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a closerlook at the user experience of dining

Seth and I were fortunate enough to score reservations at the much hyped Chicago dining establishment, Alinea, this past Sunday. More than just a restaurant, Alinea is a true experience in dining greatness. Based on the concept of multiple course tasting menus, we chose the 12 course tasting and were left feeling as if we ate a full meal and then some.

This truly unique dining experience reminded me of some core user experience principles that can be borrowed from high end dining, and translated for use on the web.

Don’t hover, but be there when you are needed: While dining, we really felt as if we were in a room alone (despite the 6 other diners and 5 waiters in the room) but as soon as I got up from the table to take a trip to the ladies room, I was immediately approached by a waiter who escorted me. As soon as I left the table, Seth tells me they rushed over to replace my napkin and upon my return I was greeted by another waiter waiting to pull out my chair for me. Features on a lot of web sites are what I would consider “need-it-when-I-need-it” features (such as contact us or help). These shouldn’t be splashed all over your home page, but when the user needs it — it should be easy enough to find.

Surprise the eyes, but don’t fall short on the delivery: When you are presented with dishes like those seen in our 12 stop tour, it’s easy to ask the question “Is it just eye candy?” – At Alinea they assure that after your very first bite, you will never again have to ask that question. Every bite was exquisite and lived up to its presentation. Whether it was the hands-free suspended licorice cake (as seen in the picture above) or the coffee five ways served as little gelatinous cubes on skewers, the combinations were surprising and the delivery spot on. In thinking about this lesson, I am reminded of the constant struggle between making something look good and assuring it also functions well. This is after all the goal on most (if not all) web projects we see.

Make it worth the trip: Was making a reservation three months in advance and receiving countless phone calls from the Alinea staff prior to the big night arriving worth the trouble. In one word: Absolutely! It was even worth wearing a fancy dress when the weather was a pleasant 10 below zero. I feel that marketing of the web so easily falls into the “just get them there” category. In this day and age where we have to consider constant competition for our user’s attention, many sources for any information you can imagine and a user base that is growing more and more impatient to get what they want when they want it, we can’t rely on just getting them there. We also have to hope they leave satisfied (and in this case, with a full belly and a happy birthday boy.)