HONG KONG EXPRESS
Takeout Branding and App Redesign
Hong Kong Express is a hometown Chinese takeout restaurant known for their quality and speedy delivery. In this hypothetical project, the client wants to stick out in ways other than pretty food photography and nice page layouts. An illustrated atmosphere was the solution.
To grow their business locally, improved online takeout would be implemented with new brand elements in an all new app.
ILLUSTRATED BRANDING ELEMENTS
ADDING AN APP EXPERIENCE
The new app experience has 3 primary functions that can be combined or used interchangeably; ordering food for now, ordering food for a later date, and ordering food for a larger group.
GOALS
Maintain 3 easy steps to complete an order no matter which features are being utilized.
New features should be noticeable without insisting they be used.
All experiences should have the same, satisfying end.
PERSONAS
The following personas represent new customers who are benefiting from Hong Kong Express’s new delivery experiences.
Charlie
Charlie is a busy college student who enjoys de-stressing with a bi-weekly game night. It is her turn to host and she doesn’t wanna do the same old pizza strategy. She love’s Hong Kong Express, but ordering 5-6 different combos is confusing and more expensive. Charlie decides to check out the online menu for inspiration.
Maxwell
Maxwell is one of two busy parents in his 5 person household. His partner is going back to school on nights and weekends. Wednesday nights are impossible to cook, so they’ll order out. Ordering ahead is a MUST for their busy night.
SKETCHES
THE EXPERIMENT
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A low fidelity prototype was made for an unmoderated test.
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Success is measured by their ability to perform desired tasks with little or no frustration.
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After completing the tasks, a short list of 5 quantitative and 3 qualitative questions are asked.
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Quantitive questions are answered with a grade of 1-5 with higher scores reflecting in a poor experience.
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Qualitative questions are designed to monitor for problems outside of the controlled scope.
MAKING LARGE ORDERS
Experiment #1
Scenario: You are hosting a party and want to have Chinese food delivered.
PROMPT 1
From the home screen, navigate to the menu and food selection screen.
PROMPT 2
Add enough of 1-2 meal items to feed 9 people and add the best option(s).
PROMPT 3
Proceed to checkout and pay.
Answer the following on a scale of 1(strongly agree) to 5(strongly disagree)
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Did you find the food items you wanted successfully?
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Did you feel like you saved a few dollars?
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Were you confident the order placed would feed up to 5 people?
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Do sizing options make it easier to pick your meal?
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Was your experience completed as thoroughly as possible?
Qualitative Q/A
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Were there any other features you noticed?
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How would you improve this experience?
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How does the automated upgrade suggestion make you feel about Hong Kong Express?
ORDERING AHEAD
Experiment #2
Scenario: You are ordering a meal for a later time because of you busy schedule.
PROMPT 1
On the home screen, click Order Ahead and select your desired delivery date and time.
PROMPT 2
You should be at the food menu. Add any number of food items to your cart.
PROMPT 3
Proceed to checkout and pay.
Answer the following on a scale of 1(strongly agree) to 5(strongly disagree)
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Did you find the food items you wanted successfully?
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The time/date setting was useful?
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Does this feature make you feel less stressed than ordering right before your meal?
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Was your experience completed as thoroughly as possible?
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Are you confident your order will be delivered in the future as you intended?
Qualitative Q/A
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Were there any other features you noticed?
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How would you improve this experience?
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What is a pro and con of asking for the time/date at the beginning of your ordering process instead of at the end?
