The New Applebees.com User Experience

The New Applebees.com User Experience
The New Applebees.com User Experience



DESCRIPTION ALBE1004 Applebees.com Phase I Site Relaunch UX Documentation




                                                                            Page   1
The New Applebees.com User Experience
The New Applebees.com User Experience
Considering the Interactions that are required
is part of User Experience Design. Designing         This user experience document addresses the specific Phase 1 design and development of the new Applebees.com. The
here requires some things to be front of mind,       new user experience for Applebees.com is designed to highlight relevant content and food as more tangible items. The goal
organizing principles, screen specifications,        is to provide the user with the experience of being part of the neighborhood. This neighborhood feel is provided through
users expectations, what comes next after an         creative use of imagery and persistent location data combined with recommendations and personal connections.
interaction, identifiers, color hierarchy, content
hierarchy and copy usage and descriptors.            Of particular note is the new menu. The experience of this has been adjusted to show the food as the prime item. With the
                                                     new menu, the Applebee's customer will be able to see the food as a featured item, with an uncluttered experience. Per
User Experience (UX) is about how a person
feels about using a system. User experience          ethnographic research, the menu has been broken into categories based on the customer ordering process. As the
highlights the experiential, affective,              customer progresses, the menu now provides a singular menu item page for each food item. This allows the user to
meaningful and valuable aspects of human-            connect with the menu in an additional way: connecting with their favorite dish, shining food as king, telling neighborhood
computer interaction and product ownership.          stories and illiciting food trial.
But it also includes a person’s perceptions of
the practical aspects such as ease of use and        The wireframes are designed to be used as a blueprint document for all departments to highlight the core functionality and
efficiency of the system.                            layout. These documents are not designed to be pixel-perfect representations. They are meant to show the levels of
                                                     interaction so important to the key areas of Applebees.com. As with most user experience documents, this does not
As user experience is a subjective feeling, it
                                                     illustrate every page portrayed in wireframe format, but focuses on core pages. However, it does show the intended
cannot actually be "designed". Instead, you
can design for a user experience, trying to          audiences user's experience of the new Applebees.com.
enable certain kind of experiences.
                                                     This document will evolve when additional phases of site work are initiated.




                                                                                                                                                                            Page   2
The New Applebees.com User Experience
Site Map




           Page   3
The New Applebees.com User Experience
Applebee's UX
CMS intergration sitemap


                                                                                                                                                                        12

                                                                                                                                                                     site core

     Sitecore
     The Sitecore CMS is architected to follow the
     general structure of the sitemap allowing inline                                                                                                                    0.0
     editing of items. The benefit of this type of                                                                                                                 Applebees.
     structuring is that, in order to grasp the structure of                                                                                                          com

     the back end of the site, an administrator only has       CMS Populated Data Feed                              External Source Insertion                                                                                                                     CMS Built Editable Pages                                                                                                         External Link
     to explore the structure of the functioning site.


                                                                            1.0                         2.0                             3.0                                                          4.0                             5.0                           6.0                         7.0                         8.0                                          9.0                     10.0

                                                                                                                                                                                                     Get Our                                                                              Neighborhood                   International                                Terms and                  Thank a
                                                                             Menu                       Locations                      Gift Cards                                                                                 Carside To Go                   About Us
                                                                                                                                                                                                     Emails                                                                                  Stories                      Franchising                                 Conditions                 Veteran

     CMS Populated Data Feed
     Primarily, the feed based data will be used                                                                                        3.1                                                                         4.0.1                                           6.1                                                    8.1                                          9.1
     for menu items, and can be a feed which will                           1.1
                                                                                                                                                                                                                                                                                                                            General
                                                                                                                                     Buy Gift Cards                                                                Confirmation                                    Careers                                                                                           Privacy Policy
     dynamically update menu items, via                                     Signature                                                                                                                                                                                                                                     Information
                                                                             Flavors
     intelligent cross-tagging of items allowing
     food items to appear in multiple categories if                                                                                                                                                  4.1                             1.0
     required for full menu integration.                                                                                                                                                                                                                            6.2                                                    8.2                                          9.2
                                                                            1.2                                                                                                                   View Sample
                                                                                                                                                                                                                                         Menu
                                                                                                                                                                                                     Email                                                                                                               International                                   Legal
                                                                                                                                                                                                                                                                    History
                                                                           Appetizers
                                                                                                                                        3.2                                                                                                                                                                                Locations                                  Disclaimers

                                                                                                                                         Bulk
     External Source Information                                                                                                      Purchasing
                                                                                                                                                                                                                                                                    6.3                                                    8.3
     The external source areas are components
                                                                            1.3                                                                                                                                                                                                                                           Franchise
     of the site, which while inserted into the                                                                                                                                                                                                                    Overview
                                                                                                                                                                                                                                                                                                                         Requirements
     system via site core are not necessarily                                Salads

     controlled via sitecore's editing features.
                                                                                                                                                                                        0.1                                                                         6.4                                                     8.4
                                                                                                                                        3.3
                                                                            1.4                                                                                                         404 Page                                                                     FAQ                                                 Refranchising               Requires form
                                                                                                                                     Check Balance
                                                                                                                                                                                                                                                                                                                                                      submission
                                                                            Entrees

                                                                                                                                                           3.3.1                                                                                                                                                           8.4                        8.4.1
     CMS Built / Editable Pages                                                                                                                            Balance
                                                                                                                                                                                        0.2                                                                         6.5
                                                                                                                                                                                                                                                                                                                          Request for                Confirmation
                                                                            1.5                                                                            Display                    Redirect from                                                                                                                      Consideration                  page
     The CMS built pages on the site, are                                                                                                                                               previous                                                                    Contact
     available to be inserted via the CMS from                                                                                                                                       Applebees.com
                                                                           Beverages
     the sitecore interface, or they are available
     to be edited inline, via sitecore's insertion.                                                                                                                                                                                                                 6.6
                                                                                                                                                                                                                                                                    Social
                                                                            1.6                                                                                                                                                                                  Responsibility

                                                                           Kids Menu
                                                                                                                                                                                       0.3
                                                                                                                                                                                                                                                                    6.7
                                                                                                                                                                                    Media Content
                                                                                                                                                                                      Overlay
                                                                            1.7                                                                                                                                                                                     Awards
      External Link                                                                                                                                                                                          * Note: In the event of an
                                                                                                                                                                                                             emergency event, the content
      The CMS built external links, are pages that                          Desserts                                                                                                                         would be inserted into the
                                                                                                                                                                                                             hero area on the home page.                            6.8
      are constructed in the same way as CMS                                                                                                                                          0.4
      built pages, however, they live in a separate                                                                                                                                                          When engaged by a user for                          Chef Shannon
                                                                            1.8                                                                                                     Emergency
                                                                                                                                                                                                             more details, they are
                                                                                                                                                                                  Content Takeover
      area. However their integration appears to                                                                                                                                                             redirected to a content page.
                                                                             Extras
      have a seamless connection when viewed
                                                                                                                                                                                       0.6                                                                                                                                                                                            Phase 1
      by a user.                                                                                                                                                                                                                                                                                                                                                                                                                                              Search
                                                                                                                                                                                   Search Results                                                                                                                                                                                      Global
                                                                                                                                                                                                                                                                                                                                                                                        Download            Download
                                                                                                                                                                                                                                                                                                                                                                                                                                 Gift Cards        Twitter   Facebook
                                                                                                                                                                               CMS built content pages                                                                                                                                                                                 Allergen Info       Nutrition info

                                                                                                                                                                                     0.5
                                                                                                                                                                                     Pre-fab
                                                                                                                                                                                                                                                                                                                                                                                                                               Sitemap Key
                                                                                                                                                                                   content page                                                                                                                                                                                       Template Key
                                                                                                                                                                                                                                                                                                                                                                                                                       Main                   Outbound       CMS
                                                                                                                                                                                                                                                                                                                                                                                       1                             Navigation                Links


                                                                                                                                                                                                                                                                                                                                    Spawns media                                       2
                                                                                                                                                                                                                                                                                                                                    content overlay                                                                     Section
                                                                                                                                                                                                                                                                                                                                                                                                                                              Cross Links
                                                                                                                                                                                                                                                                                                                                                                                                                        Pages
                                                                                                                                                Footer 5              Footer 6                    Footer 7                    Footer 8              Footer 9
                                                                                                                                                                                                                                                                                                                                                                                       3
                                                               Footer 1      Footer 2        Footer 3                   Footer 4                                                                                                                                                   Footer 10                Footer 11                    Footer 12

                                                                                                                                              Terms and                                                                       Allergen             Nutritional                                           Carside To Go
                                                               Media        Investors    Int'l Franchising           Refranchising                                   Contact Us                   Careers                                                                         Gift Cards                                             TV Ads                                                                                                Persistent
                                                                                                                                              Conditions                                                                    Information           Information                                                Menu                                                                                                           Footer
                                                                                                                                                                                                                                                                                                                                                                                       4                                                       Navigation




                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Page   4
The New Applebees.com User Experience
Applebee's UX
Main Site Map




                                                                                                                           0.0
                                                                                                                    Applebees.                          CMS /                             Content
                                                                                                                       com                             Sitecore                           Creation




                            1.0                        2.0                            3.0                                                            4.0                           5.0                              6.0                         7.0                         8.0                                          9.0                    10.0

                                                                                                                                                     Get Our                                                                               Neighborhood                   International                                Terms and                 Thank a
                             Menu                      Locations                     Gift Cards                                                                                Carside To Go                        About Us
                                                                                                                                                     Emails                                                                                   Stories                      Franchising                                 Conditions                Veteran




                                                                                      3.1                                                                         4.0.1                                                                                                     8.1                                          9.1
                            1.1                                                                                                                                                                                      6.1
                                                                                                                                                                                                                                                                             General
                                                                                   Buy Gift Cards                                                              Confirmation                                                                                                                                           Privacy Policy
                           Signature                                                                                                                                                                                Careers                                                Information
                            Flavors


                                                                                                                                                     4.1                           1.0
                                                                                                                                                                                                                     6.2                                                    8.2                                          9.2
                            1.2                                                                                                                  View Sample
                                                                                                                                                                                       Menu
                                                                                                                                                    Email                                                                                                                 International                                   Legal
                                                                                      3.2                                                                                                                            History                                                Locations                                  Disclaimers
                           Appetizers
                                                                                       Bulk
                                                                                    Purchasing
                                                                                                                                                                                                                     6.3                                                    8.3
                            1.3                                                                                                                                                                                                                                            Franchise
                                                                                                                                                                                                                    Overview
                                                                                                                                                                                                                                                                          Requirements
                            Salads

