Tinco 2023
One-stop Dine-in Solution:
Tinco
Project Overview
The project focused on developing a dine-in digital app with a multi-modality solution, ensuring an intuitive and seamless end-to-end experience. The app provides serial services crossing restaurant discovery, table reservation, self-service check-in and food ordering, and a review system, aimed at lower operational costs and higher serving efficiency.
My Contribution
My role was crucial in shaping the key UX flow of the entire digital service, pinpointing a journey where a switch in modality would facilitate smooth transitions to subsequent service phases. Additionally, I contributed to creating the UI design system and took charge of the development of prototype mock-ups.
1. Research and Planning
In this stage, we first analyzed the competitive landscape to identify market opportunities. This informed the identification of our target users and the in-depth understanding of their needs with surveys and questionnaires. These insights directly influenced the app's primary objectives, focusing on convenience, user engagement, and a holistic dining experience.
Monetization strategies were considered, focusing primarily on revenue generation from business owners. This includes commission fees, offering premium listings and targeted advertisements.
2. Conceptulization
During this phase, we mapped out the service flow that embodies the convenience of dining out merged with modern technological ease. The process began with the understanding of the user's needs (both customer and business ends) through transforming user data into detailed personas for nuanced analysis. Through brainstorming sessions, my role was to conceptualize key features and journey maps which the design of the user flow across various modalities.
The goal extended beyond merely refining each phase of service; we sought to create a cohesive journey that seamlessly integrated virtual interactions with the tangible dine-in service.
3. UI design system
The UI Design System was carefully crafted to balance aesthetics and functionality through the initial Mood Board and Style Tile creations.
The typeface Inter was used exclusively throughout the app in varying weights and sizes, a strategic choice that allowed for clear differentiation between different content groups.
Orange as the primary color creates a warm and inviting atmosphere that resonates with the food theme. To complement this, navy blue provides a balance to prevent the warmth from being visually overwhelming. Additionally, the contrast ratio was meticulously calculated to ensure that all users could easily access the app.
4. Storyboard and Prototype
For this primary phase, we began by merging features, the visual system and user flow into the key storyboard that depicted potential users, like Emily and David, navigating through their dining experience with the app. These visual narratives were instrumental in understanding and empathizing with user scenarios, emotional states, and app interactions. Subsequently, I developed interactive prototypes, which brought the storyboards to life, allowing for real-time testing and refinement of the user flow.
Clickable Prototype:
Mobile (Phase 1): Set guest number, date & time - Choose time slot - Reserve - View Reservation -
Entrance Tablet (Phase 2): Check-in - Seat in Table
Table Tablet (Phase 3): Order - Payment -
Mobile (Phase 4): Write review
Start Here ⬇️
5. Conclusion and Challenge
The product values a highly automated self-service mode, seamlessly integrated throughout the entire dine-in experience. This approach not only streamlines the customer's dining experience, addressing the frustrated moments typically encountered in traditional scenarios but also offers potential for significant operational cost savings for businesses.
Despite the challenges, including the necessity for multiple iterations to refine the intuitive self-service flow and identifying the key touchpoints for cross-modality service without confusing users, we have pinpointed areas for further testing and improvement. The project presents a high feasibility for success. I am confident that with stakeholder buy-in, the app’s launch and adoption will meet our envisioned success.