CHALLENGE_
Can the usability of Greene King’s Flaming Grill menu be improved using Customer and Employee centered insights?
BACKGROUND_
“Human-Centered Design (HCD) sits at the intersection of empathy and creativity.”(IDEO.org [online] 2018)
HCD is a creative and unique approach to problem-solving which helps designers discover innovative solutions. HCD focuses on improving the usability for the user of a service or product. IDEO.org suggest there are three main phases during the HCD process they are inspiration, ideation and implementation.
According to IDEO.org the HCD process was designed to learn directly from people, become open-minded for creative possibilities, and to focus on the most desirable, feasible and viable solution for the people whom you are designing for HCD is looking at a problem with different lenses. You start with the desirable lens, through this lens you find out the person’s hopes, thoughts, needs and fears. Then you filter these design solutions through the technically feasible lens and then financially viable lens. It is crucial to balance all three to create solutions that are sustainable and successful. By going through these three stages, you build a deep empathy for whom you are designing for.
INSIGHTS_
56%of GK employees and 50% of customers believe the current menu size is too big.
46%of GK employees and 50% customers believe the current menu is not easy to read.
48% of GK employees and 32% of customers rated the current menu aesthetics 3 out of 5 stars.
40% of GK employees find the current menu is most of the time not folded correctly.
(Survey consisted of 50 Greene King employees and 50 customers. Sample size 100.)
FINAL DESIGN_
I have designed a comprehensive menu for customers and employees that is more users friendly and is aesthetically appealing. Customers and Employees insights have fuelled all design decisions. The outcome is an A4 single folded menu that is minimalistic yet fun, that focuses on the dishes instead of over cluttering and distracting the users.
