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Going beyond UI/UX to level-up a restaurant’s delivery app flow

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The challenge

Optimizing food delivery service was a key priority for a national restaurant brand, but they didn’t have a solid sense of customer decision-making in a digital environment. The team wanted to optimize the ordering experience through their app and enhance their partnership with the on-demand delivery platform.  
We couldn’t treat this like any other customer experience study: a foundational understanding of key factors that influence delivery decision-making was critical to put the app experience in context.

 

The method

We did a nationwide tour of customer focus groups where we gathered both blue sky exploratory learnings and more tactical UI/UX insights.
 
  • Exploring decision drivers in the digital environment: We unearthed latent motivations for choosing delivery, and then explored how that filtered down to which restaurant and which app. We collected and prioritized key factors that influence delivery decisions, including price, ETA, delivery provider, rewards or deals, and location.
  • Piloting order flow prototypes for the restaurant’s app: Now we layered on the UX and tested two unique order processes, which we were able to iterate along the way. Paired with the learnings about decision-making, we identified and implemented “quick wins,” as well as address key points of friction.

The impact

The combination of big-picture understanding with tactical learnings meant the team had ways to immediately improve the app experience and  conceptual direction on how to better meet delivery customer needs overall. Not only did the delivery app get a makeover, the restaurant leveraged the insights as they evolved their delivery customer strategy and third-party partnership approach.

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