WhatsApp Business (WB) For Chipotle

Currently, WhatsApp Business only caters to small businesses.

In this concept casetsudy, we explore 

WhatsApp Business (WB) for Large Businesses 

and though the landscape of large businesses is very diverse, for this casestudy we look at the problem from the lens of a large business in the Fast Food sector, Chipotle.


Note: This project is not affiliated to WhatsApp or Chipotle in any capacity. 

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Role-

Product designer, UI designer

Timeline-

June 2021- September 2021

Skills-

Discovering opportunity, Competitive analysis, Scoping requirements, Information architecture, UI design, User research, Wireframing, Prototyping, Usability studies.

WhatsApp Business - the best suited conversational ecommerce platform for Users. 

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Marketplace experience offers no personalized ordering. Users have to download these app seperately. 

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Ecommerce via chat but no co-hesive experience. A lengthy chat with bots and third party links to place orders creates long order time for users.

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With huge market penetration and WB suite, Users can enjoy food ordering through their everyday messaging app with co-hesive experience

How will it help Chipotle & WB?

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Analyzing Chipotle's offerings

I studied Chipotle, Dominoes and McDonald's catalog, to discover that most of the large food restaurants have a similar patterns in their catalog. All have a Main and secondary menu with Ready-to-go dishes and customizable ones. 

1. Main menu

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2.  Secondary menu

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3. Ready to go dishes

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4. Build your own dishes

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Analyzing what WB has to offer

1. Main Menu

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2. Product Page

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3. Cart Pop-up

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4. Cart confirmation

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The Problem

Users cannot access Chipotle's complete menu on WB. The current WB catalog cannot accommodate Chipotle’s diverse menu offerings and there is no payment feature available for the user.

It is important to Chipotle for its product line to be fully expressed on WB platform and for successful order completion it also needs a way for payments to occur through the platform. 

The Goal

Help users complete the core tasks, hence redesign WB catalog to accommodate Chipotle’s menu and add payments feature to complete the order.

Users

Can access Chipotle's main menu

Can access secondary menu

Can order “Build your own” dish

Can order “pre-configured” dish

Can see their Reward Points

Can pay

WB Platform

Yes

No

No

Yes

No

No

Actionables

Following pointers are the actionables for Chat, Catalog and Payments flows

  1. Add access to marketing/promotions screen

  2. Add access to payment icon

  3. Add secondary catalog & add “add cart” button to it
  4. Add “build your own dish” &  add “add cart” button to it

  5. Add Payment UI to complete the transaction

  6. Order confirmation message from Pepper

Existing User Flow

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Proposed User Flow

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Wireframes

Wireframing started with sketching possible changes in the existing UI and adding new screens to the user flows

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Hi-fidelity Mockups

(Hover mouse over to enlarge the image)

Chat

- WB icon for business accounts

- Quick access buttons

- Promotional screens access

- Pay acess

 

Catalog

- Previous orders panel

- Main categories grid

- Cart access

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Ready to go dish menu

- Secondary menu list view

- Multi select

- Add to cart Button 

 

Build your own dish menu

- Expansion panels

- Radio butons & check boxes

- Add to cart Button

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Cart

- Icon & Snack bar

- Screen with Send button

- Cart sent to Pepper

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Payments

- Pay/Request

- Facebook Pay integrated

- Confirmation Pin security

 

Payments Confirmation

- Payment sent in chat

- Order confirmation


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Users testing

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V, 42, Student/Part time Job

WhatsApp: Infrequent
Chipotle: Once a week
Context: Afternoon lunch

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Y, 26, Mechanical Engineer

WhatsApp: Daily
Chipotle: Bi-weekly
Context: Orders after evening gym

Usability test

Moderated remotely, 30 min video call with Maze link.

The users were given tasks to undertake & were asked follow-ups questions. They were also gifted a Chipotle gift card at the end.


Users

I recruited 5 participants for this test. All of them have different usage of WhatsApp and different frequency of ordering from Chipotle.

User pain points & Actions

The overall flow was easily understood and navigated by the users, we observed some of the confusions faced by users in the tactile experience. Some of the insights are shared below

Insight : 3/5 users were searching for a “proceed to checkout” button. Sending the cart to the business owner in a message format was a new form of interaction.
Before : Removing text box and small send button since it was counterintuitive to users

After : Adding a big “Send to Pepper” button to keep the UI clear & intuitive

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Insight : 5/5 users found the quick access buttons very useful. Though there were confusion about the legibility of the buttons

Before : Quick access buttons were not filled, creating difficulty to read

After : Quick access buttons filled to create more contrast for easy legibilty


Such many insights were observed and corrected per the user testing. they have been incorporated in the final design.

 

Final Product Video


 







Takeaways 

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TrellisContract project • App design • Product design

Anew VistaWebsite Redesign • Volunteer project

HostEasyContract project • Web redesign • Product strategy

Thank you for visting and let's get in touch.

 

Find me on LinkedIn or shoot me an Email at samlele27@gmail.com

Designed by Sampada Lele❤❤