For customers, a great UX on a mobile ordering platform means a quick and seamless ordering process. They should be able to easily browse through menu items, select their choices, and complete their payment without encountering any issues or delays. This can lead to increased upsells, as customers may be more likely to add on additional items or options if the process is convenient and hassle-free.
Accuracy is also an important aspect of the UX for customers. They expect their orders to be correct, and any errors or discrepancies can lead to frustration and disappointment. In some cases, these issues may even lead to customers abandoning their orders or not returning to the platform.
In addition to benefiting customers, a positive UX on a mobile ordering platform can also have a significant impact on staff and the overall profitability of the business. When staff are able to easily and efficiently process orders using the platform, they are able to serve customers more quickly and accurately. This can lead to increased upsell opportunities and higher tip amounts, as staff are able to guide customers towards additional items or options in a smooth and seamless manner.
Inaccurate orders can also lead to frustration and disappointment for both customers and staff, and can result in lower tip amounts or a loss of customers.
A few examples of simple little changes that can have a huge affect on the customer experience. Just look at this example from a competitor, you can order Chips and the customer is given a choice of extras, Tomato Sauce, Salt, Vinegar or to have the meal on a plate. However the customer is only able to select a max of 3 items. So if the customer wants Tomato Sauce, Salt & Vinegar and to eat it on a plate.. they cant.
Sometime given customer too many options can also have a negative affect on the user experience, slow down the order process and potentially increase the chance of human error from the customer or staff member. Another example below shows pointless options for a pint of Guinness. Sometimes less is more.
This last example is just using different UI elements to do different jobs, this is the Take Orders platform on the left and a competitor on the right, This example is using the same venue, the same menu and ordering the same drink. Little touches like a +/- and not a checkbox just adds that little extra to the whole experience and reduces any restrictions when ordering.
In conclusion, the UX of a mobile ordering platform plays a crucial role in the success of a business. A positive UX can drive customer satisfaction, profitability, and loyalty, while a poor UX can lead to missed opportunities, errors, and frustrated customers. It is important for businesses to prioritize creating a smooth and enjoyable experience for both customers and staff through their mobile ordering platform.
Every venue in the hospitality industry operates differently.
As we move into 2023, the hospitality industry is expected to see a number of new trends.