A sweet blend of saffron, sumac, and rosewater greeted me as I walked into Roksana's Persian Food restaurant in Watertown, MA. It brought back nostalgic flavors from my childhood. yet, the website can optimize the digital experience to spread Roksana's mouthwatering Persian dish to a broader audience.
User Research | E-Commerce | Mobile App | UX/UI | Prototyping | Responsive | 2023
REDESIGN RESPONSIVE SITE AND WEB MOBILE
The lead and solo UX/UI designer
Tools: Paper Sketches, Figma
Project Timeline: April 2023 | 2-Week Design Sprint
Deliverables: User Research, Affinity Mapping, Card Sorting, Personas, Task Analysis, Competitive Analysis, Site Mapping, Feature Prioritization, Wireframing, Prototyping, Hi-Fi Mockups, Usability Testing, and Brand Redesign
THE GOAL: For this e-commerce project, my focus was on prioritizing features, optimizing menu architecture, and enhancing branding for Roksanan's Persian Food's website. The primary objective was to create a user-friendly experience with improved clarity and convenience for customers.
THE PROBLEM: Currently, the restaurant relies on in-person or phone calls for takeout and catering orders. Customers struggle to find the ordering process, encounter issues while browsing the menu and have challenges selecting meals that cater to their specific dietary preferences.
The restaurant's current homepage
THE SOLUTION: For this e-commerce project, I redesigned Roksana's Persian Food website to provide customers with greater clarity and convenience.
I created a seamless and user-friendly online platform for ordering takeout and catering, along with menu dietary tags. The goal is to enhance the business's conversion rates and improve the overall customer experience.
DESIGN PROCESS
EMPATHIZE
To ensure the redesign met user needs, I began by conducting a competitive analysis of Roksana's competitors, exploring their strengths and weaknesses. I discovered that the primary strength of these competitors lies in their quick and convenient delivery services. These competitors lacked a variety of dishes and provided no dietary tags, whereas Roksana's Persian Food had the advantage of a much larger selection of food items.
I also used Elemental Analysis for its competitors as a complementary method to gather more information about the most necessary primary navigation of their websites.
Curated menu, guiding customers to culinary desires: I conducted two rounds of card sorting, with a total of 12 participants, to reorganize and structure information on Roksana's menu. The first round involved 7 users who were not familiar with Persian cuisine, while the second round included 5 participants who were acquainted with Persian cuisine and had grown up with the food.
Here is the result of the desired menu:
I also conducted interviews with 6 individuals, including both existing customers of the restaurant who are familiar with Persian cuisine and individuals who have not yet tried Persian cuisine.
During interviews, I performed a Task Analysis, observing participants through screen sharing to better understand their food ordering process and identify potential enhancements for their experiences. This involved understanding the motivations, pain points, and ordering habits of users.
During the research phase, I identified several pain points that users experienced when placing orders through the website of restaurant, including difficulty in navigating the restaurant's website, struggle to find the ordering process, encountering issues while browsing the menu, and challenges selecting meals that cater to their specific dietary preferences.
Highly Desired Website Features:
Online ordering
Takeout delivery
Dietary tags
Enticing images of dishes
DEFINE
Based on the data collected from user interviews, affinity mapping, and research, two user personas were created to identify their primary needs and challenges.
From there, two problem statements were formulated, ultimately leading to a final solution statement. View Statements
IDEATE
Using my research as a recipe for success, I began sketching appetizing solutions. Inspired by the layout of other e-commerce restaurants, I came up with sketch ideas to visualize solutions for users.
With a touch of culinary artistry, I transformed my sketches into digital wireframes.
PROTOTYPE
I crafted a tantalizing prototype to simulate the Persian cuisine experience and bring the user-centered solutions to life.
I took the prototype to 3 users for a taste test. Tasting the success of my goals through testing:
Navigate on the website with ease
Users were able to choose their dishes based on their dietary
Users felt appetite looking at the images of dishes