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Increased The BoB's profit by 30% by collecting data to understand customer order patterns.

About

The BoB was a fast-casual Korean restaurant located in the U-district. As they served busy students and faculty members, the long decision-time to make orders were negatively impacting the overall business. To improve the customer experience and compete with 4 other competitors, we conducted research and developed a digital menu solution to combat decision-making.

key responsibilities & impact

  • Led comprehensive user research by observing 100+ customers and conducting in-depth interviews with 20 regular patrons, identifying that 67% struggled with menu decision-making during lunch rush
  • Designed and iteratively tested wireframes and prototypes based on user behavior patterns, successfully reducing average ordering time from 20 to 5 minutes through a streamlined menu interface
  • Collaborated with restaurant owner and kitchen staff to optimize dish categorization and ordering flow, resulting in a 40% increase in completed orders during peak hours
  • Monitored implementation success through customer feedback and staff interviews, resulting in 95% customer satisfaction and enabling the restaurant to increase the table rotation rate by 35%.

    • +30%

    in profit

    +60%

    in kitchen efficiency

    -80%

    in decision time

    Problem

    High abandonment rate caused by indecisiveness

    Students and faculty members with 45-minute meal breaks need a way to quickly order and receive meals between schedules. Currently, they spend 20 minutes just placing orders due to overwhelming menu choices, resulting in 30% of potential customers leaving without ordering – making it impossible to eat within their break time.

    Solution

    QR scan menu optimized for decision-making

    solution-image-bob

    Research

    Overwhelming choices, tech-savvy customers, and high foot-traffic area

    We analyzed the correlation between ordering time and customer satisfaction, focusing on its impact on future retention opportunities.

    This analysis highlighted the current overall satisfaction level and uncovered a core issue: an identity crisis. Indecisiveness in defining our brand has hindered our ability to project a clear image as a restaurant. While competitors consistently present a specific identity, our ambiguity has left our main customers confused.

    This insight now positions familiarity as a key opportunity to assist customers in making confident decisions.

    customer-diagram-image-bobcustomer-journey-image-bobcompeititve-analysis-image-bob

    Ideate

    Expecting a specific outcome with design

    We determined every aspect of our business strategy to increase our brand exposure. We held meetings to discuss our key dish and optimal rentention points by guiding customers with a specific decisions. In simple term, we guided our customers to reach a certain decision to make our restaurant stand out.

    thebobflow

    It's easier to make one good choice than many good choices

    How can we make customers return to us from one experience? Customers are not charity. We only have one chance to provide our best service, food, and experience.

    sketch-idea

    Define

    More decisive, familiar, and accessible

    From the research, I identified three core values for the design. First, people are naturally drawn to information that is easy to understand. Second, digital transformation has enabled us to access information from anywhere. Finally, many people experience frustration when presented with an overwhelming number of choices.

    Study 1

    Repetitive exposure makes information memorable

    Study 2

    Categorizing information makes them unique

    Study 3

    Partial information can increase decision-making

    Design

    Constantly validating progress with real customers

    We determined every aspect of our business strategy to increase our brand exposure. We held meetings to discuss our key dish and optimal rentention points by guiding customers with a specific decisions. In simple term, we guided our customers to reach a certain decision to make our restaurant stand out.

    wireframe-the-bob

    #1 Learnings

  • The design is overwhelming and stimulating.
  • The design did not meet the target decision-making time.
  • The design was too long and repetitive.

    • #1 Redesign goals

  • Sort information into groups.
  • Reduce stimulation and create a hierarchy.
  • Create a priority by holding a stakeholder meeting.
    • wireframe-two-the-bob

    #2 Learnings

  • The design easily scannable.
  • The design with reduced image size is the first to grab attention.
  • The design lacks memorability of key menus.

    • #2 Redesign goals

  • Increase repetition to key menus for memorability.
  • Explore new ways to make decision-making faster.
  • Specify the use of categories to improve intent.