Case
The Challenge
Increase customer engagement with a mobile app that allows customers to order menu items online and pick up at their local Burger King restaurant. Integrate and improve existing online coupon functionality to offer customers the best deals available.
My Role
Lead UXUI designer and research analyst to optimize task flows and identify customer pain points. Facilitated collaboration sessions with cross functional teams and closely worked with multiple stakeholders to include them throughout the design process.
Duration: Aug 2016 - Nov 2017
Design Solutions
One Page Customization
Meal and drink options are displayed in one page for improved accessibility. Modifying ingredients is intuitive and easily recognizable with large images. Price updates are displayed within the primary “Add To Order” button so the user is aware of the changes made.
Usability studies revealed that customers constantly switched between different options during meal customization. Customers expressed a better experience on the single page concept vs the multi-page variations.
Localized Coupons
Data analytics reported that coupons are the most visited entry points of the app. Native geolocation technology allowed us to personalize the customer experience and produce engaging content with exclusive coupons available for different locations
Constraints: Point of sale technology constraints prevented our ability to validate in-store only coupons within the app. Animated coupon screens were used as a cost effective solution to confirm validity because it could not be reproduced.
Outcome: Exclusive coupons for each geographical location increased user retention. The business also saw an increase of customers visiting new locations through in-store only coupon incentives.
Native Geolocation
Personalizing customer experiences as per their geographical location to improve restaurant location results and menu item availability. App use is more enjoyable when geolocation technology can assist with specific tasks along the customer journey.
Discovery
Learning the Pain Points
Journey maps of multiple customer persona scenarios were created to identify ordering pain points and align on product strategy. Customer preferences for customizing meals and unique mental goals are clearly visualized prioritize our design initiatives.
The journey map below is 1 of 3 journey maps made for each persona scenario we identified.
Design Metrics
The project roadmap included new features that would escalate the development of new design system components. I created a metrics guideline to establish what was important for our customer goals and emphasis for research. Every solution was evaluated according to the metrics to provide direction, consistency, and feature prioritization. The team is better aligned when we all share a common set of development values.
Flow Refinements
Multiple flow charts were designed to build a cohesive experience across overlapping tasks. This was also important for the team to have early discussions of feasibility and rapidly test innovative concepts. The flow iteration cycle repeated itself until they met our metrics of success.
The wireframe below is one of many detailed annotations and visual storytelling flows that empowers every stage of the design process.
Interface Iteration
Interface designs quickly evolved from low fidelity sketches to high fidelity wireframes in order to disclose all possible ideas for discussion. Iterative and intentional design is essential for usability improvements and pressure testing concepts if they are actually solving the problem.
Learnings
Proper documentation and establishing a methodological design process across different teams helped me navigate the unique business challenges. I found myself asking more questions during meetings instead of brainstorming with the team. As a result, I formulated a design brief document that had to be completed before any project kickoff so that we were prepared with an informed agenda.
This was also a great opportunity to learn about native geolocation technology for personalized customer experiences. The dynamic content prepared me to think in a non-linear approach as users with different geographical constraints and advantages would experience the app in different paths. Our creative geolocation ideas unraveled my limited understanding of native applications.
Outcomes
Online Store Performance based on results from August 2016 release.
