Industry
Quick Service Restaurants (QSR)
Client
Restaurant Brand International Inc.
Transforming the Burger King app experience with data-driven insights.
2 years of UX research to understand BK app users across the globe and inform the design and development of new features and enhancements on the user experience.
Project overview
Type of work
- Usability Testing - Concept testing - User behavior analytics
Tools
- UserTesting - Amplitude analytics - Google Analytics - Logrocket - Excel
Date
January 2021 to December 2022
The challenge
Lack of user insight and data-driven metrics in the app's UX/UI, leading to usability issues and unclear prioritization of design improvements.
Solutions
Conducted unmoderated usability testing and analyzed support tickets to identify user pain points.
Defined the metrics to measure the quality of user experience with the design team following HEART's framework and created dashboards in Amplitude for easy monitoring of these metrics.
Informed redesign of home page, menu navigation, and reward redemption flow based on user behavior data and feedback.
Achievements
5% increase on In-App Sales: Streamlined customization process for new and returning users.
Boosted Reward Redemption by 20%: Improved loyalty through a redesigned redemption user flow.
Successful Launch of “Quests” Feature: Reduced usability issues through targeted UI adjustments, driving increased engagement.