Spork App

THE CHALLENGE
Spork was facing a User Conversion challenge. They peaked the interest of many diners and received a significant number of downloads, but users didn't stay.
Restaurant Mobile
ABOUT THE APP

Spork is an iOS app to discover exclusive real-time promotions in nearby restaurants.

The app allows users to share, favorite, rate, list and sort promotions to manage their experience.

DESIGNING AN ACTION PLAN

Our scope was to increase Spork's conversion by evaluating the app in a variety of usability principles such as learnability, efficiency, and satisfaction.

PHASE 1

Understanding Users’ Motivations

Through Usability Testing and Rapid Paper Prototyping we were able to identify that,

  • Users need a clear introduction to Spork's functionality.
  • Users need to go step by step when activating a Spork.
  • It is vital to have a final confirmation about what to do once the Spork is activated.

PHASE 2

Restructuring Content Architecture Based on User Research

In 1 on 1 interviews with Sporks users we discovered,

  • The original Spork icons and general interface didn’t provide sufficient information and left users wondering about its functionality.
  • Sporks promotion activation functionality caused confusion among user.
  • Users were unsure of how to redeem their Sporks.

PHASE 3

Improving Spork’s conversion rate

Our UX Research unveiled insights to implement new features that transformed Spock into a more intuitive app by,

  • Implementing an Onboarding in the app to highlight the three key steps in Spork’s process.
  • IRedesigning the app's promotions task flow to prevent anxiety during task completion and ensure that users understand the entire process.
  • I Incorporating a confirmation screen in Spork’s redeem feature to directs the users on what to do next.

Understanding an app's completion rate improves conversion

Spork’s engagement increased considerably once we started making data-driven decisions based on our UX Research.
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