Dim Sum Express

Tablet Screen Gallery

Use the arrows below on the left and right side of the tablet screens to navigate.

The final prototype. Tablet

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PROBLEM

Dim Sum Express wants to attract a new generation of Dim Sum lovers by creating a website to take orders. Their cash-only business model doesn’t appeal to Millennials and Gen Z.

How might we design a website that helps Dum Sum Express increase sales by winning over new loyal Millennial and Gen Z customers?

THE SOLUTION

A responsive web app that allows customers to order for delivery or pick up on their device, and rewards customer loyalty.

How did I discover this problem and reach this solution?

SECONDARY RESEARCH

I researched articles on the restaurant habits of Millennials and Gen Z.

COMPETITIVE ANALYSIS

I ran a competitive analysis with 3 direct competitors and 1 indirect. The direct competitors are small dim sum take-out shops near Dim Sum Express. The indirect competitor NBC Seafood is a traditional large push-cart dim sum restaurant with a full menu.

S.W.O.T. ANALYSIS

Most of Dim Sum Express’ competitors have no website, online ordering, delivery, or customer loyalty rewards.

S.W.O.T. Dim Sum Express’ competitors…

• 2 out of 4 have no website

• 3 out of 4 have no online ordering

• 4 out of 4 have no delivery

• 4 out of 4 have no loyalty rewards

I wanted to verify these competitive analysis results with a survey. I asked ten questions, here is a key question below.

SURVEYS

68% of customers think restaurant rewards are important.

PLANNING INTERVIEWS

DIM SUM LOVERS

I interviewed 5 Millennial/Gen Z dim sum lovers from L.A.

KEY INSIGHT

Dim sum lovers liked the idea of a card stamp ordering experience of a traditional dim sum push-cart restaurant.

REVIEWING THE INSIGHTS

I listed all the key insights received so far from the methods below.

SECONDARY RESEARCH “Millennials are 3x more likely to order in than their parents - making them the largest demographic for food delivery apps.”

USER SURVEY 80% of customers think restaurant rewards are essential.

USER INTERVIEWS Dim Sum Lovers liked the stamp card ordering experience of a sit-down dim sum restaurant.

HYPOTHESIS

Using these insights, I created a hypothesis.

Dim Sum Express can attract new generations of loyal customers by creating a responsive web app offering pick-up and delivery, a fun ordering menu, and customer loyalty rewards.

STRATEGY

DESIGN

I created a sitemap; user flows, and big pic + up close storyboards based on Dim Sum Lovers’ needs.

WIREFRAMES

I began designing the solution with low-fi wireframes utilizing what I learned from my research and sketching out key user flows. I explored key screens in responsive breakpoints for vertical and horizontal orientation for tablets and mobile.

USER TESTING

I conducted 5 User Tests with dim sum lovers in L.A. to refine the user experience.

Key Takeaway

• Include a straightforward way to add more than four of the same item

STYLE INSPIRATION

Inspiration was taken from single-color print menus of Chinese take-out restaurants to keep the style simple.

COLOR INSPIRATION

I looked to Chinese culture for further color inspiration.

Red represents many things in Chinese culture; Luck, protection, fortune, blessings, and spirituality. Temples are adorned in red, incense sticks are red, and protection charms are often red. At weddings, the bride will often wear a red chi-pao dress. Red Hong Baos (Envelopes with money) The red in the HK Flag and stock market colors are reversed, where red means gain.

ACCESSIBILITY

Designed with inclusivity in mind. Incorporating accessibility for specific customers in need can eventually benefit all customers.

• Designed to meet WCAG 2.2 standards.

• Designed with Google Material i/o 2 guidelines.

• Responsive design for different screen sizes. No flashing or blinking content can trigger seizures for customers with epilepsy.

• Multiple language options.

THE FINAL KEY SCREENS

With the style and inspiration, I began working on the final designs.

The final design.

The final prototype. Mobile

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Link to my entire Figma design here

The style guide.

Designed to meet WCAG 2.2 standards. Designed with Google Material i/o 2 guidelines.

Link to my entire Figma work file here.

CONCLUSION + LESSONS LEARNED

What I’d do differently next time.

I would consider exploring a simple interaction for prizes like a wheel spin or a treasure chest as Millennials and Gen Z are statistically avid gamers. It would create an engaging fun experience.

“Additionally, 53% of millennial consumers want to augment their dining experiences with their mobile devices.” -Staff Writer-PYMNTS

Lessons learned

Sometimes low-fi wireframes done digitally can be faster than drawing on paper, especially if the layout has many repeating boxes and thumbnails of the same size.

What I’d do if I had more time.

I would work on a T.V. app so dim sum lovers can order from their Apple T.V. or Google Chromecast. I would also add a dark mode to improve accessibility.

Final thoughts

As this was a mock project, there was no follow-up with a success metric with data. Overall, this was a lot of fun; I enjoyed designing this app and the case study and craving dim sum throughout the process.

For more work inquiries or to grab a coffee, or craft beer email me at jasonpanux@gmail.com ☕️✨

Thank you for reading.

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