Salsa Shop
Online Sales Growth through CX enhancement
Highlights
ROLE
Service & UX Strategist
LOCATION
Amsterdam
TEAM
Louis Wesseling, Serge van Lier, Robin Schuijt-Hoogeveen
Salsa Shop, a fast-casual restaurant chain, was experiencing a significant drop in revenue compared to the previous year. The challenge was to identify the root causes of this decline by understanding customer needs better and improving the overall sales channels, both digital and in-store. The primary objective was to enhance customer engagement and conversion rates across various touchpoints, including the website, in-store kiosks, and third-party platforms like Uber Eats.
process
To address the challenge, I applied a design thinking approach focused on deep customer understanding and actionable insights:
Customer Journey Mapping: Conducted a comprehensive analysis of Salsa Shop’s online and offline ordering processes. This involved field research, customer interviews, and reviewing existing research papers to map out the customer journey across all touchpoints.
Persona Development: Created detailed personas representing different target groups to clarify their needs, pain points, and motivations. This helped in tailoring the user experience to meet the diverse needs of Salsa Shop’s customers.
UX/UI Improvements: Based on the insights gathered, I identified key areas for improvement in the digital touchpoints. I provided a list of UX/UI recommendations to be implemented by an external development company, Vita Mojo, to enhance the user experience and increase conversion rates.
Website Rebuild: Led the rapid redesign and redevelopment of Salsa Shop’s website within a month, focusing on user-centered design principles to improve navigation, usability, and overall customer satisfaction.
Branding Transition Support: Assisted in the overall branding transition by incorporating user insights, ensuring that the new brand identity resonated with the target audience.
Performance Monitoring: Set up Google Analytics to continuously monitor the performance of the redesigned website and other digital channels, providing ongoing insights to inform future decisions.
impact
The project resulted in a more seamless and satisfying customer experience across all touchpoints:
Increased conversion rates from 1.2% to 3% and recurring customer rates to nearly 15%.
Established UX and Agile Management approach across 4 departments.
Delivered 11 sprints in 5 months, leading the launch of a newly branded website.
