BURGER KING‘S DIGITAL MULTI-PLATFORM ORDERING SOLUTIONS

ENTERPRISE LEVEL CUSTOM GOOGLE SEARCH ENGINE SOLUTION

MY ROLE: UXD – UID – UXID

My Goal: To create a seamless in-store, online and mobile ordering experience.
Fully-branded kiosks, mobile apps and responsive websites that maximize conversion and sales.

My Task: UX Design, UI Design, XD Design, Platform Ordering Solutions, Prototypes, Wireframes, Style Guides, Presentations

SITUATION

Burger King is one of the largest QSR (Quick Service Restaurant) companies in the “food world”. When this project was presented, BK was in the process of opening new restaurants in Europe and Asian countries.
They were going through massive overall of branding world-wide, creating new store layouts and changing some of the marketing demographics.
For Burger King to effectively not only reach but truly connect with their customers, they needed to utilize the newest ordering technologies.
The Rewards and Loyalty application was useful as users could redeem free items. They were looking to expand to a full ordering application.
In many store locations they had placed the first generation kiosk, they wanted to update those kiosks as they were to be shipped for the European and Asian markets new stores.
Bk had also a website for delivery and was about to start beta testing BK Delivers in experimental locations. They were looking to update the BKD design and ordering flow to match the kiosk and mobile application.

BURGER KING LEAPS TO THE HEAD OF THE CLASS WITH A SIGNIFICANT COMMITMENT TO A NEW DIGITAL PLATFORM. ENABLING BK TO QUICKLY SCALE UP WITH MOBILE OFFERS, PAYMENTS, ORDER-AHEAD, REWARDS AND LOYATLY. MULTIPLE LANGUAGES, LAUNCHED IN COUNTRIES WORLD WIDE.

CHALLENGES

Time and project planning – The goal was to have a new full generation 2.0 ordering flow that would be used to start with the kiosk, then be applied to mobile and desktop ordering.
Kiosk 2.0 was coming with new hardware and software, that when completed would be shipped to European markets to match time of the first store in Paris France grand opening.
POS System directly effects how I could create a new order flow with modifications, edits, upsets and rewards. Had to work with the POS system and create the most logical way of creating a custom item.
The order flow we created would be the foundation for all future products and clients. This makes it imperative to have rapid meetings and sign-off by stakeholders and the Creative Director. Being able to have in-depth team meetings, reviewing with client and meeting a rush delivery.
BK was going through demographic changes as well as a branding overhaul while in launch phase.
Customization is a key plus for kiosks, they drive more sales, since the restaurant can handle a greater number of orders in a shorter time period. Customization is completely dependent on how the POS is set up, the simple solution was not always possible.
Multilingual Designs are difficult to transfer over when they are text heavy, I created the best solution I could that depended strongly on product imagery and UX/UI ordering flow that is universal among countries.
Finding the solution for interactive retail kiosks. Enhancing the in-store experience through more rapid, dynamic and rewarding options.

SKETCHES, WIREFRAMES, DIAGRAMS, PROTOTYPES

Touch Screen Kiosk – Mobile Application – Responsive Online Desktop Ordering

Responsive Prototypes Mobile & Desktop

FINAL UI DESIGN, STYLE GUIDES, HIGH FIDELITY MOCKS, DEVELOPER READY FILES

Designs signed off – they are adaptable and controlled by each Client & Country

RESULTS & OUTCOME

Burger King is seeing a 33% lift on sales at the kiosk compared to at the counter order.
Reduced clicks to order by 35%.
Multilingual for both French and English speaking customers serves to make the kiosk software ideal globally, speeding transactions, offering lift and improving guest satisfaction.
Increased through output by keeping guest traffic moving and maximized revenue with intelligent up-sell elements and rewards.
A streamlined customer interface, branded design.
A predictable experience, with adaptable intuitive design.
Created universal mental model, allowing users of any language to order with ease, allowing users to predict outcomes.

Efficiency is dependent on adequate predictability, for without it a service or product cannot be used with the optimally.