DETRACTORS
Find where service fails.
Talk to customers considering cancellation to understand the friction they could no longer accept.
SuperbDelivered changes
Book the table. Complete the profile later.
I separated booking from profile completion, helping restaurant managers secure a slot first and add guest details when service allowed.
- My role
- PRODUCT DESIGNER · SUPERB EXPERIENCE · HOSPITALITY
- Scope
- Restaurant booking and guest relationships during live service.
- Key decision
- Separate securing a booking from completing the guest profile.
Context
A complete guest form could get in the way of serving the guest.
Superb served high-end restaurants, including Michelin-starred clients. Their software needed to match the care of their service, while keeping track of detailed guest preferences.
The guest form was long and poorly adapted to different situations. Walk-ins, quick bookings and a rich customer profile had been treated as one information-gathering task.
Insight
Booking a place and knowing a guest happen at different speeds.
Research focused on both ends of the customer base: dissatisfied customers considering cancellation, and the ambassadors who recommended Superb. Their feedback guided repeated rounds of testing, iteration and delivery.
The design opportunity was to separate the information needed to secure a booking from the information a team could collect over time. Detailed preferences remained valuable; they did not all need to arrive first.
AMBASSADORS
Keep what works.
Use the most satisfied customers’ feedback to understand strengths worth preserving.
SEQUENCE
Match the pace of service.
Let the urgent booking happen before the full guest record is complete.
Decisions
Four essentials to book. Existing knowledge comes with the name.
The walk-in flow was reduced to four essential inputs. As a manager typed a name, autocomplete could retrieve an existing guest’s preferences and information.
Quick booking secured the time slot before the full profile was complete. Details could be added later, with a reminder when information was still missing.
WALK-IN
Ask for the essentials.
Limit the immediate form to the information needed for the booking.
QUICK BOOKING
Separate the slot from the profile.
Keep the reservation moving and leave a reminder for information still to be completed.
RETURNING GUEST
Recover the existing record.
Bring known preferences into the flow through name autocomplete.
Impact
Less information upfront. More room to care for the guest.
The redesigned flows made the form shorter and more relevant to each use case, while keeping the ability to record detailed guest preferences.
Qualitative customer feedback reported an improved experience and higher satisfaction among new and existing customers. The work connected that feedback to concrete changes in how the product supported restaurant service.
What changed, and where
Impact across service, guest knowledge and product decisions
The change simplified the moment of booking while preserving the detail that makes hospitality personal.
01
Restaurant service
Delivered interface changes
The booking could proceed before the full record was ready.
- Walk-in booking focused on four essential inputs.
- Quick booking reserved the time slot and allowed missing details to be completed later.
02
Guest relationships
Documented product behavior
Less initial entry did not mean losing guest knowledge.
- Name autocomplete retrieved returning guests’ information and preferences.
- The platform retained detailed profiles while adapting collection to different situations.
03
Product decisions
Qualitative customer feedback
Both dissatisfied and enthusiastic customers shaped the work.
- Feedback informed repeated cycles of research, testing, iteration and delivery.
- The original case reports improved customer satisfaction qualitatively.
Customer satisfaction findings are qualitative; no numerical timing or satisfaction result is claimed.