The Foodcourt Business Story: Wading through Unfamiliar Territory
The Foodcourt Business Story: Wading through Unfamiliar Territory
Background
Background
Frequently, as a business experiences growth, it becomes necessary to broaden its horizons. In an ever-competitive industry, businesses constantly endeavor to maintain a competitive edge—this entails enlarging their customer base, reaching out to a broader audience, and diversifying their product or service offerings to enhance profitability.
Frequently, as a business experiences growth, it becomes necessary to broaden its horizons. In an ever-competitive industry, businesses constantly endeavor to maintain a competitive edge—this entails enlarging their customer base, reaching out to a broader audience, and diversifying their product or service offerings to enhance profitability.
This is how FoodCourt Business was borne, what went into delivering a seamless experience in an uncharted territory and what it meant for us as a team!
This is how FoodCourt Business was borne, what went into delivering a seamless experience in an uncharted territory and what it meant for us as a team!
My role
My role
I took on this as the lead product designer alongside another product designer. We were part of a team that comprised web developers, engineers, product managers and other stakeholders.
I took on this as the lead product designer alongside another product designer. We were part of a team that comprised web developers, engineers, product managers and other stakeholders.
Platform
Desktop 💻 & Mobile Web App📱
My role
I led the redesign of this feature, playing a crucial role in establishing design guidelines. My responsibilities spanned the entire visual direction of the project. I engaged with users to grasp their concerns, and I ensured that all departments, from the front desk to the kitchen to the riders handling user orders, were well-informed about the impact of this redesign.
Identifying Opportunity
Expanding a business often involves introducing new products or reaching a different audience. However, many expansion efforts fail because the eagerness to grow can sometimes overshadow the essential focus on meeting the needs of both existing and newly intended customers.
Expanding a business often involves introducing new products or reaching a different audience. However, many expansion efforts fail because the eagerness to grow can sometimes overshadow the essential focus on meeting the needs of both existing and newly intended customers.
With this in mind, we embarked on a mission to uncover trends and demands amongst existing users, with the team combing through available data and several sessions with our customer representative team. We made a significant discovery: Over the last six months, we noticed a surge in bulk orders from businesses, teams, and organisations. Some even resorted to contacting our customer representatives directly to place these orders beforehand to ensure our kitchen team could handle such order volumes. It was time to meet this set of users.
With this in mind, we embarked on a mission to uncover trends and demands amongst existing users, with the team combing through available data and several sessions with our customer representative team. We made a significant discovery: Over the last six months, we noticed a surge in bulk orders from businesses, teams, and organisations. Some even resorted to contacting our customer representatives directly to place these orders beforehand to ensure our kitchen team could handle such order volumes. It was time to meet this set of users.
Conducting Interviews
At the early stage, we wanted to uncover the needs of these segments of users that, in turn, led to such order volumes. We set out to interview several of these users and revealed certain insights. These informed the subsequent creation of personas to help identify the needs and challenges in the face of such needs.
At the early stage, we wanted to uncover the needs of these segments of users that, in turn, led to such order volumes. We set out to interview several of these users and revealed certain insights. These informed the subsequent creation of personas to help identify the needs and challenges in the face of such needs.
The personas helped us gain insights into the needs and challenges this segment of users faced.
These interviews also played a crucial role in uncovering valuable information that helped us refine the product strategy to ensure it adequately caters to the needs of these users.
The personas helped us gain insights into the needs and challenges this segment of users faced.
These interviews also played a crucial role in uncovering valuable information that helped us refine the product strategy to ensure it adequately caters to the needs of these users.
Clear Cut Benchmarks
From the interviews, we gathered insights into the needs and challenges faced by this segment of FoodCourt users. I set a clear benchmark to guide design decisions and help with what would come next.
From the interviews, we gathered insights into the needs and challenges faced by this segment of FoodCourt users. I set a clear benchmark to guide design decisions and help with what would come next.
