UX/UI Design

Eggspectation

Tools

Adobe XD
Adobe InDesign
Adobe Photoshop
InVision

A case study that evaluates the user experience and functionality of Eggspectaion’s website. The goal is to redesign a mobile interface based on user analysis and testing.

Design Brief

Like many “foodies” out there, I stumbled across Eggspectation while browsing the internet for trendy restaurants in the city. Upon clicking into its website, my anticipation quickly turned into frustration as I navigated through the pages with difficulty. Not only did it not meet my “eggspectation”, I further discovered that it is a large-scale establishment internationally. It is dispiriting to witness the quality of service and food of a restaurant being undermined due to poor maintenance of its online presence. I took on the challenge to redesign a mobile version of its Canadian website, and explore ways to elevate its user experience. I embarked on a journey to analyze, test, and improve Eggspectation.ca.

01. Research

02. User Analysis

03. Ideation & Design

04. Test & Redesign

01. Research

Before diving into the usability assessment of the website, I wanted to learn more about the establishment.

Rooted in Montreal since 1993, Eggspectation is a chain serving a diverse egg-focused breakfast menu, alongside lunch and dinner. Since, it has established fourteen restaurants in Canada, ten in the U.S, three in Dubai, and one in Egypt. It is reputed for its contemporary style, friendly service and a wide variety of hearty breakfast staples.

02. User Analysis

I identified the target audience demographics that are best suited to use the service. Then I highlighted an ideal user and a persona to further help me define user goals and frustrations.

Primary Audience

Age: 30~ 45
Working Professionals
Income: $60k ~ 150k
Food Enthusiasts
Foodservice hobbyists
Price-conscious
Values good service and dining experience
Dines out 1-3 times a week at a casual to fine dining establishment.
Prefers to dine out during the weekends

Secondary Audience

Age 20-35
Middle income: $30k-100k
Students, young working professionals
Culinary Adventurers
Dines out at nice places infrequently but would splurge occasionally
Prefers the wholesome meals which are light on the pocket
Wants to try the other dishes, but is stopped by the price.
Wished that the restaurant delivered food.

Pain Points

User flow needs improvement in terms of accessibility, speed and functionalities.

Overall design needs to be redefined and reorganized.

The website is not responsive; aka not mobile-friendly.

There are no solutions to order food or make a reservation online.

There is an inconsistency in content layout and hierarchy.

Task Analysis

Based on the ideal persona, I determined a list of tasks that are to be accomplished through the application. I organized the tasks in order of priority.

1. Discover locations, hours of operation & menus
2. Make a reservation
3. Order food and other services
4. Learn about Eggspectation

5. Get involved with the business
6. Purchase gift cards
7. Feedback
8. Further inquiries

User Journey Map

A journey map is a visual representation of the process a user will undergo to achieve a goal with the restaurant. It also helped me develop opportunities for both the current and the future state.

03. Ideation & Design

After addressing the problems, I shifted my perspective to allow for boundless ideation. I created a concept map to explore unprecedented ideas and possibilities.

Style Tile

Next, I explored the brand logo and style to enhance its identity. This style would be represented across all of the restaurant’s online platforms.

Rapid Prototype

Rapid prototyping allows me to visualize and test various ideas. I focused on developing a seamless flow for making a reservation on the mobile app, keeping in mind that each decision could affect the user experience.

High-Fidelity Prototype

Rapid prototyping allows me to visualize and test various ideas. I focused on developing a seamless flow for making a reservation on the mobile app, keeping in mind that each decision could affect the user experience.

04. Test & Redesign

Next, I transferred the prototypes into Invision to activate interactivity for the purpose of user testing. Upon receiving feedback from multiple perspectives, I was tasked to improve the design.

View Project on InVision

Fare Dealing Statement

This article/case study may contain copyrighted material the use of which has not been specifically authorized by the copyright owner. This article/case study has helped me to promote my capabilities and advance my education specifically in the area relating to user experience (UX) research and includes my personal opinions, satire, criticism and review. I believe this constitutes a ‘fair use/dealing’ of any such copyrighted material.