                                                                                                                                                                                                                     6.4
                                                                                                                                         0.1                                                                                                                                8.4
                                                                                      3.3
                            1.4                                                                                                                                                                                       FAQ
                                                                                                                                         404 Page                                                                                                                         Refranchising
                                                                                   Check Balance
                            Entrees
                                                                                                                                                                                                                                                                                                      Requires form
                                                                                                            3.3.1                                                                                                    6.5                                                                               submission
                                                                                                                                         0.2
                                                                                                             Balance                                                                                                                                                        8.5
                            1.5                                                                                                        Redirect from                                                                 Contact                                                                           8.4.1
                                                                                                             Display
                                                                                                                                         previous
                                                                                                                                                                                                                                                                           Request for                Confirmation
                                                                                                                                      Applebees.com
                           Beverages                                                                                                                                                                                                                                      consideration                  page
                                                                                                                                                                                                                     6.6
                                                                                                                                                                                                                     Social
                                                                                                                                                                                                                  Responsibility
                            1.6

                           Kids Menu                                                                                                                                                                                 6.7

                                                                                                                                                                                                                     Awards

                            1.7
                                                                                                                                        0.3
                                                                                                                                                                                                                    6.8
                           Desserts                                                                                                  Media Content
                                                                                                                                       Overlay                                                                    Chef Shannon

                            1.8

                             Extras                                                                                                                     * Note: In the case of an
                                                                                                                                        0.4
                                                                                                                                                        emergency event, emergency                                                                                                                                                     Phase 1
                                                                                                                                      Emergency         content would be inserted into                                                                                                                                                                                                                    Search
                                                                                                                                    Content Takeover    the hero area on the home
                                                                                                                                                        page.                                                                                                                                                                          Global
                                                                                            CMS built content pages                                                                                                                                                                                                                     Download            Download
                                                                                                                                                        When engaged by a user for                                                                                                                                                                                           Gift Cards        Twitter   Facebook
                                                                                                                                                        more details, they are                                                                                                                                                         Allergen Info       Nutrition info
                                                                                                      0.5
                                                                                                                                                        redirected to a content page.
                                                                                                      Pre-fab
                                                                                                    content page                                                                                                                                                                                                                                                            Sitemap Key

                                                                                                                                                                                                                                                                                                                                                                       Main               Outbound       CMS
                                                                                                                                                                                                                                                                                                                                                                     Navigation            Links


                                                                                                                                                                                                                                                                                     Spawns media
                                                                                                                                                                                                                                                                                     content overlay                                                                    Section
                                                                                                                                                                                                                                                                                                                                                                                          Cross Links
                                                                                                                                                                                                                                                                                                                                                                        Pages

                Footer 1    Footer 2        Footer 3                  Footer 4                Footer 5                  Footer 6                 Footer 7                   Footer 8                   Footer 9                     Footer 10                Footer 11                    Footer 12

                                                                                            Terms and                                                                       Allergen                  Nutritional                                         Carside To Go
                Media      Investors    Int'l Franchising          Refranchising                                       Contact Us               Careers                                                                            Gift Cards                                             TV Ads                                                                                           Persistent
                                                                                            Conditions                                                                    Information                Information                                              Menu
                                                                                                                                                                                                                                                                                                                                                                                           Navigation




                                                                                                                                                                                                                                                                                                                                                                                                               Page   5
The New Applebees.com User Experience
Applebee's UX
Site Map Menu


                                                                                                                                          0.0
                                                                                                                                      Applebees.               CMS /                 Content
                                                                                                                                         com                  Sitecore               Creation



                                                                                                                                          1.0

                                                                                                                                        Menu




                                                                                                                                                               1.4                      1.5          1.6         1.7             1.8
                                          1.1                                     1.2                   1.3
                                         Signature                                                                                                             Entrees                 Beverages    Kids Menu    Desserts        Extras
                                                                                 Appetizers              Salads
                                          Flavors



                                                                                                                                                               1.4.1                   1.5.1
                                         1.1.2                                   1.2.1
                                                                                                                                                                Steaks                    Beer                                                               Menu Categories Linking process
                                        Under 550                                Appetizers
                                         calories



                                                                                                                                                               1.4.2                   1.5.2
                                         1.1.3                                   1.1.4
                                          Sizzling                                                                                                               Ribs                  Margaritas
                                                                             Ultimate Trios
                                          Entrees

                                                                                                                                                                                                                                                   Each second level menu category links to a
                                                                                                                                                              1.4.3                   1.5.3                                                                 singular food item page
                                        1.1.4                                    1.2.2
                                                                                                                                                               Chicken                 Sangrias
                                       Ultimate Trios                              Sides



                                                                                                                                                              1.4.4                    1.5.4
                                        1.1.5
                                                                                                                                                                                        Classic
                                        Pick n' Pair                                                                                                           Seafood
                                                                                                                                                                                       Cocktails
                                          Lunch


                                                                                                                   1.0.1                                      1.4.5                    1.5.5
                                        1.1.6
                                                                   Learn more                                     Menu Explorer                                 Pasta                   Martinis
                                          Weight                  about Weight
                                         Watchers                   Watchers


                                         1.1.7                                                                                                                1.4.6                    1.5.6

                                         2 for $20                                                                                                             Burgers                   Wine




                                        1.1.8                                                                                                                 1.4.7                    1.5.7
                                          Spicy                                                                                                                                       Refreshing
                                                                                                                                                              Sandwiches
                                        Selectons                                                                                                                                      Favorites



                                                                                                                                                              1.4.8

                                                                                                                                                                Sliders

                                                                                                                                                                                                                                                                                 Phase 1
                                                                                                                                                                                                                                                                                                                                                 Search
                                                                                                                                                                                                                                                                                 Global
                                                                                                                                                                                                                                                                                   Download        Download
                                                                                                                                                                                                                                                                                                                    Gift Cards        Twitter   Facebook
                                                                                                                                                                                                                                                                                  Allergen Info   Nutrition info


                                                                                                                                                                                                                                                                                                                   Sitemap Key

                                                                                                                                                                                                                                                                                                              Main               Outbound       CMS
                                                                                                                                                                                                                                                                                                            Navigation            Links
                Footer 1    Footer 2                   Footer 3                     Footer 4      Footer 5                 Footer 6                Footer 7             Footer 8      Footer 9       Footer 10      Footer 11          Footer 12

                                                                                                 Terms and                                                              Allergen     Nutritional                 Carside To Go
                Media      Investors             Int'l Franchising               Refranchising                         Contact Us               Careers                                             Gift Cards                         TV Ads
                                                                                                 Conditions                                                           Information   Information                      Menu
                                                                                                                                                                                                                                                                                                               Section
                                                                                                                                                                                                                                                                                                                                 Cross Links
                                                                                                                                                                                                                                                                                                               Pages



                                                                                                                                                                                                                                                                                                                                  Persistent
                                                                                                                                                                                                                                                                                                                                  Navigation




                                                                                                                                                                                                                                                                                                                                                      Page   6
The New Applebees.com User Experience
Applebee's UX
Site Map Menu business rules


                                                                                                                                                           0.0
                                                                                                                                                       Applebees.               CMS /                 Content
                                                                                                                                                          com                  Sitecore               Creation



                                                                                                                                                           1.0

                                                                                                                                                         Menu




                                                                                                                                                                                             2                       2
                                                                                                                                                                                1.4                      1.5              1.6         1.7             1.8
                                                         1.1                                     1.2                     1.3
                                                        Signature                                                                                                               Entrees                 Beverages        Kids Menu    Desserts        Extras
                                                                                                Appetizers                Salads
                                                         Flavors
                                                                                                              S                     S

                                                                                                                                                                                1.4.1                   1.5.1
                                                        1.1.2                                   1.2.1
                                                                                                                                                                                 Steaks                    Beer                                                                   Menu Categories Linking process
                                                       Under 550                                Appetizers
                                                        calories
                                                                                                                                                                                             S

                                                                                                                                                                                1.4.2                   1.5.2
                                                        1.1.3                                   1.1.4
                                                         Sizzling                                                                                                                 Ribs                  Margaritas
                                                                                            Ultimate Trios
                                                         Entrees                                                                                                                             S                       S
                                                                                                                                                                                                                                                                        Each second level menu category links to a
                                                                                                                                                                               1.4.3                   1.5.3                                                                     singular food item page
                                                       1.1.4                                    1.2.2
                                                                                                                                                                                Chicken                 Sangrias
                                                      Ultimate Trios                              Sides
                                                                                                                                                                                             S                       S


                                                                                                                                                                               1.4.4                    1.5.4
                                                       1.1.5
                                                                                                                                                                                                         Classic
                                                       Pick n' Pair                                                                                                             Seafood
                                                                                                                                                                                                        Cocktails
                                                         Lunch                                                                                                                               S                       S


                                                                                                                                    1.0.1                                      1.4.5                    1.5.5
                                                       1.1.6
                                                                                  Learn more                                       Menu Explorer                                 Pasta                   Martinis
                                                         Weight                  about Weight
                                                        Watchers                   Watchers                                                                                                  S                       S


                                                        1.1.7                                                                                                                  1.4.6                    1.5.6

                                                        2 for $20                                                                                                               Burgers                   Wine
                                                                                                                                                                                             S                       S

                                                       1.1.8                                                                                                                   1.4.7                    1.5.7
                                                         Spicy                                                                                                                                         Refreshing
                                                                                                                                                                               Sandwiches
                                                       Selectons                                                                                                                                        Favorites
                                                                                                                                                                                             S

                                                                                                                                                                               1.4.8

                                                                                                                                                                                 Sliders
                                                                                                                                                                                             S
                                                                                                                                                                                                                                                                                                      Phase 1
                                                                                                                                                                                                                                                                                                                                                                      Search
                                                                                                                                                                                                                                                                                                      Global
                                                                                                                                                                                                                                                                                                        Download        Download
                                                                                                                                                                                                                                                                                                                                         Gift Cards        Twitter   Facebook
                                                                                                                                                                                                                                                                                                       Allergen Info   Nutrition info



                                                                                                                                                                                                                                                                                                             Can                        Sitemap Key
                                                                                                                                                                                                                                                                                                       S
                                                                                                                                                                                                                                                                                                             spawn
                                                                                                                                                                                                                                                                                                             single                Main               Outbound       CMS
                                                                                                                                                                                                                                                                                                                                 Navigation            Links
                               Footer 1    Footer 2                   Footer 3                     Footer 4        Footer 5                 Footer 6                Footer 7             Footer 8      Footer 9           Footer 10      Footer 11          Footer 12                                        food item
                                                                                                                  Terms and                                                              Allergen     Nutritional                     Carside To Go                                                          page
                               Media      Investors             Int'l Franchising               Refranchising                           Contact Us               Careers                                                 Gift Cards                         TV Ads
                                                                                                                  Conditions                                                           Information   Information                          Menu
                                                                                                                                                                                                                                                                                                       2     Spawns                 Section
                                                                                                                                                                                                                                                                                                                                                      Cross Links
                                                                                                                                                                                                                                                                                                                                    Pages
                                                                                                                                                                                                                                                                                                             2nd level
                                                                                                                                                                                                                                                                                                             menu drop
                                                                                                                                                                                                                                                                                                             down                                      Persistent
                                                                                                                                                                                                                                                                                                                                                       Navigation




                                                                                                                                                                                                                                                                                                                                                                           Page   7
The New Applebees.com User Experience
Personas




           Page   8
Applebee's UX
Persona Summary 1



                    Student Voice - Samantha Kenney                                                                                                                     I always go where the fun is!


