Initial problem
As a customer, I want to be shown additional items I might want to add to my basket, so that I can quickly find the extra items;
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That I didn’t realise I needed
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That I might forget about and have to place a second order
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Without having to search the entire menu
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We already have access to data that validates the need and shows that the users are interacting with up-selling in both Basket and the PDP. This has shown a positive up-lift on sales, as well as already presenting trends and popular items.
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However, there is further research that is needed as the current data is limited to certain items on the menu, a broader view will need to be looked at to cover all items. Personalisation is also a key factor that will need to be considered + a view to streamline the workload when implementing the feature.
My role
I lead the discovery piece to understand the key objectives and next steps to move this project forward, as it had the potential to unlock a lot of new opportunities for Nando's.
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My suggested approach was to conduct some more desk research with the help of the in house researcher, conduct stakeholder interviews to understand the businesses needs, competitors research, look into third party demos, gather and review all tech limitations.
Key objectives
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Understand the business needs, assumptions, priorities.
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Understand Tech limitations
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Whether or not to use Third party companies for implementing
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Understand our customers' needs, motivations and pain points when ordering food, particularly related to recommended items (up-sell & cross-sell)
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Best placement of the up-sell & cross-sell elements in the ordering journey
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What's best way to present cross-sell & up-sell in the order (UI, visibility, etc)
Hypotheses
By Up/cross selling using the right placement, tone of voice and frequency, we believe users will quickly find the extra items they are unaware of or order on a regular basis, solving missed opportunities for nando's as well as guiding users through the menu. We expect to see Customer satisfaction to improve and key business metrics to increase over time.
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Retention, frequency, value, NPS
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Conversion rate, AOV, AOS
Wireframes & concepts
Testing & validating
Worked alongside the E-Commerce team to set up A/B test plans to validate the approach and a few of the concept designs in order to take it to the business about how to best approach the more complex features. The first test was including social proofing on the PDP, with a focus on copy.
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The first A/B test was a success and showed some positive impacts on the key targets and KPIs we set out.
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Results
Conversion rates saw an uplift of +14.21% against the control
RPV saw an uplift of +19.89% against the control
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Optimal value
+628 additional +2 sides sales/quarter +£20.4k additional revenue/quarter
Winning variant
