Pret a Manger
Redesign of Pret's Salesforce-powered site to enhance the collection and delivery experience, making it easier for UK customers to enjoy freshly prepared meals on the go.
Year
2020
Role
UX Director
Team
PM, UX Director, Creative Director, Technical Architect, Functional Architect, E-Com Director (Client), Customer Experience Team (Client)
Overview
When Pret UK replatformed to SFCC, the customer experience wasn’t fully considered, leading to friction in the ordering journey. Customers struggled with collection and delivery options, and a complex checkout process led to high abandonment rates.
Opportunity
Our challenge was to streamline the end-to-end journey—reducing complexity, improving clarity, and enhancing usability to create a seamless ordering experience that drives conversions and customer satisfaction.
Approach
We conducted a heuristic evaluation to identify usability challenges and a competitive analysis to uncover industry best practices. Using these insights, we mapped optimized user flows for collection and delivery, streamlining the journey from selection to checkout.
A comprehensive end-to-end heuristic analysis of the Pret pickup and collection flow to identify usability gaps and opportunities to improve the overall flow.
A competitive analysis of key players in the UK QSR market to identify the strengths and weaknesses of their customer experiences.
Through research and customer feedback, we optimized Pret’s navigation to better align with common ordering patterns and behaviors.
The optimized Pret journey was mapped to validate the flow from Delivery or Collection through to Payment.
Wireframes were created mapping out the UX from our discover output of strategy, research and customer journey enhancements.
Wireframes were created mapping out the UX from our discover output of strategy, research and customer journey enhancements.
Solution
By optimizing Pret’s digital ordering experience, we streamlined the delivery and collection flow—introducing saved addresses, saved orders, and a simplified single-step checkout. These enhancements reduced friction, improved decision support, and created a more intuitive, efficient journey, ultimately driving conversions and reducing checkout abandonment.