2016
UXUI
Product Design
-
Independent Project
TRANSPARENCY
Transparency is an ordering service system for fine dining that allows restaurants to tell customers the story behind each dish, share the traceable food supply chain in an engaging and entertaining way. The system includes lens, beacon and website, which provides diners a seamless dining experience even before they visit the restaurant.
WHAT MAKES A GREAT DINING EXPERIENCE?
TRANSPARENT
Traceability and food security
ENGAGING
multi-sensory dining
PERSONAL
It is for ME
HEALTHY
Fresh and less processed food
BUT THE CURRENT PROBLEM IS...
INCOMPLETE DINING EXPERIENCE
Diners can’t really enjoy the experience that created by restaurants because of cellphone using. Most of Millennial diners rely on cellphones, especially when they dine out. Besides sharing their dining experience with friends, they use cellphones when they feel unsure about the menu, and feel bored while waiting.
FULL SERVICE RESTAURANT DINING TIME-LINE
+
MARKET OPPORTUNITIES
THE GREAT MARKET OF FINE DINING INDUSTRY
All restaurants are expected to experience year-over-year growth. A relatively stable economy leads to stable year-over-year growth in the restaurant industry. The total estimated sale for all restaurants will be 605.4 billions in 2020. Both FSRs and LSRs are projected to grow.
DEFINITION OF "HEALTHY" IS TOTALLY DIFFERENT
While previous generations counted calories, Millennials care more about food being "fresh, less processed and with fewer artificial ingredients."
WHOLE NEW DINING EXPERIENCE
Transparency is an ordering service system that allows restaurants to tell diners the story behind each dish, and share the traceable food supply chain in an engaging and entertaining way.
DINING WITH TRANSPARENCY
RESEARCH
Going digital is the task that fine dining industry has to face in the coming years. To find the right approach to tackle this problem, I observe and interview diners in full-service restaurants to identify the pain points.
I analyzed what diners really care about through the primary research. They want to preview the dish to confirm their decision, yet they don't want to be overwhelmed by the extra information, and they expect the presentation method should be aligned with the quality of the food and atmosphere of the restaurant. How to provide the right amount of information through an engaging way to the customers is the key to create the great restaurant ordering system.
TARGET AUDIENCE PERSONAS
THE TRANSPARENCY FAMILY
LENS
SEAMLESS ORDERING EXPERIENCE
Diners discover all the ingredients of the dishes through the lens.
BEACON
REAL-TIME INFORMATION INTERCHANGING
Beacon allows diners to know more about the dishes through ingredient displays and open kitchen.
WEBSITE
PROFILE SETTING
Transparency system recommends the dishes to diners based on their food preference. Restaurants set up the information of each dish through the website.
FLOWCHART
HOW THE SYSTEM WORKS?
Transparency system provides diners three methods to view menu and make order: Recommendation based on diners' profile, menu discovering through viewing the ingredients, and menu discovering through viewing the open kitchen. Diners can choose the most intuitive ordering method for them, and receive the information they would like to have the most to make their decision while ordering.
METHOD 1
RECOMMENDATION BASED ON DINERS’ PROFILE
- Diners create their profiles by providing their food preferences before they visit the restaurant, so Transparency system can recommend dishes to diners.
- Diners can discover more about each dish: they can view all the ingredients that used in the dish, and trace the source of each ingredient.
- If diners would like to see the featured ingredients by themselves, the lens will show the direction to the specific ingredient showcases.
METHOD 2
MENU DISCOVERING THROUGH VIEWING THE INGREDIENTS
- When viewing the ingredient showcases, diners can get information of each ingredient through receiving the signal from the beacon next to the ingredient.
- Diners can also view the dishes that contain the ingredient, make their order, or “like” the dish to keep it in their data.
- Restaurants purchase the data of ingredients’ information that organized by the Transparency company.
METHOD 3
MENU DISCOVERING THROUGH VIEWING THE OPEN KITCHEN
- When viewing the open kitchen, diners can get information of the cuisines that chefs are cooking through receiving the signal from the beacon next to the cooking station.
- Diners can also view the details of each dish and decide if they would like to order the dish.
VALUES FOR USERS AND BUSINESS
USERS
BUSINESS
CREDIBLE FOOD INFORMATION
Customers can receive credible information through the system while dine in the restaurants, but not outdated or unreliable information on the Internet.
ENGAGING DINING EXPERIENCE
Diners have a sense of feeling that they participate in the process and have an engaging dining experience by understanding more about the dishes and ingredients.
PERSONALIZED RECOMMENDATION
With the personal data that users provide, the system has ability to present the menu that curate for the person specifically, which can apply on all the restaurants participate in the system.
BUSINESS EXPOSURE
The system helps restaurants to promote their featured ingredients and dishes effectively, which can increase their business opportunities.
DATA OF DINERS FOR ADS
The Data of diners' information and location, is able to help restaurants have a more efficient and personalized advertising delivery.
APPRECIATION OF FOOD
To emphasize the culture of food, and make the food industry thrived by extending the appreciation from the presentation and taste of dishes to origin and making process of food.
BUSINESS ROAD-MAP
SHORT-TERM
APPLICATION
To develop and refine the application to extend from the current menu that restaurants have. The first goal is to raise the number of users.
MIDDLE-TERM
TABLET DEVICE
To develop tablet device - the lens to help restaurants create full digital menu and seamless and engaging ordering experience. This will reinforce the user's loyalty and attract new users.
LONG-TERM
PLATFORM
To create a digital platform for diners, restaurants and food suppliers. It helps connect restaurants and food suppliers to enhance business collaboration opportunities, and increases their products' exposure to attract more customers with appreciation of great food.
PROTOTYPE DEMO
TRANSPARENCY
Every Meal Leads to New Discoveries
PROCESS
Copyright © 2020 Tina Tsung