General Assembly project for UXDi.

1. User created menu system
Friday, October 11, 13

2. PRODUCT OR PROJECT DESCRIPTION
The challenge:
Restaurants need unique ways to attract and engage guests.
The solution:
Yummy Now is an interactive menu platform for fast casual
restaurants that need to increase their repeat and word-of-
mouth business. YummyNow enables restaurant patrons to
design and share menu items. Unlike new word-of-mouth
platforms like FourSquare or traditional advertising methods,
it relies on user generated content to increase the quality of
the shared message.
Friday, October 11, 13

3. KEY SCREENS AND FEATURES
https://www.flinto.com/p/7eadbb88
Friday, October 11, 13

4. PLANNING
Friday, October 11, 13

5. INITIAL DESIGN RESEARCH
Method:
Conducted survey, sent out on Facebook, to 35
participants with the majority (29) of respondents
between the ages of 25 and 44 and college educated.
Findings:
• 29 of 35 ate lunch out at least once a week.
• 33 out of 35 ate dinner out at least once a week.
• 65% of those surveyed shared their dining or
cooking activity on Facebook. (bias of having sent
the survey on Facebook recognized!)
• Almost everyone owned a smartphone.
• Almost everyone accessed the internet on their
smartphones while dining out. (30 out of 32)
• Reasons for not downloading apps, in the
following order: Privacy concerns (52%),
advertisements, phone running out of space, and
some felt they took too long to download.
Opportunities Identified:
• Use mobile web instead of downloaded app to
reach restaurant guests, as vast majority of
respondents accessed web while eating out but
less frequently downloaded apps.
• Do not require Facebook for YummyNow system.
A"few"&mes"a"week"
Once"a"week"
Once"every"two"weeks"
Once"a"month"
Less"than"once"a"month"
Never"
How often do you install a new app?
Do you allow your apps to connect to Facebook?
Always'
Frequently'
Some2mes'
Rarely'
Never'
Friday, October 11, 13

6. INITIAL DESIGN RESEARCH
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Vegan
VegetarianPescatarian
Low
carb
Paleo
Atkins
H
igh
protein
(athletic)G
luten
free
N
utfree
O
therfood
allergies
O
ther[free
entry]
O
ther(please
specify)
“Vegan food is becoming mainstream. Movies
like "Forks Over Knives," and a number of others,
started a powerful trend because it showed
medical reasons in addition to lifestyle reasons.”
- Vutetakis
“We’re seeing more people with specialty diets
like vegan and gluten-free.” - Stowe
Always'
Frequently'
Some2mes'
Rarely'
Never'
How often do you order off (not from) the menu?
Do you have any food preferences or restrictions?
Growing trend: Specialty Diets
“Although secret menus have been around for a
long time at chains like Jamba Juice and In-N-
Out Burger—the latter actually publicizes its
secret menu—the concept is starting to catch on
among other fast food chains, according to
NPR.”
From the Huffington Post, February 2013
From the Detroit Hour, January 2013
Growing trend: Ordering off the Menu
Friday, October 11, 13

7. PERSONAS
Sarah, 30
Sarah is a corporate lawyer with a busy schedule living in San Francisco. She
commutes to work each day via bus or Uber, checking Facebook and her
friends’ Instagram feeds between urgent emails from clients and her team.
While her days are long and demanding, she relishes the ability to eat a late
dinner out with her boyfriend at least two nights a week. Three stars, four stars,
whatever the Yelp app on her iPhone says is the hottest new place. Sarah has
earned it. She’s always looking for a new cuisine to try, and she often shares
pictures with her friends on Facebook or Instagram.
But, she’s also watching her weight as the stress from her job can take its toll.
Her boyfriend is the on the Paleo Diet, eating mostly meats and veggies, and
it’s inspiring Sarah to pay attention to her carbs. For lunch, she sticks to
chicken salads because she doesn’t really know what else she can safely
order without going over her 50g plan for each day. All of the lunch shops push
pita with hummus, pizza, sandwiches, and grilled cheese. It would be too time-
consuming to find exotic and new low-carb lunch dishes throughout the city. So
it’s chicken salads for now.
"Each day deserves its own escape."
Drivers:
Rewarding herself after a long day’s work
Exploring different cultures
Keeping her figure
Friday, October 11, 13

