Natasha Porter | UX/UI Design Portfolio

Increasing self-ordering kiosk conversion rate by 35%

Taster is a food service franchise designed for the next generation of restaurateurs.

TIMELINE

Q2 2024

PLATFORM

WEB APP

MY ROLE

UX/UI DESIGN

Taster develops food brands with top creators and franchises them to restaurateurs. It’s powered by a bespoke product suite, with tools to enable scalability, optimize operations and ensure quality.

After developing a successful Click & Collect web app, we decided to run a low-cost test to validate our hypothesis that installing self-ordering kiosks would increase Click & Collect sales. We linked Stripe terminals to iPads in a few stores with the web app displayed. Indeed, the participating kitchens saw an increase in X% of sales.

With our hypothesis validated, we decided to invest in improving the self-ordering kiosk customer experience.

We redesigned the self-ordering kiosk experience to increase on-site conversion rate.

+52%

Click & Collect orders

+65%

loyalty app signups

PROBLEM

Customers using our self-ordering kiosk can't decide what to order due to a poorly adapted UX and UI inherited from the mobile app. Frustrated by small images, non-standard interaction design for selecting options, and the high cognitive effort required to understand the menu, customers frequently ask staff for help.

When ordering on a kiosk, customers expect a similar experience to that of our competitors, such as McDonald’s, KFC and Burger King (cf: Jakob’s Law).

The current self-ordering kiosk UX and UI is inherited from the mobile version of the Click & Collect app, which led to many UX issues such as:

The images are small or non-existent in the case of meal deals
Customers don’t read item descriptions and the text is small
Understanding the difference between between different brands’ menus is high effort
Customers are confused because standard practices related to selecting options and upgrades aren’t followed.

The current self-ordering kiosk interface inherited from the Click & Collect mobile app

SOLUTION

Design a familiar self-ordering kiosk experience that helps customers to discover food items and to choose confidently what to order.

Competitive research insights

To define what the standard practices are for self-ordering kiosks, I went to global fast food chains like McDonald’s, Burger King and KFC, and smaller quick service restaurants like Street Bangkok and Mamé.

The importance of images

Kiosks prioritize visuals over text, allowing customers to place orders without needing to read.

Designed for System 1 thinking

Large, appetizing images trigger a System 1 decision-making, meaning the choice is quick, automatic and emotional rather than conscious and deliberated. Skeuomorphism and the Von Restorff effect means customers are more likely to mindlessly pick the large sizes.

PROBLEM #1

New customers struggle to pick which brand to order from because they can’t tell the difference.

Since most customers discover the brands via the influencers, the new brand selection page is inspired by the UI of social media platforms to emphasize familiarity…..

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