Systems · Concept project
They hand you the whole menu. We take it away first.
HÚN, a natural-wine bar — and why we turned ordering from choosing into being walked through
- Kind of work
- Systems
- Project
- Concept project
- Scope
- Interaction design
- Year
- 2026
HÚN
HÚN is a bar we made up. We used it to test one thing: the most off-putting moment at a natural-wine bar — you sit down, get handed a list of thirty-odd small plates, and have no idea where to start.
We decided you shouldn’t get that list. We take it away and replace it with a route that walks you through, one plate at a time: start with a glass, then each step offers only two or three we’ve already paired; you pick one, the next unlocks. One link, no app. At the end you’re holding a table you were walked into.
The ordering flow, liveOpen full screen
The thinking
The decisions behind it
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They give you the whole menu; we take it away first001
The most off-putting moment at a natural-wine bar is sitting down to a list of thirty-odd small plates with no idea where to start. We decided you shouldn’t get that list — we take it away, and turn “facing a full page” into “being walked through, one plate at a time.” The paralysis of choice is the thing we set out to design away.
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Three per course, not thirty002
Cut the options. Each step offers just two or three we’ve already paired; you choose one. It isn’t a limit — it’s us having thought through what actually goes together, first. Fewer options, and you order better, faster, more surely.
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Start with a glass, not a dish003
Where the order begins sets the whole table’s line of taste. We decided to start from “which glass tonight” — once the wine is set, the small plates follow it. So a table reads as one line, not a pile of unrelated dishes.
We didn’t give you a prettier menu. We took the menu away — and swapped “choosing” for “being walked through the meal.”
About the images: the dish and atmosphere pictures in the ordering flow were generated with AI.
