Design an experience that seamlessly blends into the user’s search experience

Recognizing that users can have more diverse purposes beyond just online orders, it was crucial to weave in the right level of order information depending on the context. One of the goals was to integrate the ordering experience seamlessly within the broader user journey, ensuring that it aligns with users’ needs and enhances their overall search experience.

Design a system that can connect to the existing structures of each brand’s service

To accommodate the unique structures and processes of each franchise brand, a unified system needed to be designed. This goal involved understanding the systems of these brands and integrating their workflows into the NAVER Order platform, so that we can create a cohesive and efficient experience for the end-user.

Design a platform that can express the identities of different brands while keeping NAVER Order's look & feel

This goal focused on maintaining a balance between the individual brand identities and the overall NAVER branding. It aimed to create a harmonious design system that allows each brand to express its unique identity while ensuring consistency and familiarity for users across the platform.

Design a single space that allows users to see all the rewards collected from multiple brands

We aimed to offer a single page where users can see membership benefits, rewards, and promotions from different brands. It was to enhance user convenience by enabling them to easily access and manage their loyalty benefits across multiple brands.

Integrate the ordering experience into the user’s search journey

Being mindful that users browsing the map can have diverse purposes beyond just online ordering, I focused on presenting the appropriate level of order information within the overall search experience.

- Instead of directly promoting the order service, I prioritized showcasing valuable menu data, including dish images and pricing details sourced from NAVER Order, at the top level. This not only enhances the browsing experience but also indirectly promotes the order service by providing comprehensive and reliable menu information.

- For the ease of use, we implemented a design strategy that leverages context. For instance, we ensured that the ordering services are prominently visible only in relevant contexts like the menu tab or when users search for specific queries like "Coffee Takeout." This contextual placement enhances the discoverability of the ordering services, making it effortless for users to find and engage with them.

Improve data hygiene and real-time sync for a more seamless user experience

One of the significant challenges we faced came from the ordering data structure across various brands.

- Thousands of possible order combinations were found to be disorganized and lacked a reusable pattern or structure. At some cases, someone had to manually enter these combinations into a spreadsheet each time, leading to significant friction points. -> To overcome this challenge and improve the user experience, we collaborated closely with the engineering teams of each brand to revamp the order data structure and streamline the process.

- It was crucial to establish seamless backend integration between NAVER Order and each brands. While users place their orders through NAVER, it is the brand who prepared the food. Therefore, real time synchronization was key. For example, the # of sandwiches displayed in NAVER Order needed to be accurately updated with the actual stock in the brand's stores. -> By defining these connections and incorporating them into the design, we ensured precise and timely information exchange, resulting in a seamless and reliable user experience.

Blend the different brand identities while maintaining NAVER’s look & feel

To create a platform that celebrates the unique identities of different brands while maintaining the cohesive look and feel of NAVER Order, I carefully created a design system. I collaborated closely with each brand's design team (including Starbucks' headquarters in Seattle) to understand their brand guidelines and incorporate them seamlessly into our platform. This helped us scale to different brands without having to redesign every time.

Provide a consolidated space for users to view rewards from multiple brands

Users can conveniently access rewards, promotions, and membership benefits from different brands on a single page. Loyalty benefits (e.g. a free cup of coffee) are seamlessly integrated into your search experience, enhancing the overall ordering journey. Users also receive notifications for earned rewards and promotional benefits, ensuring they stay informed about available offers. Without managing various services individually, I hoped for users to access their loyalty benefits effortlessly through NAVER Order.