People, people, people. Personalization is different from customization and responsiveness; it is about the user and recognition of his/her uniqueness. The unique nature of the web lends itself to situational personalization and customer-to-customer dialog. What's on the Menu? is a website that links individual requirements/restrictions with social sharing of information to provide a resource that can help people with allergies enjoy the dining out experience as much as others. Users can search based on a single profile or a collection of profiles (for group outings) as well as contribute to the community of information.

In this project, user needs were at the forefront and investigated through directed storytelling, competitive evaluation and bricks & mortar research. Synthesis, through modeling and mapping, and mood boards informed the final design. We wanted to identify and respond to the different sets of needs and preferences for the same user.