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Rincome (UX/UI)

Rincome is a long-standing Thai restaurant in Northridge, CA, known for authentic Northern Thai dishes, friendly service, and a cozy atmosphere.

Role: Designer

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Company Overview

The owners are known for their friendliness and warm welcomes, often greeting regular customers by their first names.

Target Audience

Locals in the San Fernando Valey area, Students from CSUN, given how close it is to the school.

UX Audit

Web Accessibility

WCAG

  • The website has many contrast issues, and alternate text issues are complex for screen reader users.

Readability

  • The type on the page often gets layered with other types, making it hard to read

  • Sometimes, the text looks weird when switched to mobile views.

Navigation

  • Navigation for users with disabilities seems to be ok

  • The navigation is consistent on all pages besides the ordering page because it's a third party

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UX Audit

Homepage Design

Hierarchy

  • The visuals on the home page is good. It looks presentable

  • The content hierarchy is acceptable

Branding

  • The branding is consistent, but it is not good. It changes from the main site to the ordering site

  • Some of its pages lack branding as if they have no soul.

Visuals

  • Visuals of the food are authentic and actual dishes, but they are not the best-shot photos, which weakens the branding.

Responsiveness

  • The site is decently responsive across sizes for the most part. The only issue is that the text overlaps in some sections.

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UX Audit

Purchasing Flow

Premium Features

  • The ordering functions work well, and applying options to your order and checkout is easy.

  • The site on the order page is functional, but its look might make people ordering skeptical if it is an accurate site or not.

Clear Pricing

  • The pricing is transparent for most items, but some items have formatting issues that can be fixed.

Transparency

  • Most items have explanations and are clear on what's included

  • Some do not have any information.

Checkout Process

  • Checkout is straightforward and includes multiple payment options, and it works well for pickup, carry-out, and delivery.

Confirmation

  • The confirmation is explicit, and it might also send an email.

Receipt & Invoice

  • There is a feature to add emails and a reward system, so there is a receipt system.

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UX Audit

Competitor Analysis

Kop Jai Lai

Website Design & User Experience

  • Second place is Kop Jai Lai.

  • The website has a decent style and good food photos.

  • However, the hierarchy on the landing page is not effective.

  • The main call to action directs users to an article about their location, which sends them off the site instead of keeping them engaged.

  • Other calls to action lead users to click on popular dishes.

Ordering Experience & Accessibility

  • The ordering site is a third-party platform, which is decent but does not match the same style as the main website.

  • The menu is the biggest issue—while it is nicely designed and stylized, it is an image, making it inaccessible for screen readers.

  • On mobile views, the images shrink, making the text harder to read.

Key Areas for Improvement

  • Improve the call to action by rearranging the content hierarchy on the home page to guide users more effectively.

  • Enhance the menu page by ensuring it is not just images to improve screen reader accessibility.

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Old

  • The site is small and has few other pages, just the main parent pages. The ordering site is separate, which is why it is in yellow. This means it links to an external host. That page also does not have multiple pages. It's an ordering system with pop-ups and tabs to help you navigate the menu.

New

  • The New Sitemap aims to make ordering easier and examine the restaurant's background to enhance its local feel.

Summary

  • Making the order online page second guides viewers to order after viewing the menu. Also, having About Us after can be the subsequent interest if the viewer wants to see credibility and background.

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Site Map

Personas

Alex Johnson

Age: 34

Residence: Northridge, CA

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Lifestyle & Habits:

  • Works long hours and often seeks convenient meal options.

  • Values quick and efficient online ordering systems.

  • Enjoys diverse cuisines and is always looking to try new dishes.

Goals & Needs:

  • Desires a seamless online ordering experience with clear menu navigation.

  • Looks for healthy yet flavorful meal options to fit a busy lifestyle.

  • Appreciates timely delivery services and accurate order fulfillment.

Pain Points:

  • Frustrated by websites that are not mobile-friendly or have slow loading times.

  • Dislikes unclear menu descriptions or lack of dietary information.

Personas

Sofia Ramirez

Age: 42

Residence: San Fernando, CA

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Lifestyle & Habits:

  • Manages household meals and plans family gatherings.

  • Seeks family-friendly dining options that cater to both adults and children.

  • Values restaurants that offer catering services for events and special occasions.

Goals & Needs:

  • Wants a variety of menu options that appeal to different age groups.

  • Looks for easy-to-navigate catering information with clear pricing.

  • Prefers healthy and organic ingredients to serve her family's dietary preferences.

Pain Points:

  • Finds it challenging when catering menus are not clearly outlined online.

  • Dislikes limited information about portion sizes and ingredient sourcing.

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CONECT

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