Elevating the online ordering experience of Moe’s

Optimized Moe’s online ordering experience, leading 20+ user tests to validate designs and drive informed decisions.

iOS app

User testing

Team

3 UX Designers, 2 Product Managers, 2 Visual Designers, 1 Content Strategist

Timeline

Jan - Aug 2023

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Overview

My Role

I took ownership of enhancing 1. food customization, 2. cart and checkout, and 3. launching order tracking features while collaborating closely with the client and our internal team. I led over 20 moderated user tests to validate and refine designs and supported additional tasks. Additionally, I provided constructive feedback to the other two UX designers on their work.

Outcome

The new app launched in February 2024, resulting in a 35% increase in digital revenue within three months. It drove to higher user satisfaction and retention rates.

Link to Moe’s App

The problems

The online experience fell short of in-store expectations

Customization Challenges: Users struggle to quickly and easily get exactly what they want.
Inefficient Checkout Process: A complicated and time-consuming checkout discourages users and increases cart abandonment.
Lack of Transparency: Limited tracking information frustrates customers, negatively impacting retention and loyalty.

Design process

Quick turnaround with collaborative sprint management

improvement 1

Bring the same level of in-store flexibility to digital experience

Users expect the same level of customization and speed in their digital experience. I explored various options to help users get exactly what they want quickly. In the testing section, I will discuss the option I moved forward with.

improvement 2

Reducing distractions and friction in the cart and checkout through three key design decisions

Removing upsell modal: Recognizing the importance of upselling to the business, I redesigned the upsell feature by moving it from a popup modal to the bottom of the page. This change keeps it visible but non-intrusive.

Removing promotional offers: I shifted promotional offers from cart to an earlier stage in the customer journey, allowing users to plan ahead effectively.

Reusing familiar components: I reduced cognitive load by reusing familiar elements and using dividers and spacing to simplify information processing.

Improvement 3

Launching food delivery tracking feature

I created a tracking process for pickup and delivery tailored to guests and signed-in users, covering scenarios like in-store, drive-thru, and curbside pickup. I also taken account into accommodating the unique parking situations of different local restaurants.

Tesing Highlights

It’s a hit -- The taco flow is well liked across the interviewers

Options to duplicate a taco selection or continue with all three to streamline the ordering process was well liked across the interviewers.

Tesing Highlights

It’s a hit -- The taco flow is well liked across the interviewers

Options to duplicate a taco selection or continue with all three to streamline the ordering process was well liked across the interviewers.

Users don’t mind a longer scroll - ‘If I pay for this, I want to know all my options.’

I tested three food customization options and found that users are comfortable with scrolling. A longer scroll reassures them they've reviewed everything, supporting their decision-making.

visual design

A vibrant look and feel that reflects Moe’s energetic in-store atmosphere

The new visual design captures the in-store energy digitally through bold colors, retro images, and striking fonts, creating a lively and engaging online experience.

impact

Moe’s redesign leads to higher sales and more opportunity

The new app boosted sales, user satisfaction, and retention, driving long-term loyalty. The digital transformation was featured in QSR’s article, 'Three Fast-Growing Restaurant Brands Share Similar Recipes for Success.

Additionally, AKQA and Focus Brands are in discussions to further collaborate on revamping the digital ordering experience across their other brands.

reflection

Test, don’t guess

I truly enjoy hearing directly from the user. User testing during every sprint allowed us to validate designs and make data-driven improvements. While testing isn't always an option, exploring other feedback channels like internal testing and team feedback can also help us refine the experience interviews.

Digital experience mirrors real-life behavior

I noticed that digital shopping mimics real-world behavior. For instance, in a grocery store, I’m drawn to sale signs, and the same logic applies to digital food ordering. By featuring deals on the homepage, we made promotions more visible and encouraged user engagement. This experience taught me to translate real-life behaviors into intuitive digital interactions.

Team

Team

Team

Timeline

Timeline

Timeline

Category

Category

Category

lorem ipsumn

This is the header

Overview

My Role

Outcome

The problems

The online experience fell short of in-store expectations

Design process

Design process

Design process

Quick turnaround with collaborative sprint management

improvement 1

improvement 1

improvement 1

Bring the same level of in-store flexibility to digital experience

improvement 2

Reducing distractions and friction in the cart and checkout through three key design decisions

Improvement 3

Improvement 3

Improvement 3

Launching food delivery tracking feature

Tesing Highlights

It’s a hit -- The taco flow is well liked across the interviewers

Tesing Highlights

Tesing Highlights

It’s a hit -- The taco flow is well liked across the interviewers

Users don’t mind a longer scroll - ‘If I pay for this, I want to know all my options.’

visual design

visual design

visual design

A vibrant look and feel that reflects Moe’s energetic in-store atmosphere

impact

impact

impact

Moe’s redesign leads to higher sales and more opportunity

reflection

reflection

reflection

Test, don’t guess

Digital experience mirrors real-life behavior