new feature development

Background

To improve retention and share-of-wallet, we wanted to expedite the ordering process and help folks make better decisions when designing an order. During research proceeding this project, we uncovered that a segment of our customers were interested in less hands-on ordering experiences. Instead of doing it themselves, they wanted us to do it for them. This was especially true for customers who struggled to know what the appropriate amount of food would be for their headcount and which options go well together.

We wanted to explore ways to help customers who wanted to make a quick decision do so in one(ish) click.

OUTCOME

• Development of an MVP that was tested in an A/B experiment

• Strong customer engagement with the feature with ~23% of users who were exposed to the experiment choosing to interact and 70%+ of those users completing the full feature flow

Approach

Since we had already gone through the process of identifying the user problems to solve for, this project was much more focused on the solution itself. The team consisted of a product manager, UX designer, squad of engineers, domain lead, and researcher (i.e., me).

Concept testing was conducted in 1 week and then the product manager, designer, and I stayed close to the project through implementation and into release. Upon release, performance was tracked through internal data and Full Story sessions. Additionally, quick follow up research was conducted with users who interacted with the feature to help the team better understand why the data was as it was and create a strategy for future iterations.