Redesigning the table booking flow and information architecture of the TGI Fridays' website
The TGI Fridays team was doing a rebrand and asked us to improve areas of the website and mobile app that were performing poorly.
Final designs for the table booking flow and a clickable prototype. This project was completed June 2023.
In this project I was a junior Experience designer together with a mid-weight Experience designer colleague, with oversight from an Experience design director.
I was involved in research, led activities in an ideation workshop with TGI Fridays stakeholders and created wireframes which I validated with usability testing.
In this project I had ownership over the IA, and preparing and running parts of the workshop. This was great for my confidence as a junior designer.
The project was also very rich in terms of research, and definitely expanded my knowledge and experience in that field (especially around troubleshooting and thinking on the fly!).
After a Discovery phase that was conducted by another team of our agency, we were assigned to redesign the table booking flow. To identify the key user pain points we performed research sessions with 8 participants. I was involved in crafting the recruitment brief for our participants and also wrote the discussion guide together with my colleague. I facilitated user interviews and analysed the data we gathered to identify any important themes. We then presented our findings to the TGI Fridays team and did an ideation workshop together that would inform our new designs of the booking flow.
We prepared and conducted an ideation workshop with 4 key TGI Fridays stakeholders, to share the research findings and discuss the best ways that we could address users' pain points within the business and technical constraints. During the workshop, I presented the research findings together with my colleague, and led two sketching activities and a card sorting to address the information architecture (IA) issues that we identified in the research.
After analysing the findings from the workshop, I proposed a new IA that would provide more clarity to users.
I started mapping the Booking flow steps, that were informed from our research findings as well as the ideation workshop. I then did some initial sketches on which I based my wireframes. During those initial wireframing stages, we were communicating with our Engineering team to assess any further technical limitations and other feasibility issues that we would need to keep in mind.
To validate our designs, we did usability testing with 5 participants. I was responsible for writing part of the discussion guide and facilitating the testing sessions together with my colleague. Following the testing, we identified areas for improvement and further refined our designs before handover.
The implemented designs and IA can be seen at tgifridays.co.uk