8. PERSONAS
Bryan is the restaurant manager for Range Burger, a growing chain of gourmet burger
joints featuring grass-fed and kobe beef, and opening in all of the chicest neighborhoods
in the Bay Area. Bryan works at his restaurant an average 6 days/week and for long,
often 12-hour days. But he’s born for this kind of challenge. He makes a salad before the
lunch rush to stay healthy, often checking his fantasy football stats while he eats. At the
end of the night he drives home to his place just outside the city at the end of his night,
finally getting to play the new Grand Theft Auto and chowing down on a medium rare
burger from the restaurant.
The owners of Range Burger, Jerry and Carlos, call Bryan every morning over the phone
to talk about the numbers from the previous night and discuss the plan for the day. Bryan
has a great relationship with them, and calls them “creative geniuses” because they work
with design firms, architects and advertisers to achieve their vision, which Bryan trusts.
Bryan is tasked with making good numbers through fast service and a happy staff. He
also works with the social media firm that checks sites like Yelp to monitor guest
relationships and make sure customers are happy. He gives input on processes and
equipment, such as the point of sale system, to the owners but is not a final decision
maker for Range Burger.
"This place needs me."
Drivers:
Staying healthy
Respect and appreciation from owners
Making great numbers through quality food and speed
of service
Bryan, 39
Friday, October 11, 13

9. SCENARIO - GUEST CREATES CUSTOM ITEM
Sarah’s Late dinner
Sarah arrives at her favorite sushi place one night after a
late night at the office. Her boyfriend is waiting for her
and anxious to eat. She sighs thinking about how this will
be yet another diet “cheat day” for her this week.
Then, Sarah notices something new - a TV monitor with
menu items listed and a header that says “Guest
Creations Menu - Go to YummyNow.com/
OmakaseSushi.” She opens her iPhone’s Safari browser
and types in “YummyNow.” She immediately sees that
she can search for “paleo,” the diet she’s trying to follow,
or she can order a completely custom item without rice.
Sarah selects her ingredients and submits her roll. She’s
so proud of the name she gave it, Cheat Avoidance Roll,
that she decides to share it with her friends on Facebook.
She earns a coupon for her share and shows it off to her
boyfriend as she tallies up the “likes” on Facebook.
Friday, October 11, 13

10. DESIGN ITERATION | DESIGN HYPOTHESIS
Method:
In order to simulate the TV monitor, I created a paper
prototype and carried it along with my mobile phone,
which held key app screens. I walked around a San
Francisco neighborhood with several gourmet fast food
restaurants and asked general questions as well as
YummyNow-specific questions of restaurant managers.
Restaurants visited: Paxti's Pizza (highly customizable
pizza), Pluto's (made to order salads), and Super Duper
Burger (gourmet fast food).
Findings:
• "Fast casual" restaurants have to be different to
attract customers.
• Speed of service is more important at some
restaurants like burger joints than at brick oven pizza
restaurants where customers expect to wait.
• Some restaurants have daily specials that would
slow the process of entering ingredient.
• Each restaurant had a different point of sale system,
with Pluto's having only a cash register.
Opportunities identified:
• YummyNow could provide that "something different."
• YummyNow will have to ensure that the custom
ordering process does not disrupt the kitchen or
serving flow significantly.
Friday, October 11, 13

11. DESIGN ITERATION | ITERATION 1
Method:
Showed on-phone prototype to two would-be users and
took notes while watching and listening to them walk
through the mobile experience.
Findings and Revisions:
• Wouldn't most want to rate theirs only after eating it?
-> Added rating flow.
• Architecture too heavy -> Changed profile settings
from a menu to an activity counter.
• Call to action "Design your own sushi roll" needs to
be more prominent. -> Changed landing page
layout.
• Point brought up about supporting celebrity chefs
and specialty meals. Questions about searching and
why you’d do it. -> Added comments section and
enhanced search to allow to search tags.
Friday, October 11, 13

12. DESIGN SPECIFICATIONS
Friday, October 11, 13

13. USER JOURNEY
Restaurant Guest sees a TV monitor
with the message: "Design your own Sushi Roll at
YummyNow.com/Restaurant"
Design a sushi roll at YummyNow.com/NaraSushi
The Romance Roll Just added!
Delicious Unagi and sweet potato on the inside
with sweet sauce on top.
Designed by
Susan L.
K-man Favorite Created yesterday
Rice on the outside, Avocado and Yellowtail on
the inside with salmon on top.
Designed by
Matt R.
The Rosen Roll Created 2 days ago
No rice. Avocado and spicy tuna on the inside.
Fried.
Designed by
Matt R.
Guest submits menu item at
YummyNow.com/RestaurantName
f Share
Item submitted to TV
Guest shares menu item with friends on Facebook.
▼
NARA SUSHI
Thank you for sharing
Carrier 12:00 PM
Page Title
http:/
m.yummynow.com/nara
Google
Subtota
l
$9.00
Powered by YummyNow
To order your design, please
let your server know that you've
submitted a creation to the
menu.
Coupon # 11003434
Expires 12/31/2013
Receives coupon for share
Friends who click through
receive coupon for
Restaurant, incentivizing
visits and increasing word of
mouth traffic.
Tells server about menu item and, if
shared, a coupon. Guest reads menu
items to server (v1).
Enjoys custom item
TV menu is updated. Other guests can order from it.
Friday, October 11, 13

