Helping OpenTable users to book tables with confidence
Role
User Research
Product Strategy
UI Design
Interaction Design
Usability Testing
Tools
Figjam
Notion
Maze
Figma
Slack
Timeline
5 weeks
The user
Our users are busy professionals who enjoy dining out with friends and exploring new restaurants in their city. They use the OpenTable app on their mobile device regularly to make reservations and discover new dining experiences. They value the opinions and recommendations of their friends and often relies on their feedback before trying a new restaurant.
The summary of our users statements after research is "I need to see my friends reviews of restaurants so I can be confident in booking a table.”
But how did we get there?
Our design process comprises user research, concept development, wireframing, prototyping, and testing. We begin by defining the problem and identifying user needs. Next, we move to usability of the current application and benchmark direct and indirect competitors. Then, we start ideation phase using methods like brainstorming, design thinking, crazy 8's, and mapping. After filtering and selecting ideas, we proceed to sketching and wireframing, followed by creating high-fidelity prototypes. Finally, we test these prototypes with users and make necessary design adjustments based on their feedback.
Let's have a look…
Based on video interviews conducted on Zoom and customer insights observed on Maze, our research has revealed that:
Users decide not to move forward with booking a table at a restaurant with OpenTable because they are unsure if they can trust someone's review whom they do not know. They believe they would have a more reliable and authentic perspective on the restaurant's quality and overall dining experience if they could filter for reviews from people they know.
Usability Review
Figjam Link
Business & User frustrations
Users of OpenTable are frustrated with the inability to view and verify other users' profiles, making it hard for them to trust reviews and make reservations at new restaurants.
Primary Frustration
When deciding to book a table in a restaurant users are not confident on making a decision as they cannot check their friend's latest reviews on restaurants rather than strangers before moving forward with a reservation which results in decrease of booking through the app.
Secondary Frustration
In addition to the primary frustration, when using the app users cannot connect with friends which also results in a decrease to the conversion of bookings too.
Competitor Benchmarking
To ensure that our solution was competitive in the industry, we conducted a competitor review to understand the strengths and weaknesses of both our direct (Resy) and indirect (TripAdvisor) competitors. We looked for opportunities to improve upon their pain points and wow moments in order to create a new interface that met industry standards.
Figjam Link
Problem Space
Research on competitors showed the importance of industry standards in product development and keeping us grounded in design decisions. Early research is crucial to understand competition and improve our product before going to market. Here are some questions we asked ourselves:
Ideation
The ideation phases that were followed in this case study were as follows:
Brainstorming ideas: Based on the insights gathered from the research, we brainstormed several ideas and solutions to address the problem. Mind mapping was used in the ideation phase to write down moments to be improved and features that needed to be added, based on initial research. Crazy 8's promoted collaboration which can lead to more diverse and creative ideas.
Evaluating and selecting ideas: After generating a list of ideas, we evaluated each one based on its feasibility, potential impact, and alignment with the OpenTable brand. We then selected the best ideas to move forward with.
Some of the Crazy 8's ideas…
User Flows
The original user flow allowed users to view reviews on a restaurant's page, while the improved user flow includes synchronising contacts from you chosen account, profile verification, avatar with photos and not just Typograph, possibility to leave comments on reviews, follow other users, apply filter for rating reviews and sort by raking (expert, intermediate, beginner) increasing trust and booking speed.
-These user flows were made through the process, the final one you can see in the video scrolling down the page.
Rapid Prototyping
Wireframing was used to create a user profile with features like verification badges, photos, sync contacts, follow users and applying filter to help users find the information they need to book a table smoothly.
Styles & Components
High Fidelity Prototype
The high-fidelity prototype improved an existing interface while maintaining its current design, addressing user issues and meeting budget and time constraints. It included new pages and components showcasing an easy way to find and book a trustworthy restaurant.
Usability Testing
For this case study, we used Maze.co to conduct usability testing in order to gather valuable insights on the latest feature and pinpoint any potential problems or areas that require enhancement.
Then after the adjustments this is what I got:
Outcomes
The best outcomes in a business perspective for OpenTable were:
- Increased user engagement and satisfaction
- Enhanced trust and confidence in the app's recommendations
- Higher user acquisition and retention rates
- Potential for increased revenue through more bookings and partnerships
- Valuable user data for targeted marketing and personalisation
- Competitive advantage in the market.
Three key learnings
The design thinking method is not a rigid, linear path, but rather a flexible and adaptive approach where revisiting previous steps to make adjustments is common practice.
Early and consistent collaboration with the team is essential, requiring clear communication and a willingness to consider diverse ideas.
Testing phase is essencial as it ensures us that the app will function properly and provide a good user experience for the users.