The challenge

The meal-deal offer was strong, but the builder made customers work to understand it. People weren’t sure which items qualified, how close they were to the deal, or whether they’d actually save so many gave up before completing.

The approach

• Untangled the rules of the offer and turned them into a progress-led experience: always show what qualifies and how close you are.
• Designed clear mix-and-match affordances so swapping items felt safe, not risky.
• Freedom of choice to build their deal, then add to basket when done
• Removed the moments of doubt at the threshold customers could see the deal lock in the instant they qualified.
• Meal deal builder page now have it’s title, instruction and expiring for compliance.
• Validated the flow with real shoppers and iterated on the copy that carried the most weight.
• To ensure customers are seing the products available for their deal, the deal builder page is locked to sign-in, that way they are ranged.

The outcome

A meal-deal builder customers could trust, delivering a 55% completion rate, more baskets hitting the threshold, and more shoppers walking away feeling they got the deal.

Meal deal now have it’s own brand new listing page

Next Step

From the Session replays and analytics, users click on the status indicator, when a step is incomplete they scroll around and never knew they are already on the step. So presently working on

• Make each step header sticky while its in few
• A clickable status indicator to ease navigation
• A clickable progress pills at the top of the page for visibility.