Crafting the perfect digital experience to better communicate and resonate with customers—accelerating Choppaluna's ambitions to open 60 franchise stores across the UK.
CLIENT
Choppaluna
ROLE
Lead Designer
CREDITS
ORCKID (Agency)
PROJECT DURATION
2 months
Choppaluna is a contemporary restaurant chain designed to cater to health-conscious consumers and those looking to explore new and exciting food choices. They take pride in providing healthy, delicious and innovative food in any way you slice it.
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From the project start, Choppaluna's prime focus was on customer experience, not just sales, in order to gain more repeat customers. Their aim was to increase sales as a result of a seamless customer experience.
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The average time for customers to place an order in the restaurant was as high as 12 minutes 20 seconds, with an average of 5 minutes spent reviewing the menu.
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We spotted a pattern, and according to our observations, most customers struggled with browsing through the menu to find the the dish they wanted to order. They were losing patience, and we were losing orders. This needed to be fixed.
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Our team was roped in to change this behaviour. I was tasked with redefining the digital experience in its entirety, discovering the customer journey when ordering in-store, and providing specific, actionable inputs for digital menu boards and self-ordering kiosk optimisation.
Key Responsibilities
Concept Creation & Vision
I created the overarching “Big Idea” to capture the audience's interest and inspire them to order. Mockups were produced to share the vision, align with stakeholders and drive decision-making.
Design Execution & Validation
We tested our designs by observing and interviewing customers in-store, validating that the new designs were highly effective and improved CX.
Customer-friendly digital menu boards
Digital menu boards are becoming increasingly popular in restaurants as they provide an effective way to showcase food options, but their design is anything but standard. Digital menus require special design consideration if they are going to be successful.
The first priority for Choppaluna was to replace their outdated and counterintuitive designs. My role was to reconsider the visual hierarchy and display menu offerings in a simplified, clean and intuitive manner.
The main problem Choppaluna were facing was up-selling products. The nature of the quick-service restaurant industry is ever-evolving in a constant rollout of seasonal promotions, limited-time products, and marketing campaigns.
So, how do we enhance customer experience?
By designing the menu boards with three defined principles — simple, obvious and accessible.
Before
After
Final Design: The ultimate dine-in experience
We created a simple and intuitive interface for Choppaluna. We spent a day in the most popular restaurant and iterated the designs in real-time to tackle any bottlenecks for customers. For example, we slowed down the animation between two screens from 5s to 8s. We also re-ordered the menu boards to match the ordering preference of the average customer.
The Results
The evolved designs resulted in a:
2.8%
Increase on checkout food orders
20%
Reduction in queue wait times
23%
Decrease in avg. time taken to place an order
