Creating a £5m+ uplift for Nando’s online ordering Menu
As Product Designer for the Menu domain at Nando’s, I worked across app and web to optimise the online ordering journey.
The Problem
Nando’s has over 400 restaurants across the UK and Ireland which serve customers via the digital online ordering website or app, or from the till.
Nando’s business goals were to:
Increase average order value
Improve usability of the online menu
As the Menu team, we wanted to understand Nando's customers and their pain points to identify the right opportunities to focus so we could test user-informed UX improvements.
Discovery and Research
Working closely with the head of research, Nicole Kelly, I lead a research piece which collected qualitative and quantitive data from customers. This involved travelling to Leeds, London and Surrey to speak with Nando’s customers in restaurant.
50+ online moderated and unmoderated interviews
Regional restaurant market research days
Heatmaps and Heuristic analysis
Analysing Hotjar surveys
Stakeholder engagement
Once we had collected all of the data and turned them into insights and themes, myself and the PM engaged stakeholders including the engineers and developers in a workshop to begin defining ‘How might we’ statements. Keeping the user problems and business goals front of mind.
Designing, Testing, Iterating
I worked to the Double Diamond framework, designing, testing, refining and always validating ideas with real users and data before shipping anything. This next stage was iterative and involved collaboration with the engineers to ensure feasibility.
Adding side imagery to the PDP
Problem:
We noticed a huge pain point for customers was that they didn’t know what the different sides were, when choosing from the meal builder. Especially if they were new to the menu. This was creating overwhelm and not giving customers the confidence to change from a ‘safe’ option like chips.
Hypothesis
By adding side imagery to the PDP
Visitor will find it easier to choose and add side options to their meal builder
Thereby increasing add to basket rate of +2 side bundles
Testing / Iterating
Usability tested with 5 customers (identified 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 imagery performed worse - I would love to chat through why!)
Reduce choice paralysis
Problem:
Our research showed customers feel overwhelmed by the length of the menu, not realising they can use the top navigation.
Hypothesis
By introducing carasoul scrolling to the menu
Visitor will find the menu experience less overwhelming and easier to navigate
Thereby increasing product clicks / add to baskets and overall revenue.
Testing / Iterating
Iterative usability testing to understand how customers interact with designs, and then tweak
A/B tested for confidence in real-world performance
Impact
The A/B test highlighted key issues with the carousel design, such as it reduced ‘discoverability’ of certain products and therefore had a negative impact.
How might we…
reduce choice paralysis
Design
Working closely with Product and Data, I explored where and how to surface relevant extras, to help customers build their meals quicker without having to filter through unnecessary items
Testing / Iterating
Card sorting tests to map mental models around placement on the user journey
I usability tested multiple design variants
A/B tested for confidence in real-world performance
Impact: Projected +£5M annual revenue uplift
Impact: Projected +£5M annual revenue uplift
How might we…
improve find-ability of menu items
Design
We introduced a lightweight search feature to improve findability and reduce friction:
Testing / Iterating
Tested real user behaviour and tracked common queries
Impact: Users got to what they wanted faster, but missed out on discovery moments that often drove upsells
Final outcome
The full end-to-end project was really interesting, working with real customers to understand their pains and needs and being able to positively impact the roadmap with user-first features.
£5M+ predicted annual uplift from improved cross-sell features
£490.6K per quarter from imagery on PDPs
Faster, more intuitive ordering for Nando’s customers
