Yang Chow

Redesign a restaurant site & ordering takeout experience
Designing application
Yang Chow Restaurant is a staple Chinese-American restaurant in the Southern Los Angeles area. It's a popular tourist destination. They currently have three dining locations.

The restaurant wants to expand its business to include takeout. They do not currently offer this service. Yang Chow's website is dated and their online takeout feature is nonexistent.​
Yang Chow has an opportunity to leverage its brand recognition and grow its business in the takeout market. Currently, they are not positioned to succeed in the takeout market. The site could use a revamp to appeal to customers. Yang Chow has an outdated website design that delivers on very few of the features that consumers expect.

Ordering food from their site may concern potential customers. How might we improve on that experience to create an intuitive and pleasant ordering experience?
Design a end to end takeout ordering experience for web
Redesign and modernize the site

The purpose of the website redesign is to bring in a new online takeout feature experience for customers and to help modernize its identity in the space.
UX Designer
  • Research & synthesis other online food ordering practices
  • Implement and execute on d
My Role Task
user research, strategy, interaction design, prototyping, and usability testing
View Web Prototype
Figma, Sketch, Illustrator, Airtable
Timeline completion
2 weeks
Design Goals
  • Create a food ordering purchase flow
  • Create a design that modernizes the brands identity
Research Goals
  • Identity Yang Chow's competitors and evaluate strengths and weakness
  • Understand the experiences of people ordering online
  • Discover pain points that people may encounter
The popularity of takeout and food delivery services is only going to increase moving forward. The industry is starting to adapt to these changes. Yang Chow will be able to help bring a more convenient ordering experience to its customers where the meals can be enjoyed at home.
Market Research
Netflix and Amazon reshaped consumer habits by shifting how we can watch movies and shows or shopping effortlessly without leaving our homes. In a way, it has paved the way of enjoying experiences at home more and with restaurant industry following the similar market models as Amazon and Netflix. The delivery and takeout scene has been growing and it doesn't look like it's going to slow down any time soon. Most restaurants have been trying to keep up with the trends of the ongoing consumer demands for takeout and delivery.
Understanding the market
It was clear to layout what were the general assumptions in the market to help us proceed further with the research
  • Assume the average user were somewhat familiar with online ordering and/or delivery systems i.e. Ubereats, Grubhub, Postmates, Door Dash
  • Social media platforms or food review sites/platforms are essentials for bringing awareness to the brand
  • People don't want to spend time to figure out an order platform, if it is difficult to use
  • We eat with our eyes first, pictures or food descriptions help customers make food decisions easier
General Statistics
A recent study shows the restaurants brands are pushing down these channels.
  • Takeout for pickup is projected to generate $124 billion in sales this year
  • Takeout with direct delivery from a restaurant: $32 billion
  • Takeout with delivery from third-party delivery company: $13 billion
  • Catering for pickup or delivery: $40 billion
Rise of Online Delivery Applications
Consumers are ordering out more
  • Food delivery or pickup apps have brought America the golden age of delivery and takeout: growing 300% faster than dine-in over the past 5 years
  • Well over half of the U.S. consumers grab delivery or takeout at least once a week
3rd Party Delivery Apps
  • Attracts customers that business may have not normally reached (in-sales)
  • Brings exposure to new businesses
  • Higher fee structure brought on to the restaurant that adds pressure to margins
  • User data released to these 3rd party apps, restaurant business may not have access to this info
Businesses would most likely need to consider convenience, efficiency, and cost when transitioning to online takeout and delivery methods. Third party services helped bring many businesses a seamless online ordering experience. Other companies have ended up creating their own native ordering systems via web or app.

