Design challenge:
You’ve been hired by a take-out restaurant (ex: ‘Chipotle’) to help them sell more of a specific add-on (ex: ‘queso’) on their iOS app. Provide a potential upsell workflow when purchasing through the mobile app that would help encourage customers to add this add-on to their order.
Sounds great, let’s try to sell some subs!
Let’s reframe >>
Client goal: Sell more subs via their mobile order app, by targeting current customers for upsell potential.
I was given a time limit of 2-4 hours for this challenge, and decided to allocate my time as follows:
What are we talking about?
Upsell: to offer a larger or upgraded version of the product or service the customer already purchased (or is about to purchase)
How to do it
Determine best product(s)
Offer upsells that make sense - listen to customer needs & desires
Upsell with integrity
Demonstrate value before making pitch
Reward loyal customers
The best time to mention an additional product is when there is a true need
Source: https://blog.hubspot.com/service/upsell-and-cross-sell
Starbucks
great rewards redemption & payment options
no notice of upsell
Chipotle
Group order is easily accessible & shareable
Points are valuable but don’t stand out
Upsell -> “complete your order” page, usually chips & dip
User research
After a bit of market poking-around, it was time for me to see what other people thought. I put together a short list of questions and sent them off to 8 people I know.
Do you use food take-out apps often?
Any favorite apps / restaurants?
How do rewards (or lack of them) impact your usage / spending?
How do you feel about suggested extras or add-ons depending on what you’ve put in your cart?
Are there times when you are more likely to add extras? (Such as when ordering for a group, party, etc…)
What if the extras are free? Or at least discounted?
>> A few key trends >>
1. Higher usage users were more interested in rewards & discount offers, with a preference on immediate savings over accumulation of points.
2. Most (>70%) were interested in adding extras if they were offered in specific ways:
Free or heavily discounted
New and pairs well with rest of order
When ordering a meal for a group
3. Many were concerned with the side costs of delivery, especially with smaller orders.
Find the value
A couple ideas to consider
Group orders
Offer discounts & suggested items when customers need it
Want to split that side of chips & guac? Here it is!
Loyalty “punch” rewards
Reward loyal customers in a way that feels real
“Punch card” system that plainly shows that you’re getting that 5th item free (for example)
Two meals in one
Want to save on costs by getting two meals for yourself with one delivery? Great! Here’s an option that will taste great straight out of your fridge tomorrow.
Let’s focus on the Two meals in one idea for this time-boxed exercise. Plus, it’s just cool! Definitely my favorite insight from the user survey. Challenge accepted!
User Flow - Upselling a second, cold sub along with a regular order
Wireframes - Checkout & Add-on
Higher fidelity - agmenting Capriotti’s existing app flow
And that’s a wrap! Or…a sub I guess?
I hope you enjoyed this short case as much as I did. Thanks for checking it out :)