App design

Red Rooster

Build a mobile native ordering experience for Red Rooster customers

Role

Lead UX Designer and Researcher

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.


Red Rooster’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

Lean design sprints

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

Site review: Ordering flow

reviewing the site’s ia

I reviewed the site menu and deliveroo menu to draft a menu IA that considered the insights gained from 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

We mapped out the app IA, acknowledging how each element would interact with each other. These were desined alongside the user flows to ensure a seamless experience.

USER flows

🎯 Define

  • Experience principles

  • Personas

  • Use cases

Stakeholder alignment

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 and sketched concepts.

  • Make it easy

  • Champion the brand

  • Recognise & Reward

  • Fun & Entertaining

💻 Design

  • IA Restructure

  • Interaction design

  • Wireframes

Goal

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

site and external reviews

Competitor analysis on key flows

One of many user flows

prototype and refinement

Wireframes

🍟 Deliver

  • High fidelity prototype

Refined designs

🫆 Understand

  • Kick-off workshop

  • Site review 

  • Competitor analysis 

  • Data analytics

define
Design principles

outcome

A new experience for Red Rooster customers including the onboarding flow with splashscreen, welcome message, loading screens, order confirmation and many more secondary 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.

reflection

As we had a stricth timeline to deliver the project, it was important to stay on track and be proficient in delivering outputs. 

As an agency with a specific budget and time allocation, we managed uncertain and sometimes unknown tech capabilities and data issues from the external dev team by creating flows that supported different scenarios, while consistently avocating for the customer.