User Interface Revamp | Burger King App Singapore
As one of the major leading fast food chain in Singapore, Burger King launched their very own app that enables users to purchase and have meals delivered or pick-up in store.
Through research from users feedback of the app on app stores and play stores, our team of 4 worked on a revamped app.
Problems that we discovered were:
1. App doesn’t load up most of the time
2. Information not accessible after branch closure
3. Priority in fulfilling orders were given to those who place their orders physically in-store
4. Unable to create account if user choose not to enable sharing of personal data for business purposes.
5. Coupons can’t be redeemed on app as it can only be redeemed in-store
6. Spent a long time figuring out and placing orders on app
7. Getting stuck in loading screen when placing order and the app hanged after
8. Order missing after submission
9. Can’t edit items other than the last item added
10. No order update
11. No contact
12. Order cancelled without notification
13. No order number or status update displayed in app
To start, we developed a user persona, Alex Tan.
We created a user flow based on the current interface to decide which are the key frames we should work on for the project.
We created Low-Fi Wireframe to help everyone visualise their idea and finalise on the elements that we want to include in our final product.
We created a style guide to keep the app consistent as we work on it together within the team. We kept the color scheme and style close to the brand itself, and the font to a less decorative and clean direction. For icons, we kept to a solid icons style as it will fit the overall style of Burger King better.
Art direction
We introduced more use of illustration to keep the app vibrant and closer to the brand image. The contrasting use of colors helps to give a refreshing look to the app.
Registration for order
We made it possible for users to do a guest order or create an account without obligation, and signing up for promotional emailers.
Location based suggestion
The app will be equipped with detection of current location to suggest the nearest available outlet.
Ordering Process
We keep the ordering page straightforward so users will be able to select their choice, edit their orders or even customize within a few screens. We also introduced Apple Pay into the app to help speed up purchasing process.
Order Confirmation and updates.
Upon making their order, users will be updated on the app based on the status of their orders.
Royalty Perks
We also made adjustment to the reward scheme that was previously in the app which require users to login to the app daily in order to redeem an in-store reward by the end of the week. We suggest for rewards to be accumulated by crowns after every purchase, keeping track of the crowns you earned and allow in-app redemption.
Please check out our prototype here.
We did 5 user interview after the project to gather feedback with comparison between the current and our revamped app.
We received quite a number of positive feedbacks and suggestions of how we can develop and improve on the app, in the next phase of the project.
Conclusion
The revamped UI has been successful with room for further improvement, the team managed to stay close to the brand guideline and refreshed the overall app experience.
