MEEA
Where tradition meets innovation
What is MEEA?
MEEA is an upgraded version of a physical restaurant menu, designed to provide a high-end, interactive dining experience. It retains the look and feel of a luxury leather-bound menu, but inside, it features an ultra-thin, high-resolution digital screen. This screen displays an interactive, customizable menu that enhances the dining experience while preserving the sophistication of a classic printed menu.
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MEEA is well-positioned for success in a growing market. With the digital menu industry expected to reach $5.45 billion by 2033 and 88% of diners still preferring traditional menus, there’s a clear need for a solution that combines both.
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Diners value the ease of viewing digital menus before arriving but prefer physical menus at the table, as phone use can feel impersonal. They appreciate friendly, efficient service but dislike long waits and handing over their card to pay. While some are open to QR payments, others find them confusing, especially when splitting the bill. Overall, digital menus are welcomed if well-designed and used to enhance, not replace, the human dining experience.
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The tools that we used for sorting out and processing the data were the following:
Affinitization
How Might We statements and MoSCoW Model
Persona building and Customer Journey Maps
Concept and Brand Identity development
Structure and User Flow Charts
Creating Brand Identity and Prototyping
Creating a brand identity for MEEA and the beginning of the prototyping development, followed by multiple user testing and constant refinements.
