Menu
Redesign the GetGo mobile app’s menu taxonomy to improve user navigation, streamline the ordering process, and align with Giant Eagle’s commitment to customer satisfaction.
GetGo’s menu presented a complex and outdated navigation hierarchy, leading to a cumbersome ordering process. The challenge was to restructure the menu taxonomy to streamline the user journey.
Research began with a series of in-depth interviews and comprehensive surveys, targeting a wide range of GetGo users. This crucial phase aimed to capture firsthand insights into the experiences, expectations, and frustrations of customers, including busy professionals, tech-savvy students, and detail-oriented retirees.
Qualitative insights were complemented by an analysis of the app’s usage data to identify patterns and trends. This allowed for the quantification of challenges presented by the original menu structure, informing the direction towards a more intuitive design.
With a foundation of rich qualitative insights and quantitative data, detailed personas were created. Each persona represents a unique set of needs, behaviors, and preferences, steering the redesign efforts to ensure a seamless and personalized user experience.
"With back-to-back meetings, errands, and a family to feed, I barely have time to catch my breath. Sifting through the GetGo menu feels like a chore with its endless options. I just need a quick, straightforward path. At least simplify one part of my life."
"As a college student, efficiency isn't just nice; it's necessary. Most apps I use cut to the chase, letting me do what I need fast. But the GetGo app feels like I'm navigating through one of those old-school maze games. If it were more streamlined, I'd definitely be using it between classes over its competitors."
"Retired now, I enjoy taking my time, but that GetGo menu is like reading a novel with all its twists and turns for a simple sandwich. And the names are confusing! Who needs a paragraph for a burger? Just give me the facts, plain and simple, so I know what I'm getting into."
The menu was curated down from 419 items to a consolidated 205 items (more than half), streamlining the user journey without sacrificing options. This was accomplished by categorizing and condensing similar items allowing users to get to the “Add to Order” page in just 2-3 clicks. This made the journey smoother without sacrificing variety.
Uniform menu naming was also crucial for user clarity and app performance.
Unified Naming Convention: Standardized item titles, using ‘Build Your Own’ exclusively as ‘BYO’, to streamline the menu and avoid truncation.
Strategic Title Truncation: Redesigned titles for clarity and brevity, ensuring users easily grasp their choices. For example, ‘BBQ Grilled Chicken Club Sandwich’ became ‘BBQ Club’ under the ‘Grilled Chicken Sandwiches’ category, eliminating redundancy.
Engaged with GetGo stakeholders to ensure the redesigned taxonomy met both user needs and business objectives.
The visual design was refreshed to accompany the improved taxonomy, creating a cohesive and attractive user interface.
The proposed menu design evolved into a tangible prototype through a series of iterations. High-fidelity mockups facilitated the testing of functionality and user interactions, focusing on an intuitive and efficient ordering process.
This approach enabled the collection of valuable feedback, refinement of the user interface, and confirmation of the design’s effectiveness prior to the development phase.
Note: Set the prototype to full screen for a better experience. Prototype will only be viewable on Desktop devices.
McDonald’s and Taco Bell’s menus were analyzed as benchmarks.
Drawing from these insights, the GetGo menu has been restructured to compete with market leaders in user experience.
Correct Rate: The test menu significantly improved the accuracy with which users could find items. It showed a higher correct rate for nearly all items compared to the original menu, with overall average correct rate increasing from 76% to 89%.
Time: The test menu allowed users to find items faster. The average time taken to locate an item was reduced by approximately 11 seconds. From 38 seconds in the original menu to 27 seconds in the test menu.
In summary, the test menu’s streamlined hierarchy improved both the speed and accuracy of users in locating menu items.
Users experienced significantly less difficulty in navigating the menu and completing their orders.
Streamlined the menu without sacrificing product variety, leading to quicker decision-making for users.
Enhanced the overall efficiency of the ordering process, saving users time and improving their experience.
The GetGo menu taxonomy project transformed a complicated system into an easy-to-use interface. Improvements in the order process’s efficiency showcased a strong application of design focused on the user’s needs. This effort successfully made complex tasks simpler for users, aligning the app’s functionality with GetGo’s business goals and meeting customers’ expectations.
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