Overview
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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.
Quick turnaround with collaborative sprint management
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.
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.
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.
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.
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.
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.