Author and Stakeholders

Author: Kim Nguyen (UX Designer)

Stakeholder: Anh Le (Brand Owner)

Project Background

Banh Cuon Ba Ngoai (Grandma's Kitchen) is a local Vietnamese restaurant featuring one of the most famous Vietnamese dishes called Bánh Cuốn - known as Vietnamese Steamed Rice Roll in English. The restaurant was founded in 2020, with two physical stores in Ho Chi Minh City, Vietnam. Praised by their customers and media for the innovative dish combining traditional flour with different types of vegetables to create a healthier dish. Ba Ngoai Restaurant also prides itself on fresh, high-quality ingredients, hand-made toppings, flavorful taste & continuing creative effort that any eater would appreciate.

The Problem

Since Vietnam has been hit hard by the 2nd wave of the pandemic, they no longer enable dine-in options and decided to only open for take-out or delivery. They currently have a website but outdated and not responsive. They did expand their reach via delivery third-party apps. However, the brand owners realized the overreliance on those apps might hurt their profit in the long run. To maximize their revenue and enhance customer experiences, Ba Ngoai Restaurant is looking for a website that allows customers to order food online without worry and hassle.

Research Goals

We want to gain an understanding of the online ordering experience when it comes to food ordering and how the pandemic makes an impact on user's behavior. Besides, we want to know if any limitations occurred to prevent users from the ordering process.

Research Objectives

  1. Understand the food industry before and during the Covid-19.
  2. Learn how is the online experience when it comes to food ordering. Understand user's pain points, needs and motivations with ordering food online.
  3. Identify key components necessary for online food ordering.
  4. Discover user's needs, wants, motivations and expectations when it comes to choose what or where to eat.
  5. Learn about how the direct and indirect competitors of Ba Ngoai Restaurants are catering to customers' needs, as well as their strengths and weaknesses.
  6. Business side : How easy or hard is for you to offer order online system?

Assumptions

  1. People's ordering behaviors has been changed since the pandemic hit.
  2. People are expecting a similar ordering process with the delivery apps.
  3. People are using restaurant websites mostly to find out more about product and services.