© 2019 by Sonali Rai

Romano Moderna

Service Design

For our Project on Service Design, me and my team wanted to come out with an Experiential Dining concept. That has never been done before. We had endless ideas, that we came up with by sketching & brainstorming every time we met.

The objective was to come up with an exciting Experiential Dining Design. But at the same time retaining the essence, the reason most diners went out for, to spend quality time with their near and dear ones.

Problem Statement

The present day Diner wanted novel and meaningful dining experience, because he was bored of the run of the mill modern dining scene.

Our Solution

We believe that by creating an Interactive dining experience, which enhances rather than diminishes one’s interaction with food & fellow diners, we will provide these Diners an exciting experience. We will believe this to be true when diners report delight on our emotional surveys.

My Role

UX designer- ideating, researching, designing & developing the Project

Tools Used:
  • User Interviews
  • Affinity Mapping
  • Wizard of Oz Testing
  • Usability Testing
  • Emotional Test
  • Affinity Mapping
  • SUS Test
  • Axure
  • Photoshop
  • Paper Prototype

Research

We started out by conducting on diners- which were mainly comprised of Foodies & Food Connoisseurs from the ages of 20 to 40. We asked them multiple questions, ranging from what food meant to them, to what they looked for in a restaurant, and what determined their loyalty towards a restaurant. We synthesized our findings into an Affinity Map​. These were some major trends we observed:   

                                                 

 -  Service as the most important feature which made them go back to a restaurant                            

-   they wanted a novel dining experience to find out what they were eating or the stories behind it 

-  their interaction time with their friends/family was paramount and it was the very reason why they went out to dine in the first place.

We did Business Research to see the business side of things. We learnt:

-Too much customization was tough for a business to cater to      

-The restaurant had to maintain balance between demand and supply of food carefully since the shelf life of food wasn’t very long.

Competitive Analysis -We did an analysis of the experiential restaurants in Singapore, like Rooftop Dining, Dine in the Dark, Poetic Restaurant & score of others. We checked for their strengths & weaknesses and wanted to do something that hasn’t been done before.

Decide

 
Finally we decided to create a restaurant with a Digital Table & a 4 D walkway, this was to 

a) create a novel dining experience 

b) interact with food, give diner info about the food and its stories

c) keep diners engaged while waiting without affecting interaction time

d) solve payment pain points like splitting the bill or waiting for a waiter to settle the bill

                                                 

He plays a game while he is waiting for his food to arrive, Example: Food Trivia, (complete with food related questions, buzzers, points and a timer) this aims at building interaction between him & his diners.

He plays a game while he is waiting for his food to arrive, Example: Food Trivia, (complete with food related questions, buzzers, points and a timer) this aims at building interaction between him & his diners.

Ordering

The Diner walks in reserves a table

He is seated at the table by an attendant and is told he can reach out for help by just ringing the bell

He clicks on ‘Start Ordering’ once he is seated at our Digital Touch Screen table, without Wifi

The Diner then orders a custom made Drink & Pasta. The table throws out groups of ingredients he chooses one from each group  and drags it to his side to group to customise his dish. He adds these to his order.

Waiting

He plays a game while he is waiting for his food to arrive, Example: Food Trivia, (complete with food related questions, buzzers, points and a timer) this aims at building interaction between him & his diners.

Dining

Billing

Finally, the Diner pays his bill by choosing one of the 3 options, Split Bill Equally, Pay for the whole table, Pay for what you have ordered. As soon as Diner selects an option, there is a QR code that pops up on his end, he just reads this on his phone and the payment is settled.

Customer Journey Map       

Design

This is the prototype we created:

Physical Prototype (to test emotions through emotion testing)

Digital Prototype ( to test usability through SUS score)

Hi Fi Mockups (to give a visual on how our table will look like)

We had 4 iterations, starting from the Physical to Digital to Physical round 2 to a Digital round 2.

                                                 

Reflection & My Takeaway

It was fun working on the project, we had a great team and the world was our oyster- we could get as creative and innovative as possible. 

 

I especially liked the Wizard of Oz Usability Testing method & Emotional Test on the physical prototype, in this project. 

 

Also, I realized in the start we kept wondering how to prototype this table digitally, but we came up with so many innovative ways of working around that. We managed just fine with a paper prototype.

.

Prototype

D. R1 Prototype: https://4sctcd.axshare.com 

 

D. R2 Prototype: https://9dmv36.axshare.com

Next, the food arrives, it interacts with the table,  which throws out ingredients in the food. The diner gets points if he guesses what has gone into it by dragging it into a box next to him.