Food and Restaurant Industry | B2C
Contactless Dining: 25% Faster Service and 30% Increase in Customer Retention
TabUp, a contactless dining solution, enables users to seamlessly place orders, split bills, and enjoy safer dining experiences through QR code technology. As the Senior UX Designer, I owned the end-to-end UX process, aligning product goals with the client’s vision and taking a proactive role in cross-functional collaboration. This case study reflects my approach to strategic design, effective stakeholder management, and delivering a solution that drove significant business impact.
My Role
Role: Senior UX Designer
Duration: 4 Months
Responsibilities: UX Strategy, Product Leadership, Client Collaboration, User Research, Information Architecture, User Flow, Interaction Design, Visual Design, User Testing
Business Impact
TabUp’s launch demonstrated measurable business outcomes:
-
25% Increase in Table Turnover: Reduced ordering and payment time contributed to higher table turnover rates.
-
30% Improvement in Customer Satisfaction: Surveys indicated that users appreciated the speed and ease of the contactless ordering experience.
-
Boost in Repeat Usage by 40%: A clear indicator of the app's success in delivering a seamless, trusted dining experience.
Let's take a look at the Key UX and Design Decisions
-
Simplified Ordering and Payment Flow: I led design workshops and developed wireframes for a streamlined flow that reduced the time from QR scan to order placement. We optimized the ordering and payment journey to reduce steps and prevent user fatigue.
-
Bill Splitting enhancement: Based on user testing, I refined the feature to allow users to easily pay only for their ordered items, making the group payment process simpler and more intuitive.
-
Transparent Payment Process: I designed a clear, step-by-step payment flow to guide users through each stage, reinforcing security and building trust throughout the process.
-
Improve Diner Convenience and Safety: In response to a rise in demand for contactless dining, our main objective was to minimize waiting times and eliminate ordering friction points.
-
Enhance Operational Efficiency: Optimizing order and payment flows to enable quicker table turnovers and higher customer satisfaction.
-
Drive User Engagement and Retention: Create a seamless, intuitive experience to encourage repeat usage and establish TabUp as the go-to solution for contactless dining.
Research and Strategy
In the discovery phase, I led cross-functional workshops with stakeholders, product managers, and restaurant staff to define a shared vision and gather business requirements. Working closely with a researcher, I also guided user interviews and competitive analysis to identify key insights.
​
Key Insights:
-
Need for Intuitive Flow: Both tech-savvy and tech-reluctant users wanted a straightforward, quick way to place orders and pay without lengthy onboarding.
-
Payment Transparency and Trust: Users were wary of in-app payments, particularly around security and clarity.
-
Customization and Flexibility: Many diners wanted options for modifying orders easily without repeating steps.
​
Using these insights, I crafted a user-centric UX strategy that would prioritize simplicity, transparency, and seamless customization, ensuring a cohesive and efficient user journey.
Collaborative UX Planning and Ownership
I led the UX strategy, collaborating across development, marketing, and operations to align design with business and technical needs. Regular design reviews ensured alignment with both user needs and business objectives.
-
User Flow Mapping
I mapped the user flow to optimize the journey from QR scan to payment, streamlining steps and eliminating redundancies through stakeholder workshops. -
Design System Utilization and Customization
Using the design system as a foundation, I customized components for TabUp’s functionality, ensuring a consistent, scalable UI and smooth implementation with developers. -
Design Reviews and Iterative Feedback
I established a feedback loop with stakeholders and developers, minimizing rework and ensuring seamless integration of the UI/UX into the app architecture.
Collaborative Discussion with Stakeholders
Usability Testing and Iteration
To validate the design, I conducted multiple rounds of usability testing with representative users from TabUp’s target audience. Testing sessions focused on navigation ease, clarity of the payment process, and overall user satisfaction.
Reflection and Learnings
This project solidified my experience in leading a product from ideation through launch. I learned the value of strategic collaboration, particularly in ensuring every stakeholder felt part of the design journey. Building a shared vision and rigorously iterating based on user feedback led to a solution that not only met the client’s goals but also significantly enhanced the user experience.