A huge part of Jack's Donuts daily sales is during the morning hours before the workday. They needed a way to allow their customers to place an order for pickup and avoid the hassle of standing in line. The biggest challenge was helping them move their focus away from similar apps that complicated the process for their customers.
Today's customer has come to expect being able to get what they want, easily, right when and where they want it. When Jack's made the decision to enter into the mobile app space, our guidance helped them focus on what their customers real wants and needs were instead of using cookie-cutter options offered by traditional fast food services.
Plan of Action
We needed to create an interface that didn't complicate placing an order. We wanted to make things as easy as possible, while reducing the complications that most food apps are prone to. The more we tested, the more revised. The process was great for discovering things the app truly needed without the overhead of the things it did not.
The mobile app gives customers a tailored experience by allowing them to choose their preferred location and customize their order down to the number of espresso shots in their frappe. We incorporated pick up times and in-app payment so all they have to do is walk in, say their name, and grab their order.
We are in the final stages of testing before launching. The feedback from test customers has been instrumental in creating something that Jack's customers will be able to use with efficiency and without confusion.
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