Evolving the daily menu

Every day, our customers log on EAT Club to see daily menu, choose their lunches for the day or next 5 days, so that EAT Club has been a part of their lives. How can the daily menu provide them a better experience while they are selecting their meals?

  • Meal Ordering experience

  • On menu user engagement

  • Post ordering and post meal experience

On Menu User Engagement
  • Product team wants to have a place to show users all the social proof, personal data and aggregated data within the company.

  • Marketing team wants to have a place on the menu to delight users.

  • Food team wants to have a variety of banner options to promote dishes.

During one of our customer visits, we asked customers to show us their ordering process, and speak out loud what they were thinking. Almost every single person went through the same process, once they were on the menu, they clicked on the date picker to see what days they have ordered, and what days they haven’t, then go the date that didn’t have the green checkmark.

 

Instead of hiding in a dropdown, the dates and order status should be exposed on the menu, because that’s the first thing users need to see. I made a quick prototype, along with some quick order / recommendation ideas product managers wanted to throw in and did some user testing, the result I got was valuable.

Before

1st Iteration

“I tried to click on the date, but I ended up going to the dish detail modal.”

“I wanted to go to Thursday’s menu, but I canceled my meal instead.”

 

Huge problem of cramped date selector / navigation, where in one container 3 rows of texts go to 3 different places. We immediately got rid of the unnecessary stuff, cleaned it up. After several iterations of visual exploration, the final as follows.

Final

Meal Ordering Experience

An easy ordering process is the foremost. We ensure our customers have all the information they need to order their lunch, including photos, descriptions, ratings, reviews,  dish tags / sort, allergens, nutritions. But the biggest challenge was to encourage users to order earlier, which would give them more variety of dishes, and also help our food team to forecast and manage waste.

In order to encourage users to order earlier, we added the infinite scroll to the menu so that users can just scroll through all future 5 days of menu. The feedback from the user testing of this feature was like “Oh cool, I can just scroll to all 5 days of menus right?!”, we implemented it and had some tweaks around scroll jacking, blurring the next menu when you reach the end of current menu, etc.

One month after the release, product manager sent out an email to 100 random users to ask their feedback regarding the improved menu experience. Almost everyone liked the date nav / order status / quick cancel feature on the left of the menu, but disliked the infinite scroll, because they got lost after scrolling back and forth, along with some technical issue of menu loading.

 

Lesson learned for us that some features cannot be tested through clicking around a prototype, it requires an implemented product that can be released to a small set of users for real feedback.

My stats

User Voting

Social Proof

Documentation for Menu Banners

Establishing E.A.T

Conversion.png

Redesigning EAT Club App