TL;DR
The outcome:
Designed mobile booking app for Crepes & Waffles to replace phone-based reservations
Created 3-4 step progressive flow with instant multi-channel confirmation (QR code + calendar)
Balanced modern booking UX with brand's distinctive aesthetic
Addressed Colombian market gap for premium family celebration bookings
What went wrong: No completion rate data, no comparison of booking time phone vs app, no user satisfaction scores. Can't prove this reduced friction without real implementation.
What I learned:
Designing for Colombian family celebrations requires cultural context, not just generic booking flows
Trust-building (clear confirmations, calendar integration) matters more than feature richness for new booking apps
Main challenge
Context:
Crepes & Waffles relied on phone reservations, creating friction for busy users like Carolina (marketing director). Multiple calls to confirm availability, uncertainty about table arrangements, inability to manage changes easily. Users expected the seamless digital efficiency of OpenTable/Resy but adapted to their local favorite restaurant.
Broader market gap:
No specialized premium restaurant booking apps in Colombia catering to family celebrations with transparent, instant cost calculations and cultural context.
My hypothesis:
A bespoke mobile app with progressive disclosure (3-4 steps) and instant multi-channel confirmations would eliminate phone-based anxiety while maintaining brand trust and aesthetic.
The constraints that shaped everything:
Must preserve Crepes & Waffles' beloved brand aesthetic
Need to build user trust in digital system vs familiar phone process
Vague project implementation plan
3-4 clear progressive steps (not overwhelming single form) Transparent cost calculations upfront Instant confirmation eliminates phone call uncertainty
Key decisions:
Progressive disclosure to reduce cognitive load
Multi-channel confirmation (QR + calendar) to build trust and replace phone habit
Cultural adaptation: features for Colombian family celebrations (not generic dining)
Preserved brand's distinct aesthetic while adopting modern booking patterns
The design challenge:
Balancing adoption of global best practices (Resy, OpenTable UX patterns) with Crepes & Waffles' unique brand identity. Too generic = loses brand magic. Too brand-focused = sacrifices usability.
What went wrong?
No completion rate data, no comparison of booking time phone vs app, no user satisfaction scores. Can't prove this reduced friction without real implementation.
About cultural context: Generic international booking apps miss nuances of Colombian family celebrations. Design needs to account for local celebration culture, not just transaction efficiency.
About brand constraints: Working within strong brand identity guidelines elevated the design quality. Constraints force creative solutions that pure "best practice" copying wouldn't achieve.
About trust in digital transitions: Moving from familiar (phone) to new (app) requires over-communicating reliability. Multi-channel confirmations (QR, calendar, likely email/SMS) address psychological barrier, not just functional need.
For next time:
Define metrics: booking completion rate target, time to book vs phone, user satisfaction score
Interview restaurant staff about operational challenges to ensure solution works both sides
