ux strategy - card member points

Membership card - restaurant pointsDigital strategy–July 2015

Our task– Membership card - restaurant points wants to optimize their UX by

Adapting their site to responsive design. Other tasks include:• Traffic: Identifying missed channel opportunities to increase traffic• Internal Optimisation: Identify missed steps inside Membership card -

restaurant points website

We are basing our recommendations on our audience’s behavior and dividing it in:

TacticalOptimising what we already do

StrategicAmplify our recommendations a step further

Tactical vs. Strategic recommendations

Awareness Interest Consideration Booking Dining Advocacy

DISCOVERYof Membership card - restaurant points

INSPIRATIONto choose which restaurant to go

SELECTIONof the perfect restaurant

for the occasion

EXPERIENCEthe online to offline journey

ADVOCACYof Membership card -

restaurant points & their restaurants

OUR CUSTOMER JOURNEY

DISCOVERYof Membership card -

restaurant points

61%20%

15%3%

Direct traffic

EDM

Organic Search

Our brand.com.au

EDM

We have a high volume of returning visitors that type our URL directly.

Can we incite new visitors to discover Membership card - restaurant points?

Source: Google Analytics July 2015 restaurants.Our brand.com.au

61%20%

15%3%

EDM

Organic Search

Our brand.com.au

EDM

Tactical1. Engage through CRM with tailored offers to our segments with most growth potential:• ‘Educate Me’: 11% Members• ‘Untapped potential’: 9% Members


Direct traffic

EDM’s are our most popular source of traffic. Opportunity:

61%20%

15%3%

EDM

Organic Search

Our brand.com.au

Tactical2. Acquire traffic through SEM in:a. Generic keywords: ‘Book’ + ‘Restaurant’b. Restaurant guides:• Timeout• Australian food guide• Trip advisorc. Competitors: • Bookarestaurant • Dimmi • Yumtabled. Popular restaurants by city


Direct traffic

EDM

We have a high % of traffic incoming from Organic search but none from Paid. Opportunity:

61%20%

15%3%

EDM

Organic Search

Our brand.com.au

EDM

Tactical3. Simplify & highlight access from Our brand & Our brand FF:


Direct traffic

http://www.Our brand.com.au/travel/airlines/book/am/en

• Add ‘Restaurants in Australia’ in the ‘Book’ section

• Rename ‘Food & Wine’ to include reference to restaurants. E.g.: ‘Dine & Wine’

https://www.Our brand.com.au/fflyer/dyn/Our brand-points-partners/earning-points

• Include a highlight of the benefits in ‘Discover and Join, including Restaurants’

https://www.Our brand.com.au/fflyer/dyn/discover-join

The volume of traffic from our ‘mother’ website is comparatively low. Opportunity:

EDM

Our brand Facebook post mentioning Our brand Points

Tactical4. Include Restaurants in Social Media conversations:• Include Food & restaurants in the daily

conversation, mentioning how you can win FF points

• Highlight the most booked restaurants by area

• Include hands-on experience of ‘Foodie bloggers’

• Document unique experiences. E.g.: Somelier wine tasting

Our brand Instagram post documenting an experience in a restaurant

Our brand Twitter post documenting a somelier wine tasting

Traffic from Social Media is < than 0%. Opportunity:

Source: Our brand Facebook, Twitter and Instagram pages, 31st July 2015

Direct

Tactical5. Adapt UX to Mobile:• Adapt website to responsive design• Integrate with Our brand FF app

Series1

% of total restaurant book-ings made through Mobile % of bookings made in Qantas through mobile

42%

29%

Source: Dimmi Australian dining index 2014

e.g.: Mumu restaurants before and after adapting their website to mobile devices

The % of mobile traffic is well below the average of our category. Opportunity:

Trusted friend

Consumer review sites

Restaurant guides

Newspaper food critic

Restaurant website

Google search

TV Show

50%

23%

9%

8%

5%

4%

1%

Before choosing a restaurant users get their inspiration somewhere.

Can we leverage this process in our favor?

Most trusted referrals when choosing a restaurant in Australia:

Source: Ausfood News, September 2014 “Mobile restaurant bookings are booming – can your business handle the heat?”

Trusted friend


Restaurant guides


Restaurant website

Google search

TV Show

50%

23%

9%

8%

5%

4%

1%

Tactical1. Showcase friend bookings with Facebook Connect:a. Ask to log-in through Facebookb. Show reviews by Facebook friends:• In a dedicated section on the home page• When choosing a specific restaurantc. Ask to share their new booking in Facebook

and/or with their friends using Membership card - restaurant points


Trusted friend


Friends are by far the most trusted source of inspiration when choosing a restaurant. Opportunity:


Trusted friend


Restaurant guides


Restaurant website

Google search

TV Show

50%

23%

9%

8%

5%

4%

1%

a. In our partner companies, add a link to book not only through Dimmi but through Membership card - restaurant points. E.g.: TripAdvisor

b. Include inspirational articles from partner companies in Our brand Restaurant’s website. E.g.: TimeOut




Restaurant guides

Strategic2. Partner with restaurant guides:

Trip Advisor > Aria restaurant

Guides are very popular to check the most popular restaurant options, but many don’t offer booking services. Opportunity:

SELECTIONof the perfect restaurant

for the occasion

In the selection process we have two main areas that are affecting our conversion.

