Research Objectives

• Identify pain points in existing dining reservation platforms.

• Explore user behavior for dining preferences, booking habits, and app interactions.

• Address sustainability through surplus hotel dining options.

• Build a strong design system for consistent, scalable, and efficient UI/UX.

• Collaborate with restaurant and hotel partners.

Research Methodologies

1. User Interviews:

   • Participants: 20 frequent diners (locals, tourists, and eco-conscious users).

   • Goals: Understand habits, frustrations, and app expectations.

   • Insights:

     • Need for real-time availability and instant confirmations.

     • Interest in eco-friendly options, like discounted hotel meals.

     • Frustration with complex navigation and hidden fees.

2. Restaurant and Hotel Partner Discussions:

   • Stakeholders: 50+ restaurants and multiple hotels in Amsterdam.

   • Key Findings:

     • Restaurants wanted tools for capacity optimization and dynamic pricing.

     • Hotels faced excess food waste, eager to promote surplus meals.

     • Both valued simple systems for reservations and cancellations.

3. Surveys:

   • Respondents: 400+ diners across Amsterdam.

   • Insights:

     • 62% preferred apps with transparent pricing and real-time booking.

     • 48% abandoned bookings due to complicated processes.

     • 70% valued personalized recommendations and eco-friendly dining options.

4. Behavioral Analysis:

   • Tools Used: Google Analytics, Hotjar heatmaps.

   • Findings:

     • Peak booking hours: 11 AM–2 PM, 6–9 PM.

     • Mobile usage accounted for 65% of traffic.

     • Drop-offs highest at payment stage due to unclear cancellation policies.

5. Competitive Analysis:

   • Studied apps like OpenTable, Quandoo, and Too Good To Go.

   • Opportunities Identified:

     • Enhance eco-friendly features as a market differentiator.

     • Simplify booking processes with dynamic pricing and AI personalization.

Enhanced Focus Areas

1. Design System:

   • Develop modular UI components for scalability and consistency.

   • Ensure accessibility compliance (WCAG standards).

   • Optimize for mobile-first interaction.

2. Eco-Friendly Dining:

   • Introduce “Surplus Meals” from hotels to reduce food waste.

   • Promote sustainability through discounted premium dining options.

3. Restaurant Partnerships:

   • Expand network to 50+ Amsterdam restaurants, offering diverse cuisine options.

   • Implement dynamic pricing for off-peak hours to boost restaurant efficiency.

4. Information Architecture (IA):

   • Simplify navigation into a 3-step booking flow: Search > Select > Confirm.

   • Provide transparent pricing, real-time availability, and clear cancellation policies.

5. Personalization and Engagement:

   • Use AI-driven recommendations based on dining history and preferences.

   • Create filters for dietary needs, cuisine types, and sustainability options.

6. Performance Optimization:

   • Improve load times for seamless user interaction.

   • Ensure clear CTAs for quick decision-making.

Challenges and Solutions

1. Complex Dining Preferences:

   • Solution: Flexible filters (cuisine, budget, eco-friendly options).

2. Sustainability Integration:

   • Solution: Highlight discounted hotel meals as premium eco-friendly choices.

3. Navigation Issues:

   • Solution: Simplify booking process with intuitive IA and transparent design.

4. Drop-Off Rates at Payment:

   • Solution: Add clear cancellation policies, instant confirmations, and upfront pricing.

Outcomes

• 25% drop-off reduction with a streamlined booking flow.

• Increased engagement through dynamic pricing and personalized recommendations.

• Improved restaurant and hotel collaboration with real-time availability tools.

• Eco-friendly dining as a unique value proposition, boosting user satisfaction.