Increasing user engagement & payments via platform
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
ABOUT
In the fast-paced world of food and hospitality, efficiency, and customer experience are paramount. From small cafes to large restaurant chains, Explorex offers a comprehensive suite of products designed to streamline operations and elevate the guest experience.
Explorex's ecosystem of solutions cover every corner of running and managing a restaurant. Whether it's inventory management, menu creation, employee scheduling, or point-of-sale (POS) functionality, Explorex has tools that simplify complex tasks, allowing businesses to focus on what they do best—serving their customers.
INTRODUCTION
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.
PROBLEMS
Hey Jamie, where should we go for dinner this weekend? I’m tired of picking places that end up dead 💀
I know, right? Last weekend was such a bust. That place was empty despite looking lively online. 🫠
And then there are the places that are too packed, and we have to wait forever. So frustrating. 😩😩😩
And influencers make it even harder to know what’s real. I miss getting real recommendations from friends.
Exactly! A friend's recommendation is always more trustworthy. Have you heard of any good places from our friends lately?
Yeah, actually. Sarah mentioned a new Italian place she loved. Want to check it out?
Sounds perfect! I trust Sarah’s taste 👍
But what if we get stuck in traffic and they give away our table?
Ugh, I hate that. What’s the point of reserving if they don't hold the table? 😡😤
USER RESEARCH
Primary Users
SANJAY KUMAR
IT Professional
37 years old
married, father of 2 kids
mostly goes for planned dinner at restaurants with family couple of times a month
Jobs to be done
When I am planning to take my family out for dinner
I want to find a restaurant with a pleasant, family-friendly atmosphere and good reviews
So I can enjoy quality time with my family and relax
AYUSH DIXIT
College Student
24 years old
unmarried
has dinner plans almost every weekend with friends, which is made instantaneously
Jobs to be done
When I decide to make an instant plan for dinner
I want to quickly discover popular spots that my friends have visited recently
So I can enjoy a spontaneous meal, unwind after a busy day, and socialize with friends
Secondary Users
TUSHAR SHETTY
Restaurant Owner
40 years old
married
wants his restaurant to increase bottomline by attracting new customers and also repeat ones
Jobs to be done
When I manage my restaurant and look for ways to attract more customers
I want to highlight positive experiences from previous guests
So I can increase my restaurant's popularity and drive business growth
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
❌
✅
❌
❌
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
Unclear Menu Options
Users are not aware of the multiple menus available, as other online ordering platforms typically have a single menu with multiple categories
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
RE-DESIGN
Comprehensive Menu Exploration
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%