                    Demographics                                    Tech Comforts   Needs                                                                               Personal Background
                    Age:      19                                    PC: Medium      • To finish her college education in 4 years                                        Samantha is a 19 year old sophomore political science major attending Rutgers
                    Occupation: College Student                     Web: High       • To find gainful employment after leaving school                                   University in New Brunswick, NJ. She's been accepted to Sigma Gamma Rho along
                    Gear: Windows, iPhone                                           • To keep in touch with her sorority sisters for friendship as well as networking   with her four closest friends. When she's not in class, she spends a ton of time
                    Intended Target: Switcher                                       • To achieve an amount of respect befitting of her education from her peers         cruising on Facebook and Twitter trying to find new places to go to blow off steam,
                    Influencer (with her social circle)                             • Finding new fun places to go out with her friends and meet single men             enjoy a good meal and find a new love interest.
                                                                                    • To utilize her social networking feeds to keep in close contact with friends
                    Applebees.com Usage                                               and family
                    Samantha will utilize applebees.com for menu
                    suggestions, drink suggestions, price
                    comparisons, location-based data (hours and
                    location), and local announcements




                    Working Class Voice - David Gonzalo                                                                                                                  If I work hard enough at a task, I usually see good results.


                    Demographics                                    Tech Comforts   Needs                                                                               Personal Background
                    Age:      28                                    PC: Medium      • To eventually open his own business                                               David is a 28 year old carpenter from Glendale, Arizona. With the downturn of the
                    Occupation: Carpenter                           Web: Medium     • To move out of his parents' house                                                 economy, David has had to move back in with his parents. Because of this turn,
                    Gear: PC                                                        • To expand his skill set                                                           David values his night time ritual of spending time with his friends. Once a week, he
                    Intended Target: Switcher                                       • To eat out more                                                                   and his friends visit a neighborhood bar to meet new friends and hopefully some
                                                                                    • To get involved in a long term relationship                                       singles in his area. Recently, David bought his parents an Applebee's gift card for
                    Applebees.com Usage                                             • To enjoy the nightlife with his friends                                           Valentine's day. They'd raved to him about the food and drinks. Always eager to find
                    David will utilize applebees.com for menu                                                                                                           someplace new to try, he and his friends have made plans to make the Applebee's
                    suggestions, drink suggestions, price                                                                                                               neighborhood bar their next stop.
                    comparisons, location-based data (hours and
                    location), and local announcements




                    Retiree Voice - Deanna Martin                                                                                                                        I'm still looking to discover great new things.


                    Demographics                                    Tech Comforts   Needs                                                                               Personal Background
                    Age:      76                                    PC: Low         • To make the most of her retirement                                                Deanna (or Didi to her friends) lives in Kempsville, Va. in an Over 50 community. In
                    Occupation: Retiree                             Web: Low        • To keep active in her later years                                                 her free time she visits the local library and volunteers at the local veterinary hospital.
                    Gear: PC                                                        • To keep in touch with her family                                                  When making the decision to move into her new community, she's found that she has
                    Intended Target: Loyal                                          • To live within a limited budget                                                   a new social circle who meet three times a week to catch up, play cards and have an
                                                                                    • To increase her social circle                                                     affordable lunch. When not spending time with her new friends, Didi spends a great
                    Applebees.com Usage                                                                                                                                 deal of time with her son and her Granddaughter, Mila. Didi has recently been given a
                    Deanna will utilize applebees.com for menu                                                                                                          computer by her son with a dial-up modem which she is slowly learning to use. While
                    suggestions, price comparisons, and location-                                                                                                       the Internet has been a foreign concept, she enjoys learning about all the new things
                    based data (hours and location)                                                                                                                     it has to offer.




                                                                                                                                                                                                                                                                 Page   9
Applebee's UX
Persona Summary 2



                    Business Professional Voice - Joe Gleason                                                                                                                  Even on the go, I'm still looking for all the comforts of home.


                    Demographics                                         Tech Comforts     Needs                                                                               Personal Background
                    Age:      47                                         PC: High          • To learn about new technologies                                                   Joe Gleason is a 47 year old IT Contractor with a specialty in Windows networking.
                    Occupation: IT Contractor                            Web: High         • To move ahead in his career                                                       Joe loves being in his own business and made the jump 8 years ago. Joe's business
                    Gear: Windows, OSX, Android                                            • To be seen as a consummate professional                                           needs dictate that he travel quite often for client meetings. Always on the go, Joe
                    Intended Target: Switcher                                              • Taking every step to maximize the comfort of his living space                     finds that he eats out very frequently.
                                                                                           • To spend as much time as possible with friends
                    Applebees.com Usage                                                    • Wishes to be known as an authority and at the top of his field
                    Joe will utilize applebees.com for menu
                    suggestions, price comparisons, location-based
                    data (hours and location), local announcements,
                    and Carside To Go.




                       College Student Voice - Chet Walker                                                                                                                        I'm on top of the world!


                       Demographics                                        Tech Comforts      Needs                                                                               Personal Background
                       Age:      22                                        PC: High           • To get a high paying job after graduation                                         Chet Walker is currently a senior at Tulane University in Louisiana. Majoring in
                       Occupation: College Student                         Web: High          • To gain real world experience in his field of study                               economics, he's got a pretty heavy course load and is hoping to graduate this year.
                       Gear: Windows, iPhone, iPad                                            • To keep up with his favorite sports teams                                         When not studying, Chet spends a great deal of time with his girlfriend of three years
                       Intended Target: Loyal                                                 • To spend quality time with his peers and girlfriend                               and his close friends. Every Thursday, Chet and his friends head out to their local
                                                                                              • To excel with his studies.                                                        Applebee's for some drinks, appetizers and to catch up on their local college teams.
                       Applebees.com Usage                                                                                                                                        After graduation, Chet plans to stay in Louisiana.
                       Chet will utilize applebees.com for menu
                       suggestions, drink suggestions, price
                       comparisons, location-based data (hours and
                       location), local announcements, and Carside To
                       Go.




                    House Wife Voice - Carol Anthony                                                                                                                            My family comes first.


                    Demographics                                         Tech Comforts     Needs                                                                               Personal Background
                    Age:      39                                         PC: Medium        • To maximize time spent with her family                                            Carol Anthony is a stay-at-home mother of three living in Warsaw, Indiana. Her
                    Occupation: Stay-at-home Mom                         Web: High         • Making sure that the lifestyle of her family fits within their family budget      husband is a CPA who spends lots of time at the office. Carol is an avid reader and
                    Gear: Macintosh, iPhone                                                • Finding the balance between being a full time parent and engaging her interests   devotes her life to making the most of the time that she can spend with her family.
                    Intended Target: Switcher                                              • Being an active member of her community, including PTA and charities              While her husband Keith is the sole earner of the family, Carol is responsible for the
                    Influencer (with her family)                                           • Finding the time to have a social life with other stay at home parents            budgetary needs. The Anthony children are seven, five and two and all have different
                                                                                                                                                                               nutritional needs, so Carol spends a great deal of time thinking about their diets as
                    Applebees.com Usage                                                                                                                                        well as her husband's.
                    Carol will utilize applebees.com for menu
                    suggestions, nutritional and allergen information,
                    price comparisons, location-based data (hours
                    and location), local announcements, and
                    Carside To Go.




                                                                                                                                                                                                                                                                        Page 10
Applebee's UX
Persona Summary 3




                    Military Voice - Tom Janeson                                                                                                          I love my country. I love to have a good time.


                    Demographics                                   Tech Comforts   Needs                                                                  Personal Background
                    Age:      36                                   PC: High        • To see as much of the world as possible                              Tom Janeson is a 36 year old Lt. Colonel assigned to US Army Corps of Engineers in
                    Occupation: Career Military                    Web: High       • To raise in the ranks of the US Army                                 Kissimmee, Florida. Having served in the US Army for the last 16 years, he's seen
                    Gear: Windows, OSX, Blackberry                                 • To be seen as a team leader                                          most areas of the US and the world. Tom is an avid sports fan and he and his friends
                    Intended Target: Loyal                                         • To make the most of his salary                                       meet every Thursday for drinks and half price appetizers at Applebee's. They make a
                                                                                   • To bring elements of comfort wherever he is stationed                point of watching the games and running their fantasy football league. This is Tom's
                    Applebees.com Usage                                            • To keep up with his fantasy football team                            favorite way to relieve stress after a hard day of serving his country.
                    Tom will utilize applebees.com for menu
                    suggestions, drink suggestions, price
                    comparisons, location-based data (hours and
                    location) and local annnouncements




                    Retiree Voice - Jose Rosaldo                                                                                                          I've worked hard my entire life, now it's time to relax!


