Murai
Food · delivery
The hardest thing to sell online, a build-your-own box of rolls, went from a form with 61 options to four choices with photos.
What was the problem?
“The order comes in over WhatsApp, written any old way, and someone in the kitchen has to guess what the customer meant.”
Orders came in over WhatsApp, by phone and through a third-party digital menu. The whole process was done by hand, and it depended on someone on the team turning a free-form message into a kitchen order.
Every single time
What kept breaking
What was decided?
It's a change in how the whole thing works. Before: the customer writes what they want, the team interprets it, it gets corrected over messages and copied out for the kitchen. Now: the customer builds the order, the system checks it, the message writes itself and the kitchen gets a finished order.
What I ruled out, and why
Nobody creates an account to order sushi on a Friday.
What was built?
01
It opens by asking what you want to eat, not by showing forty categories. The first choice is about what you want, not about finding your way around.
“What are you after today?” Six places to go. The first choice is about what you want, not about finding your way around.
02
Each option turns the number into a situation: “ideal for 2 people”. The most popular one is marked, because most people appreciate a recommendation.
Each quantity is turned into a situation: “ideal for 2 people”. People appreciate a recommendation.
03
Numbered slots at the top, the roll's steps below. One question on screen at a time. The rest shows up as you go.
The slots at the top fill up as you go. You can see your progress without counting.
Whatever is always included is mentioned before you choose, not on the receipt.
04
The slot keeps its icon, the screen jumps to the next roll and the button says how many are left. You can see your progress without having to count.
The slot keeps its icon and the screen jumps to the next one by itself.
The button doesn't say “continue”. It says how many rolls are left.
05
This is where everything before it ends up: the message writes itself, always laid out the same way. This is the screen that replaced the person who copied orders out by hand.
“Shrimp + Palm heart wrapped in Avocado · Veggie: Palm heart”. That used to be something you had to ask about.
$44,120 and the full order. The kitchen stops copying out and guessing.
The 61-option form on one endless screen. Four steps per roll, one choice per screen, with the price and your progress always in view.
Mistakes when picking ingredients and add-ons.
Writing the order out by hand, on both sides of the counter.
Scrolling and scrolling through a long menu looking for a dish.
Getting orders when the kitchen is closed.
Half-finished orders you have to chase afterwards.
What happens on its own
What changed?
Building the box of rolls was where orders went wrong most often, and it's where the change shows the most.
This case is also written in Spanish. Leer el caso en español →
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