Download - UX strategy - card member points
Membership card - restaurant pointsDigital strategy–July 2015
Our task– Membership card - restaurant points wants to optimize their UX by
Adapting their site to responsive design. Other tasks include:• Traffic: Identifying missed channel opportunities to increase traffic• Internal Optimisation: Identify missed steps inside Membership card -
restaurant points website
We are basing our recommendations on our audience’s behavior and dividing it in:
TacticalOptimising what we already do
StrategicAmplify our recommendations a step further
Tactical vs. Strategic recommendations
Awareness Interest Consideration Booking Dining Advocacy
DISCOVERYof Membership card - restaurant points
INSPIRATIONto choose which restaurant to go
SELECTIONof the perfect restaurant
for the occasion
EXPERIENCEthe online to offline journey
ADVOCACYof Membership card -
restaurant points & their restaurants
OUR CUSTOMER JOURNEY
DISCOVERYof Membership card -
restaurant points
61%20%
15%3%
Direct traffic
EDM
Organic Search
Our brand.com.au
EDM
We have a high volume of returning visitors that type our URL directly.
Can we incite new visitors to discover Membership card - restaurant points?
Source: Google Analytics July 2015 restaurants.Our brand.com.au
61%20%
15%3%
EDM
Organic Search
Our brand.com.au
EDM
Tactical1. Engage through CRM with tailored offers to our segments with most growth potential:• ‘Educate Me’: 11% Members• ‘Untapped potential’: 9% Members
Source: Google Analytics July 2015 restaurants.Our brand.com.au
Direct traffic
EDM’s are our most popular source of traffic. Opportunity:
61%20%
15%3%
EDM
Organic Search
Our brand.com.au
Tactical2. Acquire traffic through SEM in:a. Generic keywords: ‘Book’ + ‘Restaurant’b. Restaurant guides:• Timeout• Australian food guide• Trip advisorc. Competitors: • Bookarestaurant • Dimmi • Yumtabled. Popular restaurants by city
Source: Google Analytics July 2015 restaurants.Our brand.com.au
Direct traffic
EDM
We have a high % of traffic incoming from Organic search but none from Paid. Opportunity:
61%20%
15%3%
EDM
Organic Search
Our brand.com.au
EDM
Tactical3. Simplify & highlight access from Our brand & Our brand FF:
Source: Google Analytics July 2015 restaurants.Our brand.com.au
Direct traffic
http://www.Our brand.com.au/travel/airlines/book/am/en
• Add ‘Restaurants in Australia’ in the ‘Book’ section
• Rename ‘Food & Wine’ to include reference to restaurants. E.g.: ‘Dine & Wine’
https://www.Our brand.com.au/fflyer/dyn/Our brand-points-partners/earning-points
• Include a highlight of the benefits in ‘Discover and Join, including Restaurants’
https://www.Our brand.com.au/fflyer/dyn/discover-join
The volume of traffic from our ‘mother’ website is comparatively low. Opportunity:
EDM
Our brand Facebook post mentioning Our brand Points
Tactical4. Include Restaurants in Social Media conversations:• Include Food & restaurants in the daily
conversation, mentioning how you can win FF points
• Highlight the most booked restaurants by area
• Include hands-on experience of ‘Foodie bloggers’
• Document unique experiences. E.g.: Somelier wine tasting
Our brand Instagram post documenting an experience in a restaurant
Our brand Twitter post documenting a somelier wine tasting
Traffic from Social Media is < than 0%. Opportunity:
Source: Our brand Facebook, Twitter and Instagram pages, 31st July 2015
Direct
Tactical5. Adapt UX to Mobile:• Adapt website to responsive design• Integrate with Our brand FF app
Series1
% of total restaurant book-ings made through Mobile % of bookings made in Qantas through mobile
42%
29%
Source: Dimmi Australian dining index 2014
e.g.: Mumu restaurants before and after adapting their website to mobile devices
The % of mobile traffic is well below the average of our category. Opportunity:
INSPIRATIONto choose which restaurant to go
Trusted friend
Consumer review sites
Restaurant guides
Newspaper food critic
Restaurant website
Google search
TV Show
50%
23%
9%
8%
5%
4%
1%
Before choosing a restaurant users get their inspiration somewhere.
Can we leverage this process in our favor?
Most trusted referrals when choosing a restaurant in Australia:
Source: Ausfood News, September 2014 “Mobile restaurant bookings are booming – can your business handle the heat?”
Trusted friend
Consumer review sites
Restaurant guides
Newspaper food critic
Restaurant website
Google search
TV Show
50%
23%
9%
8%
5%
4%
1%
Tactical1. Showcase friend bookings with Facebook Connect:a. Ask to log-in through Facebookb. Show reviews by Facebook friends:• In a dedicated section on the home page• When choosing a specific restaurantc. Ask to share their new booking in Facebook
and/or with their friends using Membership card - restaurant points
Most trusted referrals when choosing a restaurant in Australia:
Trusted friend
Consumer review sites
Friends are by far the most trusted source of inspiration when choosing a restaurant. Opportunity:
Source: Ausfood News, September 2014 “Mobile restaurant bookings are booming – can your business handle the heat?”
Trusted friend
Consumer review sites
Restaurant guides
Newspaper food critic
Restaurant website
Google search
TV Show
50%
23%
9%
8%
5%
4%
1%
a. In our partner companies, add a link to book not only through Dimmi but through Membership card - restaurant points. E.g.: TripAdvisor
b. Include inspirational articles from partner companies in Our brand Restaurant’s website. E.g.: TimeOut
Most trusted referrals when choosing a restaurant in Australia:
Source: Ausfood News, September 2014 “Mobile restaurant bookings are booming – can your business handle the heat?”
