Food & Beverage
Mobile Ordering
Project Overview & Team
Clients: Detroit Lions, Seattle Seahawks, Houston Rockets, Carolina Panthers, & Toronto Raptors
Initial Launch: 2017
My Role: UX & UI Design Lead
Project Team:
Product Owner and iOS Developer: Kevin Yealy
Android Developer: Max Malekzadeh
Designed at YinzCam, Inc.
I worked with the software engineering team at YinzCam to design a mobile food & beverage ordering solution that could be integrated into existing apps. We built an SDK for both Android and iOS platforms that has since been deployed in various NBA and NFL venues.
Product Goals:
-Simplify the mobile ordering process for fans.
-Champion choice. Give fans the ability to easily browse all offerings and locations in a venue and customize an order to their liking.
-Create a feature that can integrate with existing features, apps, and point of sale systems.
-Give teams flexibility to customize the feature to match the visual style of the rest of their app.
Design Approach:
Mobile ordering is complicated. Finding the right location, finding and ordering an item, customizing that item, adding and choosing a payment method, reviewing an order and total cost are all decisions required of the user. We knew the product could only be successful if it appeared simple and quick to fans. Through design iterations we were able to distill the ordering process into as few as four screens for users.
Placing an order:
An order bar stays fixed to the top of every screen allowing fans to see their running total at all times, checkout at any time, and add items from different locations to the same order.
For items that can be customized or added to —think adding pickles to a cheeseburger, or selecting the size of a t-shirt— a list of options appears. If a fan orders more than one of the same item, they can swipe horizontally to select different add-ons for each item.
Testing and Results:
We piloted the product in December 2017 with the Detroit Lions. The feature was made available to all fans through the Lions mobile app but the team decided to limit ordering to the club level of Ford Field.
What we learned:
In our pilot program, over 200 fans tried the new feature. 77% of fans simply perused menus to see what food was available without starting an order. However 60% of the fans that started an order completed it successfully.
Positive: Order abandonment is low. Fans that start orders tend to complete them.
Negative: Putting an information barrier in front of the feature alienates users and causes drop-off. Because the team decided to limit ordering to the club level we added an initial screen to verify the fan's location. Many fans quit the feature when asked for their seat number.
Following our pilot program we were able to make adjustments and discuss rollout strategy with each organization’s digital team. An additional four venues launched the feature at the start of the 2018 season.
Simplified 4-Step Ordering Process
Placing an Order
Order Fulfillment
Managing Payment Methods
Error Handling