Omni-channel ordering

Background

When eatsa (Brightloom) shifted from being a restaurant powered by technology to a technology company powering other restaurant brands omni-channel ordering experience, we had to re-imagine our mobile apps and in-store kiosk app that had been originally designed specifically for eatsa’s restaurant. Our apps now needed to support any restaurant’s menu structure, customization models, and enable their brand to be expressed uniquely through our framework.

Audience

eatsa restaurant customers and customers of other restaurant brands

Goals

+ Flexible navigation system that works across all restaurant menu types
+ Support all menu customization models
+ Increase mobile adoption
+ Increase in ticket (order) value

Approach

Used navigation cards to provide a better browsing experience for guests and enable restaurants to express their menu and brand uniquely

Created a new, flexible customization experience that enabled restaurants to provide guests with robust customization options around portions and combinations on specific menu items while still being transparent about price and nutrition.

Navigation design for kiosk_other brands.jpg

Design principles

Flexibility
/ Flex to support multiple restaurant menus, item customization options, and brand
/ Make it easy for brands to drive simple changes in the framework when promoting something new
/ Work seamlessly across all channels

Clarity
/ Find what you want to order easily
/ Know the breadth of what’s available and what the options are

Simplicity
/ Order what you want without being overwhelmed