Order King Case Study
Nowadays people live in an age where time is poverty. We might not notice that we actually spend a huge amount of time in restaurants daily especially in Bangkok which is a big city where people love to eat out a lot. Order King is an application that offers a solution to make everything become much easier, faster and more suitable with city lifestyle.
My Role
User Research ( Field study, Interviews )
User Interface Design ( Wireframes, Deliverables )
User Experience Design
Prototyping and testing (Flow and interactions)
Tools
Adobe XD
Principle
Illustrator
Photoshop
Problem and Context
Surprisingly, the most common topic of conversation for Thai people is usually food. It surely is a big deal for Thai people. Bangkok is a capitol city of Thailand and people live their life in a rush just like in other big cities. However, most people don’t even notice that we actually waste lot of time for nothing in restaurants daily. Right now, if you want to eat in a restaurant, it could take from half an hour to two hours from the moment you start waiting for the table to when you get the food served on your table. The main objective was to solve the issues and create better user experience in a restaurant that’s more suitable to the city lifestyle
Project Goals
Improve eating out experience making it faster and easier
Provide a tool that’s easy to use
Create strong motives for users to keep using the application
Research
In the research phase, I ran 15 qualitative interviews and field observations in 5 restaurants in order to gain insights
Field Observation
Field studies were conducted by observations in 5 restaurants to see how people behave when they go to a restaurant from the beginning to the end. I also had a conversation with some after. Here is what we found from both research methods:
A Normal Food Dining Process
User pain points
Analysis
Problem statement
Users want to reduce the time and staff interaction in the restaurant because they have busy lives and want things to be done quick and easy.
Use cases
IDEATION
Feature narratives
Check in with a QR code — customers don’t need to wait or interact with staffs
Payment alternatives — include the cash Payment feature to reduce user frustration when it comes to payment
Shorten the process — reduces an interaction with restaurant staffs, customers will be in control of almost everything from the beginning to the end of the process
Reserves a table online — instead of going to a restaurant to wait for that
Rewards program — creates user motives
Food delivery — it has become so popular in the country
The New Dining Process
Task Flow
I created a task flow that explains the steps that users have to go through with this new the food dining process.
DESign
Low-fi Wireframes
01 Booking Ahead
It doesn’t matter where users can reserve a table at anytime and see live update of that as well. Therefore, there is no need for them to go to the restaurant before time and waste their time for nothing.
02 Easy step to get the table
To check in and get the table, users just simply scan a QR code on a table. They don’t have to wait for a waiter to bring them in and assign you a table anymore.
03 Food ordering right away
After getting a table, users can order food right away instead of waiting for a restaurant staff to bring you a menu. This doesn’t only prevent time wasting issue but also ordering mistakes that sometimes could happen from the waiters.
04 Give Reviews & Rating and earn Rewards
Thai people love rewards and point collection system so much. So after the payment has been made, they will be asked to give rating and review to each menu that they ordered. This is optional. They will be rewarded every time that they give a review to each menu. The more they eat and give the review the more they earn. When they reached a certain amount of points, they can use these points as a discount on their next purchase. This strongly influences users to go to a restaurant and keep on using the application.
05 Food Snap and Social Share
We found that Thai people love sharing food photos on their social platform so much. Therefore, their feedbacks will be automatically saved in their account profile and can be shared in their social media profile. This doesn’t only benefit users but also increase an awareness of the application and restaurant to more potential users.
06 Food Delivery
This feature makes food ordering become possible for users either in a restaurant or anywhere
Colors
I decided to go for orange-red as the main colour of the application. It’s always better to give the interface a warm look when it comes to food. This surely increase users food desire and motivate them to use the app.
Typography
Avenir is chosen to be used in the application due to its geometric, clean and modern look. In term of colours, most text are in black and I created a hierarchy by reducing opacity of texts that are less important. Black and yellow looks standout on each other due to the strong contrast they both are.