Brief

Note: This is a snapshot of the project. For details, please schedule an interview.

A&W is the second largest fast food franchise in Canada. Their positioning in the market is family-friendly, accessible, ready-to-eat food. A&W approached our team, Versett, to build a mobile ordering app focused on iOS devices. Before our engagement the A&W mobile app had a regional beta launch, but it posed problems:

• — Poor UX and interaction
• — UI not brand aligned to A&W standards
• — High drop rate from cart
• — Users not being able to customize order

Our goal was to improve the UX and modernize the interface for the nation-wide launch with a goal of mitigating these issues.

State of Client

01. Vendor Fees:

“We’re getting delivery and pick-up orders through Uber Eats and other 3rd party apps, but the 6-30% fees they charge us are eating into profits...” - Stakeholder

02. Poor beta release:

“The user rating on the app store sits below a 2 so we really need to improve the user experience of the app.”

03. Incorporate brand strategy

“We want the app to feel easy to use, while incorporating our family-friendly brand.”

How might we design an easy to use iOS app so that our customers are driven to order through our app?

Process

The main feature that needed a revamp was the order and customize flow. Below is a summary of our process. We developed personas with the help of some data and customer information provided by the client side. ‍ Referring to the beta and using it as a blueprint, we identified problems in interaction, usability and IA. We benchmarked competitors or similar mobile apps like Uber Eats, McDonalds, Wendy’s, Starbucks to improve the lofi wireframes. I did some speedy sketching for internal discussions to organize features on different pages. (These were not shown to the client.)

Personas

Beta

Lofi

Hifi prototype

Outcome

Our team wrapped up Phase 2 and handed everything over to the 3rd vendor to complete development. We completed our engagement up until Phase 2, but the contract was not extended for Phase 3 for an additional phase. My team had already begun work on Phase 3 for Coupons, but in the end that work wasn’t shipped to the client due to budgeting reasons, so that was regretful. The project had some bumps because it was an incredibly large team. Working with 2 other vendors complicated communications. Because of this, some last minute UX changes were made even after designs had been approved by the client, to reduce complexity. Overall, we delivered a product that satisfied the client's requirements.