Cita Reservations
P2P marketplace for booking reservations at the most exclusive restaurants.
Overview
Background :
The aim of this project is to enable users to book reservations at the most exclusive restaurants without needing to book months in advance or have the network to dine where they want to.
My Role:
UX Design Lead for Cita Reservations
Responsibilities:
Prototyping
Wireframing
User Research
Iterating on designs
Conducting usability studies
Identifying user pain points
Problem Statement
The problem Cita reservations aims to solve is the difficulty and inconvenience of booking reservations at exclusive restaurants. Many popular restaurants have limited seating and can book up weeks or even months in advance, making it difficult for users to secure a reservation on short notice or at their
desired time.
This can be especially frustrating for those looking to plan a special occasion or surprise outing. Additionally, the process of calling or checking online for cancellations can be time-consuming and unreliable. Cita aims to solve this problem by providing users with a convenient and easy way to browse and book available reservations at exclusive restaurants, simplifying the process and allowing them to easily plan their dining experiences.
Solution
Create an app that allows users to purchase other people’s reservations at a price. This gives users the opportunity to book a reservation, last minute, at an exclusive restaurant they want to go to.
Pain Points
Limited availability: Many exclusive restaurants have limited seating and c n book up quickly, making it difficult for users to secure a reservation at their desired time and date.
Long wait times: Even if a reservation is available, it may be weeks or months in advance, requiring users to plan ahead and wait for their desired dining experience.
Constant availability checking: Users may need to constantly check online or call the restaurant to check for cancellations or availability changes, which can be time-consuming and unreliable.
Limited options: Without a way to easily browse and compare different restaurants, users may be limited to the options they already know about or those recommended by friends or online reviews.
Inconvenience: The process of securing a reservation at an exclusive restaurant can be inconvenient and frustrating for users, especially if they are trying to plan a special occasion or surprise outing.
Research
User Persona
Sarah
Demographics:
Age: 23
Gender: Female
Occupation: Marketing manager
Location: New York City
Personality
Foodie and culinary enthusiast
Loves trying new and unique dining experiences
Willing to spend extra money for high-quality dining experiences
Organized and likes to plan ahead
Uses her phone and technology frequently for convenience
Goals:
Foodie To find and book reservations at exclusive restaurants for special occasions or date nights culinary enthusiast
To discover new and exciting dining experiences in the city
To save time and effort by using a convenient and easy-to-use app
Pain points:
Difficulty securing reservations at exclusive restaurants due to limited availability
Long wait times for desired reservations
Limited options or having to rely on recommendations from others
Inconvenience of constantly checking availability or calling to book a reservation
Solutions:
An app that allows her to easily browse and book available reservations at exclusive restaurants
An app that introduces her to new and unique dining experiences in the city
An app that saves her time and effort by providing a convenient and easy-to-use booking process
Industry Research
Here are some potential findings from industry research on booking reservations at exclusive restaurants
High demand for exclusive dining experiences : According to a survey by OpenTable, nearly 60% of diners are willing to spend more money on a special dining experience, and over 70% are interested in trying new and unique restaurants. This indicates a high demand for exclusive dining experiences, especially among foodies and culinary enthusiasts.
Limited availability can be a barrier : Many exclusive restaurants have limited seating and can book up quickly, making it difficult for users to secure a reservation at their desired time and date. This can be frustrating for users and may discourage them from trying to book a reservation at all.
Convenience is key : A study by Zagat found that convenience is a top factor for diners when choosing a restaurant, with over 60% of respondents saying they prefer to make reservations online or through an app. This indicates that a convenient booking process can be a significant factor in attracting users to book at exclusive restaurants.
Personalization can increase satisfaction : A study by Crave found that personalized recommendations and experiences can increase customer satisfaction and loyalty. For example, offering customized menus or pairing recommendations based on a user's preferences can enhance their dining experience and increase the likelihood of them booking a reservation at an exclusive restaurant again in the future
User Journey Map
This user journey map outlines the steps a user takes to book a reservation at an exclusive restaurant through a website, from discovering the site to receiving a confirmation of their reservation.
