Betty’s Burgers launched the original app in March 2020 using a Cordova framework based on the skillset in-house at the time. There were a few limitations with the frameworks so it was decided to redevelop the app to bring it onto a more modern platform (REACTNative) and use the back end technology similar to what was developed for Boost.
APP OBJECTIVES
• Re-platform Betty’s onto the same backend infrastructure as Boost
• Analyse and redesign the flow of the app to add value, increase second purchase
conversion and better the users overall experience
• Redesign the app styles and colours with new accessibility friendly variations of the
brands pastel colours that adhere to colour contrast standards.
• Personalise offers to customer segments based on previous purchasing behaviour
using Lexer and Braze.
• Allow for bundled deals with limited customisation
• Create a membership program where users are rewarded with relevant benefits
and incentivise our most valued customers.
Business goals
• Increase app sales (as one of the highest ATV channels) by 40% - this needs to be
consistent across all locations
• Improve frequency of purchase using app data to model
• Convenience of ordering on the run and avoid queues due to popularity
• Platform to test and trial new products • Insight into guest behaviour to enable future
decision making
User Experience Research (TOP-LINE)
The top 20% of users account for 58% of sales
70% of users have only ever purchased once through the app.
USER GROUPS
Future App Users
Existing or non-existing customers that purchase in-restaurant but are not yet members of the app. This persona forms our untapped audience and anyone coming to the app for the first time.
Single Purchaser
Existing member who has purchased once in the app. These are users we have but for whatever reason are inactive and not purchasing, therefor we need a specific strategy for these members at risk of uninstalling. These members form 70% of our total app users and have not returned within 90-120 days. These customers are our biggest opportunity in need of converting.
Valued Member
Existing member who has purchased 4 to 10 times in the app. This persona represents our average app customer, they like the app, they’ve used it a few times but they are also not Betty’s obsessed.
VIP Member
Existing member who has purchased 10 or more times in the app. Although this group only has 485 members, it represents our most valuable segment.
PERSONAS
Hannah has forever loved going to Betty’s while vacationing in Noosa.
She was super excited when she discovered that a Betty’s restaurant had popped up in her area. Hannah since has discovered that she can ordered ahead via our website, but is not aware that we have an app.
Beck has had Betty’s in restaurant a few times with her friends. While scrolling on social she came across a special deal to download the app. She didn’t have any plans for the next night, so she messaged her bestie and decided to give it a go. While purchasing Beck wasn’t able to find how to customise her burger to her liking. She continued with the purchase as she wanted the 2 for 1 but decided it was best for her to order in-store next time. Beck has not ordered in app since.
Stacey loves Betty’s and there are now four restaurants in close proximity of her house. She has been an app member for almost a year now and loves to checkout what benefits are live when she's craving a burger. Stacey has a Betty’s walking distance from her house but she never knows when to leave to go pick up her order.
Anastasia is a Betty’s OG. She has Betty’s almost once a month, it’s simply her go to treat! Anastasia downloaded the app as soon as she heard about it and loves that she can save a little money when she orders takeaway via the Betty’s benefits. Anastasia’s go to is a Classic with no tomato and thick cut fries! Through the Betty’s benefits, Anastasia is disappointed that she can't swap regular fries for thick cut.
COMPETITOR ANALYSIS
USER JOURNEY
Shortening the First Purchase Journey from 23 to 13 steps will translate in a higher completion of in-restaurant customers signing up to the app. Similarly shortening our Standard Purchase Journey from 13 to 8 steps will allow for a more convenient experience and a competitively quick one compared with competitions.
In addition to this I created a journey for repeat purchasers to order again via their order history. This is a total of 6 steps to complete a purchase (marked in red below).
STYLE GUIDE
Here I used the existing brand colours for primary use of buttons and icons but created alternate versions for accessible text styles that adhere to colour contrast standards.
Secondard Colours
Brand Colours
Text Colours
Typeface
USER INTERFACE - SCREEN DESIGNS
