yummy now project proposal

User created menu system

Friday, October 11, 13

PRODUCT OR PROJECT DESCRIPTION

The challenge: Restaurants need unique ways to attract and engage guests.

The solution:

Yummy Now is an interactive menu platform for fast casual restaurants that need to increase their repeat and word-of-mouth business. YummyNow enables restaurant patrons to design and share menu items. Unlike new word-of-mouth platforms like FourSquare or traditional advertising methods, it relies on user generated content to increase the quality of the shared message.


KEY SCREENS AND FEATUREShttps://www.flinto.com/p/7eadbb88


https://www.flinto.com/p/7eadbb88

https://www.flinto.com/p/7eadbb88

PLANNING


INITIAL DESIGN RESEARCHMethod:

Conducted survey, sent out on Facebook, to 35 participants with the majority (29) of respondents between the ages of 25 and 44 and college educated.

Findings:

• 29 of 35 ate lunch out at least once a week.• 33 out of 35 ate dinner out at least once a week.• 65% of those surveyed shared their dining or

cooking activity on Facebook. (bias of having sent the survey on Facebook recognized!)

• Almost everyone owned a smartphone.• Almost everyone accessed the internet on their

smartphones while dining out. (30 out of 32)• Reasons for not downloading apps, in the

following order: Privacy concerns (52%), advertisements, phone running out of space, and some felt they took too long to download.

Opportunities Identified:

• Use mobile web instead of downloaded app to reach restaurant guests, as vast majority of respondents accessed web while eating out but less frequently downloaded apps.

• Do not require Facebook for YummyNow system.

A"few"&mes"a"week"Once"a"week"Once"every"two"weeks"Once"a"month"Less"than"once"a"month"Never"

How often do you install a new app?

Do you allow your apps to connect to Facebook?

Always'Frequently'Some2mes'Rarely'Never'


INITIAL DESIGN RESEARCH

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Vegan

Veget

arian

Pesca

taria

n

Low ca

rb

Paleo

Atkins

High p

rote

in (a

thlet

ic)

Gluten

free

Nut fr

ee

Other

food

alle

rgies

Other

[fre

e en

try]

Other

(plea

se sp

ecify

)

“Vegan food is becoming mainstream. Movies like "Forks Over Knives," and a number of others, started a powerful trend because it showed medical reasons in addition to lifestyle reasons.” - Vutetakis

“We’re seeing more people with specialty diets like vegan and gluten-free.” - Stowe

Always'Frequently'Some2mes'Rarely'Never'

How often do you order off (not from) the menu?

Do you have any food preferences or restrictions?

Growing trend: Specialty Diets

“Although secret menus have been around for a long time at chains like Jamba Juice and In-N-Out Burger—the latter actually publicizes its secret menu—the concept is starting to catch on among other fast food chains, according to NPR.”

From the Huffington Post, February 2013

From the Detroit Hour, January 2013

Growing trend: Ordering off the Menu


http://www.in-n-out.com/menu/not-so-secret-menu.aspx




http://www.npr.org/blogs/thesalt/2013/02/21/172518724/secret-menus-give-restaurants-a-not-so-secret-boost?ft=1&f=1053

http://www.npr.org/blogs/thesalt/2013/02/21/172518724/secret-menus-give-restaurants-a-not-so-secret-boost?ft=1&f=1053

PERSONAS

Sarah, 30

Sarah is a corporate lawyer with a busy schedule living in San Francisco. She commutes to work each day via bus or Uber, checking Facebook and her friends’ Instagram feeds between urgent emails from clients and her team. While her days are long and demanding, she relishes the ability to eat a late dinner out with her boyfriend at least two nights a week. Three stars, four stars, whatever the Yelp app on her iPhone says is the hottest new place. Sarah has earned it. She’s always looking for a new cuisine to try, and she often shares pictures with her friends on Facebook or Instagram.

But, she’s also watching her weight as the stress from her job can take its toll. Her boyfriend is the on the Paleo Diet, eating mostly meats and veggies, and it’s inspiring Sarah to pay attention to her carbs. For lunch, she sticks to chicken salads because she doesn’t really know what else she can safely order without going over her 50g plan for each day. All of the lunch shops push pita with hummus, pizza, sandwiches, and grilled cheese. It would be too time-consuming to find exotic and new low-carb lunch dishes throughout the city. So it’s chicken salads for now.

"Each day deserves its own escape."

