Table of contents

Definition

❓ Open questions

Requirements

Problem statement

Currently, we have a limitation on our platform that prevents from configuring different images for the products on the menu, depending on the service mode This makes it difficult to personalize the customer experience and the appropriate presentation of the products depending on the channel. By consequence, it can bring the following negative impacts:

1. Inconsistent User Experience: Images play a significant role in enhancing the user experience. Today the platform shows the same image for every type of service mode and along all the purchase process. Examples: the image selected for all the services modes includes a coke in a glass while in a delivery service it will come in a can; or the home delivery service cannot show the service of “delivery” itself. This inconsistency can erode brand trust and negatively impact user engagement.

2. Lower Conversion Rates: Images have a significant impact on conversion rates.

3. Customer Frustration: If customers repeatedly encounter images that don't align with their expectations on a particular channel, they might become frustrated and disheartened.Data Collection and Analysis: Differentiating images by purchase channel can provide valuable data on customer behavior, preferences, and buying patterns specific to each channel. Without this data, it becomes harder to analyze and optimize your strategies effectively.

4. Lower Conversion Rates: Images have a significant impact on user experience and the lack of consistency can bring to an indirect lower conversion rate.

Hypothesis

By providing the possibility to customize images by purchase channel and be consistent along the full purchase process, RBI aims to provide a more consistent UX and, through the data collection, bring to take decisions based on metrics and achieve better performaces in KPIs such as conversion rateterms of clicks (CTR).

Success metrics

a) A/B testing implementation (yes or no) b) CTR (Click Through Rate) by channel (an alternative could be

+ Iberia case: A/B testing implementation

N.B: an indirect impact could be generated to the Conversation Rate but it would be not exclusively related to this featurethe complexity to estimate it as one of many factors makes easier to focus just on CTR)

WL Solution

We propose to implement the ability to set different images for the products in our menu, depending on the selected service mode. This will allow for a visually appealing and personalized presentation of products on each channel, thus improving the customer experience and providing a more accurate representation of available products.

Example:

All services modes will be impacted by this new feature.

Scenario 1: xxx

Steps

Expected results

Do this

Expect that

Design

Figma design here: [insert link]: https://www.figma.com/file/OnShL0eTp8W3E1iOoSz1d1/Discovery?type=whiteboard&node-id=1043-25300&t=QjRqyPN3xf0Ep4vi-4

Architectural Diagram

https://lucid.app/lucidchart/0af15917-7f95-4f8c-900d-6577c594f8c5/edit?viewport_loc=529%2C-163%2C1971%2C1005%2C0_0&invitationId=inv_2d601fa6-c317-421a-bcbc-62a764f9058f

Assumptions

Schroer, Gabriel (Deactivated) here we need to list the design specs to be applied for the images according to the brand guidelines

Acceptance Criteria

1. Overall goal:

   1. The platform must allow assigning specific images to the products on the menu according to the purchase channel: home delivery, mobile ordering, kiosk and public menu.

   2. The configuration of the images must be done from Sanity.

2. Platforms: Web, Android and IOS

3. Brands: all - PLK ES, BK ES and BK PT

4. ChannelsService modes: all - Home Delivery, Pick-up, Dine-in and Table Service

   1. It also includes “Public Letter” → Public Menu → It means the menu NOT linked with any selected restaurant / delivery.

   2. Regarding kiosk, impacts on kiosk app are out-of-scope, but we can add a slot image in Sanity for it (to be used in the future, although it’s not mandatory for development).

5. Images in scope:

   1. Menu: Picker Combo and Item (also in the check-out and in the customization/extra)

b. Additional flows to be considered:

• Cart✅ → Cart items will look like (in terms of channel image) as they were when put in the cart. It means that if the customer changes the channel later, cart item images will not be changing dynamically. Can be an improvement.

• Recent Orders✅ → The recent order items will look like (in terms of channel image) as they were when purchased (registered in DB). It means that if the customer changes the channel, recent order item images will not be changing accordingly.

  

• Images out-of-scope ()

  • Home

    • 

  • Offers

  

• • Rewards

    Image Added

• Catalog Update?

  Proposal is that CMS user doesn’t need to update each image for each channel manually. Let’s keep

  : existing image configuration as fallback option and include new ones per channel in order to override it optionally.

  Image localization(language)?

  It is not a business requirement.

6. Out of scope: localization and language

•  Reviewed by Paula Winter
•  Reviewed by Semih Yildirim
•  Reviewed by Andrea Ruani
•  Reviewed by Raphael Gomes
•  Reviewed by

Release