Duration

4 weeks

Role

UX/UI Designer, Interaction Designer

Category

Web Design

Tools

Figma
Photoshop
Maze
Optimal Workshop

Project Overview

The Lost Horse Saloon Bar & Grill does not currently have a website, and this has contributed to a significant decrease in revenue due to the pandemic. With take-out now becoming a popular portion of their business, they are looking to create a website that will optimize the user experience and help retain and grow their customer base.

The challenge is to provide a user-friendly experience for customers placing orders on the eCommerce website that meets their needs while catering to the business's objectives. 

The goal of this project is to develop a user-friendly online pick-up ordering system with clear and concise steps that guide users towards selecting Lost Horse Saloon as their preferred take-out destination.

My Contributions

As the solo designer on this project, I was responsible for every aspect of its creation, from establishing the brand and persona, to developing wireframes, information architecture, interaction design and ultimately producing the final prototype.

Current Brand Representation

Lost Horse Saloon is an authentic, western-style bar with live music based in Marfa, Texas. In addition to its culinary offering, this small business hosts concerts & events and provides catering services.

People come there to have some fun and enjoy delicious food and drinks

Navigating the Design Process

I utilized the double diamond and product pillars methodologies to navigate the design process. The double diamond helped me to break down the process into four phases, while the product pillars framework ensured that my design decisions aligned with business, user, and technology goals.

Exploring User Perspectives

In order to get an in-depth understanding of users' preferences, thoughts, and feelings, I conducted user interviews with 5 participants. Here are some of the key questions I asked:

  • Could you please describe your current schedule and how do you manage to balance your responsibilities with meal planning?
  • Can you walk me through your last experience of ordering for pickup online?
  • What takes most of your time when placing an order? Why?
  • If you could change something about your digital food ordering experience, what would that be?

Designing for the Target Audience

Based on the user interviews conducted, I created the primary persona. Personas are defined as fictional users whose goals and characteristics are representative of the target audience to ensure the product is relevant and impactful.

The Three Pillars of UX Strategy

Moving from research and into the next stage of defining the product, I mapped the overlaps of business goals, user goals, and technical considerations.

Identifying core project goals while considering technical aspects helps to define the sweet spot between finding viable solutions and prioritizing those which benefit the needs and desires of both the business and the users.

Outshining the Competition

I conducted thorough research and analyzed the Saloon's competitive and comparative landscape, in order to identify key areas for improvement and differentiation.

Adopting Peer Strengths:

  • Front-and-center "Order Pickup" CTA on the homepage
  • Clear overview of the services available
  • Fast checkout option
  • Customizable orders to fit individual preferences and dietary restrictions.

Opportunities to Differentiate the Brand:

  • Displaying the full description of a product without taking users to a new page
  • Providing users with a default option for "ASAP" delivery and allowing them to change it if needed
  • Incorporating social proof (testimonials)

Streamlining Content Organization

Information Architecture helps to organize content so that users would easily adjust to the functionality of the product and could find everything they need without big effort. I made sure that I structure it specifically to the target audience needs because IA puts user satisfaction as a priority.

Nielsen Norman Group and Optimal Workshop were my favorite tools/sources for that.

Next, I created a user flow in order to visualize and map out the steps a user takes to complete their order and identify any pain points or areas of improvement in the process.

From Ideas to User Feedback

Design thinking is an iterative and non-linear process. I conducted 3 instances of usability testing at each level of fidelity, improving the design and user experience through development and review at each iteration.

I identified and addressed key issues such as confusing navigation and high cognitive load, ensuring that the ordering process was straightforward and intuitive.

Balancing Brand and Accessibility

I designed a style guide for the Saloon that reflects its energetic spirit, using a striking shade of Texas Burnt Orange as the primary color and incorporating a dark mode to create depth and contrast that enhances the orange elements.

Additionally, I ensured that the type and color choices were compliant with AA and AAA accessibility standards.

Bringing it all Together

By leveraging the valuable feedback from users and implementing UX best practices, I developed an intuitive online ordering system that ensures a seamless user experience.

Looking Back and Moving Forward

This project was very inspiring. It was fun to make a website for such a unique and authentic place. The business goal was achieved and aligned with the target users' needs.

To further enhance customer experience and boost revenue, there are a few next steps that could be considered:

01

Implement a personalized food recommendations feature

02

Establish a loyalty program: offer rewards or discounts to frequent customers to incentivize return visits and build brand loyalty

03

Track and analyze KPIs such as sales, customer satisfaction, customer retention, and website traffic after the product launch to measure its success and identify areas for improvement.

I hope you enjoyed reading this as much as I enjoyed working on this project! Thank you for time.