Loryn Chen
Loryn Chen
Shipped Nov 2020
Visual designInteraction design
Mixbowl is a white-label online ordering platform for restaurants. It allows consumers to place orders directly on a restaurant's website instead of a 3rd party app.
Its business grew tremendously during the pandemic. With new restaurants signing up and new consumers ordering daily, it became clear that our menu design needed a update.
I jumped on board as a freelance designer to redesign the menu experience which resulted in a 12% increase in checkouts and 20% increase in sales.
OUTCOME
Since launching in November, we saw:
12% increase
in checkouts
20% increase
in sales
25% increase
in average order size
16% decrease
in shopping cart abandonment rate
THE PROBLEM
42.28% of users bounce from the menu screen without ever checking out.
50.66% of these users never actually add an item to their cart.
USER INTERVIEWS
I first chatted with four Mixbowl users to get their thoughts on the current menu.
I learned three critical pain points they experienced:
💡 HYPOTHESIS
Having a clear navigation system with item details up front would increase conversions.
A direct response from customer feedback, I explored 6 different navigation paradigms and other treatments with the thought of making it easier for users to browse, add to cart, and checkout.
After reviewing these explorations with my team, we came up with key principles that we'd use as a playbook:
HI-FI DESIGNS
After weighing out the pros and cons, we moved forward with Concept 3 and Concept 6 because they were more scalable had a simpler navigation.
USABILITY TESTING
I tested these two concepts assessing three important things:
REFINEMENTS
I updated three things:
FINAL TESTING
In the last round of testing, participants understood the navigation system and were able to seamlessly add to their carts and checkout.
We checked off our original guiding UX principles:
LAUNCH
We launched the new menu experience in a few stores and then across all stores in November 2020.
OUTCOME
Since launching in November, we saw:
12% increase
in checkouts
20% increase
in sales
25% increase
in average order size
16% decrease
in shopping cart abandonment rate
This confirmed our hypothesis of having a clear navigation system and displaying item details up front would increase conversions.
DESIGN SPECS
As a final touch, I documented different components and states.
FUTURE ENHANCEMENTS
While I was only brought on to redesign the menu, these were other problems I was thinking about that would lead to a better performing menu design.
These were out of scope for my line of work at the time but i'd love to explore these if I were brought on again.
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