I am Bhavika Garg, a visual communication design student.
I am Bhavika Garg, a visual communication design student.
I am Bhavika Garg, a visual communication design student.
I am Bhavika Garg, a visual communication design student.
This project was done as part of my design project and is not affiliated with the brand, Parle-G.
This project was done as part of my design project and is not affiliated with the brand, Parle-G.
This project was done as part of my design project and is not affiliated with the brand, Parle-G.
This project was done as part of my design project and is not affiliated with the brand, Parle-G.
This project is based on a hypothetical system created for Tea Villa Cafe.
THE GOAL
To enhance the experience of visiting customers (dine-in or takeaway) in Tea Villa Cafe by integrating the physical and digital realms
"All for one,
one for all"
ABOUT TEA VILLA CAFE
TARGET
AUDIENCE
A chain of casual dining cafes, they offer a contemporary, warm ambience and judge themselves by customer satisfaction.
Age group: 16-35 years
Location: Tier 1, Tier 2 cities of India
Income groups: Upper middle class
Genders: All
SWOT ANALYSIS
For existing systems in restaurants which utilise technology for dine-in and takeaway services.
A few examples of such systems: kiosk systems, digital ordering systems
STAKEHOLDER MAPPING
This helped me understand the possibility of who could affect/ be affected by my system.
COMPETITOR ANALYSIS
Direct competitors:
Direct competitors:
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McDonald’s (kiosk system)
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Taco Bell (kiosk system)
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Domino’s (application)
Indirect competitors:
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Swiggy (application)
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Zomato (application)
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Prithvi Cafe (this is a very popular cafe in Mumbai)
This served as a guide when I had to decide features for my system.
A few aspects studied were:
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Location (s)
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Target Audience
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USP
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System experience
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System features
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Successes, failures
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Accessibility
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User flow
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Navigation
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Content
Doing a competitor analysis allowed me to:
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Study features of competitors
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Understand market trends
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Mindfully experience using a system and studying the journey first-hand
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Understand what may work and what may not
PERSONA MAPPING
PERSONA 1
Name : Tanisha Grover
Age : 20
Education : Architecture
Home town : Mumbai
Family : Lives with parents and younger brother
Occupation : Student
About :
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Tanisha is a second year college student
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She is average in academics
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She loves spending time with her friends
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She loves food
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She is a very frequent user of her phone
Goals :
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To enjoy a good ambience
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To satisfy cravings
Frustrations :
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Waiting (for table and for attendant)
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Having to ask the attendant how much more time order will take
PROBLEM STATEMENT 1
Tanisha Grover is a 20 year old Architecture student who needs clear information about her order because she does not want to keep asking the attendant for the same.
PERSONA 2
Name : Varun Malhotra
Age : 27
Education : Engineer
Home town : Mumbai
Family : Lives alone
About :
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Varun is a working professional with 2 years of experience
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He loves his job
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He likes spending time with his friends and also likes spending some time alone
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He is able to maintain a healthy balance in life
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He likes to be informed about everything so he knows what exactly is happening, when
Goals :
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To make the most of every experience
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To not waste time
Occupation : Product analyst
Frustrations :
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Proper details of food items are not provided
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Waiting time
PROBLEM STATEMENT 2
Varun Malhotra is a 27 year old Product Analyst who needs a fast and seamless dine-out experience because he is busy and running short on time.
PERSONA 3
Name : Ria Saxena
Age : 19
Education : Psychology
Home town : Mumbai
About :
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Ria is a first year college student
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She is a single child
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She excels in academics
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She loves trying new things and having new experiences
Goals :
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To satisfy cravings
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To have a good dine out experience
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To spend quality time with her family
Family : Lives with parents
Occupation : Student
Frustrations :
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Not knowing how long the order will take
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Killing waiting time at restaurants
PROBLEM STATEMENT 3
Ria Saxena is a 19 year old Psychology student who wants to kill waiting time at restaurants because she feels impatient and restless.
PERSONA 4
Name : Manish Gupta
Age : 35
Education : Engineering
Home town : Mumbai
Family : Lives with wife
About :
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Manish is a reserved, working professional with 9 years of experience
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He got married 2 years ago
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He is a senior engineer, with a highly disciplined lifestyle
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He likes to be independent of others
Goals :
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To spend quality time with wife
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To relax with a peaceful mind
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To try food from different restaurants
Occupation : Civil engineer
Frustrations :
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Not able to spend enough quality time with wife
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Has hectic work hours
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Ordering process is heavily dependent on restaurant attendants
PROBLEM STATEMENT 4
Manish Gupta is a 35 year old Civil Engineer who needs a food ordering system with minimal human interaction because he prefers to do his tasks independent of others.
EMPATHY MAPPING
An empathy map helped me gain deeper insights into my user, their thoughts, feelings and behaviours.
THE SYSTEM
The system I created for Tea Villa Cafe aims to unite the physical and digital arenas while ensuring that all customers have an enhanced, seamless and memorable experience.
It caters to customers who visit the cafe. They may be visiting for dine-in or takeaway services.
For dine in services :
On arrival customers will be provided a tablet by Tea Villa Cafe. This tablet will contain the created system. Once seated, the interaction with the system will begin. While leaving, the customers will hand the tablet back to the restaurant.
For takeaway services :
On arrival customers will be given a choice between
ordering using the restaurant tablet or ordering using their own device. (scanning a QR code will allow customers to go ahead with this option)
THE PROBLEMS
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Food menus are not very descriptive, visually and informatively. They thus do not help the customer much while making a choice
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Not enough information is conveyed to customers in terms of preparation time, ETA, order status etc. This leads to the customer being impatient and unwillingly unaware
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The waiting time in restaurants (for food, for the attendant) is a cause of displeasure among several customers
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Some customers are hesitant to call the attendant multiple times
THE SOLUTIONS
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Concise descriptions and photographs for each dish
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‘Order tracking’ available to users, which shows the ETA of their order. A kitchen camera feature also introduced which allows the customer to view their food preparation. (An optional feature which can be turned on/off by the restaurant)
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A ‘Leisure’ section which offers games and reading material (online and offline)
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An ‘I require assistance’ option available at all times, to help users who are not technologically sound
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An option to choose the sequence in which the customer would like their dishes to be served (if any)
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Incentives appeal to all. Thus, a reward point system wherein, points can be utilised to avail discounts.
NAVIGATION FLOW
THE UI
Designed for tablets
Few of the designed screens for dine in customers who have logged in
Few of the designed screens for
takeaway customers ordering as guest
UI prototype video :