DIGITAL Menu innovation
Agency | Fuzz Role | Visual Design Lead Client | Pret A Manger
Pret A Manager came to Fuzz looking for a way to to expand their mobile presence.
At the moment, they don’t have a very robust mobile experience and so they turned to us to look at how users would find value in a mobile experience.
This entailed a lot of content strategy as well as visual exploration to create the best balance of utility and pleasure.
As part of this, we also explored and iterated on how machine learning could best serve an engine fueled by recommendations.
A major step in this process was figuring out how to categorize food. How exactly do people THINK about food and how do they search for it?
We took a few different approaches and tested them to see how people responded to various categorizations.
In our testing, we found that bread, no bread was popular, however, a more traditional approach - Breakfast, Lunch, etc - to the menu was familiar and preferred.
One of the largest aspects of the project was figuring out what it was that was really important for an ideal mobile experience.
Through many ideation sessions, we narrowed the experience down to key features that would assist a user with finding the perfect meal.
From a business perspective, we looked for ways in which to up sell which meant looking for a purposeful way that would benefit the user as well as the company.
The over arching experience included a Personalized Dashboard, the ability to browse the menu, the option to build a meal, and a robust filtering system based on mood and cravings.
Branding | Look & Feel Exploration
Another large aspect of this project was figuring out how to tell the narrative of this product visually.
This meant taking a deep dive in the Pret as a brand and stretching visuals as far as they could go to see which direction really felt right for Pret and for this experience.
Leveraging some of the core values of PRET including Relevant and Convenient, we tied in a few other principles that we found upon auditing their brand.
This included Warm & Cozy, Traditional and Friendly. This concept conveys the hands-on, home-baked feeling of Pret that can be seen through their stores and their kitchens.
Visual Exploration of One
For this particular exploration, accents of Pret were important including the Pret Red and the Pret start.
These sorts of accents brought in the brand while also creating an almost “farm-chic” look.
Emphasizing photography through an introduction was also important for a nice invitation, especially close up shots of food.
For the next exploration, seeing how far the brand could really go was part of the challenge.
Once again, through our audit, there was a great opportunity to be very playful!
Vibrancy was alive in the Pret brand through the use of ingredients so it seems obvious to see if this could grow legs, and grow it did.
Visual Exploration of Two
With this exploration, there was a chance to place with color, while placing emphasis on the food itself not necessarily contained within a photography but as part of the UI.
The idea was to bring some of the color and atrfulness of the food into creating a dynamic and personalized color scheme for the user.
Exploration Three : “The winner”
For the third idea, there was an emphasis on the words Fresh, Joyous, and Relevant.
This meant creating an execution that had a modern twist but still spoke to the ideals of the Pret.
Given how classic Pret really us not just in store but through menu items, this execution focused on truly making it about the food and the freshness of the products.
Visual Exploration of Three
For idea three, there was room to REALLY play with the visual elements.
As a result, bringing out ingredient items became a focal point for assisting with bringing out the ingredients and show casing them.
This also meant playing with the landscape in which the products were to reside on creating a sense of looking down towards the items creating a custom feel meant
just for the user. Clean UI also assisted with creating a sense of purpose when leading the user to make an action.Given the simplicity and the ingredient focused art, this choice seemed to work best for the goals of the experience.
Building out the experience
After creating the look and feel that worked best, it was time to build out the experience to scale. This meant focusing once again on the User Experience Goals.
The first build out consisted of fleshing out the Personalized Dashboard Experience and focusing on features that made for an ideal experience. The main aspect of this included a time
based featured item. Essentially, everytime the user came back to the app, it would create a personalized item based on their shopping behavior but also based on the time. For example, if the user
selects the item for pick up in the morning, then a featured breakfast item would appear. If they tend to healthy in the start of the week, then they’ll get served up content that is a bit healthier than say their typically Friday
choice which may lean more towards the indulgent side.
Giving the user the ability to search was a integral part of this experience and the next step was focusing on the Browse Menu Experience. We found through the AI exploration
that allowing the user to filter through lifestyle decisions as well as time of day assisted with creating a personalized experience. So for example if a user
was interested in a snack that happened to be under 500kcal, then they could search within the Filter System for said item. There was also an emphasis on allergens and being
able to filter certain items out of the experience so that the user could see only things they “could have” vs
having to view an entire menu and have to look closely at what each item included.
Lastly, speaking to the terms of up-selling but also assisting the user with making a decision, Build Your Meal was incorporated into the PDP portion of the experience.
Here, it was found that when a user is focusing on a certain an item and looking to add that item to their cart, that looking at pairing options associated with the meal is helpful when looking towards like items.
What this looks like from a flow perspective
We built out user scenarios for how these key features would work.
The scenarios include an individual ordering lunch ahead on their way to work, ordering an afternoon coffee, and fulfilling an order with another individual.
In showing these flows, we’re able to exemplify how the app becomes smarter through the user’s habits as well as how it can be made custom when differing preferences arise.
As a whole, we made sure that the design experience was scalable, cohesive, and simple.
Creative Director | Paul Sieka UX Designers Yishi Xie, Caroline Muelenaer Strategy | Daniel Kalick Developer | Sean Orelli Product Manager | David Dominique