This is a template that should be used to document each feature. It’s meant to be easy, not prescriptive - change it at will!
Table of contents
Definition
Status | DISCOVERY |
RBIberia Owner | Paula Winter |
RBI Owner | ? |
❓ Open questions
We need to constantly make this section empty.
Success metrics?
Did we run any A/B testing similar in other countries?
Is there a possibility of an MVP?
How can we simply the design?
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:
Inconsistent User Experience: Images play a significant role in enhancing the user experience. This inconsistency can erode brand trust and negatively impact user engagement.
Lower Conversion Rates: Images have a significant impact on conversion rates.
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.
Hypothesis
By providing the possibility to customize images by purchase channel, 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 rate.
Success metrics
a) A/B testing implementation (yes or no)
b) CTR (Click Through Rate) by channel
(an alternative could be the Conversation Rate but it would be not exclusively related to this feature)
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.
Scenarios
Note: these are high-level scenarios that must pass testing before we can release the feature. They should also be used to drive design. Note that we do not specify user interface details in these steps - that is deliberate so that we focus on the process and not on the UI since the UI can change throughout design and development.
Scenario 1: xxx
Steps | Expected results |
|---|---|
Do this | Expect that |
Design
Figma design here: [insert link]
Architectural Diagram
Assumptions
Schroer, Gabriel (Deactivated) here we need to list the design specs to be applied for the images according to the brand guidelines
Note: RBI Iberia uses to call “Mobile ordering” the services not related to Home Delivery.
Acceptance Criteria
Overall goal:
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.
The configuration of the images must be done from Sanity.
Platforms: Web, Android and IOS
Brands: all - PLK ES, BK ES and BK PT
Channels: all - Home Delivery, Pick-up, Dine-in and Table Service
It also includes “Public Letter” → Public Menu → It means the menu NOT linked with any selected restaurant / delivery.
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).
Images in scope:
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
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.
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