Opentable App Redesign

UX Research

UX Design

Opentable is a platform for restaurant reservation that allows a one stop dining experience for customers.

UI DESIGN

UX Research

UX Design

Opentable is a platform for restaurant reservation that allows a one stop dining experience for customers.

UI DESIGN

OVERVIEW

While confirming a reservation at a restaurant is easy, finding the right restaurant can be challenging, especially when customers are presented with a large selection. Our objective is to make restaurant exploration fun while making the selection process faster and easier.

TEAM

Ibtida Hasib

Annie You

Radiya Aheto

Elijah Hassan

MY ROLE

Research

User Persona

Wireframe

User Flow

UI Design

TOOLS

Miro

Figma

OVERVIEW

TEAM

Ibtida Hasib

Annie You

Radiya Aheto

Elijah Hassan

MY ROLE

Research

User Persona

Wireframe

User Flow

UI Design

PROCESS AND TIMELINE

Month 1

01. Discover

02. Define

03. Ideate

04. Design and Development

05. Deliver

Month 2

Month 3

Month 4

CHALLENGES

When browsing, finding the right restaurant based on user preference may be difficult when presented with a large selection.

Often times, authenticity is questioned, that could aid in indecisiveness and disappointment.

SOLUTION

2 New Features

Dinder- Crave Swiping
a dating app-like feature where users can swipe left or right on pictures of food based on their preference.

Social Dining Insight
a feature that utilizes data from the internet to help users with decision making.

CHALLENGES

When browsing, finding the right restaurant based on user preference may be difficult when presented with a large selection.

Often times, authenticity is questioned, that could aid in indecisiveness and disappointment.

SOLUTION

2 New Features

Dinder- Crave Swiping
a dating app-like feature where users can swipe left or right on pictures of food based on their preference.

Social Dining Insight
a feature that utilizes data from the internet to help users with decision making.

01. DISCOVER

HEURISTIC EVALUATION

OpenTable offered seamless booking and cancellation, and allowed users to specify dietary preferences when making reservations. However, it had issues with hierarchy and organization that affected its functionality.

COMPETITOR’ S ANALYSIS

Users found UI confusing and overwhelming due to an excessive amount of information and insufficiently helpful filters, hindering the user experience.

TARGET MARKET

Age Group

30%

>50

30%

35-50

40%

18-35

Occupation

40%

Business Owners

40%

Employees

20%

Students

Company

Alone

45%

Friends

18%

Coworkers

32%

Family

KEY FINDINGS FROM INTERVIEWS

Convenience plays a big part, people like walking into a restaurant knowing there’s tables available.

People want to know the reputation of a place and what amenities are available there.

Social Media plays a big part in creating interest for a location among users and their relationship circles.

Affordability is a concern among users.

01. DISCOVER

TARGET MARKET

Age Group

30%

>50

30%

35-50

40%

18-35

Occupation

40%

Business Owners

40%

Employees

20%

Students

Company

Alone

45%

Friends

18%

Coworkers

32%

Family

KEY FINDINGS

Convenience plays a big part, people like walking into a restaurant knowing there’s tables available.

People want to know the reputation of a place and what amenities are available there.

Social Media plays a big part in creating interest for a location among users and their relationship circles.

Affordability is a concern among users.

02. DEFINE

PERSONAS

“The reviews are not that good but the food looks really appetizing. I don’t know which one to trust.”

Invites family, searches for a restaurant and makes a reservation.

Enters the restaurant and observes. Orders food and socializes with family.

Pays the bill and leaves tip.

Post Dining

Dining

Pre-Dining

James Hart, 35

“Finding the right restaurant takes so long”

Finds a restaurant that is aesthetically pleasing and makes a reservation.

Takes pictures, orders food and socializes with her friends.

Pays the bill and saves the restaurant.

Post Dining

Dining

Pre-Dining

Natalie Lombardi, 20

Pre-Dining

Browses to find a restaurant appropriate for dinner date and makes a reservation.

Post Dining

Dining

Enters the restaurant, and orders food.

Pays the bill and leaves.

“I wanna pay for a good time.”

Samuel Williams, 27

VIEW PERSONAS

VIEW JOURNEY MAPS

PROBLEM STATEMENT

When browsing, finding the right restaurant based on user preference may be difficult when presented with a large selection.

Often times, authenticity is questioned, that could aid in indecisiveness and disappointment.

Group planning can be a hassle for users, everyone has different availabilities and wants/needs.

02. DEFINE

PERSONAS

Invites family, searches for a restaurant and makes a reservation.

Pre-Dining

Enters the restaurant and observes. Orders food and socializes with family.

Dining

Pays the bill and leaves tip.

Post Dining

“The reviews are not that good but the food looks really appetizing. I don’t know which one to trust.”

James Hart, 35

VIEW PERSONAS

VIEW JOURNEY MAPS

PROBLEM STATEMENT

When browsing, finding the right restaurant based on user preference may be difficult when presented with a large selection.

Often times, authenticity is questioned, that could aid in indecisiveness and disappointment.

Group planning can be a hassle for users, everyone has different availabilities and wants/needs.

03. IDEATE

MVP

After understanding our personas, we did point of views and how might we. We analyzed needs and benefits of each user to come up with table stakes and differentiators.

04. DESIGN AND

DEVELOPMENT

INFORMATION ARCHITECTURE

04. DESIGN AND DEVELOPMENT

INFORMATION ARCHITECTURE

FEATURES

Dinder: Crave swiping
Introducing a method in brainstorming user’s next dine-in. This feature makes restaurant browsing fun and engaging. User is able to swipe left or right on images of food posted by people.

Social Dining Insight
Utilize data from the internet to help users with decision making. Doing that allows more realistic photos and reliable reviews of real time customers.

USABILITY TESTING

Usability testing allowed us to identify errors and find a solution before moving onto UI Design.

Some common errors we found among different users was that Dinder’s icons to like, dislike, super like and bookmark was confusing as they didn’t know the different purposes. Considering that this is a new feature, users had a hard time understanding the purpose of the platform without prior information.

UI DESIGN

05. KEY TAKEAWAY

KEY TAKEAWAY

User testing is important.
Having users test out the product help fix errors that are overlooked.

Community is Key.
Form an informed community, where users can share their experiences and provide valuable insights to others.

Appealing visuals is important.
When it comes to food, having an appetizing picture is essential to attract customers.

Make it exciting.
Make restaurant browsing fun is opentable’s differentiator.

NEXT STEPS

Enhance the micro interactions.

Design UI dark mode.

Increase legibility.

WORKS

WORKS