Date: 2022 - 2023 | Device: Responsive web /mobile / Tablet | Team: PM, UX, Design lead, Tech team, Directors
Services: End to end product design, Concept ideation, high-fidelity prototypes, User validation/Iteration, Workshop
Project Overview -
The Greene King project was initiated during the height of the COVID-19 pandemic when the hospitality landscape was transformed, and traditional pub experiences faced new challenges.
With walk-ins restricted and reservations becoming essential, Greene King's existing app needed to pivot quickly to meet evolving user expectations. Their business needed help as users struggled to navigate the platform and to find the perfect pub online.
My role -
My role in the project was to lead a comprehensive redesign that aimed to reshape the digital experience and address the new realities of the hospitality industry.
The purpose of this redesign was to create a more user-friendly and efficient app that would make it easier for users to find and reserve pubs, and to connect with Greene King's diverse sub-brands.
Every design decision had to be carefully crafted, ensuring that the platform simplified the search and reservation process and aligned with the brand's essence and operational goals.
Key contributions -
End to end from discovery to implementation:
- Conducted user interviews & validation
- Design iteration based on insights
- Find a pub home page redesigned
- Map/List view
- Enhanced Filter
- Design system
- Workshops
The Challenge -
How might we...redesign Greene King's app to adapt to users' evolving needs during the pandemic, enabling them to easily find and book their ideal pub experience in a seamless and intuitive way?
Improved pub home page
Stage 1
Research -
Discover: User Research and Insights
Conducted User Research: Led user interviews and surveys to uncover pain points in navigating and reserving pubs amid changing regulations.
Defined Core Challenges: Identified critical issues such as difficulties locating and booking pubs, and inconsistencies across sub-brands.
Data-Driven Insights: Analyzed findings to guide a user-centred redesign strategy to simplify navigation and enhance the reservation experience.
User journey mapping
Formulating User Interview Questions:
Objectives: Focused on discovering user needs, pain points, and search behaviors.
Open-Ended & Neutral: Used open-ended, unbiased questions to get genuine insights.
Task Observation: Asked users to demonstrate their search process naturally.
Contextual Understanding: Explored situational factors influencing their choices.
User interviews planning
Set research objectives
Insight 1
Insight 2
Leveraged User Insights to Develop Innovative New Concepts for Enhanced User Experience
Based on the data collected from users, we’ve gained valuable insights that will drive the next phase of our development.
With this information, we’re now equipped to brainstorm and prototype new concepts that address key user needs and pain points.
Our next steps involve prototyping the concepts, validating these ideas through iterative design and testing, and ensuring that the solutions align with user expectations and enhance the overall experience.
Stage 2
The Solutions -
After conducting user interviews to uncover key pain points, we combined these insights with real-time traffic data from the app to comprehensively understand user behaviour and challenges.
This data-driven approach allowed us to identify critical areas for improvement and prioritise features that would address the most pressing needs.
With these findings, we began working on solutions to simplify navigation, enhance the booking experience, and introduce intuitive features aligned with user expectations, ultimately creating a more seamless and engaging app experience.
Redesign 'Find a Pub' Journey
I led the redesign to create a cohesive and user-friendly platform to address key user pain points. The goal was to streamline the experience, improve navigation, and simplify interactions to make it easier for users to find what they needed.
By refining the design and enhancing usability, we successfully resolved issues and delivered a more intuitive and efficient experience. Key improvements included:
- Enhanced Filtering Options
- Pub Card Feature
- Map/List View Integration
- Improved Navigation & Layout
- User Testing & Iteration
Heatmap
Enhanced Filtering and Sorting:
Developed improved filtering and sorting options, enabling users to
personalise their search based on preferences and needs.
Personalised Search: This feature allows users to customise their search experience based on individual preferences, making it easier to find the perfect pub.
Flexible Filters: Developed intuitive filtering options, allowing users to quickly select or unselect criteria like amenities, location, and availability.
Streamlined Sorting: Implemented dynamic sorting options, helping users prioritise results based on what matters most.
User-Friendly Interface: Created a simple, interactive interface for effortless filter adjustments and precise results.
Filter redesigned
Introduced Map and List View:
Designed and implemented a map view feature, allowing users to explore pubs geographically or via a detailed list, enhancing convenience for meeting friends or travelling.
Uncovered key pain points and user needs, gaining critical insights to drive an intuitive redesign.
Enabled users to search effortlessly by entering a postcode, location, or airport, simplifying journey planning and pub discovery.
Map/List view
Improved Navigation & Layout
I redesigned the homepage to create a more intuitive and user-friendly experience. The new layout strategically organizes content, allowing users to easily view up to 9 pubs at a time, reducing unnecessary clicks and improving overall efficiency.
Key features, such as the introduction of a streamlined ‘Pub Card’ component, present essential information at a glance, making navigation more seamless and engaging. This cohesive restructuring aims to enhance the user journey and promote a more efficient discovery process.
Before & after redesigned
Stage 3
User Validation -
In the user validation phase, I collaborated with content designers to refine task-based questions that effectively test the newly designed features.
We provided users with a series of tasks to complete, using surveys to gather insights efficiently and cost-effectively. This allowed us to measure task completion times, identify drop-off points, and analyse user behaviour through heatmaps and click patterns, giving us precise data on how well the new design performed.
Insight 1
Design and Prototyping: Collaborative Development
Pub Card Layout Redesign: I collaborated with the UX Designer to redesign the pub card layout, optimising the display of essential information like the pub name, location, opening hours, availability, and key amenities to aid quick decision-making.
Prototyped and Iterated: Created interactive prototypes and conducted A/B testing to evaluate design variations. Gathered valuable user feedback and iterated on designs based on insights, ensuring alignment with user preferences and expectations.
A/B Prototype testing via survey
Based on these insights, we synthesised the strengths of both prototypes, combining elements from each to create an optimised user interface.
The new design incorporated the concise information presentation from Prototype A, and the detailed content view of Prototype B.
Users could now see essential pub details (like ratings, pricing, and amenities) at a glance, with an option to expand for more in-depth information—all with minimal clicks.
Stage 4
Implementation: Cross-Functional Collaboration
Facilitated Workshops: Coordinated workshops with stakeholders, aligning design solutions with business goals and technical constraints to drive informed decision-making.
Supported Development Teams: Provided detailed design documentation and ongoing support to developers, ensuring the smooth execution of the redesigned features
Business Impact: Measurable Outcomes
Enhanced User Experience: Delivered a redesigned "Find a Pub" journey that improved user engagement, accessibility, and reservation flow.
Business Recovery: The improved platform supported Greene King's recovery during a critical period, reinforcing brand trust and user satisfaction.
Conclusion
The Greene King app enhancement project successfully improved the user experience by making it easier for users to find their ideal pub. By leading the end-to-end product design process, developing a cohesive design system, and conducting thorough user research and testing, I was able to deliver a product that not only meets but exceeds user expectations. This case study highlights the importance of user-centered design, collaboration, and iterative testing in creating effective digital products.