MOBILE ORDERING EXPERIENCE
Concept testing & innovation
Role: Sr. Design researcher + Project lead. Work completed while at Conifer Research
A leader in the fast food industry was looking to test and evaluate an evolution of their mobile ordering app and pickup experience against the existing model. Key questions revolved around exploring customers’ expectations and perceptions of food quality and freshness related to ordering timing, determining if and when customers recognize the value propositions of using the new mobile experience, and assessing the app performance.
Methods + Approach:
In-person research: At the client restaurant as well as competitor locations to conduct. Four days of research with 40+ Participants.
Shadowing/Ride-alongs: The team rode alongside participants observing and tracking participant behaviors and interactions with employees, the physical location, the product, and digital experience.
Interviews: Before, at key moments during the ride-along, and after, participants were interviewed as they ordered at three different locations/experiences.
Outcome:
A visually rich deck highlighted recommendations and opportunity spaces along an order to consume journey and mobile ordering flows. With findings on each model, friction points, delights and comparisons, client teams had fuel to iterate and prioritize action items based on internal stakeholder and company goals. Two more rounds of testing, in matching methodology, were later conducted as the client teams leaned on these learnings to improve existing models.