Optimizing the User Experience with User Journey Analysis

The Challenge

The road to becoming a data-driven organization for a QSR was blocked by a lack of deep, trustworthy data. They could only answer a minimal amount of questions with the data they could reliably access. To overcome this challenge, the client consulted us to complete a user journey analysis to identify pain points in their purchase funnels. Their goal was to have trustworthy data that delivered compelling insights to optimize their funnels and improve the user experience of their website.

The Solution

We partnered with our client’s analytics team to help achieve their goals in a three-step process: 


1. UX evaluation

2. Data evaluation

3. Mapping and quantifying 


In the first stage, we completed a UX evaluation to help identify pain points in all levels of the different funnels in their site, including loyalty acquisition, menu/deals, and checkout flow. We worked with the client to identify which parts of the UX did not meet user expectations due to specific business constraints. Some of these pain points included users entering their location for ordering, the sign-in path for new and existing customers, and scrolling to find food items. 


The second stage was a data evaluation to help determine what data we could and couldn’t trust. We combed through the client’s entire site and identified areas of accurate tracking, along with areas that would be helpful to have tracking added to, including food customization, form errors, and promotional campaigns. This achieved two objectives. We learned how we could build measurements of the user journey, and we were able to deliver the client a list of items that would improve their analytic capabilities.


We then visually mapped out the major funnels of the site in a way that would be natural for the users to flow through. Once the funnels were mapped out, we worked with the client to quantify them and then quantify high-traffic pages. The goal was to identify how people were coming into the site, flowing through the ordering process, and where they were leaving. Throughout this analysis, we proactively aligned with the client’s analytics team on naming conventions, goals, and presentation tactics.


With a combined effort of UX evaluation, data evaluation, and visually mapping out and quantifying the funnels, we were able to identify pain points with trustworthy data and segment specific customers based on those pain points. We also worked with the client to help present the story of their results, discover design changes to improve their site and ordering process, and present their findings in an easily digestible way to decision-makers.

The Results



More than 200,000 users signed up for an account, increasing the registration rate by more than 7%. 




Trustworthy data led to an increase in reliable insights, providing numerous recommendations for testing and optimization.



After quantifying the funnels and high-traffic pages, many pain points were identified and eliminated.



Our transparent process helped teams understand how their work impacted others within their organization, which broke down silos and built trust.