DESIGN CHALLENGE
With the recent COVID-19 pandemic and variants - it has dramatically changed our lives, relationships, and experiences. More specifically, it has changed consumer behavior. Businesses are continuing to adapt, especially for ones which require physical locations. One industry that has been navigating through this challenge are businesses in the fast-food segment. Our challenge was to create a comprehensive mobile application for a fast-food restaurant, focusing on enhancing the overall meal purchasing experience, leveraging competitor designs, and improving upon them. We selected Chipotle due to its strong appeal to young millennials and our familiarity with its products and branding.
PROJECT TIMELINE
ASSUMPTIONS MAPPING
We explored various design directions by creating an assumptions map, categorizing our assumptions based on the following key themes:
- Identifying primary customer pain points
- Understanding desired end results
- Determining factors contributing to satisfaction
- Discovering key elements for repeated product usage
To prioritize our assumptions, we evaluated each idea based on certainty and significance, guided by questions about commonality, novelty, importance, and customer expectations.
VALUE PROPOSITION CANVAS
We used a value proposition canvas to align our product development with customer needs, emphasizing timely orders, real-time tracking, and flexible options for dietary preferences. The focus is on ensuring a strong market fit and an engaging ordering experience.
MEET THE USERS
CUSTOMER JOURNEY
We aim to enhance Chipotle's mobile ordering experience, focusing on efficiency and user-friendliness. Our team targets group ordering improvements, aiming to encourage regular app use. Our research revealed group ordering challenges in various settings, and our priorities include improving order accuracy and streamlining app usability for an enhanced overall customer experience.
Customer Values:
- Order accuracy, quality, and efficiency
- Safe and timely deliveries
- Minimal obstacles within in-app experience
Customer Frustrations:
- No option to split payments for group ordering
- No discounts/rewards to incentive and retain customers
- Inaccurate estimated time of deliveries
- Forced registration to begin ordering process
- Verifying each group member's order status
SUCCESS METRICS
KEY OBJECTIVES
Objective 1: Establish Chipotle as the preferred lunch destination for busy office workers and deliver a seamless ordering experience for both new and returning customers, while adhering to COVID protocols.
- Goal 1: Decrease time to complete a group order, considering both tech-savvy and non-tech-savvy users.
- Goal 2: Boost customer conversion rates by implementing compelling incentives for employees at affiliate companies (i.e. leveraging exclusive discount codes/coupons and streamlining access through badge scanning).
Objective 2: Increase the number of Chipotle advocates by exceeding expectations in food quality, service, and rewards program.
- Goal 1: Achieve a 20% reduction in refund requests resulting from customer complaints within the next 6 months.
- Goal 2: Attain a customer satisfaction rating of 9-10 on surveys or receive recommendations from 80% of customers.
OBJECTIVE 1 IDEATION
Problem: Difficulty in finding the "group order" feature on the home screen, leading users to overlook and neglect its intended functionality when initiating their orders.
Solutions:
- Proposal 1: Add Onboarding Flow
Introduce a dedicated onboarding screen to explain the feature, emphasizing its benefits and enhancing customer value. - Proposal 2: Redesign Home Screen
Enhance the visibility of the "group feature" call-to-action on the home screen to prompt users to actively choose their preferred ordering method, including the group order option. - Proposal 3: Cart Pop-up Reminder
Introduce a pop-up in the cart section to remind users of the group order feature, prompting them to consider its use for a streamlined ordering experience when multiple items are added to the cart.
Low-fidelity Ideation:
Preliminary Prototypes:
OBJECTIVE 2 IDEATION
Problem: The need to incentivize customers to become loyal and frequent visitors to Chipotle. We aim to create an end-to-end experience that leaves a lasting impression and generates a "wow" factor for our customers.
Solutions:
- Proposal 1: Compensate Customers
Introduce a dedicated onboarding screen to explain the feature, emphasizing its benefits and enhancing customer value. - Proposal 2: Play In-App Games
Enhance the visibility of the "group feature" call-to-action on the home screen to prompt users to actively choose their preferred ordering method, including the group order option. - Proposal 3: Collecting Badges
Introduce a pop-up in the cart section to remind users of the group order feature, prompting them to consider its use for a streamlined ordering experience when multiple items are added to the cart.
Low-fidelity Ideation:
Preliminary Prototypes:
PROTOTYPING
Ideated multiple home and for you page styles with the intention of introducing multimedia elements and breaking down articles into digestible pieces.
FINAL DESIGNS
Enhanced Onboarding Flow
Highlighting the "group order" feature with informative details, early introduction, and simple instructions. We make the "group order" button easily accessible, providing customers a convenient way to place orders for groups, saving time and effort.
Spin to Win Daily Rewards
Say hello to more opportunities to save money and earn discounts. Experience a new level of fun and interactive in-app journey while saving money and winning prizes with your orders.
Unlock Badges to Rise to the Top
As you engage with the app and place orders, you'll earn badges that showcase your loyalty and dedication. With each order, you'll inch closer to new badges and unlock a world of exclusive rewards.
Hassle-Free & Collaborative Ordering
Providing users with an additional entry point to unlock the benefits of collective ordering, enjoy a hassle-free and collaborative Chipotle experience with friends and family with our revamped group ordering approach.
STYLE GUIDE
