With its great popularity and high-demand for its food, In-N-Out Burger has well-known issues around consumer wait times, a potential harmful risk to their loyal customer base. No matter the time, consumers can expect long wait times with an average of 12-15 minutes in line in-store while drive-thru usually takes longer. This far exceeds wait times of competitors. While they do have an app, it does not have a feature for ordering so customers are forced to experience the long lines. App reviews reflect consumer frustration with this limitation.
Photo credit: William Luther, San Antonio Express-News
Photo credit: William Luther, San Antonio Express-News
Photo credit: TowerGuy, www.city-data.com
Provide a better In-N-Out Burger consumer experience by reducing wait times through enhancements and increased functionality of an existing app. The goal is to make improvements to allow consumers the convenience of ordering and paying electronically, making for a simple and quick transactional process. Consumers will also have the option of pay-by-phone. Pre-ordered items from the app will then be ready for pickup without waiting on line, avoiding long lines and wait times.
Provide a better In-N-Out Burger consumer experience by reducing wait times through enhancements and increased functionality of an existing app. The goal is to make improvements to allow consumers the convenience of ordering and paying electronically, making for a simple and quick transactional process. Consumers will also have the option of pay-by-phone. Pre-ordered items from the app will then be ready for pickup without waiting on line, avoiding long lines and wait times.
Current 2018 In-N-Out Burger App
Research was initiated to discover whether In-N-Out Burger customers find long lines and wait times discouraging, and if it moves them to support a competitor. An online survey set out to identify consumers who frequent fast-food restaurants and collect information about their overall experience. In addition, interviews were conducted with selected In-N-Out customers to obtain deeper insights. View online survey
Research was initiated to discover whether In-N-Out Burger customers find long lines and wait times discouraging and if it moves them to support a competitor. An online survey set out to identify consumers who frequent fast-food restaurants and collect information about their overall experience. In addition, interviews were conducted with selected In-N-Out customers to obtain deeper insights. View online survey
Research was initiated to discover whether In-N-Out Burger customers find long lines and wait times discouraging and if it moves them to support a competitor. An online survey set out to identify consumers who frequent fast-food restaurants and collect information about their overall experience. In addition, interviews were conducted with selected In-N-Out customers to obtain deeper insights. View online survey
Survey Method
Survey Result Highlights
Questionnaire Report
Questionnaire Pain Points
Two direct competitors were targeted, McDonald’s and Five Guys, along with one indirect competitor, Starbucks. All three have apps that allow users to order and pickup. The Starbucks app is superior in terms of design and user experience based upon Nielsen's’ Usability Heuristics principles. Apps for McDonald’s and Five Guys had a number of issues that did not quite follow Nielsen's’ Usability Heuristics guidelines and both have room for improvement. View the competitive analysis report
Four personas types were created representing the loyal In-N-Out Burger customer, based on research collected. For each, an empathy map was devised to help understand how each consumer type thinks, feels, hears, sees and does.
With a better understanding of the needs of each persona, a Minimum Viable Product (MVP) was created with user story scenarios.
With a better understanding of the needs of each persona, a Minimum Viable Product (MVP) was created with user story scenarios
With a better understanding of the needs of each persona, a Minimum Viable Product (MVP) was created with user story scenarios.
An open card sorting activity was initiated to help determine the framework for app infrastructure, mapping of user journey, and navigation. Three participants were selected, each was tasked to sort into categories to help understand how they envisioned content on an app, what content they expected to see, and where they expected to see it. Surprisingly, each participant shared a completely different view from one another.
An open card sorting activity was initiated to help determine the framework for app infrastructure, mapping of user journey, and navigation. Three participants were selected, each was tasked to sort into categories to help understand how they envisioned content on an app, what content they expected to see, and where they expected to see it. Surprisingly, each participant shared a completely different view from one another.
An open card sorting activity was initiated to help determine the framework for app infrastructure, mapping of user journey, and navigation. Three participants were selected, each was tasked to sort into categories to help understand how they envisioned content on an app, what content they expected to see, and where they expected to see it. Surprisingly, each participant shared a completely different view from one another.
An open card sorting activity was initiated to help determine the framework for app infrastructure, mapping of user journey, and navigation. Three participants were selected, each was tasked to sort into categories to help understand how they envisioned content on an app, what content they expected to see, and where they expected to see it. Surprisingly, each participant shared a completely different view from one another.
With useful data on hand from the card sorting exercise, a tentative sitemap was created.
With useful data on hand from the card sorting exercise, a tentative sitemap was created.
Based on the MVP’s and user stories, I developed the user flow journey by mapping out and documenting what the user might do and what they might expect to see while in the process of accomplishing a task quickly and efficiently. This helped visualize how certain screens may appear from a user perspective. It set the groundwork for creating low-fidelity sketches, which evolved to high-fidelity wireframes with software application tool ‘Sketch’. This validated the flow and allowed me to optimize and improve the user experience.
Order gift card user flow
Add location to favorites user flow
User flow two
Order menu item user flow
Order Menu item user flow
A fully functional user flow prototype was then created from the wireframes using the Invision prototyping app. The wireframes were enhanced throughout this process to further optimize the user experience. Click links below diagrams to view full prototype.
A fully functional user flow prototype was then created from the wireframes using the Invision prototyping app. The wireframes were enhanced throughout this process to further optimize the user experience. Click links below diagrams to view full prototype.
A fully functional user flow prototype was then created from the wireframes using the Invision prototyping app. The wireframes were enhanced throughout this process to further optimize the user experience. Click links below diagrams to view full prototype.
A fully functional user flow prototype was then created from the wireframes using the Invision prototyping app. The wireframes were enhanced throughout this process to further optimize the user experience. Click links below diagrams to view full prototype.
Next step focused on user interaction with the app through testing of each of the user flows. Three users with different backgrounds matching the persona type tested each user journey script created. A college student, a mother of two, and a working professional. All were fairly proficient at using various mobile food apps, frequently using them throughout the test week. Each tester had 3 tasks to complete, to add a menu item, to change and find a location, and to set up an account for a first-time user. View usability testing script
Next step focused on user interaction with the app through testing of each of the user flows. Three users with different backgrounds matching the persona type tested each user journey script created. A college student, a mother of two, and a working professional. All were fairly proficient at using various mobile food apps, frequently using them throughout the test week. Each tester had 3 tasks to complete, to add a menu item, to change and find a location, and to set up an account for a first-time user. View usability testing script
Testing uncovered additional important feedback and observations to incorporate for a more enhanced the app user experience including:
Testing uncovered additional important feedback and observations to incorporate for a more enhanced the app user experience including:
With functionality testing complete, I created a mobile style guide that included components, patterns, and icons aligning with the In-N-Out Burger brand guidelines.
The final step was combining the elements to create a fully branded In-N-Out Burger app user experience
Now that the revised high fidelity wireframes, prototype and style guide were created it was time now to put them together and create the look and feel and identity of the app. Overall I am pleased with the final product and believe it will deliver a successful user experience receipt for In-N-Out Burger customer and for the business.
© SANDEEP HUNDAL 2022.