At eatsa the goal is to bring delicious and healthy food to everyone. The first store was created with an in-store ordering system, but we knew that soon after launch we would need a mobile presence. So began the journey of building eatsa mobile.
2 Engineers (front-end, backend)
In order for us to make informed decisions, we needed to understand the current state of things. This required us to gather current data on our in-store ordering system, interview our customers, and research competitor products. This help us define the assumptions, goals, and constraints for the project.
- Order time estimates accurate
- Eatsa's offering clear and comprehensive
- In-store order pick up process is clear
- Scalable design to accommodate future business initiatives (dayparts, extended menu, etc.)
- 25% of customers a day use the mobile app to order their meal
- Number of users that download mobile and convert back to kiosk is < 1%
Operations output threshold
Number of cubbies limited during peak times
Timeline (1 month for design)
So we asked ourselves "why do they need to decide anything in the beginning? By removing the options up front and surfacing the menu immediately we could make the experience much more fluid, especially for new customers.
1. Current Customers — To give current customers access to their data they could tap on either the account icon in the top bar or "order history" in the main navigation. This would prompt them for their log in credentials.
2. Location Services — If a user chose not to give us their location, the experience degraded gracefully and presented them with an unordered list of whatever stores were available.
A prototype we tested that lead to the discovery of the users default (2-5 minute) buffer. People were generally fine with the time changing within 5 minutes of the actual time they chose.
Main Project Challenges
• Different people think "healthy" means different things. Balancing what to show and where was difficult because it didn't feel like there was one right answer.
• Ordering times were tough from a logic perspective. The back-end engineer and I sat down for many hours to go through user experience ideals, back-of-house procedures, and engineering logic to connect all the pieces together.
• Creating an experience that would feel really great now, but also scale for the future (i.e. day-parts, daily specials, weird menu situations where different stores would have different menus, etc.)