SKILLS: Creative direction // Project management // UX/UI designer // Brand designer // Marketing
start to 2016
COO – Founder
Ruleat is a Saas-based on cloud service born to improve the hospitality field’s service. Ruleat allows real-time communication between chef, waiter and manager by creating a seamless connection with the customers.
All the interaction are managed by our android/iOs app in four version: one for customers, one for waiters, one for the kitchen, one for the manager. All together they create a system that is able to improve service and collect useful data for Owners.
Challenge and Research
The idea born by studying the restaurant of Ruleat’s co-founder and after research and survey, we were able to outline the common restaurant problems. In Particular, we focused on:
1) lack of communication between waiter and chef
2) data from existing software were difficult to analyze and so utilize
3) lack of a tool to objectively evaluate the staff performance
This was our MVP.
From the competitor’s study, we discovered that all current system had in common the use of expensive proprietary hardware mainly connected to the managing of the cash desk.
By using Personas we defined our target and the ideal restaurant archetype.
From this study, we decide that our service was instead based on improving customer experience and restaurant’s workflow. After the research, we decide the more useful function to include in the first version.
I was now able to wireframe and prototype our idea to begin testing with different restaurants, this allowed me to design the best UX/UI together with the actual users. As we wanted to start in the Italian market, where restaurant owners are not tech ready yet, the app was designed to be as easy as possible to use during fast work sessions. For this reason, in the first version, I made all function explicit by clear text instead of icons, and high contrasting colours to improve readability.
To place our startup in the food-related company and to make it stand-out we created a new word from the union of the word Rule and Eat, playing with the similar sound of Rule it, meaning that the customer from his side has a better control and experience and the owner can manage better his business. Even more this name, “RULEAT”, is able to link our service to big existing service, like Justeat, and so it could sound already familiar to our client. Orange is our brand colour, it represents our fresh and dynamic service and it is never been using from any big service in the industry.