Burger King

iPhone & Android Mobile App. Released Aug 2018

Get the official Burger King® mobile app and earn rewards, access coupons, pre-order from your mobile device, and find your nearest BK® restaurant anytime, anywhere. The mobile app supports over 7000 restaurant locations in the USA.

My Role

Lead UX/UI and identify accessibility issues within completed builds. Perform appropriate usability studies to solve user goal problems and discover opportunities to improve app experience. Facilitated collaboration sessions with a multi-disciplinary team and present concept designs to stakeholders. I worked closely with major stakeholders to include them in the design process and align with business goals.

We simultaneously designed and developed for iPhone and Android versions of the app. I provided deliverables for two separate teams to accommodate different OS requirements.

The Challenge

Develop a tool within the Burger King® mobile app to order regular menu items or customize sandwiches by adding or removing the ingredients. Allow customers to preorder their meal and pick up at any Burger King® restaurant.

Identify The Pain Points

Multiple customer journey maps of different personas were created to help empathize with users and identify pain points in the ordering experience. User personas were heavily influenced by the Burger King Facebook page which consists of over 8 million subscribers. User interviews have also been conducted to gain a deeper insight into their ordering journey.

The journey map told us the story of how users might prefer to customize their meals. We were able to identify points of friction when a user got confused or became indecisive during the ordering process. The mapping exercise illuminates the path for our design solutions.

Iterative Design

The journey maps helped us generate ideas for the meal customization design and flow experience. Rapid prototyping sketches allowed us to visualize and eliminate ideas early in the design process. Our favorite design iterations were then created into high fidelity prototypes and A/B tests for users to provide validation and feedback. The iteration cycle repeated itself until they met our metrics of success.

Design concept metrics:

  • Easy to learn: The user can quickly go from not knowing the system to getting some work done with it.
  • Efficient to use: Once the user has learned the system, a high level of productivity is possible.
  • Easy to remember: The infrequent user is able to return to using the system without having to learn everything all over.
  • Few errors: Users do not make many errors during the use of the system, or if they do make errors they can easily recover from them.
  • Pleasant to use: Users are subjectively satisfied by using the system; they like it.

 

Annotations have been removed from wireframes for example purposes. 

Solution: One-page customization

Customization options are displayed in a one-page scroll so users can quickly navigate between different meal ingredients. Customization is faster when items are not separated in different pages as the user makes progress. Usability studies have shown that users consistently switched between different ingredients from indecisiveness and curiosity.

Modifying ingredients is intuitive and easily-tappable with large attractive images. The price updates within the primary “Add To Order” button so the user is aware of the changes made from the customization.

Sides

Sandwich Ingredients

Drinks