Tony Steakhouse
— Restaurant Industry
Project Overview
Designing a World-Class Dining Experience: The Tony Steakhouse App
Welcome to the Tony Steakhouse app, a concept design with the goal of revolutionizing the dining experience at this high-end restaurant located in Buenos Aires, Argentina. Known for their fusion of Argentine and Italian cuisine, Tony Steakhouse is always looking for ways to improve the customer experience. As a UX/UI designer, I was challenged with creating a brand new app that not only allows users to easily make reservations, but also caters to a global audience by offering service in multiple languages. In this case study, we'll explore the UX research and UI design that went into creating a truly accessible and enjoyable dining experience for all Tony Steakhouse guests.
Role
Branding
Graphic Design
UX Research
UI Design
Brand Strategy
Branding Strategy for Tony Steakhouse: Creating a Memorable Dining Experience
Tony Steakhouse's primary target users are tourists visiting Buenos Aires, Argentina, looking for a high-end dining experience. As such, it is essential to cater to this foreign audience and make reserving a spot at the restaurant as seamless as possible. However, Tony Steakhouse also caters to locals who enjoy top-quality dinners, making it important to appeal to a diverse group of diners.
To stand out in the crowded restaurant industry, Tony Steakhouse aims to be seen as unique, bold, and tasty. The app should allow users to submit orders ahead of time, further enhancing the dining experience and setting Tony Steakhouse apart from competitors. By prioritizing the needs and preferences of both tourists and locals, Tony Steakhouse can create a memorable and enjoyable dining experience for all.
Addressing User Pain Points in the Tony Steakhouse Brand Strategy
When it comes to dining out in Argentina, many restaurants have websites that are only available in Spanish, making it difficult for tourists to navigate and make reservations. Additionally, online reservations are not commonly offered, and menus are often not displayed on websites, making it challenging for diners to make informed decisions about what to order.
That's why designing the Tony Steakhouse App, I am committed to addressing these pain points and providing an exceptional dining experience for all of guests. The target audience includes tourists visiting Buenos Aires looking for a high-end traditional meal and locals who enjoy dining downtown. With a user-friendly app that features a multi-language feature, I aim to make the reservation process accessible and enjoyable for everyone.
Research and Analysis
Designing User Personas for the Tony Steakhouse App
Creating personas is an important step in the UX design process as it helps to identify and understand the needs, motivations, and goals of the app's target users. For the Tony Steakhouse app, I began by gathering information about the target audience, including demographics, behaviors, and pain points. I then used this information to create two main personas: a tourist visiting Buenos Aires looking for a high-end traditional meal, and a local who enjoys dining downtown.
To better understand the tourist persona, I conducted interviews with tourists who had visited Buenos Aires and dined at high-end restaurants. I also conducted online research to gather insights into the common challenges and frustrations that tourists face when trying to make reservations at restaurants in a foreign country.
For the local persona, I conducted interviews with locals who frequent high-end restaurants in Buenos Aires and gathered insights into their dining habits and preferences. I also took into account the unique challenges and needs of this audience, such as the convenience of making a reservation on the go.
By creating these personas, I was able to better understand the needs and goals of the Tony Steakhouse app's target users and design a user experience that caters to their specific needs.
Competitive Analysis for the Tony Steakhouse App
As part of the UX design process for the Tony Steakhouse app, I conducted a competitive analysis to gather insights into the current market and identify areas where the app could stand out. Tony Steakhouse is a high-end traditional Argentine restaurant that caters primarily to tourists visiting Buenos Aires, with a secondary target audience of locals who desire a fantastic dining experience.
For the direct competitors, I researched similar Argentine steakhouse restaurants in downtown Buenos Aires, such as Cabana las Lilas, Steaks by Luis, Parrilla Don Julio, and La Cabana. I found that none of these restaurants provide phone apps, most only offer assistance in Spanish, and most require reservations to be made through a phone call.
I also considered indirect competitors, such as luxury tango experiences like Luxury Rojo, El Mercado, Cafe de Los Angelitos, and Esquina Carlos Gardel. These businesses all have booking services, provide descriptions in English, and offer pictures of their services. However, none of them can be found in apps or have their own phone app.
This competitive analysis helped me identify opportunities for the Tony Steakhouse app to differentiate itself from the competition and provide a more convenient and accessible dining experience for users.
Conducting Usability Studies for the Tony Steakhouse App
As a UX/UI designer, I conducted moderated usability studies with participants from the US and Argentina to understand the user experience of the Tony Steakhouse app. The studies were conducted remotely on July 25-26 and July 30-31, 2021, and each session lasted 30 minutes. I used key performance indicators such as time on task, user error rates, and conversion rates to gather insights into how easily users can navigate the app and make orders, view items, and edit reservations ahead of time. The results of these usability studies helped me to improve the overall user experience of the app.
Key Findings from Usability Testing
During the usability testing for the Tony Steakhouse app, I identified several areas for improvement. In round 1, I found that edit reservation details were not relevant, customizing a reservation was difficult, and viewing current reservations was hard. In round 2, I discovered that there was not enough contrast, it was hard to edit meals in the reservation tab, and prices should be upfront. These key findings helped me to identify areas for improvement and make adjustments to the app's design and functionality.
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Design Solution
Enhancing the User Experience of the Tony Steakhouse App
As a UX/UI designer, I was faced with the challenge of creating a user-friendly app that caters to tourists visiting Buenos Aires looking for a high-end traditional meal and locals who enjoy dining downtown. Through research, including interviews with tourists and locals and usability testing, I was able to gather insights into the needs and goals of the app's target users.
To address the pain points identified during the research phase, I made several design decisions to enhance the user experience of the Tony Steakhouse app. I added a multi-language feature to make the app accessible to a global audience, improved the contrast and layout of the app to make it easier to navigate, and added an option for users to customize their reservations and view their current reservations. I also made sure to display prices upfront to help users make informed decisions about their orders.
By considering the needs and preferences of the app's target users, I was able to design a solution that meets their needs and enhances their dining experience at Tony Steakhouse.
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Conclusion
Bringing it All Together: The Tony Steakhouse App
As a UX/UI designer, the Tony Steakhouse app was my capstone project – the final project before becoming certified by Google. Throughout the design process, I was challenged to create an app that caters to the needs and goals of tourists visiting Buenos Aires looking for a high-end traditional meal and locals who enjoy dining downtown. By conducting research, including interviews and usability testing, I was able to gather insights into the pain points and preferences of the app's target users.
Using these insights, I made design decisions to enhance the user experience of the Tony Steakhouse app, including adding a multi-language feature, improving contrast and layout, and allowing users to customize their reservations and view their current reservations. The end result is a user-friendly app that provides a seamless and enjoyable dining experience for all of our guests.
Working on the Tony Steakhouse app was a valuable learning experience for me, and I am proud to have contributed to the success of this high-end restaurant. I am grateful to have received my Google certification, and I believe that my UX research and design skills, as well as my ability to cater to the needs of a global audience, will serve me well as I continue my career as a UX/UI designer.
