The Problem.
Starting with nothing, and creating the foundation of this restaurant.
With owners who had incredible recipes passed down through generations but no experience in modern restaurant operations, opening a business, or the digital world, this was going to be a difficult challenge – not only was I working on the designs, app, and website, I knew I had to create a great user experience for customers that assisted in the development of this restaurant. The stakes were high – statistics show that 60% of restaurants fail within their first year. We weren’t just building a restaurant; we were crafting an experience that would need to resonate with Lincoln’s diverse community, bridge cultural gaps, and create a sustainable business model.
A seamless user experience.
One of the key factors in Taj Ali’s success was creating a seamless digital experience for our customers. We developed an intuitive mobile app interface that made ordering incredibly simple, whether for pickup or delivery. The interface was streamlined to minimize the steps from opening the app to completing an order, while still providing all the necessary information about each dish. This user-friendly approach to our digital presence helped maintain customer engagement and encouraged repeat orders through a hassle-free experience.
Research.
User research findings
Questions and Feedback
User Personas
Our impact.
Site traffic showed exceptional improvement, with daily sessions increasing from an average of 14 visits to over 70 visits per day – a 400% boost in digital engagement.The January 2025 data shows peak days reaching 84 sessions, compared to just 14 sessions in the previous year, demonstrating the success of our user-centered design approach. This dramatic increase in digital engagement translated directly to business value: online orders increased by 45% within three months of launch, while order processing time decreased by 60%.
Roadmap.
We’ve developed a focused roadmap that addresses key opportunities. Starting with improving our return customer rate from 14% to 25% through enhanced loyalty features, we’ll then optimize our strong mobile presence (currently at 81% of users) to achieve 90% satisfaction. Our strategy then shifts to increasing our already healthy average ticket size from $43 to $50 through smart upselling and premium offerings. Finally, we’ll leverage these improvements to scale our quarterly net sales from $268K to $350K through advanced analytics and targeted marketing automation.