                    Demographics                                   Tech Comforts   Needs                                                                  Personal Background
                    Age:      68                                   PC: Medium      • To develop a busy routine since retiring                             Jose is a 68 year old retiree from Claremont, California. After leaving his dental
                    Occupation: Retiree                            Web: Medium     • To keep in contact with his friends from his old job                 practice six years ago, he's managed to divide his time between his wife, his friends,
                    Gear: PC, iPhone                                               • Balancing time between his many hobbies                              his children and grandchildren. His weekly routine includes playing golf once a week,
                    Intended Target: Loyal                                         • To spend an increasing amount of time with his three grandchildren   power walking and meeting up with all of his old friends at Applebee's for lunch.
                                                                                   • Keeping up a healthy lifestyle involving diet and exercise
                    Applebees.com Usage                                            • Ensuring his intellectual pursuits are met
                    Jose will utilize applebees.com for menu
                    suggestions, price comparisons and location-
                    based data (hours and location)




                                                                                                                                                                                                                                                   Page 11
Home Page




            Page 12
Applebee's UX
Wireframe Index
1         2         3      4        5     6         7         8        9        10           11    12       13          14   15   16       17         18         19      20        21      22         23           24
                                                                                                                                                                                                                            1.    Logo and Branding                                                                                           11. Facebook Feed Area
                                                                                                                                                                                                                            1.1   The logo and branding should remain constant on all pages. While backgrounds may shift depending
                                                                                                                                                                                                                                                                                                                                                   The suggestion from UX is that the user be allowed to authorize their login, so that the local
                                                                                                                                                                                                                                  on conditions (such as daypart or holiday events), it should remain in the same position and with
                                1                                                                                                 Search                                       2                                                                                                                                                                   Applebee's franchise information can be displayed in a Facebook branded feed. However, in phase
                                                                                                                                                                                                                                  consistent look and feel. In the hero area there is a carousel functionality highlighting the features of
                                                                                                                                                                                                                                                                                                                                                   one this is not available. At this point, these will be fed from the Facebook corporate site.
                                                                                                                                                                                                                                  multiple items. Number of pages may vary campaign to campaign.
Menu                                    Locations                                    Gift Cards                              Carside To Go
                                                                                                                                                             A
                                                                                                                                                                        About Us                                        3                                                                                                                     12. eCRM Signup / Incentive
                          4                                                                                                                                                                                                 1.2   In the case of a special event, the hero area can be used to set the creative tone of the website. This          This is the easiest area where the user may sign up for the Applebee's newsletter. Additionally, there
 Main Promotion                                                                                                                                                                                                                   will allow the special event to dictate the website's look and feel.                                             is an incentive for the user by offering a free birthday meal (or other menu item). After filling out this
                                                                                                                                                                                                                                                                                                                                                   form the user will be taken to a secondary area where they will be asked to fill out additional
 Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eget purus enim.                                                                                                                                               2.    Social Links                                                                                                     demographic information.

                                                                                                                                                                                                                            2.1   These social links should be located on each page and will respectively link to the corporate
                                                                                                                                                                                                  5                               properties of each site. Facebook should link out to the main Facebook wall. Youtube should link to         13. Neighborhood Suggestion Sidebar area
                                                                                                                                                                                                                                  the main profile. Twitter will link to the national profile. The RSS feed should comprise a combination          Pre-phase 2, this would be the most popular menu selections based on the locator's regional menu. If
                                                                                                                                                                                                                                  of consumer news, new dishes, updated media if available and any additional content deemed                       this is unavailable, they would default to the national top sellers.
                                                                                                                                                                                                                                  relevant.
                                                                                                                                                                                                                                                                                                                                              14. Seasonal Promotion
                                                                                                                                                                                                                            3.    Main Navigation                                                                                                  This CTA would highlight the national seasonal events. This would lead to either a custom designed
                                                                                                                                                                                                      E
                                                                                                                                                                                                                            3.1   From C2, the main navigation has been compressed to the five most visited containers. Each                       landing page or a specific content page.
                                                                                                                                                                                                                                  container will have a different sub-navigation treatment. The menu tab, will spawn a drop-down menu.
                                                                                                                                                                                                                                  Locations will lead to a single page with no sub-navigation. Gift cards will lead to the gift-cards page    15. Neighborhood Stories
                                                                                                                                                                                                                                  allowing the user to begin the process. Carside To Go leads to a single page. About us leads to a
                                                                                                                                                                                                                                                                                                                                                   This will provide a link for the user to view Applebee's neighborhood stories, an area to highlight
                                                                                                                                                                                                                                  page with sub-navigation allowing the user to branch out to the many sub-pages.
                                                                                                                                                                                                                                                                                                                                                   testimonials from franchises, customers and guests from all over the Applebee's population.

                                                                                                                                                                                                                            4.    Menu Navigation Tab
              CTA               6
                                                                                     Prev.        1 2 3 4        Next                                 The Neighborhood                                         B            4.1   This tab spawns a drop down div which covers the hero area presenting the menu categories areas as
                                                                                                                                                                                                                                                                                                                                              16. Nutritional and Allergen Information
                                                                                                                                                                                                                                                                                                                                                   Links to download PDFs containing the allergen and nutritional information.
                                                                                                                                                      Your Location:                                                              a hero item showcasing the food as the most important item.
    Straight from the Chef                                                 Announcements                                                                                                    10
                                                                                                                                                                        1313 Darne Lane 617.461.9178
                                                                                                                                                                                                                                                                                                                                              17. Carside To Go Menu
                                                                                                                                                                        Springfield, MA Call to order
                                                                                                                                                                                                                            5.    Hero Area
                         Egestas ac lorem, ridiculus integer!                                      Egestas ac lorem, ridiculus                                                          Carside To Go                                                                                                                                              The user will have the option of downloading a Carside To Go menu. This menu will be an auto-
                                                                                                                                                                        02473
                         Lorem in dapibus aliquet ut sit, dis                                      integer! Lorem in dapibus aliquet                                                                                              As the focus and main image, so should always feature food or an event. There will be either a
                         massa massa porta, porta                                                  ut sit, dis massa massa porta,                                                                                                                                                                                                                  generated PDF based on the regional availability of the Carside To Go menu options available to the
                                                                                                                                                                                                                                  numeric or dot based paging system for additional hero images to be shown.
                                                                                                   porta                                               Select another location                            GO                                                                                                                                       user.
                                                                                     9
                                                                                                                                                      Contextual News Item                                                  6.    Hero CTA                                                                                                    18. Footer
                8                                       CTA                                                                       CTA                 Lorem ipsum dolor sit amet, consectetur adipiscing elit.                    As expected, the hero cta should link towards where the hero image is suggesting. The CTA changes
                                                                                                                                                      Nunc luctus, eros vel euismod sagittis, nisi lorem                                                                                                                                           A larger depth footer allows for the user to engage with the bottom of the page more effectively than a
                                                                                                                                                                                                                                  with the changing of the hero image.
                                                                                                                                                      Read more >                                                                                                                                                                                  smaller collection of links. This allows the user to see this area as a functional container, worthy of
     Seasonal Promotion                                                    Neighborhood Stories                                                       Suggestions:                   View More>
                                                                                                                                                                                                                            7.    Facebook Like Buttons
                                                                                                                                                                                                                                                                                                                                                   observation.

                        Lorem ipsum dolor sit amet,                                               Lorem ipsum dolor sit amet,                         Lorem ipsum dolor sit amet.
                        consectetur adipiscing                                                    consectetur adipiscing                                                                                                          When possible, the Facebook like buttons should link to the specific event they are referring. If not
                                                                                                                                                                                                                                  available, they should link to the national page.                                                           19. TV Advertisements
                                                                                                                                                                                                                                                                                                                                                   This link to the television ads will spawn a lightbox with playlist functionality which will display the TV
                                                                                                                                                                                                                                                                                                                                                   commercials in a overlaid frame.
                                                                                                                                                                                                                            8.    Chef Shannon Container
     14
                                                                                                                                                                                                                                  This CTA links out to Chef Shannon's area. Copy should illustrate a summary of Chef Shannon and
                                                        CTA                                                                       CTA
                                                                                15                                                                                                                                                what he represents in relation to Applebee's. While loyals are familiar with the chef, this could be a      Later Phase Additions
                                                                                                                                                          Menu Item 1                   Menu Item 2                                                                                                                                           A    In later phases, Carside To Go will be integrated into an online ordering system. This will give the user
                                                                                                                                             C                                                                                    turning point for switchers. This would lead to a media heavy content page.
      Facebook
                                                11                          Get a free birthday meal!                                                                         Menu Item 3                                                                                                                                                          the access to create an account to order online. With this single sign on functionality, the user will be
    Facebook Fan Widget:                                                                                                                                                       Sit amet consecuter                                                                                                                                                 able to access their previous orders with their account.
                                                                                Sign up for a free birthday meal on us plus menu                                               dolor et unum. Libiris, ad                   9.    Announcement CTA
                                                                                                                                                                               infinitum. Dia bolat.
                                                                                updates.                                                                                                                                          This CTA connects a user to a list of announcements. If geo-location is present, the list will be ordered
                                                                           12                                                                                                                                                                                                                                                                 B    In later phases, the neighborhood sidebar (or the neighborhood bar) will be integrated with the single
                                                                                                                                                                                    Find out more                                 with a user's local content being featured first. Otherwise, all content will default to national
                                                                                                                                                                                                                                                                                                                                                   sign-on. This will show the customer personalized suggestions, recommendations and local franchise
                                                                                Full Name                                                                                                                                         announcements. In the case of local announcements, the franchisee's will be responsible for
                                                                                                                                                                                                                                                                                                                                                   information / news. This sign-on information will also be accessible via the users mobile experience as
 Lorem ipsum dolor sit amet, consect etuer adipiscing elit.                                                                                                                                                                       populating said items in the provided content management system.
                                                                                                                                                                                                                                                                                                                                                   well, allowing the user to access their local menu, ordering history and suggestions on their mobile
 Sed id mi ut massa condimentum cursus. Ut cursus tinc                          Email Address                                                            Menu Item 4
                                                                                                                                                         Lorem ipsum dolor sit amet, consectetur adipiscing elit.                                                                                                                                  device.
                                               7         f    Like                       Start
                                                                                                                                                         Nunc luctus, eros vel euismod sagittis, nisi lorem                 10. Neighborhood Bar
                                                                                                                                                         Read more >                            13                                Currently serves as a location tracker (located via a geo-located cookie). This contains a locator with     C    In later phases, certain containers will show up based on preference or visiting history. For example, if
                                                                                                                                                                                                                                  accompanying details including a map link, address, phone number, a call link and a simple form field            a user has already signed up to receive email alerts, they will not see the eCRM signup content
    Media                                       TV Ads                                            Nutritional                                                                                                                     to link to another location. This form will link out to location page. Additionally, news items can be           container when they return, with the CMS allowing to substitute a timely and relevant content
                                                                  19
                                                                                                  Information
                                                                                                                   16                  Gift Cards                                  © 2011 Applebee's IP LLC
                                                                                                                                                                                                                                                                                                                                                   container.
    Investors                                   Careers                                                                                                                                                                           identified as local franchise announcements (text based, part of share point feed)
                                                                                                                                       Lorem ipsum
    Int'l Franchising                           Contact Us
                                                                                                  Allegen                              dolor sit amet,                                                                                                                                                                                        D.   In later phases, the user will have the option of downloading a Carside To Go menu. This menu will be
                                                                                                  Information                          consectetur                                                                                                                                                                                                 an auto-generated PDF based on the regional availability of the Carside To Go menu options available
    Refranchising                                                                                                                                                 Follow Us
                                                                                                   Carside To Go                                                                                                                                                                                                                                   to the user.
    Terms & Conditions                                                                   D         Menu

                                                                                                                                                 18                                                                                                                                                                                           E.   In later phases, this area will represent day part messaging and branding.