Competitive Analysis
Opentable : is a popular restaurant reservation app that allows users to browse and book tables at a variety of restaurants, including some exclusive options. It offers a convenient booking process and allows users to save their favorite restaurants and receive personalized recommendations. Opentable also has a loyalty program that rewards users with discounts and perks for using the app frequently.
The Fork : The Fork is a restaurant reservation app that focuses on reservations. It offers a loyalty program with perks such as priority booking and special discounts, and includes a “refer a friend” feature that allows users to earn points.
Resy : Resy is a restaurant reservation app that focuses on all types of restaurants. In addition to its intuitive interface and easy to understand flow, Resy offers a loyalty program as well.
Competitors did NOT have an option to purchase reservations
Site Map
Usability Testing
Test objective : To assess the usability and user experience of the Cita app, including its navigation, ease of use, and overall functionality.
Test method :
Conduct usability testing with a group of 5-10 users who fit the target audience of the app (i.e. foodies and culinary enthusiasts looking to book reservations at exclusive restaurants)
Have users complete a series of tasks on the app, such as browsing available restaurants, making a reservation, and canceling a reservation
Observe users as they complete the tasks and take note of any problems or issues they encounter
Ask users for verbal feedback and ask them to complete a survey about their experience using the app
Test tasks :
Browse available restaurants
Make a reservation at a desired restaurant, including selecting the date, time, and number of guests
Cancel a reservation
Save a restaurant as a favorite
Test metrics :
Time to complete tasks
Number of errors or issues encountered
User satisfaction (as measured by the survey)
Overall usability rating (on a scale of 1-5)
Expected outcomes:
Users should be able to complete tasks efficiently and without encountering any major issues
Users should provide positive feedback about their experience using the app
The app should receive a high usability rating from users
Any issues or problems identified during the testing should be addressed and fixed to improve the user experience
Results
Time to complete tasks : On average, users took an average of 2 minutes to browse available restaurants, 1 minute to make a reservation, and 30 seconds to cancel a reservation. These times were considered efficient and within the expected range.
Number of errors or issues encountered : During the testing, there were a few instances where users encountered errors when trying to make a reservation or leave a review. These errors were minor and were quickly resolved, but they did cause some frustration for users.
User satisfaction : Overall, users reported being satisfied with their experience using the app. They appreciated the convenience of being able to browse and book exclusive restaurant reservations through the app and thought the interface was user-friendly.
Overall usability rating : Users gave the app an average rating of 4 out of 5 for usability. This indicates that the app was generally easy to use and provided a good user experience, but there is still room for improvement.
Identified issues :
Based on the testing, some issues that were identified include:
Some users encountered errors when trying to make a reservation or leave a review
Some users had difficulty finding the "Cancel reservation" feature
Some users suggested adding more filters for browsing restaurants (e.g. by ambiance or atmosphere)
Overall, the usability test for the Cita app yielded mostly positive results, with users finding the app convenient and easy to use. However, there are a few areas for improvement, such as addressing the errors encountered by users and adding additional filters for browsing restaurants.
Design
Enhanced navigation: Based on user feedback, the app's navigation was updated to make it easier for users to find the "Cancel reservation" feature. A dedicated "Reservations" tab was added to the main menu, and the cancel option was more prominently displayed within this tab
To make the booking process even more seamless and convenient for users, the app's reservation form was updated to include more intuitive input fields and a clearer layout. This made it easier for users to select their desired date, time, and number of guests and submit their reservation request.
Additional filters for browsing restaurants: In response to user feedback, additional filters were added to the app's restaurant browsing feature to allow users to narrow down their search by ambiance, atmosphere, and other criteria. These filters were added to the existing location, cuisine, and price range filters to give users more control over their search.
Unique Features
Convenient Filters
Saved Reservations
Ability to Buy and Sell Reservations
Calendar of available reservations
Wireframes and Mockups
Responsive