Can we optimise our selection process?

Search

resul

ts

Resta

urant

page

: Date

& Time

Enter

detai

ls

Confi

rm de

tails

Book

ing co

nfirm

ed

Proceed with the bookingLeave the website

12%

100% 75%93%

Users that

19k

17k


3.3k 2.5k2.3k 3.4k

Search results Restaurant page: Date & Time

Enter details Confirm details Booking confirmed

Proceed with the bookingLeave the website

12%

100% 75%93%

Users that

Search results

a. Identify the main selection criteria in which to group restaurants. E.g.: Romantic, casual etc.,

b. Highlight the restaurant groups in the home page

c. Enable geo-location to tailor the available options

Tactical1. Narrow search options, grouping restaurants by occasion:

Dimmi.com.au > Web home page

The majority of traffic is lost after searching. Opportunity:


19k

2.5k2.3k 3.4k

17k

3.3k

a. Enable geo-location and search through map and add additional filtering options. E.g.: type of food

b. Finger search to filter the area of research

10%

30%60%

+ than 24h

- than 24h

- than 6h

% of Bookings made in Australia in:

Source: Dimmi Australian dining index 2014

Domain.com.au App > Finger search

Tactical2. Enable mobile search through a geo-located map:

Almost 1/3 of our traffic is mobile, and it’s an increasing trend. Opportunity:

Search results Restaurant page: Date & Time

Enter details Confirm details Booking confirmed

Proceed with the bookingLeave the website12%

100% 75%93%

Users that

Enter details

a. Enable to login through social media platforms. E.g.: Facebook, Twitter or Google+

b. Enable the user to build a profile based on:

• Past bookings• Preferred type of food• Preferred occasions• Price range• Location• Similar recommendations• Reviews of the restaurantc. Divide levels of users by activity, with the

option of sharing on social media when a new level is unlocked based on activity.

• E.g.: Foodie, super foodi, big foodie and Connoisseur

Strategic3. Enable user profiles:

Dimmi.com.au > Log In

¼ of potential conversion traffic is lost in the registering process. Opportunity:


19k

2.5k2.3k 3.4k

17k

3.3k

Sitepoint.com > Register

Zomato.com > User profile

EXPERIENCEthe online to off-line journey

There are still digital steps we can leverage once the booking to the restaurant has been made.

Can we go a step further to help our users making their off-line journey seamless?

a. After the booking process, give access to an existing digital map to trace how to get from his/her location to the restaurant, providing the location of the user and the restaurant. E.g.: Google Maps

Strategic

1. Guide them to their destination:

b. Give the option to the user to schedule a cab. E.g.:Call Uber

Google Maps

Our users employ digital platforms to help them figure out how to get to their destination. Opportunity:

Uber App

a. Send the details to the people with which the user is going to the restaurant via e-mail, SMS or Social Media with:

• Location• Time

Strategic

2. Help them organise their event:

b. Give the option to send an alert before the appointment (1h, 30min or 15min before)

Digital agendas, specially on mobile, help people structure their busy life in and outside of work. Opportunity:

Sending an Invite via Facebook

a. Along the reminder, give the user possibility of sending the attendees inspirational content about the restaurant:

• Photograph of the most popular dishes• Total average review score• Link to an article of the restaurant in an entertainment guide – e.g.: TimeOut

Strategic

3. Make their experience inspiring:

b. Partner with existing organisations to enable the delivery of additional items inside the restaurant:

• Flower delivery• Drinks. E.g.: Wine / beer

Digital agendas, specially on mobile, help people structure their busy life in and outside of work. Opportunity:

Example of birthday arrangement at a restaurant

c. Pre-arrangement with the restaurant for standarised experiences. E.g.: Birthday

Easy Flowers home page

ADVOCACYof Membership card - restaurant

points & their restaurants

Can we improve our advocacy processes?

Tactical1. Cluster reviews: Organize reviews by groups: service, main courses, desserts, coffee, wine selection etc.

2. Share reviews on Social Media:Enable sharing the user’s review on Social Media with their friends.

Strategic3. See where your friends went:After logging in through social media, see what friends have booked in which restaurant and their reviews.

4. Reward advocacy:If we enable users to create a profile (slide 19), we can reward them with points and associated rewards, unlocking new levels. • E.g.: In level 2 you have prioritised access to

discounts.

SUMMARY OF RECOMMENDATIONSDISCOVERY

of Membership card - restaurant points


SELECTIONof the perfect

restaurant for the occasion

EXPERIENCEthe online to offline journey

ADVOCACYof Membership card - restaurant points & their restaurants

TACTICAL

Optimising what we already

do

Engage through CRM with tailored offers to our segments with most growth potential

Showcase friend bookings with Facebook Connect

Narrow search options, grouping restaurants by occasion

Cluster reviews

Acquire traffic through SEM

Simplify & highlight access from Our brand & Our brand FF Enable mobile

search through a geo-located map

Share reviews on Social MediaInclude Restaurants in

Social Media conversations

Adapt UX to Mobile

STRATEGICALAmplify our recommendations a step further

Partner with restaurant guides

Adapt research & simplify registration through user profiles

Guide them to their destination

See where your friends went

Help them organise their event Reward

advocacyMake their experience inspiring

THANKS

ux strategy - card member points

Marketing