CityGrill Express Chatbot

Problem

CityGrill Express wanted to introduce a chatbot to speed up mobile orders during lunch rush. Their current app had too many taps and screens, which frustrated users looking for quick service.

Goal

Design a mobile chatbot experience that:

• Reduces time to place an order
• Supports casual, natural dialogue
• Encourages repeat usage
• Matches the brand voice (casual, fast, friendly)

Research & Discovery

• Surveyed user preferences: Explored restaurant choices, ordering frequency, cuisine preferences, and suggestions for process enhancement.
• Gathered data via distribution: Used social media and personal networks to reach a wide pool of survey respondents.
• Persona development: Built a user archetype from research insights and data from the restaurant's website.
• Customer Journey Map creation: Used the persona to map user interactions, emotions and touchpoints across the ordering experience.
• Informed dialogue design: Survey data shaped the application's language, its dialogues and the functionality they had to support.

Chatbot Persona and Scripting

Language and Tone Optimization:

• Specified the dialogue language to ensure clarity and consistency.
• Made sure expressions were clear, specific and friendly, aligning with the restaurant's brand.
• Chose a communication style that leaves a positive impression on users.

Creating Dialogues

• Talking to users, I identified key touchpoints where they could use the chatbot
• I developed a scenario for each key touchpoint of the interaction with the chatbot.
• Created diagrams for each of the planned dialogues.
• Developed dialogues in the VoiceFlow program.
• Formulated questions for the chatbot to ask users and provided various response options.

Results

• Higher intent to reuse the chatbot for future orders compared to the classic app (measured via post-test question: “Would you use this interface again?”)
• Completion rate increased from 72% → 91% during chatbot tests (users who started and finished the order flow)