                                                                                                                                                                                                                                                                                                                                                                                                                                                       Page 13
Email Sign up Form




                     Page 14
Applebee's UX
Wireframe Email Sign up Form
1           2       3        4        5        6         7        8        9       10       11            12   13     14   15   16       17      18      19        20        21       22        23        24

                                                                                                                                                                                                               1.   Full length email sign up form
                                                                                                                                                                                                                    When the user fills out the brief email signup form on the home page, they will be taken to the
                                                                                                                                Search                                                                              subsequent form page to fill in additional demographic information. The form information that was filled
                                                                                                                                                                                                                    out on the home page will be pre-filled on this page.
Menu                                         Locations                                  Gift Cards                         Carside To Go                          About Us
                                                                                                                                                                                                               2.   Social Screen Names
 Lorem Ipsum                                                                                                                                                                                                        The user has the option of inputting their Twitter screen names.


 Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eget purus enim.                                                                                                                                  3.   Mobile Opt-in
                                                                                                                                                                                                                    If the user chooses to submit their mobile phone number and wishes to receive SMS messages, they
                                                                                                                                                                                                                    must choose to opt-in within the form, as well as opting in when they receive their first SMS message.
                                                                                                                                                                                                                    This double opt-in is required by certain carriers for eCRM program operations.


                                                                                                                                                                                                               4.   eCRM Submission
                                                                                                                                                                                                                    After the user submits the form a thank you page will appear confirming that the user is enrolled and
                        Sign up in one simple step.                                                                                           The Neighborhood                                                      will begin to receive CRM content.

                        Lorem ipsum dolor sit amet                                                                                            Your Location:
                                                                                                                                                               1313 Darne Lane 617.461.9178                    5.   Demographic form field content
                        First Name                                                               1                                                             Springfield, MA Call to order
                                                                                                                                                                               Carside To Go                        For what occasions do you most often visit Applebee's
                                                                                                                                                               02473
                                                                                                                                                                                                                         Family celebrations
                        Last Name
                                                                                                                                                                                                                         Dating
                                                                                                                                                Select another location                          GO
                                                                                                                                                                                                                         Hanging with friends
                        Zip Code                                                                                                                                                                                         Night-off from cooking
                                                                                                                                               Contextual News Item
                        Birthday*                                                                                                              Lorem ipsum dolor sit amet, consectetur adipiscing elit.
                                                                                                                                               Nunc luctus, eros vel euismod sagittis, nisi lorem                   What's your favorite at Applebee's
                                                                                                                                                                                                                         Appetizers
                                                                                                                                               Read more >
                        Email Address                                                                                                                                                                                    Steaks
                                                                                                                                                                                                                         Chicken
                             Twitter Screen Name                                                      2                                        Suggestions:                   View More>
                                                                                                                                                                                                                         Burgers
                                                                                                                                               Lorem ipsum dolor sit amet.                                               Salads
                 A                                                                                                                                                                                                       Desserts
                        Mobile phone number                                             Opt-in        3                                                                                                                  Drinks

                        For what occasion do you most often visit Applebee's                              5                                                                                                    Later Phase Additions
                                                                                                                                                                                                               A    In later phases, potentially capturing a customer's mobile phone number will allow the user to engage
                        What's your favorite at Applebee's                                                                                       Menu Item 1                    Menu Item 2                         in a mobile payment plan allowing the user to purchase their order via SMS text messages.

                            I'd like specials, news and local information from Applebee's
                                                                                                                                                                      Menu Item 3
                                                                                                                                                                        Sit amet consecuter
                                                                                                                                                                        dolor et unum. Libiris, ad
                                                                                                                                                                        infinitum. Dia bolat.
                                                                  4
                                    Submit
                                                                                                                                                                             Find out more

                     * We ask for your birth date to comply with the Children's Online Privacy
                     Protection Act (COPPA) that prohibits the collecting of personal information
                     from anyone under the age of 13. (Residents of the state of MAine must be
                     18 years of age.)                                                                                                         Menu Item 4
                                                                                                                                               Lorem ipsum dolor sit amet, consectetur adipiscing elit.
                     Privacy Policy                                                                                                            Nunc luctus, eros vel euismod sagittis, nisi lorem
                     Applebee's values you and respects your privacy. Your information will not
                     be sold or rented to others. The information you provide will be used to
                                                                                                                                               Read more >
                     better understand your preferences so we can serve you better, and to
                     communicate with you about our menu, special promotions and services.




    Media                                             TV Ads                                         Nutritional
                                                                                                     Information
                                                                                                                                   Gift Cards                                © 2011 Applebee's IP LLC
    Investors                                         Careers                                                                      Lorem ipsum
                                                                                                     Allegen                       dolor sit amet,
    Int'l Franchising                                 Contact Us                                     Information                   consectetur
    Refranchising                                                                                                                                           Follow Us
                                                                                                      Carside To Go
    Terms & Conditions                                                                                Menu




                                                                                                                                                                                                                                                                                                                               Page 15
Menu




       Page 16
Applebee's UX
Use Case : The Menu Process

                                                                                                                                                                  User selection or Geo-location required


                                          User is                                                                                                                                User's selected
                                        in chosen                                                                                                                               franchise contact
                                                                                                           Yes
                                        location?                                                                                                                                 information is
                                                                                                                                                                                    displayed
                    User visits
                  applebees.com

                                                                 User visits         User enters desired          Map and location list         User chooses default
                                                      No
                                                             "Locations" section        postal code                  are displayed                    location




                                                                                                                                     User adds food
                                                                                                                                        additions
                                                                                                                                    (sides, apps, etc.)
                                   Menu Categories                                                                                                                                                             User Selection:
          User hovers a nav                            User Selects Category       Entree Category is            User Selection:                                           User view:
                                  appear above hero                                                                                                        Yes                                                 Single full order
            item "Menu"                                      "Entrees"                 displayed                  single Entree                                        sides suggestions
                                        area                                                                                                                                                                (comprising full meal)

                                                                                                                                           No

                                                                                                                                                                                          End
                                                                                              User view:                                                           Order is
                                                                                                                     User places          User drives to
                                                                                          Carside to go phone                                                    delivered to
                                                                                                                        order               franchise
                                                                                                number                                                               user                                      Additional users
                                                                                                                                                                                                               browsing food?


                                                                                                                                                                                                      No

                                                                                                                                                                                                                     Yes
                                                                                                                                          User engages menu
                                                                                                                                                explorer




                                                                                                                                                                                                                            Page 17
Applebee's UX
Use Case : Menu Dropdown




  Initial Interaction
                                                                                                   On click                          On click
                                                                                                                                                                                                                                          End

                             User visits                 User Engages Menu                             Menu tab spawns first            User selects 2nd level                                                Menu Category is
                           applebees.com                   Navigation Tab                              level category module               food category                                                         displayed




 2nd Level Category Interaction
                                                                                On click
                                                  User navigates to                                                  Top level menu categories are
                    On click
                                                      different                        Menu Explorer
                                                   menu category                                                          displayed in explorer                                   On click
                                                                                                                                                                                                                                                End
                                                                                On rollover or click
                         User Engages 2nd
                        level menu category                                                                          Top level food categories are                                   User selects 2nd level            Menu Category is
                                                                                     Top level widget
                                                                                                                      displayed in menu screen                                          food category                     displayed
                                                                                On clck
                                                                                                                     Top level food categories are
                                                                                  Menu navigation tab
                                                                                                                      displayed in menu screen




  Summary of interaction rules
   Menu Explorer                                         Menu Navigation Tab                                                   Top Level Widget
   The menu explorer expands on click. It is             The menu navigation tab spawns its content                            On second level and below, engaging this area
   only present on second level menu pages               on click. As with all other top level navigation,                     will bring the user back to the top level of the
   with the interaction of retracting the menu           a cosmetic rollover state will appear letting                         menu category module. This area may be
   by either clicking on the icon at the end of          the user see interaction. On click, the drop                          engaged by either clicking or rollover.
   the menu to close the widget or having a              down appears giving the user the option to
   timed limit where the explorer closes via             progress to deeper level menu categories. In
   it's own action (regardless of lack of user           getting to other areas of navigation, on click
   input.                                                the menu category module will disappear,
                                                         allowing other areas to be in the foreground.




                                                                                                                                                                                                                                                      Page 18
Applebee's UX
Wireframe nav Menu animation actions
1      2      3      4       5      6         7   8    9       10       11       12   13   14     15     16    17      18    19   20      21     22      23   24



                                                                                                          Search



Menu                             Locations                          Gift Cards                     Carside To Go                  About Us                         Animation interaction (onClick)
                                                                                                                                                                   Instead of an viewer apparent refresh, to create a more dynamic feel
MAin Promotion                                                                                                                                                     for the menu navigation, the menu should appear to auto-scroll
                                                                                                                                                                   when a top level category is engaged. As the second level menu
                                                                                                                                                                   category is selected, the first level menu category will animate up
                      Image                                Image                                 Image                            Image                            out of frame as the second level menu category will auto-scroll into
                                                                                                                                                                   view.



    Viewable Area    Specials                          Appetizers                               Salads                            Entrees
                                                                                                                                                                   In the case of the top-level's menu widget being engaged (to take
                                                                                                                                                                   the user to the previous level, this will also scroll up to reveal the first
                                                                                                                                                                   level menu category. The upward scroll gives the viewer a feeling
                                                                                                                                                                   that the food is rising to the top level.

