My Framer Site

Generating User Trust

Overview

http://www.opentable.com/

OpenTable is an online restaurant-reservation service company founded by Sid Gorham, Eric Moe and Chuck Templeton on July 2, 1998 and is based in San Francisco, California. In 1998, operations began with a limited selection of restaurants in San Francisco.

Project Summary

OpenTable approached our team wanting to find a way to increase user trust and bookings on their existing app.

Role

UX Designer

Timeline

5 Weeks

Platform

Mobile

Team

E. Michele Brumbaugh

Anna I.

Methods Used

Heuristic evaluation

Usability testing

Competitive benchmarking

Mind mapping

Crazy 8s

Priority matrix

User flows

Wireframes

High fidelity prototype

Tools

The Problem Space: Generating User Trust and Traffic

The Problem Space:
Generating User Trust and Traffic

Opentable approached our team and asked us to find a way to increase user trust and the bookings that were generated using their app. Opentable’s app, while functional, lacks features which will generate user trust such as verified user reviews or a user networking capability.

Getting a Feel for the Existing App

Our team started our initial explorations by completing a thorough heuristic evaluation and usability test of the OpenTable app.
We wanted to gain better insight into potential user pain points and "Wow" moments via an initial evaluation.

Our primary takeaway from our heuristic evaluation and usability test of the app were that the OpenTable app had many areas for improvement but was still quite functional overall.

Checking out the Competition

Our team ran benchmarking studies on direct and indirect competitors for the OpenTable app. We ran a direct competitor analysis of the Yelp app and an indirect competitor analysis of the Travelocity app. Our findings were that