Inclusiveness: One of our primary objectives was to provide an all-in-one platform that not only caters to larger companies or their smaller counterparts but also to other organisations ranging from communities, clubs, etc. This became apparent from the interview sessions conducted.
Inclusiveness: One of our primary objectives was to provide an all-in-one platform that not only caters to larger companies or their smaller counterparts but also to other organisations ranging from communities, clubs, etc. This became apparent from the interview sessions conducted.
Flexibility:
Flexibility:
Product simplification: Create a simplified experience and reduce repetitive tasks as much as possible, as our intended users had a substantial workload.
Product simplification: Create a simplified experience and reduce repetitive tasks as much as possible, as our intended users had a substantial workload.
From Insights to Ideation
Next came engaging in brainstorming sessions collaborating closely with the other designer. A key focus was devising a method to seamlessly blend our existing offerings with new ones, enhancing our ability to cater to this user segment.
Next came engaging in brainstorming sessions collaborating closely with the other designer. A key focus was devising a method to seamlessly blend our existing offerings with new ones, enhancing our ability to cater to this user segment.
We shared these ideas with fellow team members and stakeholders to gather initial input and collectively refine the ultimate goals and user workflows.
We shared these ideas with fellow team members and stakeholders to gather initial input and collectively refine the ultimate goals and user workflows.
Diving into the Experience
1. Streamlined onboarding
To establish a smooth onboarding process, we acknowledged the distinctions between our primary target users (businesses) and the broader range of users, such as communities and individuals, as identified in earlier interviews. This influenced my choice to divide the onboarding experience. As a result, the second category of users can swiftly get started by entering their details and immediately begin hosting events and entertaining their guests.
To establish a smooth onboarding process, we acknowledged the distinctions between our primary target users (businesses) and the broader range of users, such as communities and individuals, as identified in earlier interviews. This influenced my choice to divide the onboarding experience. As a result, the second category of users can swiftly get started by entering their details and immediately begin hosting events and entertaining their guests.
For businesses, it was crucial to establish an efficient onboarding process, considering the substantial amount of information they needed to input before fully engaging with the platform. We aimed to condense this information into a sequential, step-by-step process that offered flexibility, allowing users to pause and resume from where they left off. This approach also simplified the task of guiding users through this procedure to ensure the dashboard was appropriately configured. One of these steps involved allocating budgets to team members.
I also utilized the onboarding section as an opportunity to educate users, emphasizing some of Foodcourt business's capabilities to underscore these features further and motivate users to complete the onboarding steps.
For businesses, it was crucial to establish an efficient onboarding process, considering the substantial amount of information they needed to input before fully engaging with the platform. We aimed to condense this information into a sequential, step-by-step process that offered flexibility, allowing users to pause and resume from where they left off. This approach also simplified the task of guiding users through this procedure to ensure the dashboard was appropriately configured. One of these steps involved allocating budgets to team members.
I also utilized the onboarding section as an opportunity to educate users, emphasizing some of Foodcourt business's capabilities to underscore these features further and motivate users to complete the onboarding steps.
Budget Allocation
We introduced an automated system to streamline the provision of daily meals by companies and also help extend incentives by companies while reducing the manual input that goes into these by business heads or representatives in the company. Companies can create predefined budgets by allocating specific amounts to individual employees directly through their team roster on Foodcourt Business. These allocated funds are then seamlessly deposited into each employee's business wallet on the FoodCourt App, simplifying the process of ordering daily lunches for greater convenience.
We introduced an automated system to streamline the provision of daily meals by companies and also help extend incentives by companies while reducing the manual input that goes into these by business heads or representatives in the company. Companies can create predefined budgets by allocating specific amounts to individual employees directly through their team roster on Foodcourt Business. These allocated funds are then seamlessly deposited into each employee's business wallet on the FoodCourt App, simplifying the process of ordering daily lunches for greater convenience.
This approach relieves companies of managing employees' dietary restrictions and meal preferences, increasing employee satisfaction. This was also a great avenue to expand our user base on the Foodcourt app, as employees must sign up to access their business wallets.
