Based on our experience with the current store finder experience on Mobile, we are developing a new Store Finder flow with the following goals in mind:
Make the map more prominent: For Dine-in, Takeout and Curbside order types, the store’s geographical location is one of the most important decision factors for the user, so we want to show the user a map from the very beginning of their store selection experience. A list view will continue to be available as well.
Not require an up-front order type selection: To reduce the number of required interactions to get to the menu, especially in the case where most stores offer the same order types, we don’t want to require the user to select an order type upfront in order to be able to see products. The order type will be pre-selected and the user has the possibility of changing it later in the ordering process.
Unify store selection experience throughout the app: Currently there are multiple different approaches to showing stores implemented across the app, depending on from where the flow is started. Some of these approaches have limited functionality in comparison to others, for example there is no map view available when starting an order from a discount. With Store Finder 2.0, we want to create a consistent experience with the same functionality available throughout.
The Store Finder is the place where the core of the ordering process starts. Going directly to the order screen or starting the ordering flow from Offers & Rewards, the process is the same.
Users have to pick the restaurant from which they want to order while selecting between all available order types
Store Finder 2.0 is meant to completely replace:
The current version of the order screen
Nearest section of the app when you tap on the view all button and enter inside
The nearest preview component will still only be available on the home screen but will be linked to Store Finder 2.0
Select restaurant section when you start the ordering process from offers & rewards
Participating restaurants section
Taking that into consideration, Store Finder 2.0 will mostly collect all our current data and functionality and present it in a different way using a different UI-UX.
What’s goes new with Store Finder 2.0
- With Store Finder 2.0, we now also enable users to search for store locations outside the 50 nearest stores around them, through the Search this area feature
- User navigation and orientation it's improved. Due to Store Finder 2.0, we now also include a user orientation indicator that helps users navigate to store locations
Keep in mind some of the features that involves location like in case if user wants to see restaurant results based on the current location, we need to have device location permissions enabled including GPS location for Android and iOS.
Order type navigation
Order type navigation component is located right below the top header component. Order type navigation component is always in a fixed position and always visible on the screen. Order type component is a place from where the user can control how he wants to place an order.
Depending on how many order types are available for the app brand we could have several different states:
No order type selected
You can choose to give your Customers the option to select between all the restaurants that can deliver to the selected delivery address. In this case, they will be presented with the list of all restaurants and able to choose from which restaurant they want the order to be delivered. Also, this functionality can be enabled in the brand settings in the CMS (see screenshot).
Please note: this functionality is available for app versions from 4.11 onwards.
No matter the order type selected, stores that have Show in Store Finder disabled in the CMS, should not be shown in the Store Finder and can only be accessed through Delivery or Foodspot.
Map as component
Map as the component is used for quicker navigation and as an easier way for users to find restaurants to order from. Map as the component is one of 2 screen views available on a store finder.
Map as the component is only available in situations when:
No order type is selected
Dine-in is selected
Takeout is selected
Map as the full component is composed of 5 smaller sub-components and these are:
Locate user button
User location indicator - (Current or Manual)
Nearest home component
- Nearest component list all the restaurant based on user current or manual location
- No filter is applied to the restaurant list, based on if restaurants are currently open or not
- Restaurants that have Show in Store Finder disabled in the CMS, should not be shown
- The restaurant cards that show up in swiping list are the same as when order type is not selected
- When user tap on “View all” it opens the order screen and automatically preselect the first one nearest restaurant
- When user tap on the restaurant card directly on the nearest component it opens the menu of that restaurant
Offers & Rewards
- One of the ways of accessing the store finder is when a user starts the order from Offers & Rewards
- After user tap on “Use in mobile app“ from Offer or Reward preview screen, it automatically opens the store finder
- We shouldn’t show the user order type selection layover like we currently do, but immediately open the store finder and show all the restaurants and all order types available for that offer or reward
- The UI of store finder when accessing from offers & Rewards is a little bit adjusted compared to the UI of store finder when user accessing from the order screen
- Store finder from offers & rewards is opened on a separate screen that includes a back button in the top header navigation as well as the user location button changing its position to the center of the screen
- When accessing store finder from offers & rewards, the store finder doesn’t include bottom tab navigation
Store Finder 2.0 [Mobile A/B Test]
Store Finder 2.0 outperformed Store Finder 1.0 by:
· 10% with 99% confidence for iOS
· 15% with 99% confidence for Android
iOS - Store Finder 2.0 outperformed Store Finder 1.0 with >99% confidence
- select store conversion rate increased by 10%
- order placed conversion rate increased by 12%
(Overall users in this experiment = 2914)
Android: Store Finder 2.0 outperformed Store Finder 1.0 with >99% confidence
- select store conversion rate increased by 15%
- order placed conversion rate increased by 4%
(Overall users in this experiment = 1184)
Results from June 15th, 2022
- Store Finder 2.0 is the clear winner of this experiment since:
- it has increased store selection conversion rate
- it has increased purchase conversion rate
- Positive feedback received from the Client on the upgraded feature and no issues were reported.
- Majority of users choose to select order type before selecting store.
- 87% of Store Finder 1.0 users choose to select order type first, then store.
- 65% of Store Finder 2.0 users choose to select order type first, before then store.