                                                                                                                                                                   This should be a seamless effect with the appearance of only the
                                                                                                                                                                   menu items shifting, not the background.
                       Image                               Image                                 Image                             Image




                    Kids Menu                              Desserts                             Beverages                          Extras



      Entrees
 MAin Promotion
    Main
           Lorem ipsum dolor sit amet,
    Menu                                              Image                           Image                         Image                      Image
           consectetur adipiscing elit. Sed
           luctus hendrerit hendrerit.
           MAuris fermentum augue nec
           mauris accumsan consequat.
                                                      Steaks                           Ribs                        Seafood                   Chicken



                                                      Image                           Image                         Image                      Image



                                                       Pasta                          Burgers                 Sandwiches                       Sliders




                                                                                                                                                                                                                                                  Page 19
Applebee's UX
Menu Explorer




                Main
                        Entrees                                                                                                                Main
                                                                                                                                                        Entrees
                        Lorem ipsum dolor sit amet,                                                                                                     Lorem ipsum dolor sit amet,
                Menu                                           Image                 Image                  Image                 Image        Menu                                                 Image                Image                   Image                 Image
                        consectetur adipiscing elit. Sed                                                                                                consectetur adipiscing elit. Sed
                        luctus hendrerit hendrerit.                                                                                                     luctus hendrerit hendrerit.
                        Mauris fermentum augue nec                                                                                                      Mauris fermentum augue nec
                        mauris accumsan consequat.                                                                                                      mauris accumsan consequat.
                                                              Steaks                  Ribs                Seafood                Chicken                                                            Steaks                   Ribs               Seafood               Chicken



                                                               Image                 Image                  Image                 Image                                                             Image                Image                   Image                  Image



                                                                Pasta                Burgers             Sandwiches               Sliders                                                            Pasta              Burgers                Sandwiches              Sliders



                 Menu                                                                                                                        Menu
                 Explorer          Denotes Movement                                                                                         Explorer
                                                                                                                                                          Specials          Appetizers     Salads      Entrees   Kids Menu          Desserts   Drinks       Extras      Promotion   5




                1.     Menu Explorer                                                                                                          1.       Expanded menu
                       The menu explorer is present on all secondary food item pages. It is an expanding menu which outlines the food                  When the menu expands it will illustrate all of the menu categories in a clickable format. Images will be listed with the
                       categories in a clickable widget format with a side scrolling feel.                                                             categories and clicking on a container will take the user to menu category page.
                                                                                                                                              2.       Contraction
                2.     Interaction                                                                                                                     Clicking the close box at the end of the menu will contract the menu explorer. Additionally, there will be a time out
                       The menu activates on [MOUSE DOWN]. The first time this menu appears in a users browser it will move up and                     which will also cause the menu to contract.
                       down by two pixels illustrating its placement and presumption for interactivity. This same "up and down" movement
                       occurs when the user hovers over the area indicating its interactivity.
                                                                                                                                              3.       Promotion Area
                                                                                                                                                       The container right before the close box will be reserved for a promotion. This link will not necessarily go to menu
                                                                                                                                                       category. It has the ability to target any area on the site. User experience suggests that this area be contained to
                                                                                                                                                       internal links, so as not to drive the customer off the site.


                                                                                                                                              4.       Timing
                                                                                                                                                       The timing for the contraction of the menu explorer will occur if the menu has been open on the screen for longer than
                                                                                                                                                       30 seconds.


                                                                                                                                              5.       Close Box
                                                                                                                                                       The close box will be represented with standard iconography to re-enforce the image based navigation methods
                                                                                                                                                       employed on the rest of the site.




                                                                                                                                                                                                                                                                                        Page 20
Applebee's UX
Wireframe nav Menu
    1           2       3      4       5     6         7         8      9      10       11       12     13     14     15     16      17       18        19      20      21      22    23        24

                                                                                                                                                                                                     1.   Mouse Over Menu Category Spawn
                                                                                                                                                                                                          On mouse over, the menu categories will appear encompassing the hero area. This allows the user to
                                                                                                                              Search
                                                                                                                                                                                                          click within one of the categories, which would then drill downward to the food category listings pages.
                                   1
    Menu                                   Locations                                Gift Cards                         Carside To Go                           About Us                              2.   Menu Categories As Hero Area
                                                                                                                                                                                                          With the menu categories replacing the hero area, it allows the food to become the hero and featured
    MAin Promotion                                                                                                                                                                                        item of the site. Using this structure allows the menu to be easily accessible from any area of the site
                                                                                                                                                                                                          in the most appealing manner.

                                Image                                       Image                                    Image                                      Image                                3.   Menu Categories
2
                                                                                                                                                                                                          The menu is now simplified into menu categories based on dining preferences. The categories are
                                                                                                                                                                                                          designed based on the ordering preferences of a meal's completeness.


                              Specials                                  Appetizers                                  Salads                                    Entrees

                    3


                                Image                                       Image                                    Image                                      Image




                              Kids Menu                                     Desserts                                Beverages                                   Extras


        Straight from the Chef                                               Announcements                                                   The Neighborhood
                             Egestas ac lorem, ridiculus integer!                                Egestas ac lorem, ridiculus                 Your Location:
                             Lorem in dapibus aliquet ut sit, dis                                integer! Lorem in dapibus aliquet                             1313 Darne Lane 617.461.9178
                             massa massa porta, porta                                            ut sit, dis massa massa porta,                                Springfield, MA Call to order
                                                                                                 porta                                                         02473           Carside To Go

                                                                                                                                                                                           GO
                                                                                                                                                  Select another location
                                                           CTA                                                               CTA
                                                                                                                                              Suggestions:                  View More>
                                                                                                                                              Lorem ipsum dolor sit amet.
        Seasonal Promotion                                                    Neighborhood
         Lorem ipsum dolor sit amet,
         consectetur adipiscing
                                                                              Stories
                                                                              Lorem ipsum dolor sit amet,
                                   Image                                      consectetur adipiscingImage


                                                                                                                                                       Menu Item 1           Menu Item 2
                                                           CTA                                                               CTA


           Facebook
                                                                              Hear It First In The Neighborhood
        Facebook Fan Widget:                                                  Lorem ipsum dolor sit amet, consectetur adipiscing:
                                                                              • eget purus enim. Aliquam
                                                                              •Lorem ipsum dolor sit ame
                                                                                                                                                      Menu Item 3            Menu Item 4
                                                                               Full Name
    Lorem ipsum dolor sit amet, consect etuer adipiscing elit.
    Sed id mi ut massa condimentum cursus. Ut cursus tinc                      Email Address

                                                            f    Like                Submit


        Media                                     TV Ads                                      Nutritional
                                                                                              Information
                                                                                                                                Gift Cards                             © 2011 Applebee's IP LLC
        Investors                                 Careers                                                                       Lorem ipsum
                                                                                              Allegen                           dolor sit amet,
        Int'l Franchising                         Contact Us                                  Information                       consectetur
        Terms & Conditions                                                                                                                                Follow Us
                                                                                               Carside To Go
                                                                                               Menu




                                                                                                                                                                                                                                                                                                                     Page 21
Applebee's UX
    Wireframe nav Menu category selection
    1           2       3         4      5        6       7           8       9       10       11       12     13      14    15     16      17      18        19      20     21       22     23      24

                                                                                                                                                                                                          1.   Category Descriptor
                                                                                                                                                                                                               When a user comes to a category there should be a headline which corresponds with the icon which
                                                                                                                                    Search                                                                     the user has clicked on previously giving confirmation of their engagement. Additionally, there should
                                                                                                                                                                                                               be a brief description regarding the category item.
    Menu                                      Locations                                    Gift Cards                         Carside To Go                          About Us
                                                                                                                                                                                                          2.   Category Icons

          Entrees
     MAin Promotion
4
                                                                                                                                                                                                               The second level category items should be large and bold giving the user the experience of noticing
                                              1       A
                                                                                                                                                                                                               the food items first and all else second. When one of the items is clicked, the user is taken to a third
        Main                                                                                                                                                                                                   level where the entree type is shown.
                    Lorem ipsum dolor sit amet,
        Menu                                                                 Image                                 Image                      Image                                Image
                    consectetur adipiscing elit. Sed
                    luctus hendrerit hendrerit.                                                                                                                                                           3.   Menu Explorer
                    MAuris fermentum augue nec
                    mauris accumsan consequat.                                                                                                                                                                 The menu explorer is on the bottom of second level and lower menu item pages. This expanding
                                                                                                                                                                                                               menu will allow the user constant access to their list of menu categories for easy access. With a
                                                                             Steaks                                 Ribs                     Seafood                              Chicken
                                                                                                                                                                                                               establishment such as Applebee's where users often order multiple dishes per customer, it is
                                                                                                                                                                                                               important to navigate between items in a non-linear fashion.

                                                              2                                                                                                                                           4.   Top level menu widget
                                                                             Image                                 Image                      Image                                Image
                                                                                                                                                                                                               This widget, when engaged on a second level menu category (and beyond), this will take the user to
                                                                                                                                                                                                               the top level menu category listing.

                                                                              Pasta                                Burgers                  Sandwiches                             Sliders
                                                                                                                                                                                                          Later Phase Additions
     Menu                                                                                                                                                                                                 A    In later phases, regional menu items will filter the menu based on the local franchisee's menu
     Explorer               3                                                                                                                                                                                  availability.



        Straight from the Chef                                                    Announcements                                                    The Neighborhood
                                Egestas ac lorem, ridiculus integer!                                    Egestas ac lorem, ridiculus                Your Location:
                                Lorem in dapibus aliquet ut sit, dis                                    integer! Lorem in dapibus aliquet                            1313 Darne Lane 617.461.9178
                                massa massa porta, porta                                                ut sit, dis massa massa porta,                               Springfield, MA Call to order
                                                                                                        porta                                                        02473           Carside To Go

                                                                                                                                                                                                GO
                                                                                                                                                        Select another location
                                                              CTA                                                                  CTA
                                                                                                                                                    Suggestions:                  View More>
                                                                                                                                                    Lorem ipsum dolor sit amet.
        Seasonal Promotion                                                        Neighborhood
         Lorem ipsum dolor sit amet,
         consectetur adipiscing
                                                                                  Stories
                                                                                  Lorem ipsum dolor sit amet,
                                      Image                                       consectetur adipiscingImage


                                                                                                                                                             Menu Item 1          Menu Item 2
                                                              CTA                                                                  CTA


           Facebook
                                                                                  Hear It First In The Neighborhood
        Facebook Fan Widget:                                                         Lorem ipsum dolor sit amet, consectetur adipiscing:
                                                                                     • eget purus enim. Aliquam
                                                                                     •Lorem ipsum dolor sit ame
                                                                                                                                                            Menu Item 3           Menu Item 4
                                                                                      Full Name
     Lorem ipsum dolor sit amet, consect etuer adipiscing elit.
     Sed id mi ut massa condimentum cursus. Ut cursus tinc                            Email Address

                                                                  f   Like                  Submit



        Media                                         TV Ads                                         Nutritional
                                                                                                     Information
                                                                                                                                      Gift Cards                             © 2011 Applebee's IP LLC
        Investors                                     Careers                                                                         Lorem ipsum
                                                                                                     Allegen                          dolor sit amet,
        Int'l Franchising                             Contact Us                                     Information                      consectetur
        Refranchising                                                                                                                                           Follow Us
                                                                                                      Carside To Go
        Terms & Conditions                                                                            Menu




                                                                                                                                                                                                                                                                                                                          Page 22
Applebee's UX
Wireframe Menu Category
1         2      3          4         5      6         7        8       9    10       11         12         13       14   15    16         17      18      19       20        21       22        23      24

                                                                                                                                                                                                                  1.   Menu Category Hero
                                                                                                                                                                                                                       The main hero image illustrating which menu category the user has selected. There is accompanying
                                                                                                                                 Search                                                                                text to re-enforce this message as well.


Menu                                       Locations                              Gift Cards                              Carside To Go                             About Us                                      2.   Menu Item Icon
                                                                                                                                                                                                                       The menu items should display as icons allowing the user to primarily notice the food. Each food item

Steaks
MAin Promotion                                                                1
                                                                                                                                                                                                                       should be position in the same perspective and size to give a sense of comfort to the user. When the
                                                                                                                                                                                                                       user hovers over the icon, a div will appear giving the user a description of the dish as well as the
                                                                                                                                                                                                                       price. If the user clicks on the icon, they will be taken to the single menu item page.


