A centuries-old pub’s foray into modern technology leads to a web design debacle.
The English city of Oxford is home to some of the world’s oldest pubs and inns. Recently, we visited one of them: The Bear on Alfred Street. This hidden gem is situated just off the hustle and bustle of Oxford’s High Street and is a great place to sip on a pint and enjoy traditional pub fare.
The Bear provides an excellent case study into the critical importance of good web design and how companies can embrace new, modern techniques without compromising user experience. Let’s dive in.
Image source: www.bearoxford.co.uk
The old welcomes the new
What’s most impressive about The Bear is its longevity – the institution has served Oxford’s students, tourists, and locals since 1242! One of the pub’s quirkier features is its collection of colourful ties displayed throughout the pub. This display harkens back to a tradition started in the mid-1900s that saw patrons trade in their Oxford club tie for a pint of beer.
The Bear might be an age-old institution, but in recent years, it has been focused on embracing the new. For example, instead of standard paper menus, The Bear chose to offer digital menus via QR code.
QR codes, which can be scanned with smartphones to redirect customers to the restaurant’s website or menu landing page, can be more sustainable, cost effective, and convenient ways to distribute menus. These menus can be easily updated, ensuring customers have access to the most current food and drink items. Plus, in a post-COVID world, digital menus offer a contactless and safer way to dine out.
Image source: www.bearoxford.co.uk
When shiny new features fail to deliver
Embracing innovation is only effective when it’s done right. On our recent visit to The Bear, we quickly found easily preventable problems with its “modern” features. The QR codes failed to load up the pub’s menu, and the Wi-Fi did not work.
When a member of staff approached the table, she redirected us to the QR code, and couldn’t provide us with a backup paper menu. We were forced to order either staples already we knew about or items our server verbally told us were available.
Bad Wi-Fi and a faulty menu system can seem like small setbacks, but in reality, these issues dampened our experience and coloured our overall impression of the establishment. Rather than having the opportunity to leisurely review the menu options as patrons in most pubs typically do, we were forced to make a hasty decision with limited information.
What we can learn from The Bear’s experience
Small hiccups can have a massive effect on user experience and customer satisfaction. It’s important to keep three things in mind when you’re thinking about your next web development project:
1. Premium is not the only way
Even a hole-in-the-wall shop or 700-year-old eatery can offer a fantastic experience to customers. The same is true with your website – it’s very possible to have a great website without breaking the bank, but you need a clear understanding of your goals and use the available resources effectively to achieve those goals.
2. Don’t underestimate the power of feedback
Feedback is free and extremely valuable. Collecting and implementing feedback from users and customers is vital to ensuring your website is user-friendly, effective, and successful, and that when problems do arise, they can be dealt with quickly.
3. Always have a backup plan
I.e.: don’t throw out the paper menus! Unexpected problems can occur during the design process and sometimes, your first-choice solution won’t work as intended. Having a series of stopgaps and contingency plans can also help to increase the resilience and reliability of your website long-term.
Whether you’re just getting started with your website or implementing a new feature, it’s key to be prepared to deal with sudden issues. These seemingly minor problems can still have a major impact on your business.
Did you find these tips helpful? Check out more of our Website Nightmares here.
