The Ask
We were approached by "Pickle" works, a tech incubator looking to explore ways to innovate in the restaurant space. They wanted us to validate and prototype concepts they had for a restaurant builder. We conducted research, concepting, visual design, prototyping, and testing Life Aquatic, an approach for the design of a viable business solution for restaurant operators.
Agency
Frog Design
Timeline
10 weeks
In this Feature Set, the user has already set up and is tracking their Construction Budget. They enter a cost that causes their projected spend to be too high, and the tool offers options to reduce their overall cost so they are back on track.
In this tool, the user inputs their concept and preliminary budget for a new restaurant, and the tool provides recommendations as they identify a location, refine their layout, and set their budget. The Wizard provides a “feasibility score” and options to optimize it.
The flow for Analyze Neighborhoods shows the user specifying a zip code to search, and then filtering the properties by zoning type and availability.
In this Feature Set, the user is able to import a Floorplan PDF, or generate their own. Then, they can place FF&E Blocks on the layout, as well as the circulation paths. Finally, they can specify materials and make/model of furniture and/or fixtures.
Research Goals and Objectives
Our research goals and objectives were to get closer to the problem by understanding our customers’ current behaviors and needs.
During the recruit, we identified 12-16 individuals who met the following criteria: started, own and/or operate independent “mom & pop” restaurants, owners that are involved in the day to day, decision makers and responsible parties, currently responsible for 1-3 open restaurant locations, looking to expand, add a new location, or working to keep the business up and running, current restaurants are a minimum of mid-tier offerings, looking for owners that are open to input, change, and technology.
We conducted 14 interviews, 8 in Austin, and 6 in Chicago. Interesting learning was how much of success was contingent on the operations and business side of establishing a new concept. This is why for the solution we aimed to focus on operational features needed to establish a new concept.
Journey Map
Concept Cards
Visual Brochure
Field Research Activities
Journey Mapping, In this activity, we talked through the process of opening a new restaurant or renovating an existing one based on the owner/operator’s past experiences. Concept Card Prioritization, Using the Concepts, we reviewed the scenarios and features with each owner, listening for feedback. Visual Style Brochure, With a tri-fold brochure we explored visual and brand styles that could inform the styling of the prototypes and tools.
Insights and Recommendations
From the quantitative research we conducted in Austin and Chicago, we gleaned key sets of insights and recommendations. Together these findings interpret feedback on the scenarios and informed the features we designed for.
1. The right space is essential to formalizing a new restaurant concept, but spaces rarely match perfectly to what owners are searching for. The tool should provide users with a database of location options that fit the criteria they enter, and some baseline data that they can compare and contrast the options.
2. The information that is essential to making a decision about pursuing a space is difficult to gather. Especially for first-timers, the tool should provide detailed information about each of the locations, including factors they may not know to consider.
3. Once a vision starts to take shape, formalizing the concept and sharing it is essential for getting buy-in to start thinking about finding space and funding. The tool should help the restaurant owner design their space. Initially, the interface could provide "generic" blocks for each of the areas (kitchen, service, storage, etc), and the major equipment. Once a preliminary layout is set, the owner can provide this to a design collaborator.
Moodboards and Visual Directions
I developed 3 initial visual design directions to guide the stylistic expression of the prototype. While doing this, considering brand, usability, consumer expectations, and building effort.
Working in Figma
I established a simple design tearsheet to document the visual design decisions. Utilized styles to streamline the prototype building process.
I worked in tandem with the interaction designer to build out key flows and a click-through prototype in Invision for each defined feature set, which we tested in the field.
Illustrations
Spot illustrations to explain abstract concepts around building and connectivity.
Testing and Outcomes
We demoed the Life Aquatic prototype at the 2019 GFS Food Show in Grand Rapids, MI. We shared the prototype with 26 participants in total, we made 94 observations, pulled 21 quotes, and garnered enough information to create updates to the prototype. Some things we heard, “Right now, I use a version of all of these tools individually. Having them all in one place is a game-changer.” and “I wish I could download this now! I will be watching the App Store”.
Generally, the feedback was very favorable! The client was excited about the concepts and our research findings, but unfortunately wanted a more favorable business use case.
Team
Esther Amaku, Visual Designer
Rachel Moore, Interaction Designer
Varun Nagaich, Strategist
Laura Baird, Associate Design Director
Katie Inglis, Design Director