Product Design and Visual Identity - ShiftDrink
Designing an AI-powered knowledge management experience for restaurant professionals.
ShiftDrink is a groundbreaking knowledge management application designed to empower restaurant professionals with the educational tools needed to deliver exceptional service, build confidence, and advance their careers.
2024
Mobile First Product Design
Visual Identity
Brand Guidelines
Motion Graphics
Research
Design System
Roles
Visual Design and Branding - Michael Charles Brown
UX Design - Bryan Shoffit
Development - Scott McDonald
The Challenge
The Problem
The restaurant industry is plagued by high turnover and significant challenges in staff education. Training is often inconsistent, time-consuming, and expensive, leading to a lack of continuity in service quality. ShiftDrink addresses these challenges by serving as a single source of truth for all training materials and resources.
The Goal
The goal was to design a tool that not only functions effectively but also engages and delights users, ensuring it becomes an integral part of their daily routine rather than a chore. The app needed to balance personality with practicality, packing in a wealth of information while remaining user-friendly and visually appealing.
The Solution
ShiftDrink’s cutting-edge, AI-powered platform is tailored to simplify and elevate staff training. Our mission is to create a seamless, user-friendly experience that equips servers, bartenders, and managers with the essential skills and confidence required to excel in their roles. By driving better service, boosting customer satisfaction, and increasing revenue, ShiftDrink is an indispensable asset for modern restaurants.
Research
Target Audience
ShiftDrink is designed for a diverse range of restaurants, from small operations that can benefit from time-saving tools to large organizations needing to communicate and train staff en masse. It’s particularly valuable for establishments that prioritize educated staff but may not have the budget for a full-time sommelier or dedicated training programs. The app is equally useful for restaurants looking to streamline training processes and ensure consistent, high-quality service.
Customer Interviews
Our research began with in-depth customer discovery interviews, where we explored the concept and identified key pain points within the industry. We assessed the willingness to pay, evaluated the time spent on training, and pinpointed areas where ShiftDrink could deliver the most value. These insights were crucial in shaping the app’s development and ensuring it met the real needs of restaurant professionals.
Scalable
Design System
The initial concept focused on wine pairing and knowledge, but as our research progressed, we discovered that a more comprehensive training tool was needed. Managers expressed a strong need for a reliable source of truth that extended beyond wine to cover all menu items. We expanded the scope to include quizzes, accountability features, and detailed tableside tasting notes, creating a tool that saves time and enhances staff knowledge across the board.
Marketing
Materials
The design process was inspired by a blend of traditional and modern influences. We researched design systems and drew inspiration from classic Campari ads, seeking to create a visual identity that was both timeless and contemporary. Font selection and color schemes were carefully chosen to evoke the richness of wine and the vibrancy of restaurant culture. We experimented with illustrations, photography, and color palettes that reflected the hues of grapes and wine.
Outcome
Through the creation of a scalable design system and a comprehensive library of components, we not only achieved our MVP but also laid the groundwork for future growth. The app’s design and development were streamlined by using AI to transition from Figma to code, and we established a strong brand identity that resonated in our pitch deck and promotional materials. The app's impact can be measured by improved staff performance, increased customer satisfaction, and positive client feedback.
Key Takeaways
One of the key lessons from this project is the importance of flexibility and adaptability in design. The initial idea often evolves, and it’s essential to build systems that are modular and neutral, allowing for pivots in direction without sacrificing quality or consistency. Setting up a flexible infrastructure allowed us to respond to new challenges and opportunities as they arose.
MCB Creative is the design studio of Michael Charles Brown, creative lead and visual designer based in Los Angeles, specializing in branding and product design.
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