Discovery of LAYERS
Menu with Digital Cues
We wanted to offer insightful information by implementing a scanning feature through a digital touchpoint that wouldn’t be offered on the physical menu, which would segue to the LAYERS service.
ACCESS THROUGH YELP
When a customer’s location setting is on, Yelp detects their arrival at the restaurant and the customer receives a notification on their phone to access LAYERS for a new digital dining experience.
Designing for the
- Utilise Yelp's competencies to ease the ordering process in order to introduce a new digital ordering service for P.F. Chang's and potentially future restaurants.
- Extend Yelp's service period into the in-dining moment to create an overall holistic experience for the brand.
- Reinforce P.F. Chang's core value of Asian-inspired fusion food through leveraging their Farm to Wok philosophy, a brand promise of fresh ingredients from locally sourced farms.
- Mitigate P.F. Chang's brand misperception of unauthentic Asian food and create brand ambassadors to spread P.F. Chang's true promise in order to expand the franchise worldwide.
Interaction and Experience
CARD STYLE INTERFACE
As customers arrive at the Dining Table (a name that would be re-iterated for the later Iteration), the card style interface served as the ideal way to separate information clearly while affording customers smooth and intuitive interactions.
The Expanded Menu card
This would be the key moment where P.F. Chang's true brand value of their Farm to Work philosophy would be best communicated. Details include food ingredients, local farmers, food allergies, and the popularity of the dish.
Interactions and Experience
Integration of Yelp Tips
We included Tips from Yelp, a feature on Yelp which allows yelpers to share comments about their experiences. We decided to apply Tips rather than reviews, as most reviews are about the restaurant and not specific to each meal.
Reiterating the Menu card
We further iterated on the overall look of the User Interface such as reducing the menu cards' overall screen real estate, and re-aligning the colour scheme to Yelp's brand.