Product Designer // Customer Experience Team

Driving £5m+ on Nando’s
app and website.

The Brief:

I was asked to focus on improving Nando’s online ordering menu across 400+ UK & Ireland locations to:

  • Increase AOV

  • Reduce user friction in ordering

  • Surface promotions to align with business objectives

Discovery & Research:

I led qualitative & quantitative research alongside the Head of Research, Nicole Kelly and Product Manager Emily Byrne to understand where users pain points were across the online menu ordering journey. I did this by completing:

  • 50+ moderated/unmoderated user interviews

  • On-site interviews with customers at Nando’s restaurants across Leeds, London, Surrey

  • Hotjar surveys, heatmaps, heuristic analysis

Once completed, I synthesised the insights into “How Might We” statements, which we worked through with stakeholders.

Design & Iteration Process:

At Nando’s we worked to the Double Diamond framework. Using RITE (Rapid Iterative Testing and Evaluation) and AB testing on the live platform along with collaborating closely with engineers to ensure feasibility and fast shipping of any new ideas.

The Results:

Adding cross-sell to the menu & basket = projected £5m+ in revenue

Finding:

Customers stuggled to find items such as drinks or extras on the menu, often leading to either forgetting to add them, or returning from the Basket to the main menu. How can we help customers build their meals quicker without having to filter through unnecessary items.

Hypothesis

By adding product recommendations on the ordering menu

Customers will find it easier to add relevant items to their basket

Thereby increasing add to basket rate

Testing / Iterating

  • Card sorting tests to map mental models around cross sell placement on the user journey

  • Usability tested multiple design variants

  • A/B tested for confidence in real-world performance and tweaked design based on negative impact

Impact

  • Projected +£5M annual revenue uplift

Figma example

Adding photography to the menu = £490.6K per quarter

Insight:

Customers were unfamiliar with the different sides available on the menu, causing decision paralysis, drop off and leading customers to stick to ‘safe’ options like chips.

Hypothesis:

By adding side imagery to the PDP

Customers will find it easier to choose and add side options to their meal builder

Thereby increasing add to basket rate of +2 side bundles and reducing overwhelm

Testing / Iterating:

  • RITE tested with 5 customers each iteration (to identify 85% of usability issues)

  • A/B tested on web across eat in, delivery and collect channels

Impact:

+£490.6K per quarter in revenue uplift for Eat In customers

(Note: we didn’t launch for Delivery users, where the photography performed worse - very strange i hear you cry! I would love to chat through in more detail in person!)

Before

After

I also worked on UI projects such as
The World Football Campaign.

I was supplied the marketing campaign style guide, which i then applied to the menu to create a seamless visual experience that took customers from the social media campaign through to the menu ordering journey.

And large scale UX projects, such as redesigning the user journey for customers when they have allergies in restaurants.

I interviewed and surveyed over 100+ customers and non-customers and restaurant workers about their experiences when dealing with allergy orders. Once completed, I created a case study highlighting areas for improvement across the Nando’s allergy customer journey.

“Lucy showed up like a dream, for the customer experience, team and ability to work with stakeholders. Full of ideas, passion, drive and flexibility, able to find the balance between driving key business objectives and listening to the voice of the customer.

As the sole designer she worked effortlessly with the product manager, end to end, speaking to customers through quant research, to formulating AB tests and quant analysis, ideation and delivery. Showing personal qualities of insight, awareness and thoughtfulness of design.

She’s a much loved and respected by of our team. We still consider her as one of us and gladly welcome her back to rock her magic.”

Neil Macleod - Head of UX Design, Nandos UK & IRE