Overview

La Cocina is a non-profit restaurant incubator based in San Francisco. They were looking to independently revamp their site and asked us to redesign their catering experience and flow.

Goals

La Cocina wanted to emphasize the story of their entrepreneurs' business endeavors, while showcasing their work, educating visitors about the catering process, and simplifying the request process.

Outcome

I currently work with the client's developers to build our suggested user interface and catering flow. They liked what we came up with so much that they decided to use the homepage design we suggested, which was outside of our initial deliverables.

Skills, Methods &Deliverables:

Affinity maps
Research & testing
Client Facing
Clickable, Digital Prototype
Interviews
Journey maps
Personas
Survey design and execution
User Flows
User Journey Maps
User Testing
Visual Design
Wireframes

Tools Used:

Sketch 3
Adobe Illustrator
Adobe Photoshop
Omnigraffle
Invision

To learn more about the process involved for this case study, read on....

Discovery, Research & Testing

This was to work through and synthesize concepts we'd been hearing: the public idea of catering, La Cocina's brand identity, and what services they provide.

Client and Research Take-Aways:

Brand attitude: "Folksy and friendly"
The decision process to choose a caterer: cost, quality, reliability, recognition, giving back to community, etc.
Confusion about what catering is: ordering food items? or trusting event management to make the decision

Personas

Major Discoveries: Too many questions = user anxiety

"Wait, is this form my only chance to communicate with the caterer? I have more details than this question informs them about!"

- Ross, FORM DESIGN TESTER # 8

Messy User Experience Mapping in progress (click to enlarge)

Generally, any catering process starts out with some degree of stress and anxiety.
Long forms bring ANXIETY, users desert their task.
Reassurance through education and feedback imparts a good feeling for users.