The Problem:
Restaurants are losing margin to 3rd party delivery; they pay high commissions and get zero data on the customer. With the rise of the pandemic, the urgency for digital ordering solutions is a requirement for survival. Building a bespoke ordering experience, is extremely time consuming, and expensive to build/maintain, and the existing platforms are clunky and costly to maintain/update, and offer little in the way of customization.
Product Objective:
Create a best in class ordering experience that integrates our existing loyalty functionality.
Business Goal:
Expand product offering to close more deals and land larger customers, by creating a best in class ordering experience that:
1. Integrates with our existing loyalty platform.
2. Drives better data capture/conversion to loyalty programs.
3. Allows for greater brand personalization.
Outcome:
- Significant increase in closed deals
- Significantly higher enrollment in loyalty program, & better data capture
- Ownership of ordering channel/less reliance on 3rd party delivery
- Seamless branded user experience between app and web
- Integrated with existing loyalty program
- A quick-to-launch, customizable solution
Thanx Whitelabel Ordering Experience
Product Demos:
Customer Quote:
“Thanx’s digital ordering solution allows us to deliver best-in-class digital experiences; with rewards seamlessly integrated into the user experience, it creates a powerful incentive for guests to order direct.” - Matthew Smith, CMO, Tocaya.
Publications:
Core Flows Designed:
▪ App v. Web
▪ Navigation
▪ Location Selection & Handoff Mode
▪ Categories & Menu page
▪ Order History
▪ Product Detail
▪ Cart ▪ Checkout & Account Creation
▪ Account & Card Management ▪ Loyalty
Tools used:
Sketch, Figma, Jira, Confluence, Zepplin, Invision, Fullstory, Usertesting, Google Docs, Whiteboard, Whimsical.
Core Process
Research/Ideation
How do we make a best-in-class ordering experience?
I downloaded, documented, and ordered from every major restaurant I was able to, then grouped the research by core features/functionality so we could reference them later.
Had customer calls with merchants such as Pincho, Oath Pizza, and Mixt, who gave us first hand accounts of their business goals, what features were most desirable, and what the major pain points of their current ordering solutions were.
Worked closely with product to help define the features/functionality that would become part of the requirements.
Initial Designs
Mapped out high level user flows, starting with happy path and then adding variants, error states and empty states.
Created lo-fi wireframes to solicit feedback from product team and merchants on general direction of experience.
Created lo-fi prototypes to test with users and team early to ensure ease of use with core functionalities and navigation.
Design iterations
Once core scope of product and flows were solidified, I moved to hi-fidelity designs.
Numerous feedback cycles with product and existing loyalty customers ensured we met our strategic goals, while generating designs that were user friendly and visually compelling for brands.
Handoff
Once a core style had been established, created a library of components and a master style guide for eng.
Working Figma files contained separate pages for each flow, with assets and guides for eng called out.
Updates to features/flows were handled in change logs and denoted with a timestamp on the designs post-handoff.