Drivers:Rewarding herself after a long day’s workExploring different culturesKeeping her figure


PERSONAS

Bryan is the restaurant manager for Range Burger, a growing chain of gourmet burger joints featuring grass-fed and kobe beef, and opening in all of the chicest neighborhoods in the Bay Area. Bryan works at his restaurant an average 6 days/week and for long, often 12-hour days. But he’s born for this kind of challenge. He makes a salad before the lunch rush to stay healthy, often checking his fantasy football stats while he eats. At the end of the night he drives home to his place just outside the city at the end of his night, finally getting to play the new Grand Theft Auto and chowing down on a medium rare burger from the restaurant.

The owners of Range Burger, Jerry and Carlos, call Bryan every morning over the phone to talk about the numbers from the previous night and discuss the plan for the day. Bryan has a great relationship with them, and calls them “creative geniuses” because they work with design firms, architects and advertisers to achieve their vision, which Bryan trusts. Bryan is tasked with making good numbers through fast service and a happy staff. He also works with the social media firm that checks sites like Yelp to monitor guest relationships and make sure customers are happy. He gives input on processes and equipment, such as the point of sale system, to the owners but is not a final decision maker for Range Burger.

"This place needs me."

Drivers:

Staying healthy Respect and appreciation from ownersMaking great numbers through quality food and speed of service

Bryan, 39


SCENARIO - GUEST CREATES CUSTOM ITEMSarah’s Late dinner

Sarah arrives at her favorite sushi place one night after a late night at the office. Her boyfriend is waiting for her and anxious to eat. She sighs thinking about how this will be yet another diet “cheat day” for her this week.

Then, Sarah notices something new - a TV monitor with menu items listed and a header that says “Guest Creations Menu - Go to YummyNow.com/OmakaseSushi.” She opens her iPhone’s Safari browser and types in “YummyNow.” She immediately sees that she can search for “paleo,” the diet she’s trying to follow, or she can order a completely custom item without rice.

Sarah selects her ingredients and submits her roll. She’s so proud of the name she gave it, Cheat Avoidance Roll, that she decides to share it with her friends on Facebook. She earns a coupon for her share and shows it off to her boyfriend as she tallies up the “likes” on Facebook.


DESIGN ITERATION | DESIGN HYPOTHESISMethod:

In order to simulate the TV monitor, I created a paper prototype and carried it along with my mobile phone, which held key app screens. I walked around a San Francisco neighborhood with several gourmet fast food restaurants and asked general questions as well as YummyNow-specific questions of restaurant managers. Restaurants visited: Paxti's Pizza (highly customizable pizza), Pluto's (made to order salads), and Super Duper Burger (gourmet fast food).

Findings:

• "Fast casual" restaurants have to be different to attract customers.

• Speed of service is more important at some restaurants like burger joints than at brick oven pizza restaurants where customers expect to wait.

• Some restaurants have daily specials that would slow the process of entering ingredient.

• Each restaurant had a different point of sale system, with Pluto's having only a cash register.

Opportunities identified:

• YummyNow could provide that "something different."• YummyNow will have to ensure that the custom

ordering process does not disrupt the kitchen or serving flow significantly.


DESIGN ITERATION | ITERATION 1

Method:

Showed on-phone prototype to two would-be users and took notes while watching and listening to them walk through the mobile experience.

Findings and Revisions:

• Wouldn't most want to rate theirs only after eating it? -> Added rating flow.

• Architecture too heavy -> Changed profile settings from a menu to an activity counter.

• Call to action "Design your own sushi roll" needs to be more prominent. -> Changed landing page layout.

• Point brought up about supporting celebrity chefs and specialty meals. Questions about searching and why you’d do it. -> Added comments section and enhanced search to allow to search tags.


DESIGN SPECIFICATIONS


USER JOURNEY

Restaurant Guest sees a TV monitor with the message: "Design your own Sushi Roll at

YummyNow.com/Restaurant"

Design a sushi roll at YummyNow.com/NaraSushiThe Romance Roll Just added!Delicious Unagi and sweet potato on the inside with sweet sauce on top.

Designed by Susan L.

K-man Favorite Created yesterdayRice on the outside, Avocado and Yellowtail on the inside with salmon on top.

Designed by Matt R.

The Rosen Roll Created 2 days agoNo rice. Avocado and spicy tuna on the inside. Fried.

Designed by Matt R.

Guest submits menu item at YummyNow.com/RestaurantName

f Share

Item submitted to TV

Guest shares menu item with friends on Facebook.

▼

NARA SUSHI

Thank you for sharing

Carrier 12:00 PMPage Title

http:/m.yummynow.com/nara Google

Subtotal

$9.00

Powered by YummyNow

To order your design, please let your server know that you've submitted a creation to the menu.

Coupon # 11003434Expires 12/31/2013

Receives coupon for share

Friends who click through receive coupon for

Restaurant, incentivizing visits and increasing word of

mouth traffic.

