chinese app talks about best local places and what to
    avoid and what's "super pricy."

    • Gravitate towards suggestions from other that are
    lesser know

    • Only listen to reviews by natives of cuisine

    SEE

    • Look for a place unique to area when with group of
    people who have different mindset

    • Use Google to search to see what's good near me

    • Look for restaurants by walking around

    THINK AND FEEL

    • Due to different palette of westerners won't rely on
    Google reviews
    • Don't want to drive to far and have to leave city
    • Certain parts of the city don't really want to go to
    • To many options can be a demotivating factor"
    • Really into spicy food

    GAIN

    • New unique establishments

    • Lesser know dishes

    • Spicy and Sour (pickled) flavors

    PAIN

    • Extended travel distances

    • Too many options

    • High price point

  • THINK AND FEEL

    • When using the smartphone to search (web or app
    search) hold phone in left hand. Use both hands only
    when typing or zooming in.

    • Frequent places that have favorites they usually order.

    •"In the mood for some greasy goodness."

    • "Highest rating with reasonable pricing."

    HEAR

    • Decision second guessed

    • Kids input

    SEE

    • Web search using Google, Yelp app sometimes.

    • Look for restaurants that appease the kids taste

    • Casual restaurants/spots primarily

    THINK AND FEEL

    • Really no common flavors among diverse group
    of favorites

    • Small restaurants, food trucks and takeout spots

    • No food allergies or anything try to avoid.

    • Usually able to find solutions to cravings

    • Lucky to live in a diverse area where there is an
    abundance of all type of foods.

    GAIN

    • Greasy comfort food

    • Places that offer favorites

    • Diverse options available in Bay Area - able to satisfy cravings

    PAIN

    • Wife second guessing decision

    • Kid compatible option

    • Pricey restaurants

  • THINK AND FEEL

    • "I have to go through them all, even though can
    be overwhelming"

    • "When don't want to spend a million dollars today.'

    • "Number one would be Google"

    • "Once in a while crave spicy food"

    • "Crave tacos all the time"

    HEAR

    • Good Ratings

    • Kids needs

    • Husbands opinion

    SEE

    • DoorDash for foods images

    • Whats on the way in Roadtrippers app

    • Google listings with top ratings & images

    THINK AND FEEL

    • Rating primarily drives the decision along with
    image of food

    • With kids in hard to stay for prolonged periods of time

    • Prefer less options with filters, 30 to 5 options

    • Always order the same thing

    • Winter crave meat comfort food

    • Currently dieting

    GAIN

    • Offer good selection of Salads and/or bowls

    • Options that are close within route

    • "Catchall" restaurants

    PAIN

    • Don't want to take chance ordering something will not like

    • Has to be on the route when traveling by car

    • Finding kid compatible option

  • THINK AND FEEL

    • "Sometimes will go somewhere for cocktails
    before eating.

    • "White tablecloth restaurant for an evening out"

    • Hold phone in right hand, thumb to navigate

    • "Get to dine out frequently for business.

    • "Somehow stumbled across"

    HEAR

    • Local papers, Social (Facebook) local tapas restaurant
    promoting itself via social media

    • Very particular about reviews referencing hygiene of
    restaurant (as result of parents working in the industry)

    • Not influenced by hype

    SEE

    • Google reviews with good ratings

    • Occasionally discover new place by accident

    • Open Table and Yelp reviews when out

    THINK AND FEEL

    • Prefer manageable number of options

    • Decisions for work are influenced solely by rating

    • Dinning out with husband nothing to expensive

    • Love garlic and unami flavors

    • Chinese, Thai, and Seafood are favorites

    GAIN

    • Eating out frequently free for work

    • Nice cocktails before eating

    • Satisfy flavor cravings

    PAIN

    • Restaurants that please clients preferences

    • Not too expensive

    • Not finding flavor or food being craved

USER STORIES —

By creating user stories, I was able to translate broad problems into specific user challenges, which clarified priorities and informed product development decisions.

