UI/UX Design Thinking: Rumadining Website
Rumadining is a versatile business offering kitchen studios, venue rental, wedding organizing, and event organizing services. The company’s clients include high-profile organizations such as Astra, Komisi Pemilihan Umum, Prochiz, Kementerian Kelautan dan Perikanan, Inaco, and Central Park. The goal of this case study is to redesign the Rumadining website using Design Thinking methodology to ensure a more efficient, intuitive, and user-centered experience, tailored for their corporate and individual clients.
1. Empathize (Empathy)
The first step is to deeply understand the users, their needs, behaviors, pain points, and the overall goals of the website.
User Research
Target Users:
Corporate Clients: Decision-makers at companies like Astra, Komisi Pemilihan Umum, and Kementerian Kelautan dan Perikanan who seek to book venue spaces, organize events, or rent kitchen studios.
Individuals (Couples, Event Planners): People planning personal events, including weddings, corporate events, and parties, who are looking for venues or event organizing services.
Event Organizers: Professionals who want to book venues, arrange event logistics, and understand available services.
Research Methods:
Surveys & Interviews: Conduct surveys and interviews with corporate clients and individual customers to understand their needs, frustrations, and goals when using the website.
Competitive Analysis: Study competitors in the event organizing and venue rental industry to learn from their strengths and weaknesses.
Heatmaps & Analytics: Use website analytics to understand user behavior, navigation patterns, and areas where users drop off or face issues.
User Personas
Based on research, here are two user personas for Rumadining:
Persona 1: Hadi, 45 years old (Corporate Client)
Profile: A corporate executive at Astra looking for a venue to host a business event.
Goals: Quickly find venue information, book the space, and coordinate event details like catering and equipment.
Frustrations: Difficulty finding specific information on services, unclear booking process, and lack of professional presentation of venue options.
Persona 2: Rina, 30 years old (Individual Client)
Profile: A bride-to-be looking for a venue and event planning services for her wedding.
Goals: Easily browse and compare venue options, get information about catering and wedding planning services, and book a venue.
Frustrations: Overwhelmed by cluttered navigation, difficulty finding event-related information, and confusion over service packages and prices.
Key Insights from Research:
Pain Points:
Navigation and Information Overload: Users find it difficult to locate detailed information about venue options, services, and pricing. The website is cluttered with too many choices and pages.
Slow Performance: Pages with event details or venue images take too long to load, frustrating users.
Confusing Booking Flow: The booking process is not clear, and users struggle to make reservations or inquiries through the website.
Inconsistent Visual Design: The design lacks visual consistency, which makes it difficult for users to understand how different sections of the website are related.
User Needs:
Clear Navigation: The website should have clear categories and easy access to information related to venues, event services, and pricing.
Responsive Design: The website should load quickly and display properly across all devices.
Seamless Booking Process: A user-friendly, step-by-step booking process that guides users from venue selection to booking confirmation.
Professional and Cohesive Visuals: A modern, consistent design that conveys the professionalism of the services offered by Rumadining.
2. Define (Problem Definition)
Based on insights from the Empathize phase, we can define the core problems that users face and articulate the problem statement.
Problem Statement:
For: Corporate clients, event organizers, and individuals planning personal events.
Who: Struggle with finding venue and event service information, navigating the website, and completing bookings due to unclear navigation and a slow, inconsistent design.
The Problem: Users have difficulty browsing and comparing venue options, understanding service details, and completing bookings efficiently due to cluttered navigation, slow page load times, and poor visual cohesion.
The Goal: Redesign the Rumadining website to provide an easy-to-use, visually cohesive, and efficient experience for users to browse services, book venues, and get event-related information seamlessly.
User Stories:
Hadi’s Story: "As a corporate client, I want to quickly find venue options, check availability, and book a space without getting lost in confusing menus."
Rina’s Story: "As a bride-to-be, I want a simple and clear process to find a venue, compare services, and book everything for my wedding without hassle."
3. Ideate (Idea Generation)
In the Ideation phase, we explore potential solutions to address the identified problems.
Brainstorming Solutions:
Improved Information Architecture:
Redesign the navigation menu to clearly categorize content (e.g., Venues, Kitchen Studios, Event Services, Weddings, and Corporate Events). Each category should have a dedicated section with detailed information, images, and pricing.
Implement filters and search functionalities to help users easily sort venue options based on location, capacity, type of event, and price range.
Enhanced Booking Flow:
Create a step-by-step booking process with clear instructions for each phase (select venue, choose services, check availability, confirm booking).
Add a live chat or contact form for real-time assistance or inquiries during the booking process.
Performance Optimization:
Ensure image optimization and fast-loading pages for venue information, photos, and event details.
Lazy load content where necessary, so that the website doesn’t overwhelm users with slow load times.
Visual Design Consistency:
Implement a modern and clean design, using consistent colors, fonts, and images that reflect the professionalism and elegance of Rumadining’s offerings.
Use high-quality images of venues, events, and services to create an engaging visual experience.
Client Testimonials and Case Studies:
Display client logos (e.g., Astra, Prochiz) and testimonials on the homepage and relevant pages to build trust and credibility.
Add case studies or event highlights to showcase successful corporate events, weddings, and other events organized by Rumadining.
4. Prototype (Prototyping)
In this phase, we create visual representations of the proposed solutions.
Wireframes and Mockups:
Homepage Wireframe: Showcases key sections such as Venue Listings, Event Services, Client Testimonials, and Call to Action buttons for inquiries and bookings.
Venue Page Mockup: Displaying detailed venue information with a large hero image, clear descriptions, price ranges, and availability calendar.
Booking Flow Prototype: A streamlined step-by-step process for selecting a venue, adding services, and confirming bookings, including progress indicators.
High-Fidelity Prototype:
Create an interactive prototype with tools like Figma or Adobe XD to simulate the booking process, venue exploration, and user interaction with the website.
5. Test (Testing)
During the Testing phase, the goal is to evaluate the prototypes and make necessary improvements.
Usability Testing:
Participants: Corporate clients (e.g., Hadi) and individual clients (e.g., Rina).
Test Scenarios:
Corporate Scenario: Test the ability of corporate users to browse venue options and complete bookings.
Wedding Planning Scenario: Test the ease of finding a wedding venue, comparing services, and booking.
Metrics:
Task Success Rate: Percentage of users who successfully complete tasks (e.g., venue booking, service selection).
Time on Task: Measure how quickly users can navigate and complete the booking flow.
User Satisfaction: Gather feedback via surveys to understand user comfort, frustration points, and overall satisfaction.
Iteration:
Based on test results, refine the website’s features. For instance, if users struggle with the booking flow, simplify the process or add tooltips for guidance.
Conclusion
By applying Design Thinking to the Rumadining website, we have identified key pain points, defined solutions, and created a user-centered design that focuses on clarity, usability, and efficiency:
Improved navigation and streamlined booking process.
Enhanced performance with faster loading times and responsive design.
A cohesive visual identity that reflects Rumadining's professionalism.
These improvements will provide a seamless and intuitive experience for both corporate clients and individuals, driving better engagement and increased conversions.