Tells server about menu item and, if shared, a coupon. Guest reads menu

items to server (v1).

Enjoys custom item

TV menu is updated. Other guests can order from it.


SITE MAP0.0 Home

4.1 About Yummy Now

1.0 Partipating restaurants

1.1 Current Restaurant

1.1.1 Popular items

1.1.2 Design your own

Select ingredients

Submit menu item

Share

Coupon for order

Your activity*

2.0 Your Activity

2.1 Your coupons

2.2 Your designs Coupons

2.3 Yummed Items Coupons

2.4 Connect or log out

3.1 Results

By item

By creator Connect to find friends

By restaurant

Current location

3.0 Search 4.0 Footer

Submit Flow


REMEMBER: FIRST RUN EXPERIENCE, HAPPY PATH AND COMMON ERRORS

ITEM SUBMIT FLOW

▼


http:/m.yummynow.com/ Google

Nara SushiCustom Burger

Jay's CheesesteaksRoam Burger

Papalote BurritosPaxti's Pizza

YummyNow is an interactive menu on which guests design their own menu items, name them and share them for

money off your meal.

Participating Restaurants

You're the Chef

▼

Design your own sushi roll



Select ingredients to go inside* (up to 3)

Avocado

Crab

Ebi (shrimp)

Hamachi

Select wrapping*

Seaweed

Cucumber

* required

Subtotal$7.00

▼

Omakase SushiNara Sushi

Custom BurgerJay's Cheesesteaks

Roam BurgerPapalote Burritos

Paxti's Pizza

YummyNow is an interactive menu system in which restaurant guests can

design their own menu items.

Participating Restaurants

You're the Chef

▼

Name your sushi roll:For example, "Romance Roll"

Q W E R T Y U I O P

A S D F G H J K L

Z X C V B N M

space_123 return

Submit to Menu

< > Done

▼




Name your sushi roll:

Select cooking style (optional)

Baked

Fried

Submit to Menu

The Banshee Roll

Once submitted, your menu item will appear on the TV monitor as part of the menu.

+ $2.00

Subtotal$9.00

http://m.yummynow.com/ Would Like to Use Your

Current Location

OKDon't Allow

▼List of participating restaurants

Design your own rollRestaurant landing page Name your roll Confirm and submit

Carrier 12:00 PM

yummynow.com/omakase

Carrier 12:00 PM

yummynow.com


Baked

Fried

+ $2.00

Carrier 12:00 PM



Carrier 12:00 PM Carrier 12:00 PM


▼





Avocado

Crab

Ebi (shrimp)

Hamachi

Select wrapping*

Seaweed

Cucumber

* required

Subtotal$7.00


Baked

Fried

+ $2.00

Carrier 12:00 PM


▼





Avocado

Crab

Ebi (shrimp)

Hamachi

Select wrapping*

Seaweed

Cucumber

* required

Subtotal$7.00


Baked

Fried

+ $2.00

Carrier 12:00 PM


▼




Name your sushi roll*


Baked

Fried

Submit to Menu

For example, "Romance Roll"


+ $2.00

Subtotal$9.00

Design your own roll

Carrier 12:00 PM




Carrier 12:00 PM

yummynow.com

Designed by guests find friends

design your own

< Back < Back

< Back < Back

< Back

Comments:

For example, "My first attempt," or add hashtags such as #paleo

Comments:

For example, "My first attempt," or add hashtags such as #paleo

The Romance RollUnagi and sweet potato on the inside with cream cheese...Susan

2 mins ago >

The Rosen RollFried, unagi and sweet potato on the inside with tobiko and soy glaze...Matt

Yesterday >

Happy Hour RollSweet shrimp and cucumber on the inside with uni on the outside...Matt

Yesterday >

Carrier 12:00 PM


The Romance RollUnagi and sweet potato on the inside with cream cheese over top. Fried.

designed by Susan7 designs4 designs at Omakase36 yums

Yum it

< Back

Guest Creation

Did you try it? Rate it!

Created 2 mins ago:

Does it sound yummy?

Creation landing page



SHARE FLOW

▼

Post to Wall

Say something about this...

Cancel Share

Banshee RollHamachi inside seaweed and rice. Baked.

via YummyNow

User views summary of designed item

Shares on Facebook Receives coupon and submit summary

View recent submission

Carrier 12:00 PM


Share your roll with others and get $2 off your order.

f Share

Subtotal$9.00


Powered by YummyNow

No Yums yet

Carrier 12:00 PM

facebook.com

▼

Sushi rolls designed by guests

Carrier 12:00 PM


design your own sushi roll

2

1 item created: Banshee Roll (view coupon).

