Takeout Ordering System
Cotogna
(2020) San Francisco, CA
Art Direction | Communications | UX Design
March 16, 2020 | SF responds to coronavirus outbreak with Stay Home order
“The Shutdown” - a coalition of six Bay Area counties (San Francisco, Santa Clara, San Mateo, Marin, Contra Costa and Alameda) announces a blanket shelter-in-place for the region as of 11:59pm, and tells residents that they are legally required remain home for all but tasks deemed “essential” until the order ends. Restaurants and coffee shops are only allowed to offer takeout and delivery service.
“Challenge Accepted” - Cotogna responds and announces contactless food & wine delivery and curbside pickup.
March 17, 2020 | The challenges.
Cotogna is an Italian restaurant known for house-made pastas, spit-roasted and grilled meats, and seafood roasted in their wood-burning oven. The menu changes daily according to what’s growing at their farm in Bolinas and other local farms.
The restaurant had not offered takeout before this moment, but took on the challenge to pivot fully to a digital ordering platform. Cotogna’s unique challenges:
Launch fast - Generate revenue as soon as possible and minimize any losses. We needed to launch as quick as possible, the culinary team is already prepping to avoid food waste. Prioritize function.
Timing and pacing - Creating pickup windows and capping orders allotting for cook and prep times. Immediacy is important to ensure the food is presented at its best.
Pars - Setting pars to reflect what’s available.
A daily changing menu - Means a daily task of acquiring from the culinary team on what’s available and offered for the day.
Customization - Including sales tax, SF mandates, service charge, language, delivery range, etc.
Guest and user experience - There are two users: one who orders + one who sets up the program. Ease of use is key.
March 18, 2020 | Building the solution.
Simply, we needed forms that can process payment. After examining and considering different platforms and methods, CognitoForms stood out as a smart, customizable form builder fit for our changing perimeters and needs. The benefits:
Preorder system - Each form reflected a day’s menu, orders, product, and pacing. Guests can plan ahead.
Ultimate customization and flexibility - Had the capacity to customize every line in the form.
Low cost - Free to get started and test, and maintained a very low cost through the duration of this program.
I started on the forms, learning the program as I went. I created a daily form, programming all the necessary parameters, various taxes and charges, menu items, pars, etc. Testing required reviewing the ordering and checkout process, pricing, if/then rules, pars, taxes, mandates, delivery range, and the form’s overall user experience and function.
In collaboration with web designer Jonathan Haring, we designed the landing page which hosts the daily forms, displays the week’s menu, and clear instructions on how to order.
We launched the Cotogna at Home program and fulfilled our first takeout orders on March 19, 2020.
March 2020 | Marketing and communications.
January 2021 | Expansion.
Cotogna moved to a more robust e-commerce platform (Shopify) for online ordering and expanded with a provisions and pasta program and ability to display product images.
Photography: Dora Tsui
Web Designer: Jonathan Haring
Art Direction | Communications | UX Design