Rhea Reid

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  2. Client Preference Center

  1. Accidental Death
  2. Estate Planning
  3. ACH Incentive

Rhea Reid —
  • I'm a product designer with a focus on Information Architecture, Visual Design and Interaction — using design thinking methodologies to solve problems for businesses and users.

Project (4)
~ Holey Raw, Design +Strategy


In this project, I focused on the early user experience challenges of research, planning, setting goals, understanding the user, structuring content and developing interactive sequences. This allowed me to develop a comprehensive plan for the site by defining its strategy and scope, as well as developing its information architecture and overall structure.

Restaurant Concept

Restaurant Name & URL
Holey Raw

Food & drink
Raw, vegan, gluten-free donuts made with organic ingredients.
Customization: nut free (nf) and grain free (grf)

  • Double Chocolate Fudge
  • White Chocolate Matcha (nf
  • Vanilla Caramel Coconut (grf)

Donut Holes
  • Chocolate Fig (nf)
  • Cinnamon Rose
  • Maple Oat (grf)

Custom Order
  • Any 2 donuts with 4 donut hole
  • Assortment of 10 donut hole
  • One dozen assortment of donuts

United States, California, Venice
Delivery Radius: Venice, Santa Monica and West Los Angeles

Main target audience 
The main target audience for my restaurant is busy working folks. When people are running on overdrive, they are more likely to make impulsive food decisions – leading to unhealthy choices and nutrient-empty snacks. Holey Raw solves this issue by delivering nutritious donuts to help curb cravings.

$$ - Moderate

Elevator pitch
We believe that raw food can be enjoyed by everyone. Our donuts are made with love using fresh, organic ingredients. Sinking your teeth into something sweet can be a nourishing and healthy experience.

Target Audience

Roles (groups of people with similar goals)

Strategy: Personas

In order to illustrate the key audience of my product, I decided to build three personas. I combined the major findings from the restaurant concept and target audience with other research I gathered which could impact the future design and strategy.

Strategy pt. 2

User Needs
The website needs to enable the user to:
  • Find out if the restaurant delivers to their area
  • Order food online
  • View the hours for the restaurant
  • View menu and allergen information
  • Customize the order
  • Accessible via mobile device
  • Track delivery for the order

Client Needs

Client Needs
The website needs to enable the client to:
  • To sell food online that will be delivered
  • Provide a system for order customization 
  • Communicate quality and freshness
  • Communicate audience (i.e. not exclusive to vegans) 
  • State company ethics (ex. ingredients from local farmers)
  • Display colorful images of product
  • Compare health facts of product to less nutritious options
Gender – Probably more females than males
Education – College education or higher Occupations – Executives, creatives, healthcare workers
Age – mid 20s to 40s Location– Venice, Santa Monica, West Los Angeles

Psychographics (personality, values, attitudes, interests, lifestyles)

Personality & Attitudes
Open, conscientious, laid-back, happy, cultured

Health-conscious, eco-conscious, spiritual, hardworking, liberal

Physically active, civically engaged, farmer’s market shopper, avid reader, vibrant social life

Outline of Scope

Content Requirements
Content (text, images, video)
“The user will be looking for…”
  • Menu
    • Donuts
    • Donut holes
  • Images of each donut flavor
  • Images of happy customers with their order
  • Text clearly stating delivery radius
    • Venice, CA
    • Santa Monica, CA
    • West Los Angeles, CA
  • Restaurant Mission and History
  • Testimonials
  • Contact information
    • Telephone number
    • Email address
  • FAQ?
    • Are your ingredients organic?
    • Are all of the donuts vegan/gluten-free?
    • Where can I find ingredients and allergen information?
    • Do you cater events?
    • Do you have a minimum order?
    • How much do you charge for delivery?
    • Who can I contact for additional information?

Functionality Requirements 
“The user will be able to…”
  • Add items to cart from menu
    • Plus and minus sign on each item to adjust quantity
    • Buttons on each item to modify allergen requirements
  • Option to choose custom order
    • Any 2 donuts with 4 donut holes
    • Assortment of 10 donut holes
    • One dozen assortment of donuts
  • Checkout
    • Checkout as guest
      • Enter payment info
      • Credit card or debit card
      • Enter delivery address
      • Enter name and phone number
    • Checkout as returning customer
      • Enter login Information (once logged in, previous payment information in saved)
      • Email address
      • Password
      • Option to change saved payment option
  • View real-time order status on a map