This approach relieves companies of managing employees' dietary restrictions and meal preferences, increasing employee satisfaction. This was also a great avenue to expand our user base on the Foodcourt app, as employees must sign up to access their business wallets.
Enhancing the Ordering Experience
To ensure users have much-needed flexibility, we leveraged the existing meal ordering experience on the Foodcourt mobile app. It was crucial to adapt the current experience to suit the requirements of our target users. This led to streamlining the ordering experience into 2: Bulk and Group orders.
To ensure users have much-needed flexibility, we leveraged the existing meal ordering experience on the Foodcourt mobile app. It was crucial to adapt the current experience to suit the requirements of our target users. This led to streamlining the ordering experience into 2: Bulk and Group orders.
Bulk Orders
As its name implies, this option streamlines the process, allowing users to place large orders efficiently. A significant aspect we considered during the design phase was accommodating individuals with dietary restrictions or specific meal preferences within the Bulk Order flow. I devised a means to enable users to assign specific meals to particular individuals before adding them to the basket.
As its name implies, this option streamlines the process, allowing users to place large orders efficiently. A significant aspect we considered during the design phase was accommodating individuals with dietary restrictions or specific meal preferences within the Bulk Order flow. I devised a means to enable users to assign specific meals to particular individuals before adding them to the basket.
Group Order
To further simplify the ordering process for large groups, we decided to take it a step further.
We accomplished this by incorporating the existing group ordering feature from the Foodcourt app but reimagining it to better suit larger groups, taking into account the unique needs of our intended audience.
To further simplify the ordering process for large groups, we decided to take it a step further.
We accomplished this by incorporating the existing group ordering feature from the Foodcourt app but reimagining it to better suit larger groups, taking into account the unique needs of our intended audience.
The group order feature allows the admin to effortlessly kickstart an order with a shareable link for all participants. This not only ensures that individuals can readily select their preferred meals but also relieves the admin on the Foodcourt Business Dashboard from making decisions for those with dietary restrictions, enhancing overall convenience.
The group order feature allows the admin to effortlessly kickstart an order with a shareable link for all participants. This not only ensures that individuals can readily select their preferred meals but also relieves the admin on the Foodcourt Business Dashboard from making decisions for those with dietary restrictions, enhancing overall convenience.
Recurrent Orders and Reordering Meals
We went a step beyond by enabling users to reorder meals from their order history. While ensuring a smooth reordering process, we also considered that users might want to make modifications to their meals. Users can reorder a meal directly from their order history, which is automatically added to their basket. This allows them to add more meals or make adjustments to their selections as needed.
We went a step beyond by enabling users to reorder meals from their order history. While ensuring a smooth reordering process, we also considered that users might want to make modifications to their meals. Users can reorder a meal directly from their order history, which is automatically added to their basket. This allows them to add more meals or make adjustments to their selections as needed.
Celebrating Milestones
Next, we wanted to help teams find easier ways to incentivize members, so we introduced the gift feature. This feature enables teams to create one-off gifts for their members, redeemed as meal vouchers on the Foodcourt App.
We also acknowledged the importance of assisting businesses in commemorating significant milestones in their team members' lives. To achieve this, I introduced birthday reminders that include automated countdowns starting 48 hours before a members’ birthday and reminder notifications.
Next, we wanted to help teams find easier ways to incentivize members, so we introduced the gift feature. This feature enables teams to create one-off gifts for their members, redeemed as meal vouchers on the Foodcourt App.
We also acknowledged the importance of assisting businesses in commemorating significant milestones in their team members' lives. To achieve this, I introduced birthday reminders that include automated countdowns starting 48 hours before a members’ birthday and reminder notifications.
Event Hosting
While our primary focus was on businesses, we recognized the need to offer a simplified feature for communities and individuals. This feature doesn't require the extensive steps necessary for business-related functions that involve team member information. Thus, we introduced the event hosting feature. This feature was also extended to businesses as it is common with businesses to host corporate events and even periodic meetups with clients.
