Digitizing the 5-Star Dining Experience

First came the luxury hotel and 5-star restaurant. Next came the pandemic. Then came the To-Go orders. Cory Carrington demonstrates in this case study for a luxury restaurant’s dedicated mobile app, 5-star service can be ordered to go.

Overview

In December 2019, the Dallas Arts District celebrated the opening of Ellie’s Restaurant and Lounge, featuring world-renowned artists and live music. With increasing demand for carry-out orders, Ellie’s needed a dedicated mobile app to maintain their 5-star service standards.

Challenge and Constraints

Timeframe: July 2021 to December 2021
Role: UX Research and Design Lead
Goals: Develop a menu-ordering mobile app with payment options.

Approach

• Competitive Market Analysis: Identified a gap in Dallas's upscale carry-out scene.

• User Interviews: Gathered insights from potential users.

• Journey Maps and Storyboarding: Mapped out user experiences.

• Personas: Defined target user profiles.

• Wireframes and Prototypes: Created initial designs.

• Usability Testing: Collected feedback on prototypes.

• Hi-Fidelity Mockups: Developed detailed, final designs.

Competitive Audit Highlights

• Upper-upscale restaurants: Lacked online menu-ordering options.

• Whole Foods: Limited menu-ordering functionality.

• Competitors: Often directed site visitors to social media for dish photos.

• Upscale restaurants: Typically provided phone numbers for orders.

• User reviews: Scattered across platforms like Google Reviews and Yelp.

• Fast-casual chains: Offered carry-out apps, unlike upscale restaurants.

Prototype Testing and Iteration

Initial Feedback:

• Need for a back button to navigate screens.

• Clearer notification for order pick-up times.

• Special notes section for dish modifications.

• Multiple payment options, including gift cards and split payments.

• Inclusion of user reviews for an upscale experience.

Improvements:

• Added a back button labeled with the previous screen's title.

• Clearer CTA for understanding dish ingredients.

• Special notes section accompanying dish modifiers.

• Enhanced visual hierarchy using negative space and typography.

Conclusion

The Ellie’s Restaurant and Lounge mobile app project exemplifies a user-centered design approach, addressing real user needs and market gaps. By iterating on feedback and refining designs, the app delivers an elevated, convenient carry-out experience, maintaining Ellie’s 5-star service reputation.