Some details
The Opportunity
Wendy’s intent was to streamline the purchase process by providing customers with the option to order via the Wendy’sapp. Therefore, shifting the focus away from in-store over the counter sales and encouraging a remote mobile ordering solution.
The Process
To begin we had to make sure that we understood how the end user would navigate within the app and
how their interaction would communicate with Wendy’s existing systems.We needed a journey that helped users onboard into the app as efficiently as possible, while also gaining customer information that was of value to Wendy’s. The experience was designed to allow users to explore the menu without being forced to create an account immediately. Once they were ready to order, favourite items or use coupons, they are prompted and presented the benefits of creating a Wendy’s account.
We introduced a tab navigation to help Wendy’s customers move freely to desired areas inside the application, such as placing an order, browsing the menu, managing coupons and viewing favourite items.
While users are able to make orders remotely from within the app, it was made clear early on that Wendy’s will only begin preparing the order once/if the customer is in the store for pick up, as this would guarantee the freshness of the meal that is served. It was therefore important to differentiate this process as a mobile kiosk, rather than a mobile checkout.
