Moe's app

Team

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

Timeline

Jan - Aug 2023

Team

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

Timeline

Jan - Aug 2023

Overview

My role

I took ownership of enhancing 1. food customization, 2. cart and checkout, and 3. launching order tracking features. I led over 20 moderated user tests to validate and refine designs. Additionally, I supported the other two UX designers on their work by providing feedback through design reviews.

My role

Outcome

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

Link to Moe’s App

Outcome

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

Link to Moe’s App

Easily order customizable items online, just like in-store

Introducing a step-by-step taco-building process that brings in-store ordering flexibility and clear customization.

Fast checkout experience without interruption

Removing interruptions from cart and checkout, enabling a smooth and fast experience.

Introducing tracking ability—tailored to local restaurant setups

Full transparency with real-time order tracking, including clear pickup and drive-thru instructions.

The problems

The online experience fell short of in-store expectations

Customization challenges: Users found it difficult to quickly get exactly what they wanted.
Inefficient checkout process: Users were distracted from pop up and offer redemption in cart and checkout, which had led to higher cart abandonment.
Lack of transparency: Limited tracking frustrated customers, affecting retention and loyalty.

The online experience fell short of in-store expectations

Customization challenges: Users found it difficult to quickly get exactly what they wanted.
Inefficient checkout process: Users were distracted from pop up and offer redemption in cart and checkout, which had led to higher cart abandonment.
Lack of transparency: Limited tracking frustrated customers, affecting retention and loyalty.

Design process

Quick turnaround with collaborative sprint management

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.

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

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.

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.

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, such as carrying over the same location selection component from home to cart and checkout.

Reusing familiar components: I reduced cognitive load by reusing familiar elements, such as carrying over the same location selection component from home to cart and checkout.

Improvement 3

Launching in-app food delivery tracking feature

In the old experience, users could only track delivery through a web tracker linked in the order confirmation email.

I designed an in-app tracking system for in-store, drive-thru, and curbside pickup, tailored for both guests and signed-in users. I also accounted for unique local parking situations.

Launching in-app food delivery tracking feature

In the old experience, users could only track delivery through a web tracker linked in the order confirmation email.

I designed an in-app tracking system for in-store, drive-thru, and curbside pickup, tailored for both guests and signed-in users. I also accounted for unique local parking situations.

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.

🔥 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.

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.

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 by 35% within the first three months. It also increased user satisfaction and retention, driving long-term loyalty.

Moe’s redesign leads to higher sales and more opportunity

The new app boosted sales by 35% within the first three months. It also increased user satisfaction and retention, driving long-term loyalty.

Before：

Customization challenges
Complicated cart and checkout
No delivery transparency

Before：

Customization challenges
Complicated cart and checkout
No delivery transparency

Before：

Customization challenges
Complicated cart and checkout
No delivery transparency

Before：

Customization challenges
Complicated cart and checkout
No delivery transparency

After：

Get exactly what users want quickly
A cart and checkout solely focuses on cart and checkout
Delivery tracking feature

After：

Get exactly what users want quickly
A cart and checkout solely focuses on cart and checkout
Delivery tracking feature

After：

Get exactly what users want quickly
A cart and checkout solely focuses on cart and checkout
Delivery tracking feature

After：

Get exactly what users want quickly
A cart and checkout solely focuses on cart and checkout
Delivery tracking feature

Additionally, Moe's success sparked discussions about future collaborations on the client’s other fast-food brands. The digital transformation was featured in QSR’s article — ‘Three Fast-Growing Restaurant Brands Share Similar Recipes for Success.'

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.

Test, don’t guess

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

Timeline

Category

Team

Timeline

Category

Overview

My role

My role

Outcome

Outcome

Easily order customizable items online, just like in-store

Easily order customizable items online, just like in-store

Fast checkout experience without interruption

Fast checkout experience without interruption

Introducing tracking ability—tailored to local restaurant setups

Introducing tracking ability—tailored to local restaurant setups

The problems

The online experience fell short of in-store expectations

The online experience fell short of in-store expectations

Design process

Quick turnaround with collaborative sprint management

Design process

Quick turnaround with collaborative sprint management

improvement 1

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

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

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

Improvement 3

Launching in-app food delivery tracking feature

Launching in-app food delivery tracking feature

Tesing Highlights

🔥 It’s a hit — the taco flow is well liked across the interviewers

🔥 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’

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

visual design

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

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

impact

Moe’s redesign leads to higher sales and more opportunity

Moe’s redesign leads to higher sales and more opportunity

Before：

Before：

Before：

Before：

After：

After：

After：

After：

reflection

Test, don’t guess

Test, don’t guess

Digital experience mirrors real-life behavior

Digital experience mirrors real-life behavior

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