Red Rooster mobile app

Intent

Create an intuitive, hassle free food ordering service for one of Australia’s leading food brands. Despite being designed for Red Rooster, shareholders Craveable Brands wanted functionality that could be rolled out to other brands in their portfolio.

The challenge

The previous ordering and delivery system had backend limitations and there was a need to improve the customer experience by reducing the friction to the user and improving on every element of the service.

As lead UI Designer, I led conversations with multiple stakeholders over a period of 6 weeks to workshop ideas, create user flows and prototype outcomes before seeing the project through to final delivery.

As a UX/UI designer, I had to deliver an out the box, ready to use solution as the brand desperately needed a new app. There was a fixed deadline for developers so design and development took place in parallel. 

Delivery

A new, industry leading experience was created for Red Rooster which was rolled out onto the app-store. User feedback was instantly improved in comparison to the previous system and the client was enjoying promoting it’s products within their own platform.

Our modular approach meant it was easy for them to AvB test menu items and we were able to customise food displayed based on users meaning no home screen would look the same. They saw an increase in repeat ordering and more people signing up for loyalty programs.

A large focus was on their loyalty program “Red Royalty” which we gamified to keep users active and spending on a regular basis. Red Royalty had a more premium look and feel with a dark colour scheme and golden roosters.

With the success and popularity of food delivery apps, Red Rooster commissioned the design and development of a mobile app. I worked with Leo Burnett in Melbourne on a four-month sprint to deliver on a tight deadline. Complicating factors were a brand refresh that was taking place at the same time meaning the design had to be accommodating and flexible. I worked closely with parties in Sydney, Melbourne and the Ukraine on project delivery.

The app was launched fully in July 2019 and has so far had 100K+ downloads on the Android store.