LITTLE WU

July - August 2019

Digital Menu Redesign

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Little Wu is a restaurant serving Chinese pancakes (Jianbing, 煎饼) in Canberra. This project was part of a bigger campaign that included video creation, social media marketing and menu redesign. The aim was to attract foot traffic by educating the food and culture to potential customers and providing clear menu options.

The Solution

We reimagined the content and layout of the digital menu to reflect the core strength of the products. The solution was based on the current two TV screens in store, the video we have already created and Little Wu’s brand guideline. The process included user research - prototyping - photo shooting - menu development and iterations.

The Deliverables

  • Prototypes

  • Photos

  • Two high-quality videos used on menu screens

The Outcomes

The whole campaign including video creation, social media marketing and menu redesign brought significant outcomes to Little Wu:

  • The views of our promotional video received 15k+ views on Facebook

  • Many positive feedback from customers on Facebook

  • A significant increase of local customers show up in the restaurant

  • The whole campaign lift sales by up to 20%

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So what did we do?

Background

Little Wu opened a new store in Dickson one year ago. They provided Chinese pancake (Jianbing, 煎饼) which is a traditional savoury street food originated in China. The current digital screen menu they were using are shown below. However, based on our research, most local customers have no knowledge of this type of food and they feel hard to understand the food based on the current menu.

The current menu screen

The current menu screen

The first screen

The first screen

The second screen

The second screen

So Little Wu would like us to help them develop a new menu which can

  • educate customers the food and culture, especially local customers

  • display all the available food served

  • align with the existing brand guideline and easy to maintain and update for future changes

Discover - What users want to know before trying a new food?

To fully investigate this question, we conducted observations in stores and interviews with customers and restaurant owners. After the research, we concluded the notes into affinity map to help define the key findings. They mentioned that before trying a new food, they are concerned about

  • the flavour (savoury or sweet, spicy or not spicy, differences among different menu options)

  • the ingredients (nutrition, allergy issues)

  • the final look when they are served (attractive or not)

We also had a look around the menu design of similar products in stores and online, such as burgers, burritos, juices and other Jianbing brand overseas. They gave us great inspiration later on.

Prototype Design — How might we use a menu to introduce Jianbing?

We ran several brainstorm workshop and quickly translated our ideas into a few sketch.

Screen 1 -

  • A Cross-section picture of the food is used to introduce what is inside of the wrap with ingredients lists

  • An introductory video is used to show the cooking process and give an overall review of the food (we can reuse this video we made for Little Wu’s social media before)

Screen 2 -

  • Pictures with final look as well as main fillings to differentiate Jianbings

  • Big and attractive pictures rolling in turns showing both the different fillings inside and the final look

  • A flexible and easy-to-maintain lists of Jianbing

Screen 1

Screen 1

Screen 2 Option A

Screen 2 Option A

Screen 2 Option B

Screen 2 Option B

Develop — Expand on the idea

We did a few user test on the prototypes and got feedback from Little Wu. We decided to choose Option B for Screen 2 because of its flexibility and attractive and big pictures. Also we removed the sides and drinks as Little Wu wanted to focus on their main products - Jianbing. After we got sign-off, we arranged a photo shooting session with Little Wu.

The setting (environment, light, camera)

The setting (environment, light, camera)

The pictures of the final product and its main fillings

The pictures of the final product and its main fillings

Photo shooting of the products from different angles

Photo shooting of the products from different angles

After the photo shooting, we started to edit the photos and put in visual elements, colours. Here are our design thoughts:

  • We chose little white/grey background as it gives a great contrast and makes the content readable.

  • The fonts and colour palette (orange, green) was based on its current logo.

  • We also included a shifting animations among products to solve the trade-off between limited space problem and presenting big and attractive pictures.

  • We also added Chinese translations as the majority of customers are Chinese

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Not finish yet…

After we had the ready-to-use design, we did a few A/B testing and iterated on a few details. For example, we chose the grey background instead of white. We slowed down the shifting between two products from 3s to 5s. We also added the cartoon character of Little Wu’s owner to make the menu more entertaining. Here is our final design.

Screen 1 - Final Design

Screen 1 - Final Design

Screen 2 - Final Design

Screen 2 - Final Design

The Result

We followed up the feedback and result of our design as well as the campaign on social media. We are really happy to see these outcomes! Congrats!!!

  • The views of our promotional video received 15k+ views on Facebook

  • Many positive feedback from customers on Facebook

  • A significant increase of local customers show up in the restaurant

  • The whole campaign lift sales by up to 20%

A snapshot of the online campaign for Little Wu

A snapshot of the online campaign for Little Wu