14. SITE MAP
0.0 Home
4.1 About Yummy Now
1.0 Partipating
restaurants
1.1 Current
Restaurant
1.1.1 Popular items
1.1.2 Design your own
Select ingredients
Submit menu item
Share
Coupon for order
Your activity*
2.0 Your Activity
2.1 Your coupons
2.2 Your designs Coupons
2.3 Yummed Items Coupons
2.4 Connect or log out
3.1 Results
By item
By creator
Connect to find
friends
By restaurant
Current
location
3.0 Search 4.0 Footer
Submit Flow
Friday, October 11, 13

15. REMEMBER: FIRST RUN EXPERIENCE, HAPPY PATH AND COMMON ERRORS
ITEM SUBMIT FLOW
▼
Carrier 12:00 PM
Page Title
http:/m.yummynow.com/ Google
Nara Sushi
Custom Burger
Jay's Cheesesteaks
Roam Burger
Papalote Burritos
Paxti's Pizza
YummyNow is an interactive menu on
which guests design their own menu
items, name them and share them for
money off your meal.
Participating Restaurants
You're the Chef
▼
Design your own sushi roll
Carrier 12:00 PM
Page Title
http:/m.yummynow.com/nara Google
Select ingredients to go inside* (up to 3)
Avocado
Crab
Ebi (shrimp)
Hamachi
Select wrapping*
Seaweed
Cucumber
* required
Subtotal
$7.00
▼
Omakase Sushi
Nara Sushi
Custom Burger
Jay's Cheesesteaks
Roam Burger
Papalote Burritos
Paxti's Pizza
YummyNow is an interactive menu
system in which restaurant guests can
design their own menu items.
Participating Restaurants
You're the Chef
▼
Name your sushi roll:
For example, "Romance Roll"
Q W E R T Y U I O P
A S D F G H J K L
Z X C V B N M
space_123 return
Submit to Menu
< > Done
▼
Design your own sushi roll
Carrier 12:00 PM
Page Title
http:/m.yummynow.com/nara Google
Name your sushi roll:
Select cooking style (optional)
Baked
Fried
Submit to Menu
The Banshee Roll
Once submitted, your menu item will appear
on the TV monitor as part of the menu.
+ $2.00
Subtotal
$9.00
http://m.yummynow.com/
Would Like to Use Your
Current Location
OKDon't Allow
▼
List of participating restaurants
Design your own rollRestaurant landing page Name your roll Confirm and submit
Carrier 12:00 PM
yummynow.com/omakase
Carrier 12:00 PM
yummynow.com
Select cooking style (optional)
Baked
Fried
+ $2.00
Carrier 12:00 PM
yummynow.com/omakase
Once submitted, your menu item will
appear on the TV monitor as part of
the menu.
Carrier 12:00 PM Carrier 12:00 PM
yummynow.com/omakase
▼
Design your own sushi roll
Carrier 12:00 PM
Page Title
http:/m.yummynow.com/nara Google
Select ingredients to go inside* (up to 3)
Avocado
Crab
Ebi (shrimp)
Hamachi
Select wrapping*
Seaweed
Cucumber
* required
Subtotal
$7.00
Select cooking style (optional)
Baked
Fried
+ $2.00
Carrier 12:00 PM
yummynow.com/omakase
▼
Design your own sushi roll
Carrier 12:00 PM
Page Title
http:/m.yummynow.com/nara Google
Select ingredients to go inside* (up to 3)
Avocado
Crab
Ebi (shrimp)
Hamachi
Select wrapping*
Seaweed
Cucumber
* required
Subtotal
$7.00
Select cooking style (optional)
Baked
Fried
+ $2.00
Carrier 12:00 PM
yummynow.com/omakase
▼
Design your own sushi roll
Carrier 12:00 PM
Page Title
http:/m.yummynow.com/nara Google
Name your sushi roll*
Select cooking style (optional)
Baked
Fried
Submit to Menu
For example, "Romance Roll"
Once submitted, your menu item will appear
on the TV monitor as part of the menu.
+ $2.00
Subtotal
$9.00
Design your own roll
Carrier 12:00 PM
yummynow.com/omakase
Design your own roll
Design your own roll
Carrier 12:00 PM
yummynow.com
Designed by guests find friends
design your own
< Back < Back
< Back < Back
< Back
Comments:
For example, "My first attempt," or add
hashtags such as #paleo
Comments:
For example, "My first attempt," or add
hashtags such as #paleo
The Romance Roll
Unagi and sweet potato on the
inside with cream cheese...
Susan
2 mins ago >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Carrier 12:00 PM
yummynow.com/omakase
The Romance Roll
Unagi and sweet
potato on the inside
with cream cheese
over top. Fried.
designed by Susan
7 designs
4 designs at Omakase
36 yums
Yum it
< Back
Guest Creation
Did you try it? Rate it!
Created 2 mins ago:
Does it sound yummy?
Creation landing page
Friday, October 11, 13

