User Experience research (UX) is a high-tech sounding approach to evaluating “a person’s emotions and attitudes about using a particular product, system or service.” UX testing is often applied to website design, helping to evaluate questions related to functionality: Is the site easy to use? Can users quickly and easily find what they want? Are they satisfied with the experience?
All great questions, no doubt. But, considering what’s at stake for restaurants via online ordering, UX testing is not nearly enough. While it’s important that consumers enjoy using your site, how can you optimize your digital strategies to grow sales?
Restaurant Digital Ordering Up 250% in Five Years – Did You Get Yours?
The NPD Group estimated more than 2.2 billion digital orders in 2017; furthermore, NPD reports that digital food orders (for pick up or delivery) has grown by 250% in the past five years!*
Foodservice World, the question associated with online survival is clear: Are you doing all within your power to make online ordering a revenue powerhouse for your restaurants? Ironically, many long-term leaders of the industry — real innovators of the on-premise dining experience — have chosen UX research for their online ordering websites. But we’ve found that, in most cases, UX is not enough.
UX = UGH
When selling online, an easy, satisfying user experience, is only one part of the equation. Something important is missing…
Read the full article here: Online Menu Testing for Restaurants
Contact Leslie Downie at Decision Insight to discuss UB research and how we can help optimize online restaurant menus.
*source: Wall Street Journal, 10-15-17