CAVA at your doorstep.
My first project at CAVA was to design the experience for an in-house delivery test. After identifying a strong appetite for delivery after an initial test run with Caviar, we decided to test the financial viability of offering delivery ourselves. Since launching the delivery test over a month ago, we have successfully delivered hundreds of bowls to our customers and are learning more about our customers behavior than ever before.
DISCOVERY
My first step in this project was to conduct an audit of other delivery platforms in the market, for other food restaurants as well as for subscription and other delivery services. Our system has some intricacies that we needed to work around from a technical perspective, so framing how we present our users with the option to order delivery was an important first step. Ultimately we determined that at this stage in the feature development, it is best to have delivery as a secondary action item on our existing landing page.
PERSONAS
I used our existing customer data to assemble personas for our delivery customers. These personas helped to inform the way that our team talked about iterations on designs and enabled us to speak from our customers' lenses rather than our own.
JOURNEY MAPS
For delivery, I created journey maps that highlighted goal density along the journey so that we could begin to map the areas where digital product could enhance the experience and where our operations and food and beverage teams could help to enhance it.
USER TESTING
We started the user testing process as soon as wires were linked together as prototypes. We brought in customers from our DC locations to talk about their thoughts on delivery, their habits, and their interests. We then walked through the prototypes, taking careful notes when customers got confused with the interface or when they had comments about some of the business rules involved. After each round of testing I iterated on the designs to optimize the experience so that it was as simple and clear as possible.