There’s nothing quite like the thrill of discovering a hidden gem in the city's heart. I first stumbled upon Got Tea while filming content for my YouTube channel. Got Tea is a boba tea cafe specializing in unique combinations of flavoured tea based in Delhi, India. What started as a mutual love for bubble tea among three friends transformed into a distinctive and diverse experience for the people of the city.

During my visit, the cafe’s founder and I discussed possible collaborations, and that's when the issue with the cafe's menu card was brought up. As a designer, this piqued my interest, and I offered my assistance to help enhance the user experience.

To better understand why ordering a drink was troublesome, a few customers and the staff were questioned. The survey indicated that customers were confused about the ordering process, which led to an influx of customers at the counter, ultimately resulting in an unfavorable user experience.

Based on our user research data, potential solutions included implementing a table menu, offering table service, using QR code scanning menus (online menus), or installing moving screens at the counter. However, after considering various factors such as limitations in the table menu's information, negative feedback on the online menu, and the fact that moving screens did not fit with the cafe's aesthetics, it was decided that the most practical solution would be to redesign the counter menu.

Problems

● Overcrowding:

The customers spent a lot of time at the counter due to difficulty reading and understanding the menu. As a result, they had to take assistance from the boba-rista, which led to overcrowding at the counter.

● Issues with image usage:

The old menu featured photographed images and illustrations, but they were not used effectively. The photographed images were unclear, and the illustrations were hard to visualize, especially for the drinks and food. Due to this, it was difficult for customers to visualize how the product looked before making their purchase decision.

● Constant changes in the menu:

The menu card often features varying products, as the cafe continuously experiments with new offerings in addition to seasonal and themed changes. However, changing items in the old menu proved challenging due to spacing and alignment issues, making it hard to remove, add, or rearrange items while maintaining balance.

● Poor Product Recommendation:

The recommended items were difficult to find on the cluttered menu, which limited customers' decisions and experiences.

Designing a Modular Menu

For a redesign to be successful, it is crucial to have a thorough understanding of the existing design and branding. This knowledge enables the designer to create a design that is consistent and aligns with the existing brand identity. Ultimately, a well-executed redesign should enhance the user experience, strengthen brand identity, and increase customer engagement.

• The flow

  The old menu was divided into seven sections i.e. How to order, featured beverages, recommendations, customization, pick what to pair (toppings and more), combo (bites+drinks), and rewards section.

  Users found this difficult to read because of the clutter and excess information. Therefore, the redesign aimed to streamline the flow of ordering drinks by presenting the menu in a more organized and easily scannable manner.

• Photography

  A set of standardized photographs were incorporated into the menu, with a keen focus on creating an appealing menu aesthetic. These photographs were carefully selected to ensure that they were visually consistent and aligned with the overall branding of the cafe. By utilizing high-quality, standardized images, the menu was able to provide customers with a more engaging and visually stimulating experience, while maintaining a cohesive and polished look.

• Toppings

  In an effort to eliminate customer confusion and improve understanding, the old menu underwent a revision that involved replacing the topping icons with photographs and text. The updated design aimed to improve the user experience by providing customers with a more detailed and clear depiction of the available toppings.

• Grid Design

  With the menu items constantly changing, arranging the content into grids makes it easier to organize without needing to constantly change the layout. Grids done right in design bring out better balance and harmony.

  To introduce new items to the menu, the designer simply needs to replace the content or copy the grid layout. Simple and time-saving!

• Iconography

  Iconography helps the user understand a particular action in the simplest format possible. With this redesign, we wanted to make the iconography more legible and easily understood. For instance, the ice level in a beverage is represented by illustrations of ice cubes, with more cubes displayed as the ice level increases.

  Colored icons were introduced for the same reason. Beverage brands often use the color green to imply that they value health and sustainable food options, while red signifies a warning (in this case, to indicate the drink is hot). By displaying these colors next to the drink to indicate its status and removing other items, such as toppings and add-ons, the user can make quick decisions and better comprehend information.

• Content Alignment

  To improve the differentiation between the food and drinks on the menu, I created two distinct alignments: horizontal and vertical. This allows the user to easily identify each category without much effort. Additionally, alternating the layout creates a better break and flow for the content.

Final Menu

This project was a collaborative effort with the in-house design team at Got Tea to ensure that the new menu design aligned with the existing brand aesthetic and would resonate with the target audience. This project marked the first time our team was working on a menu design, and witnessing our designs come to fruition proved truly rewarding. Overall, the design collaboration process with Got Tea was an exhilarating experience that provided valuable insights and experiences.

By The Founder

"We have seen a remarkable improvement in customer satisfaction since introducing our new menu. The menu's straightforward and user-friendly layout has led to shorter wait times for orders, reduced crowding at the counter, and an overall increased customer experience. While we did include all of the elements from our previous design, we realised that not all were essential to the counter menu. Components like the combo and rewards section made the menu feel overwhelming.

Nonetheless, we continually look for ways to enhance our customer experience and remain committed to providing the best possible service to our valued patrons."

-YuSung Eo, Co-Founder of GotTea