SOHO Modern Japanese Restaurant
SOHO Modern Japanese Restaurant
Mock Website Redesign
Problems
The official website serves as the gateway to SOHO Modern Japanese Restaurant (SOHO), crafting the initial impression for esteemed guests. This project is dedicated to the comprehensive redesign of SOHO's digital presence, with the following objectives in mind:
Elevate User Experience
Enhance Visual Appeal
Improve Accessibility
STATISTICS
Fremont, CA Demographics 2023:
61.3% Asian lives in Fremont, CA.
49% of Fremont residents being born outside of the United States.
62.9% residents speaking a language other than English at home.
“In 2021, there were 3.3 times more Asian (Non-Hispanic) residents (142k people) in Fremont, CA than any other race or ethnicity. There were 43k White (Non-Hispanic) and 15.4k Other (Hispanic) residents, the second and third most common ethnic groups.“
Contents
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Target Audience - Fremont Community
Population: 230,504
Number of Households: 74,479
Median Household Income: $162,336
Education: 64% of residents have a bachelor's degree or higher
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User Expectation
Survey Take Away
Number of Participants: 10
Survey result: link
90% of respondents believe that reviews and location are important factors when choosing a restaurant.
80% of respondents believe that cuisine are important factors when choosing a restaurant.
70% of respondents consider the menu and price as an important factor in restaurant selection.
50% of respondents consider the atmosphere and flavor are important factors in restaurant selection. User know flavor from list of ingredient.
90% of respondents view the menu and pricing as the most important information on a restaurant's official website.
100% of respondents expect an upscale restaurant to provide excellent quality.
80% of respondents expect an upscale restaurant to provide excellent service and flavor.
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Point of View Statement:
Christina needs to decide whether to have an Omakase experience at the Japanese restaurant. She is unsure about whether the experience is worth the price and wants to make this decision without confusion or concern.
How Might We?
How might we ensure users understanding each dishes without words?
How might we ensure users reserve the omakase experience with this restaurant?
How might we provide all the necessary inform to help user making decision?
Persona
Christina Kwen
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Age: 28
Gender: Female
Occupation: Software Engineer
Education: Master's in Computer Science
Interests / Hobbies:
Fitness Junkie
Food Enthusiast
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Finding restaurants that combine authenticity with dietary accommodations. Struggles with restaurants that do not offer an engaging or informative online presence.
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To explore and understand diverse cultures through their culinary practices.
Discover Unique Flavors: Aspires to explore diverse and unique flavors in foods
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Frequency of Dining Out: 2-3 times a week, prefers dining out on weekends for leisure and socializing.
Willing to pay a premium for high-quality, authentic experiences and unique culinary adventures.
Seeks an authentic Japanese dining experience that offers not just food, but a taste of the culture. Enjoys the artistry and precision of Japanese cuisine, particularly sushi and Omakase experiences.
Engagement with Restaurants: Follows her favorite dining spots on social media for updates and events. Prefers making reservations online and enjoys reading about the chef's background and the origin of ingredients.
User Journey Map
Scenario
Christina discovered a upscale Japanese Modern restaurant from social media. She is eager to explore more about the place and book the omakase experience.
Expectation
To find an authentic Japanese Omakase restaurant for a special occasion, ensuring a unique and memorable dining experience that offers both culinary delight and cultural immersion.
Testing
Home Page Before
Problem
Users were uncertain about the dish's connection to Japanese cuisine.
Users found it difficult to read the red text against a red background.
Home Page After
Improvement
Improve the text's visibility by changing its color. Replace the dish image with sushi, which more accurately represents the concept of Omakase.
Menu Before
Problem
Users were confused by the menu due to the blending of brunch and dinner options.
Menu After
Improvement
Enhance the menu's visibility by distinguishing between brunch and dinner selections. Adding a border and adjusting the position can help identify them.
Menu Cont. Before
Problem
In addition to the menu, users want to see more background information, reviews, and photos to help them make their decision.
Menu Cont. After
Improvement
I removed the reservation sections and replaced them with a section on the Chef's story and a gallery. These links benefit users by allowing them to continue learning about the restaurant. This change is essential in helping users make their decisions.
Navigation Before
Problem
The website lacks specific interactions to guide users to follow the Instagram account and learn from other users' experiences. Users also want to see reviews from other customers.
Navigation After
Improvement
Customer reviews play an important role. Customers can review and tag the restaurant on Instagram. Adding a guideline that allows users to access all reviews is necessary for their decision-making process.
Design
Primary Color
#9D362A
Secondary Color
#000000
#707070
#DEDDDD
Button
Typography
Garamond Premier Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abjdefghijklmnopqrstuvwxyz
Inter
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abjdefghijklmnopqrstuvwxyz
Prototype
Conclusion
To enhance the design, I first conducted demographic analysis and user research. Based on user feedback, I updated the design, removing the reservation task flow to accommodate the use of third-party reservation systems by SOHO. Moving forward, I plan to conduct another interview using my prototype to gather additional insights and make further refinements.