DISCOVER NEW
RESTAURANTS

CREATE A FOOD ALLERGY PROFILE

CREATE A
FLAVOR PROFILE

VIEW IMAGES
OF FOOD &
BEVERAGES

IDENTIFY "CATCHALL"
RESTAURANTS

OPTIONS THAT
ARE CLEAN & HYGIENIC

WELL ROUND DINNING OPTIONS

RESTAURANT WITH GOOD PORTION SIZES

SOME PLACE THAT
HAS OPTIONS TO ADHEAR TO DIET

ON THE ROUTE
WE ARE
TRAVELLING

RESTAURANTS
WITH LOW WAIT TIMES

EXAMINE THE
MENU

OPTIONS THAT
ARE CHILDREN COMPATIBLE

SOMETHING
NEAR BY

A REASONABLE PRICED OPTION, WON'T BREAK
THE BANK

RESTAURANT THAT GIVES YOU YOUR
MONEYS WORTH

SOME PLACE THAT
OFFERS QUICK SERVICE

SOME PLACE WITH AN OUTDOOR SEATING OPTION

A GOOD WHITE TABLECLOTH
OPTION

CREATE A USER PROFILE

FIND FOOD
ALLERGY
COMPLIANT
OPTIONS

TO SAFELY
EXPLORE NEW FLAVORS

REDUCE OPTIONS AND MAKE MORE MANAGEABLE

FIND AUTHENTIC
CUISINE

DISCOVER NEW FOODS WITH MY FAVORITE FLAVORS

FIND THE BEST
SPICY FOOD NEAR
ME

FIND UNAMI
RICH FOODS

GOOD MEXICAN
FOOD

GOOD THAI
FOOD

FOODY TYPE
SPOTS

GOOD TACOS

CREATE A GROUP FOOD ALLERGY PROFILE

FIND COMPATIBLE DNNING OPTIONS

CREATE A GROUP FLAVOR PROFILE

FIND DINNING OPTION WITH SOMETHING FOR EVERYONE

VIEW LOCAL USER
SUGGESTIONS

TO SEE WHAT'S TRENDING

TO SEE
WHAT'S NEW

FIND OPTIONS
NEAR ME

THEMATIC ANALYSIS —

Through thematic analysis, I identified common themes across participants, which helped me empathize with their pain points in the restaurant discovery process.

AMOUNT OF OPTIONS

SECONDARY
STEPS

TYPICAL FIRST STEPS

PREFFERENCES

SEEKING

DRIVING FACTORS

SPECIAL PARAMETERS

HOLDING
PHONE

START WITH
GOOGLE

SEARCH FOR NEAR
ME AND GO FROM
THERE

GOOGLE & THEN
VERIFY WITH
YELP

"NUMBER ONE
WOULD BE
GOOGLE"

GOOGLE BECAUSE
EASIER TO
BROWSE

COMBINATION OF
PLATFORMS AND RESOURCES

USE ROADTRIPPER
WHEN TRAVELING
BY CAR

LIKE STREAMLINED
PROCESS OF OPENTABLE

DECISION DRIVEN
BY RATINGS AND IMAGES

ANALYZE MENU

OVERWHELMED
BY CHOICES

TOO MANY
OPTIONS CAN BE
DEMOTIVATING

OVER A COUPLE DOZEN RARELY REVIEW ALL
OPTIONS

CHOICE OVERLOAD
CAN AFFECT THE
PROCESS

"HAVE TO REVIEW ALL OPTIONS,
EVEN IF IT'S OVERWHELMING."

"CATCHALL RESTAURANT OFFERING SEVERAL
CUISINES."

"DON'T WANT TO BE INFLUENCED BY THE HYPE."

TRY WHAT NO ONE ELESE WILL TRY

"GREASY
GOODNESS"

"WANT A WELL ROUNDED EXPERIENCE"

FIRST AVAILABLE OPTION THAT
LOOKS GOOD

WHAT'S NEAR
BY ME

I'M IN THE
MOOD FOR…

"GRAVITATE TOWARDS THE LESSER KNOWN"

ALWAYS LOOKING
FOR PLACES

"SOMEHOW STUMBLED
ACROSS"

"USUALLY PLAY IT SAFE"

"SMELL THE
SMELLS"

IMAGES AND
VIDEOS CREATE CRAVINGS

"EATING OUT IS
A SPECIAL
EVENT FOR US"

NO FOOD
ALLERGIES OR
ANYTHING WE
AVOID

FOOD ALLERGY
COMPATIBILTY

CURRENTLY
DIETING

DOORDASH
IMAGES, TO SEE
WHAT I'M IN THE MOOD FOR

ALWAYS ORDER
THE SAME THING

"SMALL RESTAURANTS,
FOOD TRUCKS, OR TAKEOUT SPOTS

HOLD AND TYPE
IN ONE HAND

HOLD IN ONE HAND
& USE THUMB
TO SCROLL

USUALLY HOLD
PHONE IN
ONE HAND

HOLD IN ONE HAND
BROWSING, TWO
WHEN TYPING

HOW MIGHT WE STATEMENTS —

Reframed user problems into meaningful opportunities for design, helping to identify a range of creative solutions.

HOW MIGHT WE (HMW) - FINDING THE RIGHT RESTAURANT

1) HOW MIGHT WE MAKE THE RESTAURANT DISCOVERY PROCESS MORE ACCESSIBLE.

2) HOW MIGHT WE INCREASE PEOPLE'S ABILITY TO IDENTIFY COMPATIBLE DINING OPTIONS.

3) HOW MIGHT WE ASSIST PEOPLE IN DISCOVERING NEW CUISINES.

4) HOW MIGHT WE MAKE DINERS IDENTIFY THEIR FAVORITE FLAVORS.

5) HOW MIGHT WE ENABLE EASIER IDENTIFICATION OF ALLERGY RESTRICTIONS AT DINING OPTIONS.

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Interested in connecting?

Let’s talk projects, collaborations, or anything design!

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Interested in connecting?

Let’s talk projects, collaborations, or anything design!

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Interested in connecting?

Let’s talk projects, collaborations, or anything design!

Let's talk...