App design

Red Rooster

Build a mobile native ordering experience for Red Rooster customers

Role

Lead UX Designer and Researcher at Leo Burnett

Outcome

Clickable demo with visuals for development hand-off

Background

Red rooster’s first mobile app

Red Rooster is an Australian fast food restaurant chain that specialises in roast chicken. With over 360 stores across Australia, it is owned by parent company Craveable Brands and founded in 1972.


RR’s ordering & delivery system was web based and had limitations. The need for a native application had been identified to address and improve customer experience by leveraging functions, reducing friction to the user and delivering on an improved service.

This project was developed by myself and a UI designer. We ran sprints within a deadline of 6 weeks. The outcome was a clickable demo with visuals to be handed over for development. 

Approach

We structured design sprint for the MVP release with an approach to

Lean design sprints

🫆 Understand

  • Kick-off workshop

  • Site review 

  • Competitor analysis 

  • Data analytics

🎯 Define

  • Experience principles

  • Personas

  • Use cases

💻 Design

  • IA Restructure

  • Interaction design

  • Wireframes

🍟 Deliver

  • High fidelity prototype that met technical requirements

We ran a kick off workshop to understand the business and app vision. We looked at the type of users, metrics and success, experience vision, user cases to define our project goal and principles:

Stakeholder alignment

Goal

Customers who need an intuitive and hassle free ordering service for a fun and rewarding experience

Design principles

Make it easy
Champion the brand
Recognise & Reward
Fun & Entertaining

Site and external reviews

Site review: Ordering flow (One of many)

Competitor analysis on key flows (One of many)

Reviewing the menu

I reviewed the site and Deliveroo menu to draft the menu’s Information Architecture and tested it in a card sort. We came up with a menu that included a dynamic ‘Popular’ category for the user to easily access the most frequently pruchased items. 

APP IA improvement

I then translated the menu into the App’s IA, considering how each element would interact with each other. These were desined alongside the user flows to ensure a seamless experience.

User flows

One of many user flows

Prototype and refinement

Wireframes and initial sketches

Refined designs

Outcome

A new app experience was succesfully created for Red Rooster customers including the onboarding flow with splashscreen, welcome message, loading screens, order confirmation and supporting features.

We also delivered a second skin in black and gold for customers with a Red Royalty program coupled with a QR code in store to link their account.

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