16. REMEMBER: FIRST RUN EXPERIENCE, HAPPY PATH AND COMMON ERRORS
SHARE FLOW
▼
Post to Wall
Say something about this...
Cancel Share
Banshee Roll
Hamachi inside seaweed and
rice. Baked.
via YummyNow
User views summary of
designed item
Shares on Facebook Receives coupon and
submit summary
View recent submission
Carrier 12:00 PM
yummynow.com/omakase
Share your roll with others and
get $2 off your order.
f Share
Subtotal
$9.00
Banshee Roll
Hamachi inside seaweed
and rice. Baked.
Powered by YummyNow
No Yums yet
Carrier 12:00 PM
facebook.com
▼
Sushi rolls designed by guests
Carrier 12:00 PM
yummynow.com/omakase
design your own
sushi roll
2
1 item created: Banshee Roll (view coupon).
1 yum from anonymous guest.
Connect with Facebook to save and track your
creations for coupons at Nara Sushi.
▼
Sushi rolls designed by guests
Carrier 12:00 PM
yummynow.com/omakase
design your own
sushi roll
1
Thank you :)
To order your sushi roll you must
let your server know that you've
submitted a creation to the menu.
Coupon # 11003434
Expires 12/31/2013
Banshee Roll ($9.00)
Ingredients
Fish inside: Hamachi
With: Avocado
Prepared: Hamachi
Designed by guests find friends
▼
Carrier 12:00 PM
yummynow.com
Designed by guests find friends
1 item created: Banshee Roll.
1 Yum from anonymous guest.
Sign up to get stats and earn coupons.
Dismiss
Dismiss notification
No thanks.
Receives submit summary
design your own
Banshee Roll
Hamachi inside seaweed and rice.
Lauren
Just added >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Rate it:
Banshee Roll
Hamachi inside seaweed and rice.
Lauren
Just added >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Rate it:
X
▼
Sushi rolls designed by guests
Carrier 12:00 PM
yummynow.com/omakase
design your own
sushi roll
1
Hang on a sec!
To order your design you must
let your server know that you've
submitted a creation to the menu:
X
Banshee Roll ($9.00)
Ingredients
Fish inside: Hamachi
With: Avocado
Prepared: Hamachi
Friday, October 11, 13

17. RATE FLOW
▼
Carrier 12:00 PM
yummynow.com
1
Designed by guests find friends
design your own
sushi roll ▼
Carrier 12:00 PM
yummynow.com
1
Designed by guests find friends
design your own
sushi roll
Rate your roll: (or dismiss)
Connect with Facebook to save and track your
creations for coupons at Nara Sushi.
Rate Banshee Roll:
Sign up to get stats and earn coupons.
Dismiss
▼
Carrier 12:00 PM
yummynow.com
Designed by guests find friends
User gets popup notifier Rates highly Option to share rating Dismisses
Rate your roll: (or dismiss)
Connect with Facebook to save and track your
creations for coupons at Nara Sushi.
Rate Banshee Roll:
Sign up to get stats and earn coupons.
Dismiss
User just created something
Rate it on landing page
Banshee Roll
Hamachi inside seaweed and rice.
Lauren
Just added >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Rate it:
Banshee Roll
Hamachi inside seaweed and rice.
Lauren
Just added >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Rate it:
design your own
Banshee Roll
Hamachi inside seaweed and rice.
Lauren
Just added >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Rate it:
▼
Carrier 12:00 PM
yummynow.com
Designed by guests find friends
design your own
Banshee Roll
Hamachi inside seaweed and rice.
Lauren
Just added >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Rate it:
Excellent, Chef!
Wow, 4 out of 4 stars. Let your
friends know about your culinary
success.
Banshee Roll
Hamachi inside
seaweed and rice.
Baked.
f ShareNo thanks.
X
▼
Carrier 12:00 PM
yummynow.com
Designed by guests find friends
design your own
Banshee Roll
Hamachi inside seaweed and rice.
Lauren
Just added >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Rate it:
▼
Carrier 12:00 PM
yummynow.com
Designed by guests find friends
design your own
Banshee Roll
Hamachi inside seaweed and rice.
Lauren
Just added >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Rate it:
1
Friday, October 11, 13

