Jayraj Jadeja Product Designer

Pledge: Transforming Dining and Event Experiences

6 Months

Duration

Co Founder & Designer

Role

Passion Project

Team of 3

Imagine stepping into a buzzing restaurant where every moment is charged with anticipation—not just for the food, but for the experience itself. Pledge is the brainchild behind that experience. It’s a platform that turns waiting into a competitive game form by allowing diners and event-goers to bid for priority seating and exclusive event access. In building Pledge, we set out to merge dynamic pricing, interactive design, and real-world usability into an elegant solution that not only delights customers but also drives incremental revenue for venues.

Restaurants and event venues often see long wait times and unmonetized peaks. I observed the following points about ‘waiting’ as an experience currently.

The Opportunity

We observed that customers are willing to invest in a premium experience—whether it’s for an exclusive dinner or a highly anticipated event. Rather than simply “waiting,” what if guests could actively participate in bidding for the privilege of seating or event access? This approach not only enhances the dining experience but also unlocks additional revenue streams for venues.

Customers

Feel frustrated by the inefficiencies in reservation systems.

Venues

Lose potential revenue by not capturing the full value of high demand.

Market Opportunity

With dining out and attending events increasingly seen as an art form, there’s an untapped market for converting wait time into an engaging, revenue-generating experience.

My Roles and Apporach

As the lead Product Designer for Pledge, my goal was to craft a solution that was as intuitive as it was innovative. I led the entire design process—from research and ideation to prototyping and user testing—ensuring that every design decision was rooted in both user empathy and business strategy.

I began by immersing myself in the real-world context of dining and nightlife. I conducted ethnographic research by visiting popular venues and observing how patrons and staff interacted within these spaces. This hands-on approach allowed me to identify the key pain points.

To validate and refine my ideas, I proactively reached out to a wide range of potential partners. I made countless phone calls and sent out emails to pubs, restaurants, and event venues—engaging directly with managers and owners to gather their feedback. These conversations were invaluable; they not only provided insights into the operational challenges faced by venues but also helped the team understand what features would truly add value for them. I discussed pilot programs in depth, sharing early prototypes of Pledge and exploring how our dynamic bidding system could integrate into their existing operations. Although these pilots are still in conversation, the feedback so far has been both enthusiastic and constructive, guiding several key iterations of the design.

This combination of on-the-ground research and direct industry outreach ensured that every facet of Pledge was tailored to meet the needs of both end-users and business stakeholders. It was a challenging but immensely rewarding process.

Research & Discovery

During the initial phase of Pledge’s development, we dedicated significant effort to thoroughly understanding the challenges and opportunities within the dining and events space. This multi-faceted research approach ensured that every design decision was firmly rooted in real-world insights and industry needs. We began by immersing myself in the environments where Pledge would have its greatest impact. Over several evenings, we visited a variety of busy restaurants, pubs, and event venues across Bangalore—especially in bustling neighbourhoods like Indiranagar.

Contextual Inquriy

Observing Customer Behaviour

We documented how diners interacted while waiting for tables. We noted body language, the frequency of checking phones, and any informal practices (like discreet tipping) aimed at speeding up seating.

Understanding Pain Points

It became clear that long wait times and inefficient seating processes led to frustration among customers. We recorded how these wait times affected the overall mood and satisfaction levels of the diners.

Example Insight

In one popular pub, we noted that over 70% of waiting customers appeared visibly frustrated, often checking their phones or engaging in side conversations about how long the wait was taking.

Restaurant Managers and Owners

We conducted over 20 interviews via phone and in-person, discussing current reservation systems, revenue challenges, and openness to innovative solutions. Their feedback highlighted that traditional methods were not capturing peak revenue opportunities and that a dynamic system could be a game-changer.

Event Organizers

We spoke with several event coordinators who explained the complexities of managing high-demand events, particularly during festive seasons. Their insights helped shape the dual-model approach of Pledge.

Customers

Informal discussions with diners provided additional context on their willingness to pay for reduced wait times, as well as their reactions to the idea of a bidding system.

Competitive Analysis

Synthesis & Iteration

This deep-dive research phase was critical in shaping Pledge. It wasn’t just about identifying what didn’t work in existing systems, but also about envisioning how a new approach could transform waiting into an experience that is both enjoyable and lucrative. Every interview, observation, and data point contributed to a design that is both empathetic to the end user and strategically sound from a business perspective. By grounding the design process in real-world research, we ensured that Pledge would not only meet but exceed the expectations of both diners and venue operators.

Transparency

Users must clearly see how their bids compare in real time.

Simplicity

Even with a dynamic pricing model, the user interface needed to remain clean and intuitive.

Engagement

Transforming waiting into a competitive, game-like experience can increase customer satisfaction.

Revenue Optimization

Venues should be able to effortlessly toggle between regular seating and dynamic, revenue-enhancing models.

Brainstorming & Collaborative Workshops

Team Brainstorming

We organized several brainstorming sessions with a few restaurant managers. Our goal was to reimagine the traditional reservation system as an interactive, competitive experience. We used methods like mind mapping and boards full of “How Might We” to spark creative ideas.

Concept Workshops

We hosted workshops where we sketched out potential user flows and features. The central idea was to turn the act of waiting into a “game”—where customers place bids to secure a spot, much like participating in an artful auction. This concept was inspired by dynamic pricing models in other industries, but with an artistic twist tailored to the dining context.

Feedback Loops

Early sketches and concept boards were shared with a small group of potential users and industry experts. Their feedback was instrumental in refining the idea, ensuring that the competitive bidding element was both engaging and accessible.

