Lemoncat Homepage & Event Form
Overview
Lemoncat (acquired by Eatfirst) was an online marketplace for high-quality business catering. It helped customers find and order the best catering solutions for their company.
Lemoncat was in its initial year of launch and many users had difficulty in understanding what it exactly offered. They also preferred to call the event managers to help them out with their event details, instead of browsing the caterers and ordering online.
To solve the challenges, we created a new homepage and an event form.
Role
Product Manager. Our team consisted of VP of Design, VP of Product Management, two Front-End Developers and a CTO.
Contribution
Competitor research, market research, usability testing, user interviews, data analysis
Challenges
How might we show what Lemoncat offers in a clear and easily understandable way?
How can we make the search process easier?
How can we increase the percentage of online orders and reduce the number of hours spent on phone by the event managers?
Results
The new event form has increased the percentage of online orders by ∼30%. It also reduced the number of calls to event managers and their time spent on phone by ∼25%.
The new homepage has resulted in an increase in click through rate to the next page, and ∼10% increase in the conversion rate.
Event Form
Users were reluctant to book the catering online for their events. They wanted to be able to share more information about the event, like number of guests, or date and time. Majority preferred calling the event managers who would help with details of the event. We created the event form as a solution.
The goal was to increase the percentage of direct online orders and reduce the calls.
The event form was designed to gather the details of the event from the user, and send three customised caterer offers to the user afterwards.
It increased the percentage of online orders by ∼30%. It also reduced the number of calls to event managers and their time spent on phone by ∼25%.
New Homepage
To solve the challenge of users not understanding what we offered, me and my team worked on a new Homepage concept.
The goal was to communicate that Lemoncat offers business catering for a variety of occasions - from low priced quick and easy snack options for everyday meetings (‘Meet & Snack”) to higher priced ones for more special occasions (‘Something Special’).
Another goal was to pre-filter the search results based on what the user is looking for and make the search process quicker and easier.
Usability tests showed that users were confused by the frequent movement of the carousel on the homepage. They also had difficulty in where to focus on.
Based on these learnings we removed the carousel to simplify the page. We only showed 2 CTA’s: Order Online (ordering online by browsing caterers) and Create Event (creating a request with the event form).
The new version increased the click-through rate and conversion rate by around 10%.