To gather more qualitative data about potential customers, I surveyed 18 people and interviewed 6 people. These participants all have had experience with online ordering.
Key Learnings
Looking through the data, the concerns were all even for the most part. Mainly, phone call orders seemed to have an issue of being incorrect. From the notes, they mentioned some places may not repeat the orders. The result may be due to the establishment being slammed with orders via phone call orders. Third party services may fault from the drivers not reaching destination or canceling.
Ordering concerns that go wrong
Important factors needed for ordering
Photos and descriptions of food dishes are the most necessary when ordering.
Preferred channel for ordering
Interviewees preference is online ordering
After the gaining insight from the surveys, I conducted interviews with six participants who often order food. This helped me understand some of the paint points they experienced.
Interview Questions
Insight & Opportunities
How to choose a restaurant?
From the survey and interviews, the interviewees provided how do they decide which place to eat when there are multiple restaurants that serve the same cuisine in the vicinity.
  • Past experiences
  • Friends recommendations
  • Yelp and Google reviews
  • Number of reviews & ratings
  • Cost
  • Appealing photos
  • Posts or reviewed by a reliable source (blogger, sites: the infatuation, timeout, LA Eats)
Key Challenges
Preference to Product
Most users would stick to a certain app or website where they were familiar with. If the service was convenient to use, the users were likely to return.
Accurate Time Estimates
For users, it was important that the time estimation needed to be as accurate for actual pick up or delivery times. It would frustrate customers when the times were delayed due to the driver or restaurant being backed up on orders.
Heuristic Analysis
Yang Chow's website suffered from many issues that may have prevented the business from successfully launching their takeout business moving forward.
The key takeaway was that sites ordering system was nonexistent. Most of the site was static and bland in design. The site did not provide a great experience for ordering.
Competitive Analysis
Yang Chow fell short in terms of many areas. Looking at the competitors, many modern Chinese restaurants offered takeout orders either through a 3rd party service or natively built one. The competitive analysis explored features that restaurant clearly failed at from the the design above.
Comparative Analysis
Since I was designing an online takeout experience for Yang Chow, I needed to explore what features are utilized in market for food online ordering services.
User Persona
I created a persona that reflected who the target representative audience was and who it would need to satisfy. ‍
Information Architecture
Journey Map
I created a ordering situation that would simulates a Yang Chow order experience for the persona. This represented my experience with phone orders I have had in the past as well.
Feature Prioritization
Moving forward, I created a chart that explored what features that would be essential and nonessential in the development for the site.
Site Map
This mapped out a basic run through of the site for a primary user flow.
Interaction Design
User Flow
From the site map, I traced out what a user's possible flow would look like. This outlined how ideally a potential buyer might enter the website and complete a purchase.
The wireframe samples were followed by usability tests that helped improve the overall design for the final prototype. There were a and b testing features showcased below that had made it to the final cut.
Homepage v1
Homepage v2
Cart v1
Cart v2
Menu Ordering Pages
Menu Ordering Page v1
Menu Ordering Page v4
Menu Ordering Page v2
Menu Ordering Page v3
Style Guide
UI Design
From the wireframes to testing, I was able to translate a UI design that would be modern and simple for takeout. There had been difficulty of figuring out which filter system would be the most practical for sorting through the food menu items. In the end, I had settled on the design that would provide on the most screen real estate.
Looking back to original site
This was Yang Chow's prior design for the site before I redesigned it. These images serve as a reminder for the audience to reflect back on the original design before previewing the final prototype.
Final design
Through the testing via the wireframes, I had arrived at the final design for Yang Chow's prototype.
Below, the task is to order takeout for 5:00pm today at the Pasadena location and select the food items: Slippery Shrimp and Yang Chow Fried Rice following after. Then, proceed to checkout
I learned a great deal during this case study that helped me simplify my thought process while designing the takeout experience. There were many things, I personally would have done different in terms of research and design. If there had been more time, I would have tried to gain more insight on the modals and homepage. Looking forward, I will try to implement the personal learnings listed below in future case studies.
Personal Learnings
1. Usability Testing
For the final prototype, I ran out of time to do a final test. I think a final test would help identity additional adjustments and improvements for the online takeout experience. Overall, more testing would have helped in general.
2. Design
After finishing the final prototype, I looked back and thought the order details page could be simplified further. From appearance, there is a ton of content on that page that may feel overwhelming for some people. The design could benefit from more testing mentioned prior in learnings that would assist in simplifying the page.
3. Additional Features
If there had been more time, I would have love to build on add on more customization features or add on suggestion panels. Those features would probably improve the experience incrementally.