1 yum from anonymous guest.

Connect with Facebook to save and track your creations for coupons at Nara Sushi.

▼


Carrier 12:00 PM



1

Thank you :)

To order your sushi roll you mustlet your server know that you've submitted a creation to the menu.

Coupon # 11003434Expires 12/31/2013

Banshee Roll ($9.00)

IngredientsFish inside: Hamachi

With: AvocadoPrepared: Hamachi


▼

Carrier 12:00 PM

yummynow.com


1 item created: Banshee Roll.1 Yum from anonymous guest.

Sign up to get stats and earn coupons.

Dismiss

Dismiss notification

No thanks.

Receives submit summary

design your own

Banshee RollHamachi inside seaweed and rice.

Lauren

Just added >


Yesterday >


Yesterday >

Rate it:


Lauren

Just added >


Yesterday >


Yesterday >

Rate it:

X

▼


Carrier 12:00 PM



1

Hang on a sec!

To order your design you mustlet your server know that you've submitted a creation to the menu:

X

Banshee Roll ($9.00)

IngredientsFish inside: Hamachi

With: AvocadoPrepared: Hamachi


RATE FLOW

▼

Carrier 12:00 PM

yummynow.com

1


design your own sushi roll ▼

Carrier 12:00 PM

yummynow.com

1



Rate your roll: (or dismiss)


Rate Banshee Roll:


Dismiss

▼

Carrier 12:00 PM

yummynow.com


User gets popup notifier Rates highly Option to share rating Dismisses

Rate your roll: (or dismiss)


Rate Banshee Roll:


Dismiss

User just created something

Rate it on landing page


Lauren

Just added >


Yesterday >


Yesterday >

Rate it:


Lauren

Just added >


Yesterday >


Yesterday >

Rate it:

design your own


Lauren

Just added >


Yesterday >


Yesterday >

Rate it:

▼

Carrier 12:00 PM

yummynow.com


design your own


Lauren

Just added >


Yesterday >


Yesterday >

Rate it:

Excellent, Chef!

Wow, 4 out of 4 stars. Let your friends know about your culinary success.


f ShareNo thanks.

X

▼

Carrier 12:00 PM

yummynow.com


design your own


Lauren

Just added >


Yesterday >


Yesterday >

Rate it:

▼

Carrier 12:00 PM

yummynow.com


design your own


Lauren

Just added >


Yesterday >


Yesterday >

Rate it:

1



SEARCH FLOW

Search prompt

▼

Carrier 12:00 PM


design your own sushi rollDesigned by guests find friends

Enter item name or search for tags like "paleo"

Dismiss

Enter text here.

Enter text

▼

The Rosen RollFried, unagi and sweet potato on the inside...

Matt R.

Yesterday

Yum it

Happy Hour RollSweet shrimp and cucumber on the inside...

Matt R.

Yesterday

Yum it

Carrier 12:00 PM




Dismiss

|Enter text here.

Q W E R T Y U I O P

A S D F G H J K L

Z X C V B N M

space_123 Search

< > Done

Auto suggest

▼


Matt R.

Yesterday

Yum it


Matt R.

Yesterday

Yum it

Carrier 12:00 PM




Dismiss

No|

Q W E R T Y U I O P

A S D F G H J K L

Z X C V B N M

space_123 Search

< > Done

Search term entered

▼


Matt R.

Yesterday

Yum it


Matt R.

Yesterday

Yum it

Carrier 12:00 PM




Dismiss

No rice

Q W E R T Y U I O P

A S D F G H J K L

Z X C V B N M

space_123 Search

< > Done

Filtered landing page

▼

Carrier 12:00 PM


Designed by guests find friendsx Filter: No Rice

▼

Carrier 12:00 PM




Dismiss

No rice

design your own

▼

Restaurant landing page

Carrier 12:00 PM



design your own


2 mins ago >


Yesterday >


Yesterday >


2 mins ago >


Yesterday >


Yesterday >


2 mins ago > The Romance RollUnagi and sweet potato on the inside with cream cheese...Susan

2 mins ago >

No RiceNo GlutenNo Carb#north_beach (tag)Nori (ingredient)


2 mins ago > My Caveman roll…No rice, with cucumber and tuna.

Susan

2 mins ago >

Glutenfree GluttonBaked hamachi and tobiko with no rice and spicy sauce.Matt

2 weeks ago >

Veggie explosion…Fried cucumber on the inside with no rice and ikura...Matt

last month >


2 mins ago >


Yesterday >


Yesterday >


THANK YOULauren Lamonica [email protected]


mailto:[email protected]

mailto:[email protected]