simple website creator

Sazon criollo


How to create the best

experience for a new

restaurant with home

delivery service? 


User Research, UI/UX Designer


Final Assignment for UI/UX Design Specialization offered by Calarts on Coursera.


November 2019,
4 weeks

Tools used

Adobe XD, Balsamiq, Treejack,Microsoft Word

the problem

A new restaurant opens in the city of Santiago de Cuba. Economic food and the country's favorite: Creole food. Located near the University of Oriente, soon the tables are not enough. But their owners have noticed something curious, many people come looking for food "to take home." So, could it be possible to lighten these long queues and waiting times by launching a website with a home delivery service? One important thing that should not be forgotten: in Cuba UberEATS or any other online delivery platform doesn't work. People, at least today, are unable to pay online.


What should I need to know

about restaurants websites?

Here are some things I found that are important for users

• Detailed descriptions of the ingredients of the dishes, as well as quality images
• The location of the business on google maps (to also know how to get there)
• Reservation phone number always at hand
• See the opinions of other consumers

Who are my users?

This is the first thing I would need to know deeply. Who do these long queues?Who would choose this restaurant over other options?

Here is a general overview of them:

Demographics: 18-35 years old, College students with limited income, Urban.
Personality & Attitudes: Hardworking, Curious, Youthful, Liberal, Open-minded
Lifestyles: Active, enjoy spending time with friends, studious, doesn’t have much time.
So, to have a clearer image of how our potential users looks like, I created 3 user personas.

Tree users type

University of Oriente student. Likes big groups, having fun and share time with friends

Mother with a 1-year-old daughter. Too busy to cook in home, often likes
ordering food and save time for freelance work 

He is from Puerto Rico. He likes to come to Cuba in the summer seasons. Is adventurous and likes to explore new cultures


survey says...

Santiago de Cuba is a difficult place in terms of technology and business. Due to the high cost of the internet (around 20% of the average monthly salary), people use it only to search for specific information and communicate with friends on social networks. That is why I decided to apply a small survey to know better what are the expectations for a restaurant website in our city.
[Total people surveyed: 80; Recruitment criteria: People currently residing in Santiago de Cuba]


84% of respondents rarely visit restaurant sites.

The most important thing for them on the website of a local restaurant would be to find cheap prices (45%) and to be able to order home delivery. (24%)

92% reported that they do not follow food businesses on social networks. 

the strategy

Let them buy from the start

When the internet is so limited, people appreciate browsing quickly. So, we add the possibility of ordering from the home page. You see, you add. Do not struggle with sub-navigations.

See the total cost in real time

You want that appetizer, and also meet. You already selected the dessert and your drink, for your wife and son. But you don't know how much is it. That is what happens when you do not see the cost in real-time of what you are selecting. And we did not want that.

Ask for your personal data:
the last thing

We all know that to request a service we will have to give our data, log in with Google or Facebook, or do something similar sooner or later. It is a logical thing, but no one enjoys it. For this reason, we would only ask for the name and address, and at the end of the process. Anyway, people cannot pay online. And to request a home delivery it is not necessary to create an account. Of course, for users who do so frequently, we would give the possibility of remembering their data.


Getting feedback

After performing the sitemap of the site, I create some simple tasks to complete to test the information architecture (this was my introduction to the world of testing) When I finished the visual mockups, I performed an A / B testing among 23 of my friends to discover which were his preferences for banner design. An illustrative image of Creole food won with 78% of the responses.


All together now

what I Learn?

Small details matter, and more in front of users. What information are they seeing at all times? Do they need it? Keeping interfaces simple and useful is the key to better experience and navigation without overwhelming.