PlannOut
Overview
Title
PlannOut for DigInn
Summary
This is a personal thought experiment. Fast casual restaurants like Dig Inn, Sweetgreen, Chipotle, Cava often give a “Build Your Own” option. Through questioning and observation, I have learned that while this customization option is fun and attractive to many customers, it can be overwhelming and stressful for newcomers. I decided to rethink and redesign the ordering flow at one of these restaurants (Dig Inn) as a personal project.
Date
October 2018
Tools + SKILLS
Observational research, persona development, site mapping, wireframing
Challenge
Like many fast casual restaurants, Dig Inn offers a Build-Your-Own (BYO) experience in which customers proceed down a line and ask a server to add specific ingredients as they go. This affords control, customization, and variety to customers. Additionally, Dig Inn has in-house dining, grab & go, and pick-up options.
Currently, there is no learning experience for first time visitors at Dig Inn. Customers, both new and returning, are often overwhelmed by the options and high pace of assembling a meal. Many ultimately feel dissatisfied by their rushed or uninformed ingredient combinations, making them reluctant to return to the BYO ordering experience. Additionally, there is a hidden wait time caused by a newcomer’s hesitancy and questions.
Rising Action
I started by conducting casual interviews with friends, family and Dig Inn patrons. I then participated in observational research at 3 different Dig Inn locations in Boston. Of course, I took to the whiteboard to “organize” findings, ideas, and reactions to my research thus far.
From the gathered data, I created six user personas (Anthony, Marvin, Tina, Samuel, Mason, Michelle) and five user stories (first-time unfamiliar customer, first-time familiar customer, accompanied first-time customer, returning customer, employee).
To capture my initial ideas, I sketched a map to capture a new restaurant ordering flow.
Approaching Resolution
I decided it would be best to offer an optional ordering simulation at each restaurant. This will be branded as the “PlannOut” station and would serve as an additional in-house resource to reassure new and returning customers of both the ordering process and the ordering options. This simulation would be on iPads located at the front of the restaurant. Ordering would still happen at the assembly line with a direct view of the food, although the PlannOut station would offer an option to print a planned order so that customers can remember their perfect creation while interacting with the server.
Solution
By seamlessly incorporating an (optional) planning simulation to the ordering flow, customers will receive guided learning without feeling incompetent, singled out or overwhelmed. This is an opportunity to accommodate all levels of experience and all paces of decision-making. PlannOut will represent the creative and personalized values that Dig Inn promotes with its BYO dining experience
The Sequel
There are few future features that may not be at the MVP release, but are important to keep in mind:
Nutritional guide: A feature that affords customers the option to view nutritional information (calories, protein, sugars, ect) in real-time as they add ingredients to their dish.
Mobile application/ticket: Ability for a customer to go through the same BYO experience on mobile without the intention to actually pre-order. Additionally, the option for the order ticket to be sent to email/mobile rather than printed.
Recommendation: As users proceed through their BYO plan, they are offered recommendations based on their current combinations of ingredients and flavors.