The event feature enables users to host events using Foodcourt Business to serve their guests. We've segmented this feature into two parts: one allows users to assign a budget to invited guests, ideal for virtual events, and the other lets users directly order meals for guests, which is more suitable for physical events.
While our primary focus was on businesses, we recognized the need to offer a simplified feature for communities and individuals. This feature doesn't require the extensive steps necessary for business-related functions that involve team member information. Thus, we introduced the event hosting feature. This feature was also extended to businesses as it is common with businesses to host corporate events and even periodic meetups with clients.
The event feature enables users to host events using Foodcourt Business to serve their guests. We've segmented this feature into two parts: one allows users to assign a budget to invited guests, ideal for virtual events, and the other lets users directly order meals for guests, which is more suitable for physical events.
Ensuring Transparency
Expanding into a new market always requires understanding its unique features. In the case of Foodcourt Business, this meant adapting to substantial financial transactions, especially budget allocation with various settings (such as one-off and roll over).
We were dedicated to providing transparent communication about users' financial activities to prevent transaction disputes. To achieve this, we introduced analytics, monthly transaction insights further broken down per team member, and comprehensive financial statements available through email and the dashboard. We equally provided similar analytics to event hosts.
Expanding into a new market always requires understanding its unique features. In the case of Foodcourt Business, this meant adapting to substantial financial transactions, especially budget allocation with various settings (such as one-off and roll over).
We were dedicated to providing transparent communication about users' financial activities to prevent transaction disputes. To achieve this, we introduced analytics, monthly transaction insights further broken down per team member, and comprehensive financial statements available through email and the dashboard. We equally provided similar analytics to event hosts.
Testing
Our top priority was creating a simplified experience with Foodcourt Business. We achieved this by engaging in multiple feedback sessions during the design phase, involving team members and stakeholders early in the process. We conducted two rounds of testing with intended users from our interviews and received generally positive feedback. Users found the platform easy to navigate. The feedback primarily centred around edge cases, which we addressed accordingly.
Our top priority was creating a simplified experience with Foodcourt Business. We achieved this by engaging in multiple feedback sessions during the design phase, involving team members and stakeholders early in the process. We conducted two rounds of testing with intended users from our interviews and received generally positive feedback. Users found the platform easy to navigate. The feedback primarily centred around edge cases, which we addressed accordingly.
Impact and Next Steps
With key performance indicators set earlier to help us measure if we were on track to get the business closer towards achieving it’s goals. Some of these included:
With key performance indicators set earlier to help us measure if we were on track to get the business closer towards achieving it’s goals. Some of these included:
Increased user adoption
Increased user adoption
Increased order volumes
Increased order volumes
Enhanced user satisfaction
Enhanced user satisfaction
Foodcourt Businesses beta launched November 2023, Up to this point, we've observed a notable early adoption rate and received encouraging feedback from our users. We're eagerly anticipating the future and have exciting plans in the pipeline for the expanding user base.
Foodcourt Businesses beta launched November 2023, Up to this point, we've observed a notable early adoption rate and received encouraging feedback from our users. We're eagerly anticipating the future and have exciting plans in the pipeline for the expanding user base.
Read next
Elevating convenience: The Foodcourt order schedule feature
Elevating convenience: The Foodcourt order schedule feature
Optimizing meal planning with the Foodcourt schedule feature, from user insights to seamless flexibility
Optimizing meal planning with the Foodcourt schedule feature, from user insights to seamless flexibility
Optimizing meal planning with the Foodcourt schedule feature, from user insights to seamless flexibility
Managing expectations, reimagining Foodcourt's track order feature
Managing expectations, reimagining Foodcourt's track order feature
Transforming frustrations into smiles! Revamping the track order feature for clearer updates & happier customers
Transforming frustrations into smiles! Revamping the track order feature for clearer updates & happier customers
Transforming frustrations into smiles! Revamping the track order feature for clearer updates & happier customers
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