Bedrijf
De Beren
Rol
Lead designer
Wanneer
2023 - 2024
Vaardigheden
Research
User testing
Design direction
Interaction design
Prototyping
As lead designer at De Beren, I led the creation of the app from the ground up, resulting in an intuitive and enjoyable experience for their most valued customers.
Problem
Users were ordering through external channels, leading to high costs and a lack of customer data. To attract customers to the in-house ordering channel, an app was developed allowing customers to earn discounts.
Process
Competitor analysis
I analyzed leading food delivery and reservation apps to identify UX strengths and gaps. These insights informed my design strategy and helped me create a more compelling user experience than existing solutions.
Design iterations
Through user research, I discovered users prioritized ordering and reservations over discounts, so I redesigned vouchers to appear contextually within these primary flows rather than as a separate feature.
Additionally, I streamlined location selection by implementing a unified zip code system that automatically finds the nearest delivery option and displays nearby restaurants for dining.
Design
Wireframes
I created initial wireframes to establish the app's structure and flow, prioritizing user-friendly navigation and intuitive interactions.
Brand experience
To enhance user engagement and brand affinity, I partnered with a 3D designer to develop a mascot character that provides contextual micro-interactions during key user actions, coin collection and food ordering, creating memorable touchpoints that reinforce positive behavior loops.
Earning discounts
I designed the user journey to clearly communicate our rewards system during onboarding. Users earn coins through food orders and dining experiences. To encourage initial engagement and drive first-time conversions, I implemented a welcome bonus of free coins, increasing the likelihood of that crucial first transaction.
Ordering food
Impact
Created the app from the ground up: Leveraged cutting-edge technology and user-centric design to create a streamlined ordering flow praised for its simplicity.
Designed engaging loyalty mechanics: Developed an innovative rewards system that drives repeat usage and increases customer lifetime value.
Enhanced brand engagement: Elevated brand engagement by guiding art direction and create a character that delivers micro-interactions during key actions, reinforcing positive behavior loops.
Thanks for reading :)