Consumer review sites
Restaurant guides
Strategic2. Partner with restaurant guides:
Trip Advisor > Aria restaurant
Guides are very popular to check the most popular restaurant options, but many don’t offer booking services. Opportunity:
SELECTIONof the perfect restaurant
for the occasion
In the selection process we have two main areas that are affecting our conversion.
Can we optimise our selection process?
Search
resul
ts
Resta
urant
page
: Date
& Time
Enter
detai
ls
Confi
rm de
tails
Book
ing co
nfirm
ed
Proceed with the bookingLeave the website
12%
100% 75%93%
Users that
19k
17k
Source: Google Analytics July 2015 restaurants.Our brand.com.au
3.3k 2.5k2.3k 3.4k
Search results Restaurant page: Date & Time
Enter details Confirm details Booking confirmed
Proceed with the bookingLeave the website
12%
100% 75%93%
Users that
Search results
a. Identify the main selection criteria in which to group restaurants. E.g.: Romantic, casual etc.,
b. Highlight the restaurant groups in the home page
c. Enable geo-location to tailor the available options
Tactical1. Narrow search options, grouping restaurants by occasion:
Dimmi.com.au > Web home page
The majority of traffic is lost after searching. Opportunity:
Source: Google Analytics July 2015 restaurants.Our brand.com.au
19k
2.5k2.3k 3.4k
17k
3.3k
a. Enable geo-location and search through map and add additional filtering options. E.g.: type of food
b. Finger search to filter the area of research
10%
30%60%
+ than 24h
- than 24h
- than 6h
% of Bookings made in Australia in:
Source: Dimmi Australian dining index 2014
Domain.com.au App > Finger search
Tactical2. Enable mobile search through a geo-located map:
Almost 1/3 of our traffic is mobile, and it’s an increasing trend. Opportunity:
Search results Restaurant page: Date & Time
Enter details Confirm details Booking confirmed
Proceed with the bookingLeave the website12%
100% 75%93%
Users that
Enter details
a. Enable to login through social media platforms. E.g.: Facebook, Twitter or Google+
b. Enable the user to build a profile based on:
• Past bookings• Preferred type of food• Preferred occasions• Price range• Location• Similar recommendations• Reviews of the restaurantc. Divide levels of users by activity, with the
option of sharing on social media when a new level is unlocked based on activity.
• E.g.: Foodie, super foodi, big foodie and Connoisseur
Strategic3. Enable user profiles:
Dimmi.com.au > Log In
¼ of potential conversion traffic is lost in the registering process. Opportunity:
Source: Google Analytics July 2015 restaurants.Our brand.com.au
19k
2.5k2.3k 3.4k
17k
3.3k
Sitepoint.com > Register
Zomato.com > User profile
EXPERIENCEthe online to off-line journey
There are still digital steps we can leverage once the booking to the restaurant has been made.
Can we go a step further to help our users making their off-line journey seamless?
a. After the booking process, give access to an existing digital map to trace how to get from his/her location to the restaurant, providing the location of the user and the restaurant. E.g.: Google Maps
Strategic
1. Guide them to their destination:
b. Give the option to the user to schedule a cab. E.g.:Call Uber
Google Maps
Our users employ digital platforms to help them figure out how to get to their destination. Opportunity:
Uber App
a. Send the details to the people with which the user is going to the restaurant via e-mail, SMS or Social Media with:
• Location• Time
Strategic
2. Help them organise their event:
b. Give the option to send an alert before the appointment (1h, 30min or 15min before)
Digital agendas, specially on mobile, help people structure their busy life in and outside of work. Opportunity:
Sending an Invite via Facebook
a. Along the reminder, give the user possibility of sending the attendees inspirational content about the restaurant:
• Photograph of the most popular dishes• Total average review score• Link to an article of the restaurant in an entertainment guide – e.g.: TimeOut
Strategic
3. Make their experience inspiring:
b. Partner with existing organisations to enable the delivery of additional items inside the restaurant:
• Flower delivery• Drinks. E.g.: Wine / beer
Digital agendas, specially on mobile, help people structure their busy life in and outside of work. Opportunity:
Example of birthday arrangement at a restaurant
c. Pre-arrangement with the restaurant for standarised experiences. E.g.: Birthday
Easy Flowers home page
ADVOCACYof Membership card - restaurant
points & their restaurants
Can we improve our advocacy processes?
Tactical1. Cluster reviews: Organize reviews by groups: service, main courses, desserts, coffee, wine selection etc.
2. Share reviews on Social Media:Enable sharing the user’s review on Social Media with their friends.
Strategic3. See where your friends went:After logging in through social media, see what friends have booked in which restaurant and their reviews.
4. Reward advocacy:If we enable users to create a profile (slide 19), we can reward them with points and associated rewards, unlocking new levels. • E.g.: In level 2 you have prioritised access to
discounts.
SUMMARY OF RECOMMENDATIONSDISCOVERY
of Membership card - restaurant points
INSPIRATIONto choose which restaurant to go
SELECTIONof the perfect
restaurant for the occasion
EXPERIENCEthe online to offline journey
ADVOCACYof Membership card - restaurant points & their restaurants
TACTICAL
Optimising what we already
do
Engage through CRM with tailored offers to our segments with most growth potential
Showcase friend bookings with Facebook Connect
Narrow search options, grouping restaurants by occasion
Cluster reviews
Acquire traffic through SEM
Simplify & highlight access from Our brand & Our brand FF Enable mobile
search through a geo-located map
Share reviews on Social MediaInclude Restaurants in
Social Media conversations
Adapt UX to Mobile
STRATEGICALAmplify our recommendations a step further
Partner with restaurant guides
Adapt research & simplify registration through user profiles
Guide them to their destination
See where your friends went
Help them organise their event Reward
advocacyMake their experience inspiring
THANKS