How can Wawa introduce new dinner options while ensuring an intuitive, high-quality ordering experience for customers in both established and new markets?
As Wawa expanded into new markets and introduced a dinner menu, the company faced unique challenges: maintaining their reputation for high-quality, made-to-order food, and overcoming the negative connotations associated with traditional gas station fare. Additionally, Wawa needed to enhance the functionality of their self-serve kiosks and mobile app to support these new dinner options, while making the ordering experience smoother and more intuitive for users.
I was engaged as a UX Research Consultant, drawing on my expertise in customer research and menu taxonomy to help Wawa tackle these issues. Our goal was to refine the kiosk and mobile app experience, using qualitative and quantitative methods to gather insights into customer behavior, and ultimately improve both satisfaction and order completion rates.
Results Snapshot
- Optimized Menu Taxonomy: Streamlined the ordering process by revising the dinner menu structure and improving overall navigation.
- Improved User Satisfaction: Real user feedback drove enhancements that boosted customer satisfaction with the kiosk and mobile app experience.
- Actionable Insights: Delivered key findings on user preferences, helping Wawa introduce new offerings while maintaining brand consistency across markets.
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