We observed an overall friendly tone and efficient staff. Brand consistency is well maintained both on the exterior and interior. We also noted both the front and back of the house were assigned tasks at any given time and worked in an efficient manner. However, we did discover a few pain points, the most prominent being the wait-time.
After observing the in-person restaurant experience as well as the corporate website, we created initial concepts for the In-N-Out Burger App. Our primary objectives were to develop an easy-to-use app which enables customized orders and integrates payment options.
We established a service blueprint based on the current state, which was nearly perfect. After careful observations, we tackled the wait-time by offering an online ordering experience.
A service design pattern was established considering the building blocks of the service, actions of customers, actions of staff, and supporting processes.
We collected the user feedback and populated an affinity map to organize qualitative information and insight.
After spending 1 minute on each sketch, we created eight rough sketches to flush out some ideas. After careful review and voting, we decided to move forward with an online ordering app.
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