The Namu: Korean Japanese Kitchen & Izakaya

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The Namu restaurant, known for its delectable Korean food and Japanese izakaya, has garnered a loyal customer base in Coral Springs, Florida.

Role

User Research

Interface Design

Brand Identity

Tools

Adobe Photoshop

Adobe Illustrator

Duration

3.5 months

Team

Peter Seo, Visual Design

The Namu’s current online website state

The Namu’s current in-store printed menu

The Problem

It has come to the owners’ attention that their menu and online presence are in need of a revamp. Despite understanding the importance of providing an exceptional customer experience both in-person and online, the restaurant hasn't had the time to fully focus on menu redesign and website updates. Being a fan of the restaurant myself, I volunteered to redesign the menu and update the website free of charge.

The Goal

Develop a strong brand identity that speaks to the Namu’s story, redesign the menu with the customer experience in mind, and launch a new site that increases engagement and online sales.

Step 1. Research

Competitive Analysis
To ensure my menu designs are on par with the best in the Coral Springs area, I began with a thorough competitive analysis. By studying the menu designs of successful restaurants in the vicinity, I identified trends, aesthetics, and navigation techniques that have proven effective in engaging customers. This analysis serves as the foundation for my design decisions, allowing me to create menus that stand out while aligning with industry best practices.

Personas
Understanding the target audience is vital in the menu design process. To gain a deeper understanding of who interacts with the restaurant's menu, I created two personas that represent common customers. These personas provide valuable insights into the preferences, behaviors, and expectations of individuals who engage with the print menu and those who prefer to order online. This understanding helps me tailor my designs to meet the specific needs of these customer segments.

Information Architecture
Having identified the personas, I delved into the information architecture of the menu. By carefully scrutinizing the existing structure, I restructured the menu items to enhance clarity and ease of navigation. Through thoughtful content categorization and effective labeling, I ensure that customers can quickly locate and comprehend the various menu items. For example, I combined multiple dishes containing rice and put them in a new section for Rice Dishes to include bibimbap, donburi, fried rice, and Japanese curry.

In the visual representation below, the dots represent the number of dishes in each menu section.

Step 2. Ideation

The first main menu idea breaks up the menu horizontally for each section of food, giving equal space and importance to each section. By creating visual boundaries between each section, customers can easily navigate the menu to explore different options. The second main menu idea divides the menu vertically, and utilizes space in an innovative way. This concept allows for easy comparison between different items, streamlining the decision-making process.

Both main menu ideas also include a clear section for food labels, such as spicy level, vegetarian, and gluten-free options, ensuring that customers with specific dietary requirements can quickly identify options that fit their needs.

Additionally, we created a separate lunch menu concept that emphasizes menu items suited to the midday meal. This menu design is concise yet comprehensive, promoting quick decision-making while enticing customers with specific dishes or daily specials.

Step 3. Wireframes

Upon presenting the Namu owners with various main menu concepts, a unanimous preference emerged for the second idea to capture the essence of Namu's diverse offerings. To ensure a seamless and visually engaging user experience, a decision was made to increase the page size. This adjustment accommodates the expansive menu, providing each dish the space it deserves to be showcased prominently without overwhelming customers.

The meticulous organization of menu sections and information became a critical aspect of the redesign. The goal was to maintain clarity and navigational efficiency, allowing customers to effortlessly explore Namu's extensive offerings. Even with the expanded page size, the structured layout ensures an intuitive browsing experience. Additionally, I recognized the importance of visual appeal and noted the menu needed ample room for images to further entice customers beyond written descriptions.

Step 4. Mockups

In an effort to embrace inclusivity and authenticity, the high-fidelity mockups incorporate Korean translations for all dishes. This not only caters to a broader audience but also pays homage to The Namu's roots, enriching the cultural connection for customers.

One of the key elements in finalizing the mockups was the careful selection and refinement of key icons. Icons such as spice level, popular dishes, and vegetarian options underwent a meticulous design process to ensure clarity and ease of use for the users. Each icon serves as a visual cue, enhancing the overall user experience.

The design of popular dishes took a creative turn with the incorporation of custom illustrations hand drawn by my collaborator. To add a personal touch, speech bubbles were introduced, featuring direct customer reviews from Yelp. This not only elevates the presentation of popular dishes but also provides valuable social proof, influencing customer choices.

Lastly, the color palette adopted in the mockups—green, brown, and beige—serves a dual purpose. Beyond aesthetic appeal, these colors symbolize The Namu's meaning in Korean, which translates to "tree." This intentional choice aims to create a harmonious visual identity, emphasizing The Namu's commitment to natural, rooted, and authentic dining experiences.