OpenTable

My Role

UX Research
UI Design
Prototyping
Design Systems

My Team

Elijah Hassan
Ibtida Hasib
Annie You
Radiya Aheto

Duration

4 Months

Tools

Figma
Miro
Adobe CC

The Problem

When browsing, finding the right restaurant based on user preference may be difficult when presented with a large selection.

Often times, authenticity is questioned, that could aid in indecisiveness and disappointment.

Group planning can be a hassle for users, everyone has different availabilities and wants/needs.

The Solution

The new Opentable app utilizes warm colors to accentuate food images, creating an inviting and energetic atmosphere for users, and make restaurants appeal for reservation.

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01 Discover

Competitors Analysis

Empathy Interviews

What did we hear?

Key Findings

Affinity Map

Key Findings

User Personas

We developed some personas that represent our target audience. They range in age, occupation, family type, and location.

Journey Map

Then we hypothesized their daily behaviors to understand the issues each user may encounter to find opportunities to solve their potential problems.

02 Define

POV Statements

We developed simple statements that summarize their POV, and defined three problem areas where we may be able to improve their user experience.

03 Ideate

Minimum Viable Product

We articulated the ideation and proposed four new product features to improve the user experience and satisfy our user’s needs that were defined.

We created taskflows to introduce how users would engage with the new product features.

04 Design & Development

Information Architecture

Outcomes

Takeaways

Our redesigned app highlights the key user problems we discovered during our empathy interviews and research. Each of our new features improved the user experience by providing a more streamlined process that helps our users get what they want easily. The new features reflects the pain points of our users. During the laters stages of our project, we conducted multiple iterations of high-fidelity testing to further improve the user experience.

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