A new self-order experience in venues.
Year
2022
UX Design
Visual Design
Documentation
Deliverables
Figma
Miro
Tools
Background
Publinc Communities is a leading hospitality group in Australia that owns and operates many venues across the country. Following lockdowns during the COVID-19 pandemic, Publinc Communities wanted to provide a safer method of ordering for both their customers and staff when returning to dine in-venue. The food ordering site they had built was out of place alongside their newly redesigned membership app and lacked any unique touches to the user experience.
Objective
The primary goal of the project was to improve the visual design of the mobile food ordering website. However, as the Publinc brand is so centered on the relationship between members, staff, and community, I wanted to ensure I add more personalised features to the site so customers felt heard and appreciated when dining in-venue.
Research and Analysis
My role on this project was as both the UX and UI Designer, and the first step in my process was to conduct research and analysis to identify the existing problems with the website's user interface. I analysed the website's design, features, and user experience to identify the usability issues. I also explored the competitor landscape both online and by testing existing platforms in venue, to help craft a best practice ordering experience. The outcome of the research phase was identified key areas for improvement in the current experience and proposed ideas for personalisation in the future experience
I presented back my research findings to key client stakeholders including the CEO, COO, and CFO, as well as proposing a phased approach for launching the redesign. Phase 1 involved tweaking the existing platform based on best practice quick wins that could be achieved quickly. Phase 2 was a full redesign of self-order site, including new personalised features.
Phase 2: Design
As we moved into Phase 2 of the project, I began redesigning the existing screens, focusing on improving the user experience while adding unique personalised touches to enhance the user journey.
The existing platform was built using an out-of-the-box system and had various constraits for design and customisation, which needed to be taken into consideration. This also meant that brand design direction was necessary to ensure consistent experience from brand website to ordering site.
Through regular check-ins with the client, we worked collaboratively to ensure they gave insight and I made the necessary changes. I tested the mock ups with the internal design team over multiple rounds to gather feedback and identify areas that needed further improvement.
Based on the feedback from the design team and client, I finalised the designs, which included a simple and clean interface, easy navigation, and consistent branding, and solved for multiple use cases, such as logged in or logged out states. I also added new features, such as new food and drink menu categorisation, ordering system user flow, the ability to ‘favourite’ items, reminders for repeat orders, and status updates on your order’s journey from the kitchen to your table.
Design System
As I had worked with Publinc Communities for a few projects in the past, I recognised the need for a consistent and scalable design system for Publinc Communities, which could be used across all their digital products. I retroactively developed a design system that included a library of reusable components, such as buttons, cards, and forms, which could be easily customized based on the client's needs.
The Result
The redesigned mobile food ordering website was well-received from the client with positive feedback, and they have continued to approach my team for other projects. The user-friendly interface and new features aimed improve customer satisfaction, increase brand loyalty, and provide a more personalised experience for diners. The design system I created also helped the client to maintain a consistent visual identity across their digital products, which will save time and resources for future projects.