KRAZI KEBOB RESPONSIVE RE-DESIGN
LEAD UX DESIGNER, RESEARCHER, UX/UI DESIGN, 80 HRS
Krazi Kebob is a local fast casual eatery located in College Park, Maryland and one of my favorite restaurants. They offer a unique fusion of Pakistan/Indian/Mexican food with delicious naan wrapped burritos and bowls. I contacted Krazi Kebob to see if I could offer my UX skills to help improve any areas in their customer experience. The owner mentioned he would like more customers to utilize the online website for placing orders and to do a re-design of the current webpage. He was also open to adding additional features that may add to the customer experience and benefit the business.
I broke down my research into secondary and primary research. For the secondary research I conducted a competitive analysis as well as literature review to understand more about the fast casual industry and competitors. Due to the urban setting of krazi kebob, I focused my competitive research on fast casual restaurants within a half mile. There was no direct competitors to Krazi Kebob but the two closest competitors are Chipotle and Blaze Pizza.
According to the literature review I found that Mom and Pop eateriers are expected to grow 5% by 2020. They are outperforming their commercial counterparts in part due to free marketing websites such as yelp. In addition, diners are craving unique, instagram worthy meals versus Mcdonalds. To get further insight into how diners found krazi kebob and their online ordering habits I broke down the primary research into two parts, Survey and 1:1 interviews. The survey was conducted through survey monkey and the 1:1 interviews conducted in person at Krazi Kebob.
Once I had finished conducting my research I was able to break down the information into actionable items and behavioral trends which led me to create two different user personas based off the data.
According to the research results many participants utilized yelp as a way to find restaurants to try. Many of them when ordering food online request delivery and enjoyed being able to track their orders. With krazi kebob's clientele being mainly college students, many of them were interested in looking for a deal and ways to be notified of deals. It was important for many of the participants that they ate fresh food on a budget. When coming to a restaurants website and ordering online, knowing menu prices, delivery fees, having pictures of menu items, and a way of tracking their order were most important. Once I understood these needs and wants I was able to create an empathy map and storyboard to better humanize and empathize the data and personas.
My next steps before moving forward was to make sure the product design and development remained in line with both the customer/business goals and determining which product features/enhancements where feasible. To help me with this i created a venn diagram and a product feature roadmap. I determined that the email capture and online ordering system enhancements would be my focus.
Once I had a better idea of what was needed on the site and working within the existing structure of the site, I put together the sitemap before creating the high fidelity mockup and prototype. This helped me understand the flow through the website as I built out the webpages. I also did a quick sketch of how the homepage would look based off research findings and what is important to users. I did my best to keep in mind information hierarchy with keeping the CTA's at the top and easily distinguishable from the rest of the information. I then worked on the userflow to make sure there was a logical sequence in place for users to navigate the the website and complete tasks.
UI DESIGN AND TESTING
Before getting started on the high fidelity mockup of the site I wanted to make sure I had the brand style tile finalized to make sure all branding colors. logo. and typography were properly utilized and organized. The colors and logo are already pre existing brand colors for the business that could not be changed. What I did change was the typography. I wanted a font that was as unique as the business and conveyed the cultural feel of the business.
For the prototype I built out the pages that were most important to the purpose of the project and the user needs based off the research. Those pages were the homepage, email signup for deals, online ordering system, and order tracker. To prototype, I used invision and tested the prototype on 4 frequent krazi kebob diners. The main tasks to complete were
1-3) Signing up for Email Deals
4) Ordering Delivery
5) Selecting menu option
6) Starting order
7) Customizing menu Option
8) Adding to Cart
10) Identifying add discount box
12) Order tracker page
13) Back to home page
You can view the full prototype here.
The usability test results yielded some great information and insight I didn't catch prior to the testing. A few examples are
1) The Cart was on an unfamiliar part of the page (left hand side) instead of the right
2) The email sign up was not noticeable upon first glance while scrolling.
3) The add discount/order details where not easy to identify on the checkout page.
I was able to capture this feedback and sort them into categories for further insight via an affinity map.
Error Free Rate
There were a total of 13 tasks each participant had to complete. Completing each task without any assistance earned 1 point. Any time any assistance was needed 0 points were given for that task. 2/4 (50%) participants were able to complete all tasks without requiring help from the moderator.
Total tasks completed error free by all participants= 11+13+12+13= 49
Total tasks 13 * 4 Participants= 52
I predicted an error free rate of 90% but my research has exceeded my expectations with a 94% error free rate.
I took the time to make the necessary changes to the site based off the user feedback from the usability testing. Overall the design was easy and intuitive to use and users enjoyed the layout, typography, pictures, and brand colors. The online ordering system achieved its purpose by eliminating doubt when ordering unfamiliar dishes through use of pictures and saving users time by transparently listing the minimum order requirements. Participants liked the idea of being emailed when there was a deal and felt the process of signing up was easy and quick. The unique order tracker fit the theme of the website and was easy to understand as well as fun. I believe the objectives of this project where fulfilled and enjoyed helping krazi kebob deliver an even krazier customer experience.