Securing a long term contract worth half a million with itsu by designing a winning Proof of Concept in 48 hours
The Goal
Itsu (one of Pepper's existing customers) approached a creative agency without our knowledge to redesign their native 'Itsu app'. They shared the agency's Proof of Concept deck with us, and explained that they were considering moving to them (from us).
Deliverables for PoC
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I designed a polished, rebranded and testable PoC (within 48 hours)
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We took the team at itsu through the new designs - which was received well and led to a new secured long term contract worth half a million (£)
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Redesigned itsu's locations feature which we then updated for other merchants
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Part 2: Worked closely with Dev to bring the design to life on IOS and Android
We asked them not to make any rash decisions until they see our PoC, which we agreed we would deliver within 48 hours
The Solution
Make sure we didn't lose one of our biggest brands
How might we improve on the agencies designs, as well as provide valid (and strategic) reasons to why some of their ideas were not plausible?
I worked closely with our Head of Marketing and in a couple of days we were ready with our own PoC proposal.
I designed the new required screens in Figma, then pulled them into our new sales deck template - job done! Completed in under 2 days! We won the deal, securing us with a long term contract.
We placed the competing agencies designs on the left, and our proposed designs on the right, then gave them the pro's and cons..(tap to play)
Tap to play
The competing agency were not specialised in the hospitality sector. We know what our customers need, and what makes our end-users love using our products
The old itsu app (below)
The previous locations screen
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The old 'choose your location' screen was just ok, functional.
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I give Itsu a choice to use the map, pins, and list views for their locations, because some customers prefer visual solutions rather than a wall of locations to choose from
Other customers
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I spoke with GBK a few days prior to this happening, they requested exactly the same info including location facilities
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Now users can decide if the venue has what they need (ie. free wifi, baby changing, outdoor seating, adequate free parking etc.)
The previous layouts were rigid and lacked flexibility, the sharp edges simply didn't reflect the itsu brand. There was also no way to promote products from the home screen
Fixing the locations UX
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Problems with users ordering food from the wrong location due to a confusing UX.
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I worked closely with Dev defining how users might toggle/slide between map/list views to solve this problem.
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We had lots of conversations around how the actual map pins would behave and what time of micro-interactions we might implement.
Working with GBK on the same solution
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!
You can see how the new feature looks and feels for GBK - check that out:
App store here
Time to build
The Team
1 Product Designer (Me)
1 Operations manager
1 IOS / App developer
1 Android / App developer
1 Product Analyst
The final deliverables
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Home screen redesign: promoting key products (deep l inking), flexible branding (scrolling cube rows), friendly 'curvy' design
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Locations: redesigned to include both map pins and list views (with facility listings)​
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Product upselling: introducing 'buy now' CTAs on each product for faster checkout
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Product search (new) in listings, dietary tags, new search function (users, bar staff and merchants had been screaming for this feature for months) ​
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Redesigned product modifiers: expandable customiser options​
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Introduced single sign on (Google/Apple)
