Image Credit : Jo Tan
Project Overview
GYG are obsessed with making delicious, fresh Mexican food and delivering an exceptional experience to every single customer. In 2020, GYG sought to design a new digital experience that would allow their customers to create, personalise and order their GYG favourites in seconds across a new, revamped app and website. The new digital experience needed to deliver convenience, value, talkability and ultimately drive sales. GYG engaged Concentrix Catalyst for the frontend design and build, together creating an innovative, customer-centric digital experience that has revolutionised the ordering process for GYG customers. The design embodies everything that GYG stands for – it is intuitive, fresh, fun and brand-focused. The new ordering process puts customers first, allowing for over 5000 menu customisations, provides options to ‘favourite’ menu items, and seamlessly integrates the GYG loyalty program to build customer engagement. Since the launch in May, the app has experienced a huge 20% increase in transactions, an average basket size increase of 16%, and over 500k new app downloads.
Project Commissioner
Project Creator
Team
Lara Thom
Mark Diezmann
Rachael Minto
Jaymes Holden
Sylvia Gonzalez
Alex Cifone
David Sutherland
Oliver Poulter
Lilli Perkin
Andrew Yohanna
Morris Mendoza
Jason Hong
Minji Huang
Izabela Kardasz
Matt Alishah
Carolyn Pearce
Jo Tan
Alice McMahon
Isaac O'Neill
Timpson Huang
Ashley Brito
Dan McLean
Paula Cignacco
Project Brief
In 2020, GYG approached the market with a challenge - how could they create a uniquely GYG mobile app & website experience that enabled customers to easily order from GYG’s highly customisable menu and engage with the loyalty program & offers to provide the convenience & value they crave? GYG wanted to streamline and enhance the digital customer journey to match the speed and quality of the food that’s served in restaurant, increasing user engagement and ultimately driving sales. The solution also needed to create an experience that ensured the app was the most convenient way to order, providing better value and talkability. The previous app, created and designed in-house, accounted for 7.5% of total business and had over 1 million downloads. Keeping customers front of mind, customisation needed to be key (there are over 5000 different customisations within the GYG menu), while also ensuring agility and scalability. Promoting GYG’s loyalty program (Gomex) and allowing simple integration of the associated rewards was also a key component in the development. The design solution needed to be uniquely GYG, leverage the GYG brand elements and textures, hero the fresh food and illustrate GYG’s authenticity, energy and story.
Project Need
On the new GYG app it’s easier for users to track their points across the app and earn GYG dollars. Once users have earned their GYG dollars, they can split payments between GYG dollars and other payment methods providing for increased flexibility and customisations.
Simple design innovations, such the opening screen customised to say ‘Hola, [name]’ and taking the iconic yellow sticker used on GYG’s food in-restaurant and incorporating into the Cart page of the app emphasise the unique and fun nature of the GYG brand, providing a personalised experience for all users.
The result is a new GYG app and ordering site that delivers a fresh look, streamlined ordering process and exciting new features through a new ordering flow. The new features include -
- the ability to 'favourite' menu items
- new products variations under the 'bundles' section
- functionality that allows for pick up via a drive thru
- increased ease of tracking using Gomex points & rewards on all purchases, and simplified point tracking
- ability to filter and search for restaurants by characteristics like the availability of drive thru and coffee
- table service ordering in-store
User Experience
When GYG engaged Concentrix Catalyst in an initial Experience Discovery process, the goal was to uncover customer needs and behaviours, overlay these with the GYG brand and business objectives, and create an un-matched digital ordering experience. Similar food-ordering apps in the market (such as UberEats and Menulog) had set the bar high, and we needed to ensure we not only met customer expectations, but exceeded them while delivering an experience personalised to GYG’s unique menu and brand. Through various discovery workshops and user testing sessions, GYG and Concentrix Catalyst worked collaboratively to create a range of user journeys using highly detailed user-flow mapping and wireframe prototype testing.
Utilising the knowledge gained of customer needs and expectations, along with industry standards, allowed us to move into the Build and Design phase of the project with a clear path. In the new app, users are now able to fully customise their ordering experience – from store selection, creating highly bespoke menu items, choosing how and when they want their food, and how they want to pay (including standard payment options and applying GYG loyalty points).
Project Marketing
To support the new app launch, GYG invested over $1.5million in a marketing campaign, which includes promotion around key channels such as social, search, digital display, outdoor, and more.
Since the launch, the app has experienced a 20% increase in transactions, a 16% increase in average basket size, and over 500,000 new app downloads.
Feedback from users include - "Love the new look and feel on the app. Super fresh just like your food", "I love the new GYG App. Packed with amazing features! Can save your order and give it a nickname! Soooo helpful", "This app is build different. Love love love.", "Absolute game changer", "Honestly the best app I've ever used".
Not ones to rest on the current success, we’re already working on the second release that includes some advanced new functionality that will build further customer engagement with the app and further enhance GYG’s position as a leader in the digital food ordering space
Project Privacy
Ensuring customer privacy and protection was key in the app's development. We carefully considered privacy concerns as part of the UX design throughout the entire project. We ensured payment system handling is through an external payment gateway so no user data is stored within the app itself, allowing secure connections and secure vaults keeping user's payment information safe. Additionally, we adhered to the strict guidelines of personal information handling outlined by the Apple and Google Playstore. The app was developed in line with the GYG privacy policy as detailed here (https://www.guzmanygomez.com.au/privacy-policy/
Digital - Food & Drink
Food & drink - essential to us all. We all engage with sites and apps with a food or drink focus be that restaurant guides, cooking sites, purchasing produce or nutritional advice.
More Details