Kibo Sushi
UI/UX Case Study
OVERVIEW
Project Goal & Responsibilities
Project Goal
Create an ordering app for Kibo Sushi that's user friendly for customers with little to no sushi experience.
Key Takeaways
Users completed the task over 30% faster on average with the new design compared to the original platform.
Responsibilities
- Conducted user research through in-person interviews
- Performed usability testing and analysis
- Developed a full design system
- Designed user interfaces for optimal experience
BACKGROUND
Excuse me, is this mine? This isn't what I expected.
While working as a server at Kibo Sushi, I noticed customers often faced similar issues when placing orders, leading to a poor experience. For dine-in tables, we could assist them directly, but I saw that customers ordering from home had no support, which likely made their experience worse. To address these pain points and improve the overall customer experience, I conducted a UX/UI case study.
+ In the middle of the case study, Kibo Sushi renewed their online ordering platform, so certain research may be different.
Design Process
1
Research
User Interviews
Pain Points
Persona
User Journey Map
Stakeholder Interview
Project Goal
2
3
Ideation
Prototype
Finding Solutions
Information Architecture
sketch
Low-Fidelity Prototype
Stylesheet
High-Fidelity Prototype
Usability Testing
RESEARCH
User Interviews
To better understand user needs, I conducted 9 in-person interviews, either in person or via phone calls. We discussed the difficulties or bad experiences they've ever had while ordering sushi, whether it was dine-in, pickup, or delivery. They also shared any features they wished to be added.
The interview explored:
- Can you describe (or show) your usual process for ordering sushi?
- Have you ever faced any challenges or frustrations while ordering sushi? If so, what were they?
- Are there any functions or features you wish existed when ordering sushi on Kibo Sushi's platform?
- Would you find it helpful to see allergy filters, nutritional information, or ingredient details?
- Is there a specific reason you don't prefer Kibo Sushi’s online ordering platform?
RESEARCH
Pain Points
Using insights from the user interviews, I created an affinity map to identify three key pain points. Those were:
No Images
Customers can’t imagine what they will get unless they are familiar with Sushi
Unclear Menu Descriptions
Menus with Japanese ingredient names often require Googling for clarification. Also, combo and platter menus don't clearly indicate what they include.
No Benefits
There are no compelling advantages
to order from Kibo Sushi's online platform
RESEARCH
Persona
RESEARCH
User Journey Map
RESEARCH
Stakeholder Interview
An interviewe was conducted with a manager at Kibo Sushi to learn more about their online ordering system. Data related to the number of orders they receive from third-party apps versus their own platform and the commissions they pay were collected. They also provided that one of their concerns was that it's hard to keep customers updated on new promotions.
Order Breakdown by Platforms
Commission Fees Across Platforms
RESEARCH
Project Goal
IDEATION
Information Architecture
IDEATION
Sketch
IDEATION
Low-Fidelity Prototype
PROTOTYPE
Stylesheet
PROTOTYPE
High-Fidelity Prototype
Allergy Filters
Users can filter the menu based on allergens and set their preferences as default on the profile page. Allergy-free items are also marked with icons on the item details page for quick identification.
Menu Images
Every menu item now includes a photo, ensuring users know exactly what to expect when their receive the food.
Detailed Item Descriptions
All Japanese terms on the menu are translated. Also, combo and platter menus now include shortcuts to each included item for detailed information.
Group Ordering
Easily combine orders from multiple devices into a single checkout.
Home Screen
The home screen features the latest promotions and news, keeping users informed and engaged.
Reward System
Customers can now earn points for orders placed through Kibo Sushi’s platform. Points can be redeemed for free items or customization options, giving benefits to use the platform.
Usability Testing
The prototype was tested with four users. In the first round, they were asked to add specific items to the cart while considering allergen limits on the original website. In the second round, they added the same number of different items with varying allergen limits. On average, users completed the task over 30% faster.
Key Takeaways
As an individual who is familiar with Japanese food and has no allergies, conducting user interviews revealed several hidden pain points. Before, allergy considerations weren’t integrated into the ordering flow. Users found it time-consuming and frustrating to check allergens for each menu item individually. Another key insight was that adding photos benefited not only those unfamiliar with Japanese cuisine but also improved the experience for all users. This change led to a more than 30% reduction in time spent navigating the menu, as demonstrated by comparing the usability testing results between the original Kibo Online ordering platform and the final design.
However, since users had already viewed the menu on the original website, the second round of testing may have been faster. If I can conduct the testing again, I would conduct the test with half the users starting with the original website and the other half with my design.
