Highlights
Project Type
My Role
Tool
Team
Psychology Theory
Image generated by Midjourney
Emotional Connection
Usability Review
Frustrations
When users browse restaurants, they are confronted with limited and unreliable reviews, making it hard to know the quality of the restaurant.
When users book a restaurant, they encounter unclear information hierarchies, resulting in a difficulty in navigating the available options.
Conclusion
The existing pages are overloaded with information.
In order to add friend activities in, we need to seamlessly blend it in the app and not overcrowd the pages even more.
Competitor Benchmarking
What do we lack?
Our competitors, Resy and Yelp, offered clearer restaurant information with detailed timeslots and descriptions.
What's the opportunity?
However, they also lacked friend reviews and social content, creating a unique opportunity for us to stand out.
How Might We connect existing users with their friends' reviews, to improve restaurant reliability and bookings?
Ideation
We used crazy8 to brainstorm and come up with 8 potential design points. After applying the priority matrix, we decided to improve 1 feature and add 2 functions.
What can we add?
What can we improve?
When checking reviews for a particular restaurant, users can filter friends’ comments.
User Flows
We introduced a section where users can see their friend list and profile. When checking restaurant reviews, users can search and filter reviews from their friends.
Wireframing
The wireframe included screens for adding friends, profiles, and filtering friend reviews.
1. Synchronize friends
Opentable can only be registered by mobile phone number, users can directly add registered Opentable contacts, turning disadvantages into advantages.
2. Filter friends' comments
On the restaurant review page, user can filter and view friends' comments. It will enhance the trust of households and assist decision-making transformation.
Before
3.1 friends list
Add the friend list to the profile interface to keep the information flow simple and effective.
Before
3.2 friends' activities
We combine friends' activities with the existing update page, where users can view restaurants and comments their friends have visited.
Usability Testing
Key Data
Mission success rate
91.7%
Misclick rate
31.6%
Average time
35.6s
Conclusion
1. 100% of the participants think that the restaurant evaluation is clear and readable.
2. 81% of users (13/16) think that screening friends' comments is helpful for booking decision and enhancing the willingness to change.
3. One person failed to view the dynamic push successfully, and three people thought that the push position was vague, and the dynamic push and distribution of friends needed to be considered.
Next step
Try to further improve the path of viewing and filtering comments by reducing nodes to achieve a more direct user process.