Wagamama: Personalized Ramen Ordering

Improving Customer Satisfaction and Dietary Inclusivity

Overview

The main goal of the "Wagamama Personalized Ramen Ordering" project was to make dining a smooth and inclusive experience. The project aimed to create a customized online ordering system for take-out that caters to individual dietary requirements. This system not only simplifies the process for all customers but also has the potential to improve customer satisfaction by offering personalized choices.

My Role

As an independent project, I led the creation of Wagamama's tailored ramen ordering system, covering mobile web, tablet, and desktop platforms. I conducted user research, ideated concepts, and crafted user flows, wireframes, visual designs, prototypes, and oversaw all design aspects.

Problem Statement

Customers with specific dietary needs faced challenges when ordering take-out from Wagamama online. The menu's lack of customization options made it challenging for customers to access allergen information and provide input on their dietary requirements.

Client

Wagamama, Self-directed

Timeline

12/14/2023 - 01/06/2024

Team

Individual Designer

ACTIVITIES

  • User Research
  • Ideation & User Flow
  • Wireframing
  • Prototyping
  • Visual Design
  • Usability Testing

Tools

Figjam
Adobe Photoshop
Midjourney
Figma
Maze

Challenge

Crafting a Ordering System for Dietary Needs

Understanding User Needs

I obtained valuable insights into user needs and pain points through user research, which involved analyzing customer reviews, conducting in-depth interviews, and creating user personas.

Solution

Crafting the Solution Process

User-Centered Approach

I created a user task flow and interactions to outline the steps necessary for making a purchase. This proved to be useful in developing initial wireframes for comprehensive mockups, as well as a functional prototype.

Usability Testing

To assess the prototype's effectiveness, six participants were recruited for usability testing, focusing on a specific scenario involving a peanut allergy. The valuable feedback obtained through usability testing and surveys has offered me key insights on addressing usability issues and will be crucial in refining the design and navigation for the next round.

Design Features

The main objective of the solution was to develop a user-friendly interface that promotes a seamless and enjoyable dining experience, in line with the project's primary aim of enhancing transparency and effectively addressing allergy concerns.

Allergy and Dietary Restrictions Input

To cater to different dietary requirements, I have added several choices for users to pick from before finalizing their purchase. The available choices comprise of checkboxes for allergies and a designated space for users to provide comments. This enables users to effectively communicate their specific dietary needs.

View Prototype

Preview the mobile prototype in Figma here.

Results

Project Impact

Enhance User Satisfaction and Usability Experience

The ordering process was tested with 6 participants, and they took an average of 4 seconds per step. It took them a total of 12 seconds on average to complete an order. The usability survey indicated that the participants were highly satisfied, rating “satisfaction”, "ease of ordering" and "menu clarity" with an average of 4.2 out of 5.

Lesson Learned

Prioritizing Accessibility

Ensuring accessibility was a key focus throughout the design phase. Ongoing refinements, rigorous testing, and necessary adjustments are essential to improve accessibility for users.

Next Steps

Broaden Menu Personalization

Wagamama can make itself more appealing to a larger group of people by offering a variety of customizable main courses in addition to ramen. By including options that cater to different dietary needs, such as allergy-friendly choices, Wagamama shows that it is dedicated to creating an inclusive and welcoming dining experience for everyone.

Thank You!

I trust you found as much delight in observing this project as I did in crafting it.

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