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Case Study: Tater.

A platform that helps decide where to go for dinner.

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Scope.

While living in San Francisco, I remarked that the most common question that I get from friends, family, and colleagues alike is: "where should we go for dinner?".

There currently isn't a website or app in San Francisco that can offer a solution. Tater is a random restaurant and bar generator - it makes decisions easy.

Team: Liza Karimova

Expectations.

Users should be able to quickly set parameters and use the restaurant & bar  generator. Results need to be recorded.

Target Audience Comments.

  • "San Francisco has too many restaurant options"
     

  • "I'm tired of planning and making decisions"
     

  • "My partner and I can never agree on where we want to eat"

Challenges.

  • Experience should be fun & playful

  • The app should provide enough input controls while yielding a minimalist design.

User Journey Map.

A Persona and Scenario were established, and expectations were set.

Touchpoints which reflected user intention were listed.

I sketched the journey and considered the user's emotional state during each step.

Areas for improvement were identified, which will be used to refine the user journey in the future.

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​"Wants to try new restaurants"

  • Sean is a foodie and has been to many restaurants in the city.

  • Sean likes to eat out and try new things.

  • Sean is busy and does not have the time to read about new best restaurants or do any research.

 

Scenario: Sean wants to take his girlfriend out to dinner, and can’t decide where to go. He hasn’t been to Cole Valley in a while, and wants to explore that neighborhood. The restaurant should be on the higher end since he wants to treat himself, but not too expensive.

Expectations: Sean wants to use the app to find a new place to eat.

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Rapid prototype sketch.

Tater iPad sketch

This rapid prototype was created on an iPad, using the Concepts App. It was sketched with the stylus.

The main goal of this ideation process was to brainstorm a design that would provide users with a playful and easy experience.

Low Fidelity
Prototype.

The prototype was wireframed using Figma. Locations of buttons and images, as well as different input controls were studied. 

It was used to test information architecture and user flows.

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High Fidelity Prototype.

Different iterations of color and content were created. The various versions tested figure-ground relationships (for example, the wheel had to be interpreted as an object), and the proximity of elements - so that the input controls were interpreted as a group.

A color scheme was determined:

  • Yellow: playful, attention-grabbing, positive

  • Purple: creative, royal

  • Blue: trustworthy, calm

Contextual Interview.

I watched a user navigate the interface in real time.

Here are the friction points that they experienced:

  • User was often dissatisfied with cuisine of the restaurant

  • User proceeded to exit the app and look up the menu

  • User always edited filters before clicking on "Tater"

Potential Improvements.

Below are some ideas for future improvements based on contextual interview results:

  • Design and locate an input control for cuisine types.

  • Design and locate a button that links to the restaurant menu

  • Make it obvious that the inputs are optional

Future tests that can be conducted:

A/B test for the design of the History tab.

Usability test to locate friction points for the user.

A focus group to test the user interface.

Liza Karimova. 2023.

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