About Jack in the Box
Jack in the Box is a popular fast-food chain with locations across the U.S., focusing on delivering quick and convenient meals for a wide range of customers.
The Problem
The current Jack in the Box mobile application accounts for 11% of digital sales but faces a high rate of refunds and customer complaints. Core usability issues, outdated UI patterns, and a lack of user-centered design hinder the app's ability to deliver an effective customer experience.
The Solution
The redesigned Jack in the Box mobile app features a user-centered approach with improved information architecture, interaction patterns, and visual design. In line with iOS principles, the new UI improves usability, simplifying meal ordering and customization while optimizing the overall digital experience.
Role: Senior Designer
Team: Creative Director, Senior Designer, Associate Designer, PM
Process and Learnings
This project was particularly challenging due to the lack of pre-existing user research, metrics, or analytics to guide the process. With limited time and budget for conducting new research, I adapted my approach to work within these constraints, ensuring that user needs were still prioritized throughout the project.
Research and Discovery
I started the discovery phase with remote user testing of the Jack in the Box app and followed up with interviews of select testers.
I conducted a heuristic analysis to pinpoint usability issues and worked with the support team to address common customer complaints while integrating competitive research to uncover opportunities for improvement.
User Research - Themes, Insights, Opportunities
Theme
Store and Location Selection
Insight
Users find it challenging to select their location due to an unclear interface and an ineffective search experience, resulting in irrelevant search results.
Opportunity
Enhance the location selection process by creating a more flexible and relevant user experience. Clearly display delivery and pickup information throughout the ordering flow, and allow users to easily modify their location to minimize errors and improve overall usability.
Theme
Menu and Categories
Insight
Users struggle to navigate the menu and sub-categories, finding it difficult to locate specific items due to poor readability, an overwhelming visual design, and increased cognitive load.
Opportunity
Refine the app menu by organizing sub-categories intuitively and reducing visual clutter, making it easier for users to browse and locate specific items.
Theme
Pricing Transparency
Insight
Users struggle to clearly understand pricing and available deals within the app, leading to confusion and frustration during the ordering process. This lack of transparency negatively impacts the overall customer experience.
Opportunity
Improve pricing transparency by creating a clear pricing structure and highlighting current deals and promotions. Ensuring that pricing information is easily accessible will foster trust, understanding and confidence, leading to an improved ordering experience.
Theme
Order Customization
Insight
Users encounter difficulties with the UI when attempting to customize their orders, as the visual design and page architecture for selecting modifications is confusing to them. This confusion makes it challenging to implement changes, and users struggle to adjust their selections if they make a mistake.
Opportunity
Streamline the order customization process by developing a more intuitive and visually clear interface for making modifications. Implement user-friendly options for easy adjustments, allowing users to customize orders throughout the experience and quickly correct any mistakes before checkout.
Low-Fidelity Explorations
Low-fidelity wireframe prototypes were created in collaboration with key stakeholders to ensure alignment with both business objectives and user needs.
These designs were used for lean, internal brainstorming and testing sessions.
High-Fidelity Solutions
A guided and user-friendly experience that enables users to easily customize their orders, accurately select their delivery or pickup location, and view real-time pricing for each modification. The modern interface allows users to make changes easily and ensures a smooth ordering process.
Jack in the Box | Prototype
Order and customize a combo meal
Measuring Success
The redesigned app has successfully launched, delivering a significantly improved user experience and driving mobile app orders from 11% to over 20%. This enhancement has streamlined the ordering process, leading to increased user engagement, a rise in sales, and is projected to generate an additional $100 million in revenue for 2024.