Food Ordering Journey Enhancement: Package Cross-Selling
A design challenge to improve food ordering experience by integrating a seamless promotional package purchase journey
Product
Food Delivery: Food Ordering Journey & In-App Package Purchase
Role
UX/UI Designer
Project Overview
LINE MAN aims to enhance food ordering experience by integrating instant promotional packages into the food delivery journey where customers can buy the packages and use the coupons to get discounts immediately without dropping off. The business goal is to not only strategically focus on
UX/UI journey, but also to reduce customer retention to reach marketing objectives. Through these packages, the company targets to build loyalty from customers, encouraging them to use promotional coupons and visiting the app more frequently, which ensures recurring profits.
Responsibility
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Contributed design solutions to streamline promotional coupon package purchase into existing food ordering experience, which enable users to effortlessly buy and apply coupons during their regular food orders
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Enhanced design layout and content of the existing journey to be less complicated and easy-to-skim, ensuring users can complete the task in a short period of time
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Created microcopy throughout the whole experience
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Researched, strategised, and analysed business objectives, user concerns, user expectations, and competitors to understand core problems of the existing journey and what can be improved
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Conducted user interviews, user personas, user journey mapping, and gather feedback after the enhancement for product optimisation and the most efficient design solutions
Development
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Developed knowledge regarding food delivery service, subscription models, and promotional coupon packages
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Had more in-dept understanding of design solutions in hard-selling and gentle cross-selling
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Learned how to work independently and individually in a very short period of time
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Explored different target groups of food delivery service
Tools
Figma
Duration
72 Hours
Researh & Competitor Analysis 📃
A deep dive into UX research and design, showcasing methods, processes, and user insights. Explore pain points, personas, and key opportunities that shape intuitive solutions for a seamless user experience.
Design Solutions & Customer Journey Enhancement ⭐️
Explore final design solutions for food delivery cross-selling experience that catches user attention, close marketing deals, and improve targeted sales of the company.
Design Solutions
This section includes various opportunities that enhance user experience for cross-selling journey. Each solution tries to attract customers through dynamic and static banners of products for cross-sale in a recurrent pattern without a lot of user interruption to find a place where users can focus on their main journey, meanwhile, notice the new product packages that the business would like to push.
The product details are revised as followed below for users to digest easier, and do not struggle with making decision from overwhelmed and scattered information.
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Customer Journey Enhancement
This section includes a new user journey that offers the balance for business objectives in cross-selling products integrated to the main journey, also provide a seamless user experience to ensure the cross-sale does not interrupt the main objectives of users during purchase.
The user feedback is listed below for further development in the future.
