OVERVIEW
RESPONSIBILITIES
Ideation, Strategy, User Flows, Visual Design, Prototyping
TEAM
UX Researcher, CPO, CEO & 4 Developers
ROLE
For owning the whole project from scratch on design front, DQA, feature enhancement & collaborating with multiple teams
INTRODUCTION
Digital Dining (DD) is a QR based dining solution that redefines how guests interact within a restaurant, making the entire dining experience more intuitive, interactive, and enjoyable. It replaces traditional physical menus with an interactive digital interface, offers a seamless and engaging way for browsing and ordering together, viewing and paying bill directly without going through the multiple steps of waiter interaction.
Wait for the waiter to give the menus
Limited no. of menus given, and is then shared and passed around
Wait for the waiter to come and take the order
Takes away the menu after placing an order
No idea about the current bill value
Wait for the waiter to bring the bill
Wait for the QR Code to make UPI
Everyone scans QR on table
Other people also order collaboratively
View menu and order
View and pay bill
PROBLEMS
30%
of all our clients have enabled DD
low client adoption
1
avg no. of people in a transaction
low user interaction
2/10
payments happen from the platform
less payments
USER RESEARCH
To validate the necessity and benefits of QR-based ordering, we conducted primary research at 8 restaurants and breweries. We interviewed 30, including a diverse demographic of young to middle-aged individuals, both single and married, as well as families. Our participants included frequent visitors and explorers trying new places.
COMPETITOR RESEARCH
Most digital dining products today are limited in scope. Legacy systems focus on POS for large chain quick service restaurants, while others target cloud kitchens and online orders. Our main competitors are those which focus on in-house ordering, but many lack comprehensive features.
Some systems only allow menu viewing without direct ordering capabilities. Even those that do allow ordering often fail to provide a well-connected ecosystem for collaborative ordering between guests and staff. This results in staff being overburdened with managing both platforms and guests being unable to view their current bill or pay directly through the platform.
FEATURES
Petpooja
Dotpe
Digitory
Hoggr
Collaborative Ordering
❌
✅
❌
✅
Table Pin
❌
✅
❌
✅
Bill Access during transaction
❌
❌
✅
✅
Steward orders, visible to customer
❌
❌
✅
❌
Table Auto Settlement
✅
❌
❌
❌
Table Assistance Request
✅
❌
❌
❌
Multiple Menus
❌
✅
✅
✅
Dish Suggestions and recommendations
❌
✅
❌
❌
Waiter Tip
❌
✅
❌
❌
PERSONAS
Guests
Primary User
Convenience of viewing dish photos, place orders, and paying bill whenever they want directly from their smartphones
Real-Time Updates on available dishes, their order status and on the fly offers
Personalised recommendations based on their preferences and past orders
Reduced wait times for placing orders and receiving bills
Stewards
Secondary User
Increase efficiency by reducing the time spent taking orders manually, allowing stewards to focus more on hospitality
Self ordering minimises mistakes in communication, ensuring that orders are accurately conveyed to the kitchen
Digital systems help stewards manage their tables more effectively, track orders, and stay organised during peak hours
Managers & Cashiers
Tertiary User
Streamlined order processing, reduced manual entry errors, and speed up service, leading to higher turnover rates
Gain valuable data insights into customer preferences, peak dining times, and popular dishes, helping them make informed decisions
Integration with inventory systems allows for real-time tracking of stock levels, reducing waste and ensuring popular items are always available
Faster payment processing and reduced errors in billing enhance the overall cash flow and financial management of the restaurant
USER JOURNEY
ANALYSIS
SETTING GOALS
To create an intuitive, user-friendly interface that encourages diners to interact more frequently with the app and utilise its features to their full potential. This redesign will focus on integrating user feedback, leveraging data insights, and refining the interface to ensure a seamless and enjoyable dining experience.
Increase
Existing
User Base
Enhance the number of DD users to bolster top-line growth and expand the platform's reach among diners
Payments
via
Platform
Increase no. of users paying via our web app platform to facilitate automatic table settlement leading to faster table turnover time
Boost
Average
Spend
Encourage higher cart values and increase the average spend per individual through strategic nudges and prompts
Improved discoverability to easily find and explore all functionalities
Easily understand where you currently are and how to return to other sections
Accomplish goals faster without navigating through multiple screens or clicks
By presenting users with a structured and comprehensive view of a venue’s offerings, similar to the experience of browsing menus in person, we encouraged exploration, enhanced user satisfaction, and boosted engagement and order values
Allowing multiple users to join a table and order together enhances the dining experience by promoting seamless coordination and clear visibility of individual orders. This feature mirrors the social aspect of dining out, making it easier for groups to share and enjoy their meals together
Allowing multiple users to join a table and order together enhances the dining experience by promoting seamless coordination and clear visibility of individual orders. This feature mirrors the social aspect of dining out, making it easier for groups to share and enjoy their meals together
IMPACT
Big culinary and brewing hotspots have partnered with us.
16+
increase in AOV of guest ordering via web-app vs steward
44%
More users are joining in on each collaborative order, teamwork just got tastier!
12%
App usage time is up, showing users are more hooked and satisfied!
30%
Increase in payments made through our platform
24%
