Industry
Quick Service Restaurants (QSR)
Client
Restaurant Brand International Inc.
Optimizing Tim Hortons’ app experience for speed, loyalty, and user satisfaction
Through UX research and iterative testing, I helped Tim Hortons improve app usability, increase Scan+Pay adoption, and enhance loyalty. Research insights boosted conversions, streamlined checkout, and garnered industry recognition.
Project overview
Type of work
AB Testing Survey User behavior analytics
Tools
UserTesting Amplitude analytics Excel Presentation Design
Date
January 2021 to December 2022
Challenges
Slow checkout: Payment and points redemption were in separate flows, causing friction. Low Scan+Pay adoption: Users lacked a seamless way to combine rewards and payments. Limited loyalty insights: Needed better data to refine offers and strengthen engagement.
Solutions
Conducted unmoderated usability tests to uncover app barriers and improve ordering for pick-up functionality.
Enhanced the Scan+Pay feature through three iterative A/B prototype tests, refining the design for ease of use and enabling quick toggling between points redemption and payment.
Launched an app satisfaction survey targeting key consumer segments to identify loyalty and offer improvement opportunities.
Achievements
Increased Conversion Rate by 7% by improving the visibility of the ordering button and optimizing the user flow.
Awarded “Customer Loyalty Innovation and Transformation” for the successful Scan+Pay feature launch, which enhanced drive-thru service speed in Canada and the US.
Deepened User Loyalty Insights through targeted research, guiding the product and design teams to optimize user experience and enhance offer effectiveness.