Mapping the User Journey

End-to-End Flow

We created detailed journey maps that visualized every step—from a customer discovering Pledge on social media, to placing a bid, receiving real-time updates, and finally enjoying their meal or event. These maps highlighted key moments where emotions ran high (like live bid updates) and opportunities for delight could be inserted.

Scenario Planning

Various scenarios were considered, such as bidding for a premium table during peak dining hours or securing exclusive entry for a festive event. What if the customer doesn’t show up after winning the bid? Each scenario was modelled to ensure that the system would be intuitive whether a customer was bidding for a single seat or an entire group.

Conceptual Prototyping

Wireframing

We began with quick sketches and wireframes that laid out the core components—such as the bidding dashboard, real-time bid tracker, and confirmation screens. These sketches were deliberately rough to encourage open feedback and rapid iteration. And later, using Figma, we developed polished prototypes that embodied a minimalistic yet engaging aesthetic. Every element was designed to be visually striking while ensuring usability.

Live Bidding Dashboard

An interactive display that showed real-time bid rankings, using smooth transitions and clear typography.

Dynamic Data Visualization

Dashboard that illustrated bidding trends and overall participation levels, adding a layer of transparency and excitement.

Concept Refinement Through Iteration

User Testing

We conducted several rounds of user testing with diverse participants—from tech-savvy young professionals to traditional diners. These sessions were invaluable for identifying friction points, such as moments of confusion in the bidding process or issues with real-time data updates.

Rapid Iterations

Feedback from these sessions led to multiple refinements. For example, we simplified the bidding process to reduce cognitive load, ensuring that users could easily understand their current rank and the estimated time until table allocation. We also tweaked the visual hierarchy to highlight the most critical elements, such as the live bid counter.

Integration of Stakeholder Input

We maintained regular communication with potential venue partners, incorporating their insights on operational feasibility. Their input helped shape features like customizable bidding brackets and dynamic pricing options, ensuring that the platform could be seamlessly integrated into existing workflows.

Customer Flow

Dual-Modal Approach

Table Bid Model

During peak dining hours, restaurants can allocate a subset of tables exclusively for bidding. Customers use the Pledge app to place real-time bids for priority seating. Venues set customizable parameters—such as which tables are available for bidding (e.g., alternate tables, or a specific ratio of bidding versus regular seating) and how much of the bid is redeemable against the final bill. This not only reduces wait times but also maximizes revenue by tapping into customer willingness to pay a premium for convenience.

Event Bid Model

For special events and festive occasions, Pledge transforms the entry process. Venues can list access to exclusive events (like a New Year’s celebration at a marquee location) where the minimum bid is set above the standard ticket price. This model is particularly effective for large-scale events, enabling venues to capture extra revenue through competitive bidding while offering a unique experience.

Revenue Uplift

In revenue projection discussions, restaurants projected an average increase of 15% in revenue per table during peak periods. The dynamic bidding model captures the extra willingness to pay during high demand, translating into higher average ticket sizes. Leading to almost 10 extra tables worth of revenue daily!

Enhanced Customer Experience

Feedback from diners consistently highlighted that the bidding process transformed the otherwise mundane wait into an exciting, interactive experience. Patrons not only got to enjoy a quicker seating process but also felt a sense of participation and exclusivity.

Optimized Operations

For venue managers, Pledge offers a transparent system to manage seating and event capacity. The ability to toggle between regular and bidding-based seating allows for smooth operational control during busy periods.

Real-World Impact

Implementation & Intergration

Customizable Settings

Each venue can tailor the bidding parameters—deciding, for example, what percentage of tables are allocated to bidding, and adjusting commission structures according to their business model.

Smooth Onboarding

Our team works directly with venues to train staff on the platform, ensuring that the transition is smooth and that everyone understands the process from bid placement to table allocation.

Robust Backend

Pledge is built on a scalable, secure backend that handles real-time data processing and ensures that the live bidding experience is both reliable and fast.

Restaurant Flow

Reflections & Learnings

Design with Empathy

Every design decision was rooted in understanding user frustrations and aspirations. Transforming waiting into an artful experience required both creative thinking and rigorous user testing.

Collaborative & Iterative Process

Close collaboration with developers, venue partners, and real users was vital. Their insights ensured that the design wasn’t just beautiful on paper but also functional in a real-world setting. The journey from concept to final product involved numerous iterations. Embracing feedback and continuously refining the experience was key to achieving a polished end product.

Navigating B2B2C Dynamics

I learned that in B2B2C contexts, the end users aren’t always the decision makers. It was crucial to engage directly with restaurant owners and managers, understand their business challenges, and refine our pitch to address their specific needs. This experience taught me how to effectively communicate the value of our product at a strategic level—ensuring that our innovative solution resonated with both the consumers and the key stakeholders who drive adoption.

Venues In Conversation

Wayforward

Today, we’re thrilled to share that we’re in active discussions with some of Bangalore’s premier venues, laying the groundwork for pilot programs that will put Pledge to the test in real-world settings. With a fully developed version of the platform already in place, the momentum is building as we prepare to showcase how dynamic bidding can convert waiting time into a rewarding, engaging experience.

I’d like to extend special thanks to the incredible team who made this vision a reality. Jayraj’s invaluable design contributions helped shape the elegant and intuitive interface that users now love, while Ajinkya tackled complex development challenges—ensuring real-time updates and seamless performance under pressure. A heartfelt thank you to Shaan as well, whose guidance was instrumental in navigating strategic decisions throughout this journey. We can’t wait to see Pledge in action, transforming everyday dining into a competitive game form and opening up new revenue streams for our partners.

Hey hey! The portfolio looks way better on a bigger screen—mind switching devices?

Hey hey! The portfolio looks way better on a bigger screen—mind switching devices?

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