REORDER REIMAGINED

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REORDER REIMAGINED ✸

Reimagining Reorder

Reordering consists of recents and favorites, which are features present across Kiosks around the world and McDonald’s Global Mobile App.

Reorders have a XX% conversion rate compare to XX% from normal menu browse. Order frequency for reorder users and non-reorder users is also XX:X. Yet only XX% of orders originate from recents, and only X% of MOP users utilize favorites.

Problem Statement

How might we increase discoverability and utilization of recents and favorites to augment the higher ordering conversion and frequency?

UX Research

Competitive Analysis
Internal research and analysis of competitor apps to identity key themes based on utility and commonality.

Usability Audit
Unmoderated navigation tests with user from US, AU, DE.

  • Large scale, autonomous audit of user navigating existing app

  • Screen recording of users completing tasks within the app

  • Identify existing navigation barriers and common usability habits

Customer Interviews
Moderated interviews with users from US, AU, DE.

  • Uncover value to users and key problems customers experience  

  • Compare sentiment of McD app against competitor QSR apps

  • Concept testing hypotheses

Through our research, we identified three main pain-points our customers were experiencing that diminished the convenience of reordering and eroded trust in the brand.

  1. Unreliable

    Seasonal and limited time offer products disappear from catalogue once expired resulting in dead tiles that leads to confusion and frustration

  2. Visually disorganized and ambiguous

    • Outage copy is unclear and inconsistent.

    • ”Customized” in place of actual customizations

    • Users limited to reordering the entire order

  3. Difficult to find

    Recents & Faves is currently tucked away behind the More menu. Many customers do not know this page exists

Product Strategy

Let’s make reordering actually convenient and restore customer trust!

Convenience

  1. Surfacing Recents & Faves on the order wall to increase discoverability and ease-of-access

  2. Itemizing orders to allow user to review past orders more easily and reorder single products

  3. Maintaining the option to “Add all”

Trust

  1. Filtering out dead tiles to mitigate confusion (more robust solution to maintain expired products planned for future iteration)

  2. Displaying customization details so customers know exactly what they’re reordering

Metrics & Iterations

We hope to measure outcomes through the following metrics:

  • Time to order (-)

  • Share of users reordering
(+)

  • Share of reorders (+)

  • Reorders with a subsequent cart removal (-)

  • Order frequency
(+)

  • Overall order conversion (+)

Through our research we also see a huge opportunity to integrate reorder with the Deals & Rewards flow as over XX% of orders originate from the Rewards & Deals menu