Combo Deals for Camile
Create a combo deals section to improve customer retention and increase revenue
Design
Almas Bismi
Type
Redesign
Year
2024
Overview
Customers perceived Camile to be expensive compared to takeaways/ restaurants in similar categories. This is a case study on the research, design rounds and validation done to improve customer sentiment.
Preliminary research
During initial research conducted from a focus group composed of regular and new customers we found out that the customers perceived Camile to be expensive compared to takeaways/ restaurants in similar categories.
Business goals
Internal business stakeholders wanted to offer better value to customers by offering combo deals without compromising the premium vibe of camile thai.
This is in an effort to increase baseline revenue, customer retention and to instill the overall customer perception of Camille as an affordable treat every so often (fix later).
Solution
The business's solution was to introduce meal deals. Previously, individual dishes had discounts. Now users can club different dishes together for a discount.
Design Round 1
The new meal deals tab was created.
Based on sales data on what products were commonly purchased together a list of meal deals was created. UI design and graphics for each deal was created. The list of deals, assets, UI design was shared with the engineering team to get it live.
Results
Even though we had a dedicated meal deals page, our page traffic to meal deals pages was still low. Our focus group was still ordering from the main menu instead of the meal deals page.
Design Round 2
Camille wanted to make deals prominent. — Based on usability testing, it wasn’t obvious to customers and they didn’t have awareness of the deals tab.
Based on sales data on what products were commonly purchased together a list of meal deals was created. UI design and graphics for each deal was created. The list of deals, assets, UI design was shared with the engineering team to get it live.
A/B Testing
Idea 1
A simple text web banner displayed on the menu page to direct people to the meal deals page
Idea 2
A more prominent pop up that will inform the user about meal deals, highlighting the potential savings.
Surprise surprise idea 2 was the winner!
Results
Even though we had a dedicated meal deals page, our page traffic to meal deals pages was still low. Our focus group was still ordering from the main menu instead of the meal deals page.
