Improving Japan's Most Popular Fast Food App
Year
2019
2019
Company
Publicis Sapient
Publicis Sapient
Region
Tokyo, Japan
Tokyo, Japan
Role
UX team lead
UX team lead
Deliverable
Product improvements
Product improvements
Index
1. Project Background
2. Objective
3. User Research
4. Design Process
5. Screen Improvements
6. Result
2. Objective
3. User Research
4. Design Process
5. Screen Improvements
6. Result
1. Project Background
Japan’s most popular fast food apps asked Publicis Sapient to improve the app. Despite positive user feedback and numerous downloads, app usage fell short of the client’s expectations. Publicis Sapient put together a team to work on the app both at the client's corporate headquarters and the Publicis Sapient office.
2. Objective
Improve the average order value.
3. User Research
We identified four target groups and followed them over time during our user study. We discovered that in order to boost average order value, we should target Japanese salary men and women, who spend more time and money in restaurants than the other target categories.(see the red dots in the graphics below).
1. Salary man & woman (45-65)
2. Salary man & woman (25-44)
3. Stay at home mother
4. Working mothers
With this insight, we modified the current state of the key task flow to the future state of the key task flow to better serve this target group.
1. Current state key task flow
2. Future state key task flow
4. Design Process
Given that we only had a limited amount of time, we focused on conducting brief design sprints.
We worked closely with all of our stakeholders. Ideas and designs were developed collaboratively, and they assisted us in selecting the best ones.
Numerous user observations and interviews were conducted, and our stakeholders were on hand to assist the team with their efforts.
5. Screen Improvements
Pain point
During our observations, we discovered that users did not notice the price on product cards.As a result, there was confusion and a high drop off rate when people were looking for products.
Solution
After a few tries and mistakes, we found that the upper left corner of the product card was the optimum location for the pricing.
During our observations, we discovered that users did not notice the price on product cards.As a result, there was confusion and a high drop off rate when people were looking for products.
Solution
After a few tries and mistakes, we found that the upper left corner of the product card was the optimum location for the pricing.
Pain point
Customers tend to repeat previous orders, which doesn’t improve the average order value.
Solution
We assumed that variation is necessary to persuade customers to change their order and used a customer's previous order as our starting point. We validated our assumptions by experimenting with different ways for customers to adjust their previous orders, whether through cross-selling (as shown in this example), relevant coupons, or targeted email ads.
Customers tend to repeat previous orders, which doesn’t improve the average order value.
Solution
We assumed that variation is necessary to persuade customers to change their order and used a customer's previous order as our starting point. We validated our assumptions by experimenting with different ways for customers to adjust their previous orders, whether through cross-selling (as shown in this example), relevant coupons, or targeted email ads.
Pain point
Many customers complained about the visibility of the order number when shown at the counter of a restaurant.
Solution
The order number was enlarged and positioned beneath the product image and price.
Many customers complained about the visibility of the order number when shown at the counter of a restaurant.
Solution
The order number was enlarged and positioned beneath the product image and price.
Pain point
Coupons are an important component of the app, but for some customers, they are the only reason to use it. Our stakeholders asked us to look into other ways to bring coupons to the forefront of people's minds without jeopardizing the user experience.
Solution
We put a couple ideas to the test. One of them was to display coupons after a product was chosen.
Coupons are an important component of the app, but for some customers, they are the only reason to use it. Our stakeholders asked us to look into other ways to bring coupons to the forefront of people's minds without jeopardizing the user experience.
Solution
We put a couple ideas to the test. One of them was to display coupons after a product was chosen.
Pain point
In the course of our research, we discovered that users simply skimmed the landing page without noticing the ads.
Solution
We couldn't do much about the ads because they were handled by other agencies. However, we tested the landing page with a white space of 16 pixels between the ads to make them stand out more.
In the course of our research, we discovered that users simply skimmed the landing page without noticing the ads.
Solution
We couldn't do much about the ads because they were handled by other agencies. However, we tested the landing page with a white space of 16 pixels between the ads to make them stand out more.
6. Result
We had no involvement in the execution of the requested features, and other teams contributed to the app's success as well. Despite this, the app quickly became one of Japan's most popular fast food applications, and we are certain that our efforts established the groundwork for its success.