Burger Bay
From Analog to Digital: How Burger Bay's Mobile App Modernized its Operations and Thrived in the Digital Age.
Burger Bay is a popular fast food restaurant known for its delicious burgers, friendly atmosphere, and affordable prices in their local area.
Burger Bay faced long wait times, limited delivery options, an inefficient ordering process, difficulty in retaining customers, and a need for modernization, which led to the creation of a mobile app that offers online food ordering and delivery, pick-up order features, and a loyalty program.
The Objective
& Responsibilities
Research, strategise, and design an end-to-end mobile app for Burger Bay, to offer customers the convenience of online food ordering and delivery, a pick-up order feature to reduce in-store lines, and a loyalty program to retain customers.
Responsibilities
UX Research
Wireframes
Usability Testing
Design System
Prototyping
Role
UI/UX Designer responsible for the UX and UI parts of Burger Bay from inception to delivery.
To effectively achieve the project's goals and ensure its success, I have divided the design process into three distinct phases: empathize, conceptualize, and design.
The Process
I dived into a week-long research sprint to analyze the features of Burger Bay's competitors and identify areas for improvement.
My initial focus during the project was to gain a thorough understanding of the problem by exploring the needs, wants, and expectations of the target audience, along with Burger Bay's business objectives.
In order to achieve this, I conducted a comprehensive research sprint that lasted for a week, involving user interviews, forums and Facebook group analysis, and competitive analysis.
As a result of our research, we identified that Burger Bay's app targets a diverse group of individuals, including busy people seeking convenience, loyal customers who appreciate affordability and quality, and younger consumers who value the convenience of using mobile apps to engage with brands.
Empathise
1st Stage
Once I had gathered various insights from the user interviews, I carried out a detailed analysis to rank the most essential discoveries.
Once I had collected data from user interviews, I proceeded to analyze and prioritize the information to create a well-defined and effective strategy. To accomplish this, I conducted a thorough examination of the data to determine trends, themes, and the most significant challenges faced by the target audience.
By using affinity mapping exercises, I grouped related information and identified three critical themes that required immediate attention.
Conceptualize
2nd Stage
By creating affinity maps, I was able to group related information and identify three critical insights that required immediate attention.
Key Insights
01
Time Constraing
Busy individuals who don't have the time to wait in line can use the app to place orders ahead of time, reducing wait times and increasing convenience.
02
Affordability
The cost of eating out can add up, but a loyalty program allows customers to earn reward points and redeem them for discounts, making the meals more affordable.
03
Convenience
Customers seek a streamlined experience that enables quick and hassle-free ordering, order tracking, and personalized recommendations based on their order history.
Ensuring the app was user-friendly, accessible, and visually appealing was crucial in improving the overall user experience.
I started the design process by crafting user personas and user journeys to comprehend the behaviors, preferences, and requirements of the target audience. The insights gathered were then leveraged to create wireframes, prototypes, and visual designs that were continuously refined through user testing and feedback.
In order to maintain the app's visual consistency and accommodate future changes or additions, I developed a comprehensive design system that outlined the key elements of the interface such as typography, color palette, and visual design. This design system provided a set of standards and guidelines that ensured consistency throughout the app's interface. The documentation of the design system enabled easy implementation of any future updates or changes without affecting the app's overall coherence.
The design solution placed a high priority on accessibility, simplicity, and a sleek, contemporary interface. Special attention was paid to ensuring that all users could comfortably read the text by using appropriate font sizes and color contrasts, resulting in an inclusive experience. Additionally, the interface featured user-friendly navigation and search functionality to make it easy for users to locate what they need.
Design
3rd Stage
Key App’s Features
& Addressing Pain Points
Delivery and Takeout Ordering
Burger Bay’s delivery and takeout ordering feature provides convenience to busy customers who don't have the time to visit the restaurant or wait in line. Users can order their favorite burgers from the comfort of their homes, and track the status of their delivery in real-time.
This feature not only saves time but also enhances the user experience by providing flexibility in how they order their food.
In-store Pickup
The in-store pickup feature is designed to provide customers with a faster and more efficient ordering process. This feature addresses the long in-line waiting time in the store by allowing customers to place their order ahead of time through the app. Customers can then simply walk into the store, bypass the line, and pick up their order.
This feature not only saves time for customers but also helps reduce the crowd in the store during peak hours, ensuring a more comfortable and stress-free experience for everyone.
Loyalty Program and Rewards System
Burger Bay’s loyalty program and rewards system aims to incentivize customers to choose Burger Bistro over other fast-food chains by offering discounts and rewards. Customers can earn reward points by placing orders through the app, and these points can be redeemed for discounts on future orders.
This feature not only makes the meals more affordable but also rewards loyal customers, which can increase customer retention and engagement.
Additionally, the app features a personalized homepage that tailors the user experience based on their order history, preferences, and location. This addresses the pain point of convenience by making it easy for users to find what they need and discover new menu items that align with their tastes.
Key App’s
Features
& Addressing
Pain Points
Next steps &
Future improvements
Improving User Engagement and Expanding App Functionality
Moving forward, there are several areas where the Burger Bay's app could be improved to better meet the needs of its users. One key area for improvement is expanding the loyalty program to include more rewards and benefits. This could include offering exclusive discounts, early access to new menu items, and even personalized promotions based on a user's order history.
Looking to the future, there is also an opportunity to explore new features and functionalities that could make the app even more valuable to users. For example, incorporating social sharing features could allow users to easily share their favorite orders or menu items with friends and family. Furthermore, adding more customization options to the ordering process could help to create a more personalized experience that better meets the unique preferences and needs of each individual user.
Next Steps
& Future
Improvements
Work
Ready to
