Project Brief

Komeeda is a website for people to book fun dining events, which provides an authentic and cultural experience. They would like to meet more Gen-Z's needs in the future, so we conducted user research, user observation and competitive review for Gen-Z. Designed our low-fi prototype and did user testing for it. After that, we conducted three versions of Hi-fi prototype and user testing. 

The Current Site(Go to Website)

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Our Opportunity

Komeeda offers a wide range of authentic dining experiences in New York and got good comments from lots of famous press like the New York Times. However, their current interface of the website doesn't provide an intuitive and friendly experience for users. They do have great content, but there is a better way to display.

Our Goals

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User Testing Journey

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We conducted one round observation & Survey with eight people, and five rounds test with about eight people each. During this testing process, we iterated our design again and again.

User Research

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We conducted user research with 8 users, and all of them are Gen-Z foodie. Also, 3 of them are New York residents, and others are New Yorkers.

After the user interview and observation, we concluded our findings together using the grouped stickers to identify the user's need and introduced the research insights. We found some main characteristics of Gen-Z:

  • For online booking: care about Review/Rating and price.
  • Pretty Tech-savvy.
  • Prefer to eat out with friends instead of eating along.
  • Don't have lots of patients, so like a simple website compared to a complex one.
  • Would like a personalized website.

Personas

Our client Jabor mentioned that they have two main groups of users, New York residents, who wanna explore some new cultural dining experience, and New York tourist, who want to find the authentic dining experience in New York. Also, we collect some main characteristics form user research. Therefore, we generated two personas to illustrate our users and cover most of the ranges, they are:

               Persona 1: David, a New York Tourist                                 Persona 2: Becca, a New York Resident

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User Observation of Initial Website

To find out the reasons for the problem, the user testing of the initial website was conducted with Komeeda’s target audience at the same time. Users pointed out they don’t know exactly what the website is about, and the layout is not what they expected to be a food-related website. Also, about the display, there are lots of little issues.

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User Journey Map

After user observation, we had a better understanding of our users' journey. Therefore, persona David and Becca were taken as examples to build up a journey map so that we would be able to stand in their shoes to think about their own experience. 

Journey Map

Here are some key findings, and the points we work on later:

  • They love the banner, so definitely keep this part。
  • They are lost when they are looking at the event card, because the key information is lost or not stand out.
  • They are surprised about that so many famous presses left good comments on Komeeda.
  • About the description page, they are lost from the messy display.
  • They don't feel good because they have to log in before purchase.

Competitor Analysis

We chose and compared the three major competitors, Eatwith, Tock, and Ezcater, which has similar services and business models with Komeeda, aiming to find out what’s unique about Komeeda and what its website should improve. With interviewing with 8 people for all, here are the results. The red line is the negative part and green line is the positive part. Click the arrow in the middle to switch.

Low-Fidelity Prototype

Based on the competitive review and user observation, we designed four versions of the wireframe. Here are two of them, and we choose left one as the prominent, and combine all other great parts together.

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Iteration

We have been through several iterations in terms of the color, structure, content, and labeling. How to match Gen-Z is one of our major focuses. For example, we decided using "Vote playground," because it is a popular feature on Instagram. The final design work is divided into three parts: Homepage, Event description page, and RSVP process. 

Design-Homepage

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Design-Event Description Page

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Design-RSVP Process

We had three versions of RSVP, I 'll introduce them one by one. The one we chose is Version C.

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  • Test if "favorite" page works.
  • Collect data from real users and iterate.
  • Know more about target users now, like people aged 25-35.
  • Work on the technology restrictions.