                                                                                                                                                                                                                  3.   Title and Price
                                                                                                     Image                                                                                                             The only text displayed under the menu icons should be the name of the dish and the price.


                                                                                                                                                                                                                  4.   Badge system
                                                                                                                                                                                                                       So the user can identify the different classifications of food. For example, when food is cross-
                                                                                                                                                                                                                       referenced in more than one category, it will be given a classification badge. Some sample badges
 Menu                                                                                                                                                                                                                  might be:
 Explorer                                                                                                                                                                                                              Spicy
                                                                                                                                                The Neighborhood                                                       Under 550
                                                                                                                                                                                                                       Weight Watchers
    550     Under 550             S       Spicy             W       Weight Watchers       5                                                     Your Location:                                                A
                                                                                                                                                                                                                       •note, weight watchers points will appear in the copy descriptions (long and short form.)
                                                                                                                                                                   1313 Darne Lane 617.461.9178
                                                                                                                                                                   Springfield, MA Call to order
                                                                S                     S          W      550                            W                           02473           Carside To Go                  5.   Badge Appendix Key
                                                                                                                                                                                                                       The only text displayed under the menu icons should be the name of the dish and the price.
                                                                                                                                                   Select another location                          GO

              Image                               Image                               Image                                Image                                                                                  Later Phase Additions
                                      2
                                                                                                                                                   Contextual News Item                                           A    The neighborhood bar will access this single sign on functionality, the user will be able to access their
                                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit.            previous orders with their account. This same amount of accessibility will translate to a mobile web
                                                                                                                                                   Nunc luctus, eros vel euismod sagittis, nisi lorem
                                                                                                                                                                                                                       perspective.
          Food item                               Food item                       Food item                               Food item                Read more >
            $9.99       3                           $9.99                           $9.99                                   $9.99
                                                                                                                                                   Suggestions:                  View More>
                            550                                                                       550        4                                 Lorem ipsum dolor sit amet.



              Image                               Image                               Image                                Image



                                                                                                                                                     Menu Item 1                   Menu Item 2
            Food item                             Food item                         Food item                              Food item   S
              $9.99                                 $9.99                             $9.99                                  $9.99                                        Menu Item 3
                                                                                                                                                                           Sit amet consecuter
                                                                                                                                                                           dolor et unum. Libiris, ad
                            550                                 W                                                                                                          infinitum. Dia bolat.


                                                                                                                                                                                Find out more

              Image                                Image                              Image                                Image
                                                                                                                                                   Menu Item 4
                                                                                                                                                   Lorem ipsum dolor sit amet, consectetur adipiscing elit.
                                                                                                                                                   Nunc luctus, eros vel euismod sagittis, nisi lorem

            Food item                              Food item                        Food item                              Food item               Read more >
              $9.99                                  $9.99                            $9.99                                  $9.99




 Media                                             TV Ads                                     Nutritional
                                                                                              Information
                                                                                                                                 Gift Cards                                  © 2011 Applebee's IP LLC
 Investors                                         Careers                                                                       Lorem ipsum
                                                                                              Allegen                            dolor sit amet,
 Int'l Franchising                                 Contact Us                                 Information                        consectetur
 Refranchising                                                                                                                                               Follow Us
                                                                                               Carside To Go
 Terms & Conditions                                                                            Menu




                                                                                                                                                                                                                                                                                                                                   Page 23
Applebee's UX
Wireframe Menu Item Hover
1           2       3    4         5       6         7        8       9     10       11       12       13     14   15     16             17   18        19      20       21        22       23       24

                                                                                                                                                                                                          1.    Menu Item Hover
                                                                                                                                                                                                          1.1   When the user hovers over the selected food item icon for one second or more, a modal window will
                                                                                                                         Search                                                                                 appear giving the user a brief description of the item along with the price and a CTA to the full food
                                                                                                                                                                                                                menu item page.
Menu                                     Locations                               Gift Cards                         Carside To Go                              About Us
                                                                                                                                                                                                          1.2   If the user hovers outside of the spawned modal window, then the window will close. This action is

Steaks
                                                                                                                                                                                                                repeated for each item hovered on. It only applies to food icons within the tertiary category pages and
MAin Promotion                                                                                                                                                                                                  lower.


                                                                                                                                                                                                          Later Phase Additions
                                                                                                                                                                                                          A     In later phases, this modal area will also have an order online CTA, for efficient ordering capabilities
                                                                                                                                                                                                                for return customers.
                                                                                                  Image




Menu
Explorer


                                                                                                                                              The Neighborhood
 550        Under 550                  Spicy                     Weight Watchers
                                                                                                                                              Your Location:
                               S                         W



                                                             S                      S         W     550                          W
                                                                                                                                                              1313 Darne Lane 617.461.9178
                                                                                                                                                              Springfield, MA Call to order
                                                                                                                                                              02473           Carside To Go


             Image                             Image                               Image                            Image                        Select another location                       GO

                                                                                                                                              Suggestions:                  View More>
                                                                                                                                              Lorem ipsum dolor sit amet.
         Food item                             Food item                         Food item                         Food item
           $9.99                                 $9.99
                                                   Food Item                       $9.99                             $9.99
                                                  Lorem ipsum dolor sit amet,
                         550                      consectetur adipiscing elit. Proin                      1
                                                  accumsan aliquet nunc, ac porta metus
                                                  eleifend id? Aliquam condimentum


                                                  $ 12.99
                Image                          Image                               Image                            Image                         Menu Item 1                 Menu Item 2

                                                                                                   A                                                                 Menu Item 3
                                                                                                                                                                     Sit amet consecuter
                                                         More Information                                                                                            dolor et unum. Libiris, ad
                                                                                                                                                                     infinitum. Dia bolat.
            Food item                          Food item                          Food item                        Food item
              $9.99                              $9.99                              $9.99                            $9.99                                                Find out more


                         550                                  W                                                                      S                               Menu Item 3
                                                                                                                                                                      Sit amet consecuter
                                                                                                                                                                      dolor et unum. Libiris, ad
                                                                                                                                                                      infinitum. Dia bolat. it
                                                                                                                                                                      amet consecuter dolor
                Image                           Image                               Image                           Image                                             et unum.
                                                                                                                                                                     Find out more >


                                                                                                                                              Menu Item 4
            Food item                           Food item                         Food item                        Food item                  Lorem ipsum dolor sit amet, consectetur adipiscing elit.
              $9.99                               $9.99                             $9.99                            $9.99                    Nunc luctus, eros vel euismod sagittis, nisi lorem

                                                                                                                                              Read more >




    Media                                        TV Ads                                   Nutritional
                                                                                          Information
                                                                                                                               Gift Cards                                © 2011 Applebee's IP LLC
    Investors                                    Careers                                                                       Lorem ipsum
                                                                                          Allegen                              dolor sit amet,
    Int'l Franchising                            Contact Us                               Information                          consectetur
    Refranchising                                                                                                                                        Follow Us
                                                                                           Carside To Go
    Terms & Conditions                                                                     Menu




                                                                                                                                                                                                                                                                                                                           Page 24
Applebee's UX
Wireframe Menu Category (alternate)
 1           2       3        4         5        6         7        8         9    10        11       12       13   14     15     16        17     18       19       20        21       22        23         24

                                                                                                                                                                                                                  1.   Food item with small image
                                                                                                                                                                                                                       Depending on the imagery available, the menu can display a menu item with a small sized icon
                                                                                                                                  Search

                                                                                                                                                                                                                  2.   Food item with text description only
Menu                                           Locations                                 Gift Cards                         Carside To Go                            About Us                                          If there is no imagery available for a menu item, a only a text description will be provided


 Steaks
 MAin Promotion                                                                                                                                                                                                   3.   Food item with large image
                                                                                                                                                                                                                       Depending on the imagery available, the menu can display a menu item with a large sized icon


                                                                                                                                                                                                                  4.   CTA
                                                                                                                                                                                                                       The CTA will take the user to a singular food item page
                                                                                                      Image
                                                                                                                                                                                                                  5.   Social Sharing
                                                                                                                                                                                                                       The Facebook, Twitter and email sharing is only available on pre-existing items.



                                                                                                                                                                                                                  Later Phase Additions
 Menu
                                                                                                                                                                                                                  A    In later phases, this layout will also have an order online CTA, for efficient ordering capabilities for
 Explorer
                                                                                                                                                                                                                       return customers.

     550      Under 550             S         Spicy            W        Weight Watchers
                                                                                                                                                 The Neighborhood
                                                                                                                                                 Your Location:
     Food Item $9.99                                                              Food Item $9.99                                                                 1313 Darne Lane 617.461.9178
                         Lorem ipsum dolor sit amet,                                               Lorem ipsum dolor sit amet,                                    Springfield, MA Call to order
                         consectetur adipiscing elit. In eget                                                                                                     02473           Carside To Go
                                                                           1                       consectetur adipiscing elit. In eget
                         purus enim. Aliquam pretium, velit                                        purus enim. Aliquam pretium, velit
                         eu congue iaculis, elit felis placerat,                                   eu congue iaculis, elit felis placerat         Select another location                          GO

      550        S        W                       5                                550       S                                                   Suggestions:                   View More>
                                                                                                                                                 Lorem ipsum dolor sit amet.
            See More                                                                 See More




 Food Item $9.99                                                                  Food Item $9.99
 Lorem ipsum dolor sit amet, consectetur adipiscing                               Lorem ipsum dolor sit amet, consectetur adipiscing
 elit. In eget purus enim. Aliquam pretium, velit eu                              elit. In eget purus enim. Aliquam pretium, velit eu                  Menu Item 1                Menu Item 2
 congue iaculis, elit felis placerat quam, et                                     congue iaculis, elit felis placerat quam, et
 accumsan sapien sem eget quam. Sed justo.                                        accumsan sapien sem eget quam. Sed justo.                                             Menu Item 3
                                                               2                                                                                                          Sit amet consecuter
                                                                                                                                                                          dolor et unum. Libiris, ad
      550        S       W                                                         550                                                                                    infinitum. Dia bolat.


