Wendy’s Mobile App

Satisfying appetites anywhere, any time

Case Study: An ordering and rewards mobile application for iOS and Android informed through design thinking workshops and user research.

Overview

The Wendy’s Company had an existing mobile app strategy that fragmented the experience across three separate mobile applications. Our goal was to create a single cohesive mobile application that would allow users to customize and place food orders while managing their rewards.

My Role

I was the UX lead for the project, responsible for the discovery process and the wireframes while following a paired design process with a Visual Design lead.

Collaborative Design

We began the process with a series of discovery activities. The project kicked off with a multi-day workshop at Wendy’s HQ with stakeholders across the company to identify new features and value-add opportunities.

Design Thinking Workshop (captured during break)

Design Thinking — Idea Wall Close Ups

Next, we traveled to various restaurants to conduct customer interviews and performed usability testing of the original mobile applications to provide an audit of what was and was not working.

In Store Customer Interviews & User Testing

This initial discovery phase wrapped up with detailed stakeholder interviews focused on providing a deep understanding of the meal ordering operations and system integration points.

Sketching

The UX design phase began with in-depth collaborative brainstorming and sketching. Sketching was done to map out information architecture and refine individual requirements for features, such as the burger customizer.

Whiteboarding the Experience

Defining Flows and Burger Component Hierarchy

A Sketch of the Burger Customizer

Wireframes

The design phase began with wireframing the entire experience. This process was a collaboration between myself as UX lead and a Visual Design lead working on the design system for the application. As the wireframes were defined and refined, the visual design process elevated this work before moving over to development.

Wireframes of the Experience

Summary

Wendy’s had an unintuitive mobile experience that was fragmented across three separate apps. I worked with my team to merge the features of each app into a single mobile application for iOS and Android that allowed users to place customized orders and manage their rewards.