Digital Ordering Experience
Who: American multinational fast food chain
What: Improve the digital ordering experiences- app and kiosk
How: Understand customers' preferences between kiosk, app and front counter ordering experiences across four countries
Why: In a response to shifting customer behaviors during the pandemic, there was a drastic changes in in-restaurant ordering patterns. The goal was to establish a new baseline post pandemic.
My Role
Project Lead: Managed all aspects of the research endeavor, including coordination with stakeholders, overseeing the junior team member, and liaising with the dScout vendor.
Building Tools & Artifacts: Instrumental in designing the research tasks, crafting the screener, and selecting the 45 participants for the study.
Mentorship: Advised the junior designer throughout the process of data analysis, synthesis, and reporting.
Project Outcomes
The study provided a clear post-pandemic baseline for digital ordering uncovering key differences in how customers interact with kiosks, mobile apps, and front counter services.
Insights revealed the value of kiosk-based menu exploration, especially for personalized browsing, as well as friction points with rewards login and usability. Safety and hygiene concerns also shifted preferences toward mobile ordering.
A comprehensive insights deck equipped cross-functional teams with key pain points, feature comparisons, and discussion prompts—laying the groundwork for detailed improvements in digital ordering experiences.