A fast casual restaurant chain that serves simple, seasonal, healthy food approached our team to rethink the dashboard experience on their iOS app, to see how they could transition from their rewards program to donations which would go towards local farms that support their healthy food menu. The deliverables were hi-fidelity wireframes static and animated, which illustrated the different options they could pursue.
Role: UX Designer, Interaction Designer
Date: 6/8/16
The first task was to figure out how to tell customers that they will no longer have a rewards program, and that it will be replaced with a donation program. The 1% per transaction donation goes to the farms that support the restaurant chain by allowing the customer to choose the farm they wish to help fund. The 1% was not charged to the customer, but instead came out of the company's pocket. The concept or mantra we landed on was that this change contributes to a greater good. We felt this would resonate deeply with their customers because of their focus on the "health of individuals, communities and the environment."
In addition to a walk-through that explained why the change is happening, we needed to point out the change to the dashboard and where the donation functionality lives. We presented 2 visual concepts that would call out the new feature.
Project donations would allow customers to choose from different farms or causes that were pre-selected by the company, and the donation would then be applied each time a customer made a purchase on the app, until the customer changed it, or until the cap was met. I felt like it was important to show the description of the farm, progress of the funding, and the amount you personally have contributed.
The goals were to make choosing a "project" as easy and seamless as possible so it would not detract from customers attempting to place an order. The other goal was to make sure the transition from rewards to donations was accepted by the customers and get them inspired about the causes they would be supporting.
The concepts were received well, but unfortunately the development did not move forward.