Above is a picture of the old design before revamping . Please expect the new, interactive UI design by the end of 2024, if not sooner.
Stay Tuned!
Project Overview
Timeline:
August - Present.
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Role:
Lead Research & Visual Design—Synthesis, Ideation, Wire-framing, Visual Design, Branding
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Research Methods:
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Conducting user interviews
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Performing competitive & comparative analyses
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Ideation; and
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Wire-framing.
Tools:
Figma, Whimsical​.
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Type:​
Solo project.
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Client-facing project:
Yes.
ABOUT THE BUSINESS
Mesopotamian Aroma (MesAroma) is a local, family-run catering business in the Seattle area that serves authentic Iraqi dishes that date back to old civilizations from ancient Mesopotamia, representing different ethno-religous groups in Iraq. Nevertheless, this business did not have a website to begin with. ​From a technical
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business perspective, having to start building from scratch was a big challenge.
STORY & MISSION
MesAroma was found by a former Iraqi refugee woman and her then teenage son as a way to help the mother integrate in her new community after experiencing homesickness, fear of being alienated or perceived differently, and difficulty adjusting to the new environment. As new refugees at the time, the son was soon enrolled in high school and parents were occupying new jobs. Aside from bureaucracies, going on picnics, camping, and sightseeing were some of this family’s opportunities to get to know their surroundings and connect with locals and other refugees alike.
Besides finding in these activities a getaway from school and work, the social aspect was also important as it offered the family a safe space to make friends; learn more about their new city, State, and country; and share food. As a sign of Iraqi generosity, the woman would always bring something to share at any picnic or potluck she and her family get invited to. What she used to bring was a nice homemade dish from her culture.
By sharing her dishes with others, this businesswoman gained acknowledgment of who she is as a person from that part of the world. In a closer look, it was her entry point to integrate in the society by celebrating a skill she pursues outside the office. A skill she was expected to master as a "Middle Eastern housewife" rather than a superwoman who survived war and violence before planning her family's destiny to the U.S. where she sought safety, integrated, and felt the urge to contribute to her local community. Cooking is, therefore, one of her talented skills. It became her long-term celebration of culture, history, existence, and talent.
RESEARCH PHASE
BRIEF: The preliminary steps of writing this case study involved researching the business, its diverse users, and competing entities in the industry prior to making my design decisions.
A big part of the user research focused on understanding (and empathizing with) the business’ users and their needs. Unlike the other case studies, this one consists of two problem statements and two solution statements that were assessed based on the user research which identified two personas; each reflecting the individuals or groups that this business serves.
I. AFFINITY MAPPING
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Rather than simply mentioning where my user interviews took place and listing the interview findings, I’d like to briefly take you through the process of conducting my affinity map: the analytical tool from which I generated the data.
Initially, let’s take a look at small sample of the guiding questions that led to the end results while examining the business situation prior to and after conducting the interviews.​
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Who is this project targeting?
What type of event have you ordered catering for?
How do you prefer to receive your catering orders?
How do you feel about the process of placing orders from MA?
What are the common business flaws according to most users?
What do you look for when searching for Middle Eastern cuisine?
Hover over me!
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ANSWERS SUMMARY: The project is design to target individuals and groups who plan on hosting big dinners, weddings, or cultural, social, or professional events. Some of these users are from the Middle Easter or have a Middle Eastern descent; and even people who like Middle Eastern cuisine; event planners/organizers of companies, organizations, etc. Overall, there's a common need for having an option and an easy way to list, describe, and sort dishes.
II. BUSINESS ANALYSIS
With a desire to build a unique product, I conducted a comparative & competitive business analysis as a way to discover similarities and difference among other entities in the industry.
I started by looking into some local catering services and Middle Eastern restaurants that offer delivery services such as Garlic Crush and Al-Hamadani. In addition, I viewed a handful of international catering companies until my eyes, mind, and heart equally landed and fell on Bubble Food; a London-based fine catering business that serves gastronomique dishes and dedicates focus on details associated with catering such decoration, offering venus, etc.
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On the one hand, the primary research gave an idea of what's already available while also highlighting what needs to be provided from a new business, cultural, non-adhering perspective that challenges the status quo maintained by several Middle Eastern restaurant. Notwithstanding, one observable difference between Mesopotamian Aroma and other Middle Eastern food business in Seattle is the fast food, chain style associated with the former. Believable or not, what these restaurants serve is presented as "Middle Eastern" food to the average American diner. One might inquire about the relation between the kind of restaurants and their website design. According to my experience in UX design & research, business goals are often implemented in the design process. Thus, it's important to gather information related to business strategy (e.g. goals, the mission, the target market, and the forecasting), most of which was not met upon checking the local comparators and competitors listed above with the lack of a structured evaluation plan to reach user needs and business outcomes.That's where I, a UX designer and researcher, step in to sell the value of UX to stakeholders. Nevertheless, in the case of a friction, that does not dismiss the possibility in which some successful businesses are presented with a less appealing UI/UX design.
As a Middle Eastern myself of a prestigious Baghdadi background, and one who masters culinary skills (whom he learned from his chef mother, international cooking trainings, and independent recipe developing experiences), I may need an entire blog to write a food critique. But for the purpose of this case study, I will keep it relevant to UX design & research.
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On the other hand, I took design inspiration from the British high-end catering business in areas that relate to values, presentation style, and detail orientation combined with the core desire for excellence in balancing authenticity and creativity as manifested by Mesopotamian Aroma's business model and catering concept. As a designer with imagination, I wanted to be inspired enough not to synthesize my source. Rather, to take that inspiration to a point where I show creativity while maintaining authenticity.
III. MEET THE USERS
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IV. SOLUTION STATEMENTS
Ozgün's
The newly designed
website for Mesopotamian Aroma is a transition from a Facebook page to a collection of web pages that allow different actions and features that did not previously exist. With the Schedule Pick-Up page & calendar that appear after placing an order/requesting catering, Ozgün can now select the dish(s) he desires on any particular day & time that work for his events/plans.
Tarina's
The newly designed
website for Mesopotamian Aroma is a platform that offers new & existing customers several navigational and other features to learn about Mesopotamian Aroma’s cuisine, signature dishes as well as their historical and/or cultural significance, view images of dishes, read ingredients list, and check the calendar for past and future events. All of which is accompanied with appealing imagery & description.
V. TASK FLOWS
VI. JOURNEY MAP
The "One-Size-Fits-All" claim has long been debunked by the elders of UX design.
Thus, emphasizing on the "no design fits all" assertion might be a reiteration in the world of UX design. This refutation stems from the hypothesis that each user, or a homogenous user group (aka persona), comes unique with various experiences.
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Unlike my other case studies on this portfolio, I will drift from the typical way of mapping my customer journey. This entails implementing two different scenarios that best represent the functions and amenities of my website as well as the interactions of my potential users as represented in two different personas.
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Scenario I:
Placing an order
Scenario II:
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Viewing past &
future events
VII. SITEMAP
DESIGN PHASE
Coming Soon
Stay Tuned