        See More                                                                     See More              4                                                                   Find out more
                              A

                                                                                                                                                                          Menu Item 3
                                                                                                                                                                          Sit amet consecuter
                                                                                                                                                                          dolor et unum. Libiris, ad
                                                                                                                                                                          infinitum. Dia bolat. it
                                                                                                                                                                          amet consecuter dolor
                                                                                                                                                                          et unum.
                                    Food Item $9.99                       3
                                                                                                                                                                          Find out more >
                                    Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eget purus enim.
                                    Aliquam pretium, velit eu congue iaculis, elit felis placerat it amet, consectetur
                                    adipis                                                                                                        Menu Item 4
                                                                                                                                                  Lorem ipsum dolor sit amet, consectetur adipiscing elit.
                                        550       S                                                                                               Nunc luctus, eros vel euismod sagittis, nisi lorem

                                                                                                                                                  Read more >
                                            See More




     Media                                             TV Ads                                     Nutritional
                                                                                                  Information
                                                                                                                                     Gift Cards                                © 2011 Applebee's IP LLC
     Investors                                         Careers                                                                       Lorem ipsum
                                                                                                  Allegen                            dolor sit amet,
     Int'l Franchising                                 Contact Us                                 Information                        consectetur
     Refranchising                                                                                                                                            Follow Us
                                                                                                   Carside To Go
     Terms & Conditions                                                                            Menu




                                                                                                                                                                                                                                                                                                                                  Page 25
Applebee's UX
Wireframe Single Menu Item (preferred)
 1       2           3       4       5        6           7     8     9     10       11       12        13    14    15     16           17       18       19       20       21        22       23          24

                                                                                                                                                                                                                1.   Hero Area
                                                                                                                                                                                                                     This area will give a large photo with overlaid text denoting the name of the item.
                                                                                                                           Search

                                                                                                                                                                                                                2.   Single Food Item Description
Menu                                       Locations                             Gift Cards                          Carside To Go                                About Us                                           This is the full food description, encompassing all of the information about the dish.


 MAin Promotion                                                                                                                                                                                                 3.   Price
 Steaks                                                                                                                                                                                                1             The price point which should match the menu item hovers price point.

 Bourbon Street Steak                                                                                                                                                                                           4.   Suggested Sides
                                                                                               Image                                                                                                                 Dynamically added side dish suggestions should appear in this container based on the the specific
                                                                                                                                                                                                                     entree selected. The suggested sides appear only for entrees. These sides will appear in the extras
                                                                                                                                                                                                                     category as full food items. They will also link out to category items.


                                                                                                                                                                                                                5.   Tasty Topper Addition
 Menu
                                                                                                                                                                                                                     The tasty toppers are related to the entree which is ordered and should appear accordingly.
 Explorer

                                                                                                                                             The Neighborhood                                                   6.   Safety And Information Disclaimer
  A juicy, tender steak jazzed up with Cajun spices and served with sautéed onions &                                                2
  mushrooms and fried red potatoes.                                                                                                          Your Location:                                                          The safety information is listed below the food items.

                                                                                                                           A                                     1313 Darne Lane 617.461.9178
                                                                                                                                                                 Springfield, MA Call to order                  7.   Social Sharing
  $ 14.99                3                                    Another reason to come into Applebee’s today.                         8                            02473           Carside To Go
                                                                                                                                                                                                                     For all existing menu items, social sharing functions are available. This functionality is not available for
                             7                                                                                                                                                                                       new items in phase I. The social sharing is comprised of Facebook sharing, Twitter posting and
                                                                                                                                                 Select another location                          GO                 sharing via email.
 *social sharing is only available on select menu items

  Suggested Sides:                                                                                                                               Contextual News Item                                           8.   CTA Copy
                                                                                                                                                 Lorem ipsum dolor sit amet, consectetur adipiscing elit.
                                                                                                                                                 Nunc luctus, eros vel euismod sagittis, nisi lorem                  Copy to incite the user to come into an Applebee's to enjoy specific menu items and more.
                                                                                                                                                 Read more >
                                                                                                                                                                                                                Later Phase Additions
                                                                                                                                4
                                                                                                                                                 Suggestions:                  View More>                       A    In later phases, this area will become a call to action allowing the user to compile their order to be
                                                                                                                                                 Lorem ipsum dolor sit amet.                                         placed via a digital Carside to Go, which will allow the user to place a full Carside to Go order without
     Menu Item 1                 Menu Item 2                  Menu Item 3        Menu Item 4                 Menu Item 5                                                                                             the need to call. This CTA will also allow the user to place an order for call ahead seating, to increase
     $6.99                       $6.99                        $6.99              $6.99                       $6.99                                                                                                   in restaurant dining.

  Add a tasty topper:                                                                                                                                                                                           B    In later phases, single food items comments, ratings and social sharing will be available as agreed
                                                                                                                                                                                                                     upon.

                                                                                                                                                   Menu Item 1                   Menu Item 2

                                                                                                                               5                                        Menu Item 3
                                                                                                                                                                         Sit amet consecuter
                                                                                                                                                                         dolor et unum. Libiris, ad             *    Note involving singular menu items
                                                                                                                                                                         infinitum. Dia bolat.
                                                                                                                                                                                                                     All menu items will have a singular food item page provided unless agreed upon via client request.
     Menu Item 1                 Menu Item 2                  Menu Item 3        Menu Item 4                 Menu Item 5
                                                                                                                                                                                                                     MAximum character counts:
     $1.99                       $1.99                        $1.99              $1.99                       $1.99         B                                                  Find out more
                                                                                                                                                                                                                     Menu Item : 45 characters with spaces
*NOTICE: ITEMS MARKED WITH AN * MAY BE COOKED TO ORDER. CONSUMING RAW OR UNDERCOOKED MEATS, POULTRY,                                     6                                                                           Menu Description Copy : 290 characters with spaces
SHELLFISH OR EGGS MAY INCREASE YOUR RISK OF FOODBORNE ILLNESS, ESPECIALLY IF YOU HAVE CERTAIN MEDICAL
CONDITIONS.
                                                                                                                                                 Menu Item 4
                                                                                                                                                 Lorem ipsum dolor sit amet, consectetur adipiscing elit.
To our guests with food sensitivities or allergies: Applebee's cannot ensure that menu items do not contain ingredients                          Nunc luctus, eros vel euismod sagittis, nisi lorem
that might cause an allergic reaction. Please consider this when ordering.                                                                       Read more >

Variations in ingredients and preparation, as well as substitutions, will increase or decrease any stated nutritional values,
such as calories.


     CTA
 Media                                             TV Ads                                 Nutritional
                                                                                          Information
                                                                                                                               Gift Cards                                  © 2011 Applebee's IP LLC
 Investors                                         Careers                                                                     Lorem ipsum
                                                                                          Allegen                              dolor sit amet,
 Int'l Franchising                                 Contact Us                             Information                          consectetur
 Refranchising                                                                                                                                            Follow Us
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 Terms & Conditions                                                                        Menu




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Applebee's UX
Wireframe Single Menu Item (alternate)
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                                                                                                                                                                                                       1.   Generic Hero Area
                                                                                                                                                                                                            If photography is not available for a menu item, the same hero image as the category page will be
                                                                                                                        Search                                                                              shown as to not create user confusion (as well as avoiding regressive scalability)
                                                                                                                                                                                                       2.   Single Food Item Title and Description
Menu                                       Locations                              Gift Cards                       Carside To Go                          About Us                                          This is the full food title and description, encompassing all of the information about the dish.


 MAin Promotion
 Steaks                                                                                                                                                                                                *    Note involving singular menu items
                                                                                                                                                                                                            All menu items will have a singular food item page provided unless agreed upon via client request.
                                                                                                                                                                        1
                                                                                                                                                                                                            Maximum character counts:
                                                                                                                                                                                                            Menu Item : 45 characters with spaces
                                                                                                Image                                                                                                       Menu Description Copy : 290 characters with spaces




 Menu
 Explorer




 Bourbon Street Steak                                                    2                                                            The Neighborhood
  A juicy, tender steak jazzed up with Cajun spices and served with sautéed onions &
                                                                                                                                      Your Location:
                                                                                                                                                       1313 Darne Lane 617.461.9178
  mushrooms and fried red potatoes.                                                                                                                    Springfield, MA Call to order
                                                                                                                                                       02473           Carside To Go

  $ 14.99                                                     Another reason to come into Applebee’s today.
                                                                                                                                       Select another location                           GO

                                                                                                                                      Suggestions:                    View More>
 *social sharing is only available on select menu items
                                                                                                                                      Lorem ipsum dolor sit amet.
  Suggested Sides:
     Food Item $9.99
     Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eget purus enim. Aliquam pretium,
     velit eu congue iaculis, elit felis placerat quam, et accumsan sapien sem eget quam.


  Food Item $9.99                                                                                                                          Menu Item 1                  Menu Item 2
  Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eget purus enim. Aliquam pretium,                                                               Menu Item 3
  velit eu congue iaculis, elit felis placerat quam, et accumsan sapien sem eget quam.                                                                        Sit amet consecuter
                                                                                                                                                              dolor et unum. Libiris, ad
                                                                                                                                                              infinitum. Dia bolat.
  Add a tasty topper:
                                                                                                                                                                    Find out more

     Food Item $9.99
     Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eget purus enim. Aliquam pretium,                                                            Menu Item 3
                                                                                                                                                                Sit amet consecuter
     velit eu congue iaculis, elit felis placerat quam, et accumsan sapien sem eget quam.                                                                       dolor et unum. Libiris, ad
                                                                                                                                                                infinitum. Dia bolat. it
                                                                                                                                                                amet consecuter dolor
     Food Item $9.99                                                                                                                                            et unum.
                                                                                                                                                              Find out more >
     Lorem ipsum dolor sit amet, consectetur adipiscing elit. In eget purus enim. Aliquam pretium,
     velit eu congue iaculis, elit felis placerat quam, et accumsan sapien sem eget quam.
                                                                                                                                       Menu Item 4
                                                                                                                                       Lorem ipsum dolor sit amet, consectetur adipiscing elit.
                                                                                                                                       Nunc luctus, eros vel euismod sagittis, nisi lorem
*NOTICE: ITEMS MARKED WITH AN * MAY BE COOKED TO ORDER. CONSUMING RAW OR UNDERCOOKED MEATS, POULTRY,                                   Read more >
SHELLFISH OR EGGS MAY INCREASE YOUR RISK OF FOODBORNE ILLNESS, ESPECIALLY IF YOU HAVE CERTAIN MEDICAL
CONDITIONS.

To our guests with food sensitivities or allergies: Applebee's cannot ensure that menu items do not contain ingredients
that might cause an allergic reaction. Please consider this when ordering.

Variations in ingredients and preparation, as well as substitutions, will increase or decrease any stated nutritional values,
such as calories.


     CTA
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                                                                                           Information
                                                                                                                         Gift Cards                                © 2011 Applebee's IP LLC
 Investors                                         Careers                                                               Lorem ipsum
                                                                                           Allegen                       dolor sit amet,
 Int'l Franchising                                 Contact Us                              Information                   consectetur
 Refranchising                                                                                                                                    Follow Us
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