IKIGAI is a concept mobile-app for a conceptualised Japanese restaurant chain. The goal is to create a user-friendly and visually appealing app that enhances the overall dining experience without the need for a conventional paper menu or waiter.

Assuming that the product will be developed, the minimum viable product will include features such as, booking reservations, personal favourites, detailed dish descriptions, and in-app checkout.

Project Vision

What frustrations do users have when ordering from a food menu app?

I then considered the users that I wanted to participate in the study. It was important that the users be those that regularly dined at a Japanese restaurant. The participants would include users between the ages of 18-70, that live in a metropolitan or suburban area, male, female and non-binary and inclusive of those with disabilities.

Name: Jennifer | Age: 34 | Occupation: Personal Trainer

Name: Aaron | Age: 21 | Occupation: Student 

Jennifer, a 34-year-old personal trainer from London, is married with two young children. She loves dining out with her family but finds it frustrating to obtain accurate nutritional information. As a PT, her diet plays a crucial role in her training, so maintaining it when eating out is essential. Her youngest child has a mild peanut allergy, making detailed and precise menu information critical for their safety. With a demanding schedule, Jennifer treasures family time and strives to be fully present. A "favourites" tab in a menu app would help her feel more confident about menu options, ensuring more time to focus on her loved ones.

What common challenges do users face when navigating through a food menu app?

I found the data from the research study to be very useful as it informed me on user needs and familiarity with food menu apps. I created one-person empathy maps and then went on to create aggregated empathy maps to present and organise the data I received into user groups.

I wanted to create a clear user flow that allowed the process of ordering food to be quick and easy. I added features such as a favourites tab and nutritional information in the first prototype to see how users would respond to these during user testing to inform the next design decisions.

I began this project by conducting a research study to understand user pain points and needs for this product.

It was important to ensure that the product was inclusive of all users from the very beginning. I started by determining the research goals.

Kickoff

What motivates a user to return to a food menu app?

Do users admire personalisation in a food menu app?

Meet the Users

I developed two user personas grounded in my research findings to gain deeper insights into the needs, goals, and behaviours of my target audience.

These user personas highlight the importance of detailed nutritional and allergy information, whilst emphasising the need for accessible design and efficient ordering systems.

What accessibility needs should be considered in a food menu app?

Competitive Analysis

I have compared IKIGAI with several potential competing restaurants, and although none compete directly with Ikigai, they can still infringe on the business' revenue and popularity. Ikigai has the opportunity to capitalise on this by providing a menu that focuses on creating clear navigation and providing all the necessary information via the app so that the entire process is done in-app.

User flow

I constructed a user flow of what a basic start to finish journey looks like while ordering a food item from the app. This helped me understand ways users interact with the product, as well as to see navigation through user goals.

Wireframe

I created a low-fidelity prototype of the product consisting of nine screens that outline the basic user flow: Launch, Home, Restaurant Selection, Table Selection, Menu, Add to Menu, Checkout, Payment, and Confirmation.

Testing

I decided to do a user test on participants for the low fidelity version of the prototype, in order to highlight the issues that needed to be addressed. I tested the prototype on five participants using moderated testing. The participants ranged from ages 18 to 70, two males, two females and one non-binary, inclusive of disabilities.

Aaron, a 23-year-old Software Engineering student at Edinburgh University, is dyslexic and processes information more effectively using screen reading technology. He finds it easier to listen at his own pace than to read. When dining out, fast-speaking waiters often overwhelm him, making him the last to order. During short lunch breaks, he avoids ordering altogether because it takes too long. Aaron would benefit greatly from a preorder system. He appreciates food menu apps that allow separate orders but struggles when they lack screen reader compatibility. Clear images, descriptive labels, and easy navigation would significantly enhance his experience.

I categorised my findings into seven key areas: Guest, Basket, Nutrition, Invite, Personalisation, Payment, and Other. This organisation helped identify the primary focus areas for improvement. Notably, all five participants expressed concerns about nutritional information, underscoring its significance to this market. These insights will directly inform the refinement of the second prototype, ensuring it better addresses user needs.

During this process I considered the feedback that I had received from the participants who test the low fidelity prototype and made changes to improve the functionality of the app. Overall, my main focus was to create a clear user flow that made the ordering process quick and easy.

High Fidelity

I incorporated branding, imagery, call-to-action buttons, and personalised features such as filtering, restaurant selection, order cancellation, and clickable nutrition info, giving users control over when to see nutrition details.

Branding & Identity

Based on user needs and insights into Japanese culture, I developed a product inspired by the concept of a balanced lifestyle. The brand name, IKIGAI, reflects this philosophy, drawing from the Japanese concept of finding purpose and harmony in life. Through user research, I found that many diners at Japanese restaurants place a high priority on the nutritional value of their meals.

Inspired by the philosophy of ikigai, the restaurant aims to create an environment where customers can focus on enjoying meaningful moments rather than being distracted by the ordering process. The logo incorporates elements of kawaii culture, using soft shapes and approachable design to add charm and playfulness, reinforcing the inviting atmosphere of the brand.

Prototype

During this process, I took into account the feedback from participants who tested the low-fidelity prototype and made adjustments to improve the app's functionality. My primary focus was to create a clear user flow that streamlined the ordering process, making it quick and easy. The design, while simple and intuitive, also upheld the brand’s identity, incorporating elements that reflected its values and created a cohesive, engaging experience for the user.

My goal was to further develop the brand's look and feel, creating an inclusive and cohesive experience. I incorporated colour contrast and iconography to enhance accessibility for users with specific needs. Additionally, the live app would support screen reader technology, ensuring greater accessibility for visually impaired users.

Key takeaways

Overall, this project has provided valuable insights that will guide my approach in future work, ensuring continuous improvement and more effective outcomes. Key areas for focus include:

1 Expand user outreach for interviews and testing 2 Incorporate further iteration phases 3 Create more playful UI components

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