Garage Gourmet

UX Case Study

Contents

Overview Research Summary Design Strategy Design Production Outcome

Overview

Garage Gourmet is a Venezuelan cafe that needed a website that increased its online presence and boost online ordering traffic.

The principal stakeholder highlighted that the website should redirect clients to UberEATS or Postmates. Their concern was having to manage to many ordering platforms.

Role

Product Designer

Tools

Figma
Illustrator
Photoshop
Google Docs
Square Space

Duration

Mar '23 - Apr '23

The Challenge

We needed to create a product that stood out in a highly competitive market. Our goal was to provide users with clear opportunities to redirect while also fostering a strong connection.

The Solution

Our strategy to prioritize speed to market involved strategically positioning redirect links and designing a layout that allowed users to easily become familiar with Garage Gourmet.

The Impact

Our success metric in this case was measured by observing the click through rate (CTR) for several external links after launching the site. The average CTR between 7 links was 1.7%. Through user surveys we found an 85% approval with the overall product.

Research Summary

Designing for Success

Research Overview

To define success we needed to prioritize understanding the consumer, their habits and identifying the other solutions available. Field research showed us that the majority of customers were: working class, on-the-go and had many food choices to order from.

Findings

Working Class:
Most users are blue collar male workers who order for convenience, which tells us users are pressed on time and need a fast and efficient solution for their next meal.
On-the-go Ordering: All participants used ordering apps, making external links an easier option to use.

Oppotunities

Our observations indicated that our greatest strength was building a connection through strategic branding and recognizing that users have patterns in the shopping habits. most competitors either lacked an online persona or were corporate and generic.

Design Strategy

Building off Familiarity

The Challenge

Create a product that guides users to the result we want while also building a connection in the short time they are visiting.

Existing Inspiration

While looking at existing solutions to help guide our layout we found that the Five Guys App had a simple and actionable interface we could model our layout from.

We also broke down the UberEATS app for our Menu Layout since users were already familiar with using the App.

The Approach

Strategic Redirects: External Links should have visual priority and be clear in their next step.
Deliver on the familiar: Create a layout that coincides with existing user behaviors to have users process through the flow faster.
Intentional Designing: Each design concept should be deliberate and thought out to minimize revisions on a constricted timeline.

Strategic Redirects

External Links should have visual priority and be clear in their next step.

Deliver on the familiar

Create a layout that coincides with existing user behaviors to have users process through the flow faster.

Designing through Senses

Since the home page would carry the load of showcasing the brand personality, We wanted to encapsulate an authentic, familiar and warm personality as if visiting a food market in Venezuela.

How would that look like? what would the energy be? what would that smell like?

Fine Tuning

It would be to easy to just clone the UberEATS menu design and call it a day but we found some opportunities to improve the experience.

Design Production

Executing beyond obstacles

Implementing Features

Since the site was static and the main function is to redirect to an external link, the only consideration to look at is building the site on a platform that would accommodate the layout.

Solution

SquareSpace: Considering the budget and easy integration, we concluded that squarespace would be the best fit to build the site on.

Hurdles

A limiting factor in building out the site was the flexibility with the design execution.

Some sections required rearranging and the horizontal scroll menu was converted to static tabs.

Outcome

Observing the Impact

Post Launch Observations

Since launch, the Garage Gourmet website has received an abundance of positive feedback. Users have praised its usability and appreciate the unique personality it conveys.

The cafe has seen a 66% increase in daily revenue since the launch of the website.
Site Traffic has seen an average of 50 daily views with 40 being new users.
Increased in new customer conversion by 33%

Relections

Lessons Learned

Takeaway 1

Quick Does not always mean easy.

Takeaway 2

Set expectations early and speak of them when necessary.

Thank You

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