18. REMEMBER: FIRST RUN EXPERIENCE, HAPPY PATH AND COMMON ERRORS
SEARCH FLOW
Search prompt
▼
Carrier 12:00 PM
yummynow.com/omakase
design your own
sushi roll
Designed by guests find friends
Enter item name or search for tags like "paleo"
Dismiss
Enter text here.
Enter text
▼
The Rosen Roll
Fried, unagi and sweet
potato on the inside...
Matt R.
Yesterday
Yum it
Happy Hour Roll
Sweet shrimp and
cucumber on the inside...
Matt R.
Yesterday
Yum it
Carrier 12:00 PM
yummynow.com/omakase
design your own
sushi roll
Designed by guests find friends
Enter item name or search for tags like "paleo"
Dismiss
|Enter text here.
Q W E R T Y U I O P
A S D F G H J K L
Z X C V B N M
space_123 Search
< > Done
Auto suggest
▼
The Rosen Roll
Fried, unagi and sweet
potato on the inside...
Matt R.
Yesterday
Yum it
Happy Hour Roll
Sweet shrimp and
cucumber on the inside...
Matt R.
Yesterday
Yum it
Carrier 12:00 PM
yummynow.com/omakase
design your own
sushi roll
Designed by guests find friends
Enter item name or search for tags like "paleo"
Dismiss
No|
Q W E R T Y U I O P
A S D F G H J K L
Z X C V B N M
space_123 Search
< > Done
Search term entered
▼
The Rosen Roll
Fried, unagi and sweet
potato on the inside...
Matt R.
Yesterday
Yum it
Happy Hour Roll
Sweet shrimp and
cucumber on the inside...
Matt R.
Yesterday
Yum it
Carrier 12:00 PM
yummynow.com/omakase
design your own
sushi roll
Designed by guests find friends
Enter item name or search for tags like "paleo"
Dismiss
No rice
Q W E R T Y U I O P
A S D F G H J K L
Z X C V B N M
space_123 Search
< > Done
Filtered landing page
▼
Carrier 12:00 PM
yummynow.com/omakase
Designed by guests find friendsx Filter: No Rice
▼
Carrier 12:00 PM
yummynow.com/omakase
design your own
sushi roll
Designed by guests find friends
Enter item name or search for tags like "paleo"
Dismiss
No rice
design your own
▼
Restaurant landing page
Carrier 12:00 PM
yummynow.com/omakase
Designed by guests find friends
design your own
The Romance Roll
Unagi and sweet potato on the
inside with cream cheese...
Susan
2 mins ago >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
The Romance Roll
Unagi and sweet potato on the
inside with cream cheese...
Susan
2 mins ago >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
The Romance Roll
Unagi and sweet potato on the
inside with cream cheese...
Susan
2 mins ago > The Romance Roll
Unagi and sweet potato on the
inside with cream cheese...
Susan
2 mins ago >
No Rice
No Gluten
No Carb
#north_beach (tag)
Nori (ingredient)
The Romance Roll
Unagi and sweet potato on the
inside with cream cheese...
Susan
2 mins ago > My Caveman roll
…No rice, with cucumber and tuna.
Susan
2 mins ago >
Glutenfree Glutton
Baked hamachi and tobiko with
no rice and spicy sauce.
Matt
2 weeks ago >
Veggie explosion
…Fried cucumber on the inside with
no rice and ikura...
Matt
last month >
The Romance Roll
Unagi and sweet potato on the
inside with cream cheese...
Susan
2 mins ago >
The Rosen Roll
Fried, unagi and sweet potato on the
inside with tobiko and soy glaze...
Matt
Yesterday >
Happy Hour Roll
Sweet shrimp and cucumber on the
inside with uni on the outside...
Matt
Yesterday >
Friday, October 11, 13

19. THANK YOU
Lauren Lamonica Rosenthal
lamonica.lauren@gmail.com
Friday, October 11, 13