Itsu App Redesign | Claire.life

Sneak a peak at the demo (IOS)

OVERVIEW

Itsu (one of our existing Pepper customers) approached a creative agency to redesign their native 'Itsu app'. They shared the agency's Proof of Concept deck with us, and explained that they liked the agency's new designs so much that they were considering moving to them (from us). Before we could begin the project, we needed to make sure we did not lose Itsu to a competing agency.

THE (First) PROBLEM

THE PROJECT

The first problem was making sure we did not lose one of our coolest brands (Itsu). This situation prompted us to create our own design (PoC) pitch, to present how we might improved on the agencies designs, introduce new design solutions as well as providing valid (and strategic) reasons to why some of their ideas were not plausible. I worked closely with our Head of Marketing and in just a couple of days we were ready with our own PoC proposal.

I designed the new required screens in Figma, they were then pulled into our new sales deck template - job done! It was a fantastic achievement to be able to do this in just under 2 days! (*Great teamwork!*) This fast turn around, and the quality of our proposed designs ensured we won the deal, securing us with a long term contract. That was the first problem solved. Check out that PoC deck here

Home/Anchor screen problems

The first problem with the old home screen was that it didn't reflect the Itsu brand as well as it could. The marketing modules felt too static, using just full height and half height rectangles for all marketing modules looked limited, templated and lacked the kind of bespoke customisation they needed (as well as GBK). The sharp corners didn't feel on brand (Itsu is known for their IOS style curves/wave illustrations and 'friendly' rounded edges.

The second problem was that we did not have the functionality to deep link to any product from the home screen, this was a wasted marketing opportunity in my mind.

I believed this was a great area of opportunity for us so I jumped on a call with our IOS developer Oli and discussed what was achievable. We agreed that we could include this feature but it would mean restructuring the UX so that users first select the promoted product, then their location (usually its location first, then to the menu to choose items (as each store may have different items - we needed to make sure that the Itsu team set their promo products for all locations so that users did not feel they were missing out if their nearest menu did not have that item available. It was straightforward enough to do this on Android also (the same journey)

The previous locations screen - problems

The old 'choose your location' screen was just ok, functional. After some substantial competitor analysis with some of our competing brands, I knew this was a fantastic opportunity to turn this mediocre experience into a stunning feature. Itsu wanted to give their customers a choice between both 'map and pins' views as well as lists, some customers prefer visual solutions rather than a wall of locations to choose.

Interestingly GBK asked for exactly the same info including facilities about the selected venue. This was to help users decide if the venue had what they needed as this had been raised as an issue by a significant number of customers (ie. free wifi, baby changing, outdoor seating, adequate free parking etc.). T

There was also a problem around users ordering food from the wrong location.

I worked closely with Dev defining how users might toggle/slide between map/list views. We decided that for the list view, users could slide up for lists, which would then take up 3 quarters of the screen (we had many convo's about this before we finally agreed on the best solution). And allowing users to swipe the list back down. We had lots (and lots) of conversations around how the actual map pins would behave and what time of micro-interactions we might implement.

I presented back the proposed solution to Boparan (GBKs creative people) and they said the new designs tick all the boxes and are really pleased with the results - so much so that they have already launched (Aug 2022).

You can see how the new feature looks and feels for GBK - check that out on the
app store here

or on Google play

The old product screen

The new product screen

The old product listings

The new product listings

The Team

Pepper team:
1 Designer (Me)

1 Operations manager

1 IOS / App developer

1 Android / App developer

1 Product Analyst

I also closely with our dev team (IOS/Android developers) and our product analyst, as well as the itsu creative team; joining their morning stand ups.

Watch the demo

Key features

Home screen redesign: promoting key products (deeplinking), more flexible branding (horizontally scrolling cube rows), increasing the corner radius of cards/cta's to match the curvey Itsu brand, new marketing modules

Locations: redesigned to include both map and list views (with facility listings)

Product upselling: introducing 'buy now' CTAs on each product for faster checkout

Product search (new) in listings, dietary tags, new search function (users, bar staff and merchants had been screaming for this feature for months)

Redesigning product modifiers: expandable customiser options

Introducing single sign on (Google/Apple)

Launching September 2022

FEEDBACK

"Working as a sole designer on the team at Pepper, Claire has had a huge challenge to deliver on multiple workstreams with prolific context switching. Claire has handled this masterfully, with a calm, methodical approach which has produced some standout results, both improving the existing product and winning new business by designing proposed solutions which are both attractive and well thought out."

(Adam Robinson | Chief Product Officer at Pepper HQ)