Research to improve the booking experience, in sync with re-brand and re-platforming
- Conducted remote interviews to investigate drop-offs in the booking journey; leveraged stakeholder expertise to ideate concepts; verified usability of high-fidelity prototypes to increase booking completion from 30% to 70%.
- Collaborated with internal CRO expert to define prioritised A/B tests to improve page conversion.
Duration: 8 weeks
Initial steps in the redesigned booking flow, optimised for small screen devices
Context
- TGI Fridays is an Americana-themed restaurant chain. Historically known for post-work cocktails the business had recently rebranded to attract casual diners and families.
- The internal marketing team managed content, promotions and individual franchise pages using a CMS. The website was maintained by a technical agency. Booking was enabled by two 3rd party providers.
Challenge
The client reported that landing pages performed below expectation and significant drop-offs from the booking flow. Analytics and customer feedback suggested to two hypotheses:
- Big parties had difficulty booking online
- Visibility of available booking slots was poor
Objectives
- Investigate customer’s attitudes and behaviours in relation to booking restaurant tables
- Ideate and test designs to improve booking conversion
- Bring the website inline with recent rebranding