The Problem

Launching the MVP of our web app (back in 2020) in a hurry came at a price. The UX consisted of a number of pain points on both web and order to table app:

• Issues with diners ordering to the wrong location (but the correct table)

• Painfully long check out process, too many screens to go through

• Long loading speeds and time outs

• Outdated UI

• Unhelpful errors

• Asking users to add a credit card before they can even browse the menu

• No split the bill capabilities

• Effected merchants:

  
  

Team

​1 Designer (me)CPO

1 Product Owner

1 IOS Developer

1 Android Developer

2 Platform Engineers

Research

Speaking with merchants directly (ie. 'Head office' of Peach pubs) to understand pain points

• In-customer/end-user visits, visiting around 32 customer venues around the UK

• Competitor venues visits: how were they dealing with the same challenges?  

• Fleshing out all our existing task flows, this allowed us to see just how 'tap heavy' our UX really was

• Remote User testing; split testing our solution with our competitors using the System Usability Scale (our starting score was 42, last score recorded was 80)

Reducing the customer journey by half for a new happy path: Working closely with CPO over the course of 3 sessions (1.5 hours) we cut down the user journey by half. Binning all the U-turns and pointless screens. I also removed lots of unnecessary content, while ensuring the UX was as easy as possible to navigate

Design Decisions

Based on the research findings, the following design decisions were made:

• Improved visual hierarchy, introducing emphasis on the content that mattered most

• Gave users the ability to clearly see their bill total (strategically placed at the top of the screen rather than the bottom)

• Providing users with a variety of ways to pay (pay total or split bill) without needing to tap anything​

• A cleaner and easier way to include tips

• Hiding the gift card input field (unless required)

• A neater way to apply awards for registered users

Usability Testing

I walked Rick Stein through a demo of the prototype (Figma) and they loved it.  They adopted the new feature as soon as we launched - to offer customers flexible digital ordering and payment experiences that would suit their service model.

Results

• Rick Stein: 66K+ active users since launch

• OverUnder: 20% increase in orders per month

• Increased speed of service (with several merchants by up to 60%)

• Halved the previously 'tap heavy' user journey

• Usage increases across all merchants

• Increased checkout conversions averaging 40%

• Multipart ordering also helped drive usage, this feature is now used extensively

• decreased churn (merchants)

• delighted our end-users with a shiny new UI

• Improved locations picker