Goals

Starting a project without clearly defined goals is like embarking on a journey without a map – you might discover something, but will you truly reach where you want to go? Goals act as lighthouses for designers – they point the way and help avoid obstacles. By defining what you want to achieve from the outset, every element of the project suddenly makes sense. It’s not just about aesthetics or functionality; it’s about building a path that leads to user satisfaction and business success. With a clear goal from the start, all design decisions become more purposeful and focused. It’s like having a compass in the digital world of design – you always know which direction to go.

Creating a Unique and Personalized Website: Emphasis on individuality and aesthetics reflecting the character and atmosphere of Enoki Sushi Bar. The goal was to create a website that not only presented itself aesthetically at a high level but also stood out from standard solutions offered by delivery companies.

Branding Optimization and Adaptation to Digital Needs: Working on branding, including adapting the logo and other visual identity elements to be more effective in digital media. The aim was to create a consistent and recognizable brand image in the online space.

Intuitive and User-Centric Ordering Interface: Focusing on customer behavior research and adjusting website functions, especially the ordering system, to be as intuitive and user-friendly as possible. This was crucial to ensure convenient and efficient customer service, aligning with users’ familiarity with platforms like Uber Eats or Pyszne.pl.

Mission, Vision, Metaphor

Mission, vision, and metaphor in UX/UI design are like the foundations, roof, and windows of a building. Mission is the foundation that supports the entire project, providing a stable base for further actions. Vision, like the roof, protects and shapes the entire project, giving it a unique shape and purpose. Metaphor is like windows through which the user looks, allowing them to understand and experience the project in a more direct and understandable way. All three elements create a solid and functional structure that defines and directs the project towards success.

Mission: Creating a unique and personalized online experience for Enoki Sushi Bar customers that reflects the brand’s passion and aesthetics and enables easy and intuitive food ordering.

Vision: Building a strong, recognizable Enoki Sushi Bar brand in the digital environment that combines elegance, modernity, and functionality, providing customers with an unforgettable culinary experience.

Metaphor: The project can be presented as a “Digital Culinary Artwork,” emphasizing the combination of artistic food presentation and the restaurant’s venue with a modern, digital ordering platform. This metaphor captures both the creativity and functionality of the project, merging the visual aspects of the restaurant with the practical aspects of the website.

CJM

Customer Journey Map (CJM), or Mapa Podróży Klienta in Polish, is an incredibly important tool in UX/UI design. It can be likened to a screenplay that details every step a customer takes when interacting with a product or service. It serves as a guide, indicating how a user progresses from initial interest to purchase and usage. CJM allows understanding and empathizing with the customer experience, enabling designers and businesses to better tailor their services to real needs and expectations. Through CJM, we can view our product from the customer’s perspective, identifying potential obstacles and moments of delight that impact satisfaction. It’s like directing a movie, where each scene matters for the whole story.

Value Creation:

Precise Presentation of Offer: Presenting a menu with detailed descriptions of each dish, including ingredients and preparation methods. Emphasizing the uniqueness and high quality of offered dishes to support informed meal choices.

Benefits:

Website Atmosphere Reflecting Restaurant Character: Using warm colors and aesthetic graphics that convey the ambiance of the restaurant, providing users with a sense of calm and exclusivity while browsing the offerings.

Difficulty Mitigation:

Intuitive Navigation and Information Accessibility: Designing a user-friendly interface for quick and efficient discovery of desired dishes, along with easy access to contact information and ordering options.

Issues:

Minimization of Information Overload: Avoiding excessive information and visual chaos, crucial in a digital environment. Focusing on clarity and transparency in presentation to facilitate user decision-making.

Customer Tasks:

Efficient and Enjoyable Ordering Process: Simplifying the purchasing process by eliminating unnecessary obstacles, enabling easy dish selection and ordering, and ensuring a smooth transition from selection to order completion.

Features and Services:

Designing an Intuitive User Interface: Developing an interface that is not only easy to use but also reflects the philosophy and style of Enoki Sushi Bar. Incorporating graphic elements created by the co-owner, adding authenticity and uniqueness to the site.


JTBD

Jobs To Be Done (JTBD) is a method that helps understand the specific “jobs” customers want to accomplish when making a purchase decision. It focuses on identifying users’ main motivations and goals, not just product features. In this approach, the customer “hires” the product to solve a specific problem or fulfill a need. JTBD helps creators better align offerings with real expectations and life situations, anticipating how the product will be used in practice.

Providing High-Quality Dish Information:

Customer Goal: I want to know exactly what I’m ordering, including ingredients and preparation methods, to ensure dishes align with my preferences and dietary requirements.

Creating a Pleasant Digital Atmosphere Reflecting the Restaurant’s Character:

Customer Goal: I want browsing the menu and the ordering process to be as enjoyable and aesthetically satisfying as the in-person dining experience.

Facilitating the Choice and Ordering Process Through Intuitive Navigation:

Customer Goal: I want to quickly and easily find dishes that interest me and order them without unnecessary complications and delays.

Ensuring Visual Clarity and Simplicity, Avoiding Information Overload:

Customer Goal: I want the website to be easy to use and not overwhelm me with information, allowing me to focus on choosing and ordering.

Enabling a Convenient and Fast Ordering Process:

Customer Goal: I want to order sushi quickly and seamlessly to enjoy my meal without unnecessary stress.

Creating a Consistent Brand Image on the Website:

Customer Goal: I want the website to reflect the unique character of Enoki Sushi Bar, allowing me to feel the brand’s specificity and offerings.


 

Action Plan

The action plan, based on the Design Thinking and Agile methodologies in website design, visual identity, and research, focuses on a flexible and iterative process. The project implementation for the Nuda Fashion brand includes the following stages:

  1. Analysis and Empathy: We start by gaining a deep understanding of the needs and preferences of the target customers of Nuda Fashion. This involves conducting interviews, surveys, and market research to better understand their expectations and motivations. We also analyze the market context and the positioning of competitors.
  2. Moodboard and Brainstorming: Next, we create a visual inspiration board to capture and convey the brand’s aesthetics, values, and emotions it aims to evoke among customers. At this stage, we encourage creative thinking and the generation of multiple ideas.
  3. Branding Concept and Prototyping: We develop key elements of the brand identity, such as the logo, color palette, and typography. During this time, we also create initial prototypes that are tested and iteratively improved to ensure they align with the brand’s philosophy and message.
  4. Wireframe and Iteration: We design simple sketches of the website, illustrating the basic structure and layout of elements. In the Agile approach, wireframes are continuously tested and improved based on feedback.
  5. UX (User Experience) and Validation: We focus on providing an intuitive and satisfying user experience, including easy navigation, information accessibility, and smooth checkout processes. We validate our approach through user testing and continuous feedback collection.
  6. UI (User Interface) and Implementation: We develop a detailed user interface design that is not only aesthetically appealing but also functional, aiming to reflect the character of the Nuda Fashion brand. At this stage, we closely collaborate with developers to ensure the project is technically feasible and compliant with the latest standards.
  7. Deployment and Optimization: After launching the website, our team monitors its performance and collects data to aid in further optimization. During this stage, we focus on minor adjustments and corrections to ensure the best possible user experience.

Each of these stages is infused with the spirit of collaboration, creativity, and continuous improvement, which is crucial in a product-oriented approach to design.


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Łukasz Ślusarski
Lead account manager