.png){kind=small}
El afgano
.png){kind=small}
ROLE/SERVICES
UX/UI Design
LOCATION
México
YEAR
2022
Project Overview
THE PROBLEM
Customers in Tijuana seeking authentic Mediterranean and Afghan cuisine often find limited or unsatisfactory options when it comes to the freshness of ingredients and the authenticity of flavors.
THE GOAL
Create an authentic and welcoming culinary experience that allows customers to enjoy a blend of Arabic, Greek, and Persian flavors, using fresh and organic ingredients. The goal is to attract those interested in trying unique dishes such as kabobs and gyros, with outdoor seating options for a more relaxed experience.
THE PRODUCT
El Afgano is a restaurant located in the Zona Urbana Río of Tijuana, specializing in Mediterranean and Afghan food. They offer a variety of fresh and authentic dishes, from kabobs to salads, all made with organic ingredients. In addition to its commitment to authenticity, El Afgano is known for its cozy atmosphere and outdoor seating options, making it an excellent choice for Mediterranean food lovers and those seeking an al fresco dining experience.
MY ROLE
UX designer designing an an website forAlertTJ from conception to delivery.
RESPONSIBILITIES
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
PROJECT DURATION
June 2022 to August 2022
Understanding the user
I conducted interviews and created empathy maps to understand the users I am designing for and their needs. A main group of users identified through the research were local food enthusiasts and people seeking authentic Mediterranean and Afghan cuisine in Tijuana.
This group of users confirmed initial assumptions about El Afgano's customers, but the investigation also revealed that the restaurant's location was not the only factor limiting users from enjoying its offerings.
Other user problems include a lack of familiarity with the cuisine, limited online information or reviews about the dishes, and the challenge of making reservations for busy periods.
PERSONA AND PROBLEM STATEMENT
Juan Carlos
Juan Carlos, 35 years old and a nutritionist in Zona Río, Tijuana, is looking for fresh and organic options for healthy food. He gets frustrated when he finds restaurants that do not meet his quality standards. His goal is to enjoy tasty meals that support his lifestyle, preferring outdoor places. As he says, "I need a place where I can eat healthy and enjoy the experience."
Starting the design
DIGITAL WIREFRAMES
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research
LOW-FIDILITY PROTOTYPE
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was finding an item and placing it in the cart, so the prototype could be used in a usability study.
Usability study: Findings
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Study type:
Unmoderated usability study
Location:
Mexico, TJ, remote
Participants:
5 participants
Length:
10-30 minutes
MAP
01
For most users, it was not very clear if there were other forms of payment
MAP
02
For most users, it was unclear if they were adding the products to the shopping cart
MAP
03
For most users, they did not know if they had purchased the product
Authentic Mediterranean and Afghani cuisine with organic ingredients in Tijuana
Going Forward
TAKEAWAYS
IMPACT
El Afgano has positioned itself as the go-to restaurant for those seeking an authentic Mediterranean and Afghani dining experience in Tijuana. Its use of organic ingredients and the freshness of its dishes have left customers with a memorable and unique culinary experience.
One customer's comment: “El Afgano surprised me with authentic and fresh flavors that I had not found in any other restaurant in the region. It is definitely my favorite place to enjoy Mediterranean food.”
WHAT I LEARNED
During the process of designing the customer experience for El Afgano, I discovered that authenticity depends not only on the ingredients, but also on how the restaurant concept is presented and communicated. Attention to detail in every aspect of service, from the ambiance to the quality of the ingredients, contributes to a complete customer experience. Feedback from diners showed that the cozy ambiance and outdoor seating options also play a key role in customer satisfaction.
NEXT STEPS
1.- WEBSITE OPTIMIZATION
Improve the website's user interface to facilitate navigation, reservations and online ordering. This includes simplifying the booking process, improving menu visibility and making the online ordering process more intuitive.
2.- COLLECTING FEEDBACK
Implement a real-time feedback system on the website and in the restaurant to collect comments on the customer experience. This will help identify areas for improvement and adjust the experience design based on customer needs and expectations.
3.- CUSTOMER JOURNEY ANALYSIS
Conduct a customer journey analysis from booking to restaurant experience to identify pain points and opportunities for improvement. This includes observing how customers interact with the website and how they feel during their visit to optimize each stage of the process.