Enhancing Customer Experience at
Chai & Kathi Roll
UX Case Study
CX Research
Test
Design
Ideate
Define
Empathize
My Process
Design Thinking Process
Duration: 10 Mar 2024 - 22 Mar 2024
Empathize
Duration: 22 Mar 2024 - 29 Mar 2024
Define
I conducted a online survey with about 23 users using google forms. The study utilizes surveys to collect quantitative data from users who have visited the restaurant. The research seeks to understand the impact of the email verification service on communication efficiency, bounce rates, and overall user experience.
Quantitative Research
No
Yes
Would you recommend Chai & Kathi Roll to your friends and family?
87%
Do you feel that the wait times at Chai & Kathi Roll are reasonable?
52%
Do you find the food at Chai & Kathi Roll to be consistently high in quality?
78%
Do you use online ordering services when dining from Chai & Kathi Roll?
43%
Have you ever experienced an incorrect order at Chai & Kathi Roll?
35%
Do you find the menu at Chai & Kathi Roll to offer enough variety?
70%
RSEARCH PERFORMED
Usability Testing and Iterative
Modifications
Conducted Task-based usability testing, A/B testing using UsabilityHub, Lookback with 20 customers (representative of key personas)
Online ordering: Confusing navigation, unclear progress indicators.
In-restaurant experience: Crowded layout, long wait times during peak hours.
Key Findings
CUSTOMER-FOCUSED EVENTS
Chai and Chat sessions,
pool games, tasting events
Conducted Interactive sessions with local influencers, high engagement (200+ attendees/session). Collaborations with community groups, increased foot traffic, and social media buzz.
17% increase in brand visibility, Positive feedback from 90% of event attendees.
Results and Impact
ITERATIVE CHANGES
Redesigning the Menu &
In-Restaurant Experience
Simplified structure, clear sections, visual elements for popular items.
Streamlined process, clear instructions, mobile optimization.
Redesigned layout, added self-service kiosks, improved waiting area.
User satisfaction and targeted improvements led to a 20% rise in business sales.
40% increase in positive feedback on menu usability.
Positive Outcomes
Marketing Materials, Branding, and Visual Aspects
Design
User Research
Community Engagement
Iterative Design
CHAI AND KATHI ROLL LLC SUCCESSFULLY ENHANCED ITS CUSTOMER EXPERIENCE, DRIVING BUSINESS GROWTH AND ESTABLISHING A STRONGER BRAND PRESENCE. THIS CASE STUDY DEMONSTRATES THE POWER OF UX DESIGN IN TRANSFORMING TRADITIONAL BUSINESSES AND HIGHLIGHTS MY ABILITY TO DELIVER IMPACTFUL SOLUTIONS IN THE RESTAURANT INDUSTRY.
CONCLUSION
Through a combination of
User Persona
Background
Enjoys exploring new cuisines, values convenience and quality in dining experiences.
Priya Patel
32
years
·
Marketing Manager
Find a nearby restaurant that offers quick service, especially during her limited lunch breaks.
Ensure that the food she consumes is consistently high in quality and taste.
Have access to a menu that includes both familiar favorites and new, interesting options.
Goals
List of others user goals
Expects Chai & Kathi Roll to offer prompt service, maintain high food quality, and provide a pleasant dining atmosphere.
Needs clear menu options, a convenient location, and options for both dine-in and takeout.
Appreciates offers or discounts for repeat customers.
Expectations & needs
Limited lunch breaks make quick service essential.
Has experienced inconsistent food quality at other restaurants.
Prefers clear menu descriptions and options for customization.
Pain points & objections
List of points of frustration that the user has encountered
Applications friendly
List of apps he knows and likes
Main Goal
Priya wants to enjoy flavorful and authentic Indian food during her lunch breaks without compromising on taste or quality.
Devices
Social Media
IT & Internet
Apps
Technology
End User
Customers, and Local Community Residents between ages of 18-55
Chai & Kathi Roll is known for its great food, receiving positive feedback for the taste, authenticity, and quality of its offerings. However, the restaurant faces a significant challenge with low customer reach, which is hindering its potential for growth and market penetration. Despite having a strong product, the restaurant struggles to attract new customers and retain a steady flow of repeat patrons. This issue is compounded by limited visibility in the market, inadequate marketing strategies, and a lack of robust digital presence. As a result, Chai & Kathi Roll is not fully capitalizing on its strengths, leading to underwhelming business performance and missed opportunities for expanding its customer base.
Problem Statement
Improve Customer Experience and Retention
Gather and analyze customer feedback regularly to identify areas for improvement and implement changes based on customer suggestions.
Implement a Marketing Strategy
Develop and execute targeted marketing campaigns across social media, local advertising, and partnerships with food influencers and bloggers.
Enhance Digital Presence and Accessibility
Optimize the restaurant’s presence on popular food delivery platforms and ensure accurate, appealing listings.
Objective & Goals
Business Overview
Chai and Kathi Roll, a local restaurant in Indianapolis, specializes in traditional Indian tea (chai) and kathi rolls. Despite a loyal customer base, the restaurant faced challenges in fully understanding and meeting customer needs, affecting overall user satisfaction and business performance.
Tools
Research Duration
10 March 2024 - 16 May 2024 (8 Weeks)
Duration: 01 Apr 2024 - 01 May 2024