Namuun Enkhtaivan

Enhancing the Dining Experience

Project Overview

Client: Shabu Plus Rotary Hot Pot
Role: UX/UI Designer

Introduction

Shabu Rotary is a popular hot pot restaurant that aims to provide a communal and flavorful dining experience. However, feedback from customers highlighted several areas for improvement, particularly in the ordering process, wait times, and overall atmosphere. This case study outlines the design approach taken to enhance the customer journey, supported by a comprehensive service blueprint.

Problem Statement

Customer feedback revealed key issues:

Overwhelming Ordering Experience: The tablet ordering system presented too many options and unclear instructions, leading to confusion.
Anxiety Over Wait Times: Customers often felt anxious about the wait times and the seating process.
Inconsistent Atmosphere: Although the food was well-received, the dining environment needed to be more welcoming and cohesive.

Research and Analysis

User Personas

Persona: Alex
Demographics: A busy professional in their early 30s
Goal: To enjoy a pleasant hot pot meal with friends after a long work week.

Journey Mapping

A current state journey map was created to visualize Alex’s experience:

Pre-arrival: Excitement about dining; checks the website for information.
Arrival: Anxious about wait times; greeted by the host.
Ordering: Overwhelmed by the tablet interface.
Dining: Enjoying the meal and socializing but feeling discomfort due to the atmosphere.
Departure: Satisfied with the meal but identifies areas for improvement in the payment process.

Insights

Customers desire quick and easy ordering options.
Clear communication regarding wait times is crucial to reducing anxiety.
A more inviting atmosphere can significantly enhance the overall dining experience.

Service Blueprint

Current State

The initial service blueprint depicted the various touchpoints and interactions within the restaurant, including physical evidence such as the tablet ordering system and the sauce station.

Proposed Future State Enhancements

Streamlined Ordering Process: Redesign the tablet interface to simplify selections and provide clear options and recommendations to reduce confusion.
Improved Communication: Enhance waitlist management and provide guests with real-time updates regarding their seating and order status to alleviate anxiety.
Atmosphere Enhancement: Improve decor, lighting, and music to create a more inviting and enjoyable dining environment.
Mobile Payment Integration: Implement mobile payment options to simplify the checkout process, allowing for a quicker departure.

Key Features

User-Friendly Tablet Interface: Simplified ordering with visual guides and clear choices to enhance user confidence.
Reservation System: Introduce a reservation system to allow guests to book tables in advance, reducing wait times.
Sauce Combo Pamphlets: Provide guests with pamphlets detailing easy-to-follow sauce combinations to improve their dining experience.

Conclusion

This case study highlights the identified challenges and opportunities for enhancing Shabu Rotary's dining experience. The proposed future state improvements focus on key touchpoints that directly impact customer satisfaction. By addressing the overwhelming ordering process, improving communication, and enhancing the atmosphere, Shabu Rotary can strengthen its reputation as a go-to destination for flavorful and communal dining.

Future Recommendations

Continuous Feedback Mechanism: Establish a system to regularly gather customer feedback to ensure ongoing improvements and adaptations to guest needs.
Menu Innovation: Consider periodic updates to the menu based on customer preferences and seasonal ingredients to keep the offering fresh and exciting.
Staff Training Programs: Invest in ongoing staff training to ensure high service standards and familiarity with new technologies and customer service techniques.