This project involved developing a brand and designing a sushi menu & ordering app. The app features an intuitive menu, real-time order tracking, and a seamless checkout process, catering to diverse user needs from busy professionals to health-conscious diners.
Brand Development
For Sora Sushi ("Sora" meaning sky in Japanese), I drew inspiration from Japanese culture, steel, and the national flag to craft a clean, modern brand. A minimalist palette of deep reds, whites, and metallic tones reflects Japan's elegance and simplicity, while the typography and logo balance strength, precision, and usability.
UX Research
Through user research, I identified three key personas: Sophie, a designer with dietary restrictions needing quick customisation; Raj, a sales executive prioritising speed and price filtering; and Linda, a retired teacher who prefers a simple, user-friendly app. Insights showed users value customisation, speed, and ease of navigation, often using filters to find items and double-check orders. They feel frustrated with slow apps, anxious about order accuracy, and relieved when reordering is easy. These personas represent the diverse needs and goals of users, helping to guide the app's design and ensure it effectively addresses their specific pain points and preferences.
Defining the Problem
Based on my research, I defined the problem as the need for an easy-to-navigate sushi app that allows users to browse the menu, customise orders, and track deliveries in real time. The app focuses on customisation, speed, efficiency, transparency, and simple navigation to ensure a smooth, stress-free experience for all users, including those less tech-savvy.
The empathy map below helped me understand users' thoughts, feelings, and frustrations, guiding design decisions to address their needs and create a seamless ordering experience.
Problem Statement: The app must offer fast customisation, clear allergen info, and efficiency for users with dietary needs and busy schedules. It should enable quick ordering, real-time tracking, and group meal sharing while ensuring simplicity, accuracy, and a stress-free experience.
Competitor Audit
To better understand the competitive landscape, I conducted a Competitor Audit of direct and indirect sushi ordering platforms in the UK. The goal was to evaluate user experience, customization options, pricing, and overall usability for both new and returning customers. By analysing competitors like Yo! Sushi, Sushi Kitchen, and Sushi Waka, I identified gaps such as unclear allergen details, friction in checkout processes, and limited customization features. These insights informed Sora Sushi’s design, ensuring a seamless, intuitive, and efficient ordering experience with a strong focus on personalisation and accessibility.
Ideation & Feature Development
In the ideation phase, I focused on features that addressed user pain points, such as order customisation, allergen removal, and portion adjustments. The app includes a visually rich menu with high-quality images, detailed descriptions, and allergen information. Features like quick reordering, real-time order tracking, smart filtering by price and preferences, and a loyalty rewards system enhance the user experience. I structured the app's information architecture with a clear, intuitive flow, ensuring easy navigation from featured deals to checkout.
Wireframing & Prototypes
Using Figma, I created low-fidelity wireframes to refine the layout and usability. After testing, I improved button placement, adjusted font sizes, and streamlined the checkout. The final design featured a Japanese-inspired aesthetic with a clean, modern UI and smooth navigation, including real-time tracking and multiple payment options for a seamless experience.
Low-Fidelity Prototype
High-Fidelity Prototype
Value proposition: The app streamlines sushi ordering with customisation options, real-time tracking, quick reordering, and a user-friendly menu with allergen details. It balances speed, reliability, and convenience, catering to health-conscious users, busy professionals, and those seeking a stress-free experience. By addressing key pain points like slow checkout and order accuracy, it ensures a seamless and efficient ordering process.
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