Ferraro's Kitchen Restaurant & Wine Bar is a unique, classy restaurant located in Miami (1099 NE 79th St, Miami, FL 33138-4203). The restaurant’s website is https://www.ferraroskitchen.com/ .
The restaurant is everything and more since it exceeds the standard expectation of what a restaurant should be. It is an Italian, European, Mediterranean themed restaurant, the best of all Italian styled restaurants in Miami. The restaurant is high end, family and friendly. The restaurant has a large clientele ranging for local patron to visiting tourists. It thus serves clientele of varying ages from young to old. Its romantic outlook may also attract more romantics or couples. It these clients were to use an ordering platform, the locals would likely order from home or workplace, while tourists would likely order from their hotel rooms or when they are already at the restaurant. The restaurant provides varied meal including breakfast, lunch, and dinner. The most online order meals would most likely be lunch and dinner.
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It has a delightful ambiance, and it serves outstanding tasty food and wine. The meals are always impeccable with an amazing range of flavor and color. The aroma is always breathtaking. Guests can start with mouthwatering appetizers and go ahead to have full course meals. The wide range of food prepared and served at the restaurant is unlimited, and patrons are bound to find what suits their fancies. Clients ordering from an ordering platform may be distracted by images of tasty colorful meals that will make them spoiled of choice. Those inside the restaurant may be distracted by the picturesque interiors.
Part B: User Research Plan
It is important to identify the users appropriate (Sherwin, 2013). From what I have already gathered about the restaurant users, they are medium to high end users who like exotic themes, meals, and romantic environment. They are likely to be adventurous experimenting tourists or loyal locals. The individuals are likely to be between 18 and 70 years, with the largest age group being between 25 and 50 years. They are likely to be medium to high-income foodies seeking adventure. The ideal age, likely income, food and beverage preferences of the customer are not clear. They are mere speculation. Their sensitivity to price is also not clear. Understanding these factors would be good for designing their unique experience. Other factors that I am also yet to understand is their food ordering habits and their frequency of using the internet and doing online shopping.
Hypothetically the goals of this study would be to find out the exact users characteristic based on age, income, food and beverage preferences, and their price sensitivity. It is also necessary to know the customer food ordering habits, to design a system the will handle their traffic. This information will be useful in designing a product that users can identify with. The information will also make it possible to design product ranges that suit different users.
The main research question will be; What is the persona of the patron who will use the online food ordering system? Several research questions will be used to determine what customers want from the interface (Goltz, 2014). The question will include the following;
Are a resident of Miami or a tourist to Miami?
What is your average annual income?
What is your occupation
What is your age?
What is your gender?
How often do you call a restaurant to make reservations? What is your experience?
How frequently do you use food and beverage ordering platforms? What is your experience?
What amount of serving would you prefer?
When and why would you order food and beverage ordering platforms?
What do you like about Ferraro's Kitchen Restaurant & Wine Bar?
Would you Ferraro's Kitchen Restaurant & Wine Bar meal online?
The research method will involve the use of a self-administered questionnaire, which will be handed to patrons to fill when they come to the restaurant. The users will be selected randomly; however, an effort will be made to ensure all genders are sampled favorably. Observation will also be used mainly to attempt distinguish responded by age to ensure the sample used is also representative in terms of age. Patrons that make the sample will be requested to participate in the survey when they come to the restaurant; only those who consent will participate. Those who can fill a questionnaire while at the restaurant will get the physical questionnaires to full. Those who prefer to fill the questionnaires latter will be emailed a link to an online version of the questionnaire. Their anonymity will be assured.
Part C: Design
The past experiences, current context, and future goals dictate that the food ordering system should have friendly and adoptable interphase. The design of the platform should be adaptable to the different devices used by the users. It should be easy to understand and use. My only experiences indicate that ease of use and adaptability are the most crucial factors to consider in the designing process. The Gestalt principles apply to the interface design, and the visual structure will make the system appealing to the users. The visual structure will be greatly influenced by color thus warm colors are preferable over dark colors. User vision is not important because it is not easy to capture the visions of all the likely users.
References
Goltz, S. (2014, August 6). A closer look at personas: What they are and how they work. Smash Magazine. Retrieved from https://www.smashingmagazine.com/2014/08/a-closer-look-at-personas-part-1/
Sherwin, D. (2013, September 25). A 5-step process for conducting user research. Smash Magazine. Retrieved from https://www.smashingmagazine.com/2013/09/5-step-process-conducting-user-research/
