Summary
Burpple Beyond was conceptualized in December 2017 with the goal of giving people another reason to enjoy food and explore new dining spots. Initially code-named ‘Burpple Magic,’ the concept aimed to offer users promotions and discounts to help them discover new eateries while saving money.
Through our research, we found that 4 out of 5 restaurants close down due to high rents and insufficient customer traffic, particularly during off-peak periods. In response, we created Burpple Beyond with two membership plans:
Off-Peak: Members can enjoy 1-for-1 meals at partner restaurants during off-peak hours for just $4/month.
All-Day: Members can enjoy 1-for-1 meals at partner restaurants at any time of the day for just $9.90/month.
Target Personas
Our target demographic consists of individuals aged 25 to 40, primarily working professionals and families who can comfortably afford the membership plan. Market research indicates that these users are likely to utilize Burpple Beyond for various occasions such as business meetings, date nights, and family outings. This offers them not only the opportunity to explore new dining venues but also to enjoy significant savings in the process.
Competitor's Pain Points
ENTERTAINER
Partnered primarily with high-end venues
Required users to hand their phones to merchants for redemption
The app offered a fragmented and user-unfriendly experience
Annual membership plan was expensive.
EATIGO
Discounts were time-restricted
Limited restaurant options across Singapore
No support system for dispute resolution
Inconsistent offers across the platform
Considerations
Integrating Burpple Beyond into the existing app: This allows users to seamlessly discover new dining spots while enjoying 1-for-1 deals.
Implementing a simple and transparent activation flow: We ensured the sign-up process is clear, making users confident in using their credit cards.
Clear communication at every step: It was crucial to inform users when their credit cards would be charged and outline the terms and conditions.
Addressing user concerns from market research: Feedback showed users disliked handing over their phones during redemption, so we designed a journey where this isn’t necessary.
Leveraging our users as marketers: Our experience shows that users are our best advocates, so we created a referral program to encourage them to spread the word and benefit.
Kickoff
Our design kickoff process was straightforward yet highly effective. We gathered the product team in a collaborative environment, equipped them with markers, and encouraged them to freely express ideas and concepts on the whiteboard. Through these regular daily and weekly sessions, we systematically developed and refined key elements such as pricing strategies, landing page designs, and the user journey for Burpple Beyond. This iterative approach allowed us to align our ideas and ensure a cohesive and user-centered product experience.
Initial Wireframes
We utilized Sketch for wireframing and prototyping. While paper doodling offered convenience, creating wireframes in Sketch proved to be more efficient and allowed us to easily share designs with internal stakeholders for feedback and input
Burpple Beyond Landing Page
Since the concept of 1-for-1 deals was still relatively new to the market, we developed a dedicated landing page to guide users through the process and demonstrate how they could save money using our membership program. Unlike our competitors, who had a limited selection of restaurants, we ensured our partner merchants were prominently featured.
At launch, we had over 100 restaurants, and we strategically highlighted the most popular ones on our landing page based on frequently searched names within our system. Below are some initial landing page mockups, including a section for users to express their interest
Mobile App
Our goal was to create a seamless user experience for accessing Beyond deals quickly and efficiently. We designed a simple activation flow to guide users through purchasing a subscription and redeeming deals, including the ability to apply promo codes for discounts. The onboarding process educated users on using the app and redeeming deals.
To improve the redemption process, we collaborated with merchants to design a system that didn’t require users to hand over their phones, addressing a common concern. Users could view and redeem deals directly from venue pages, with clear details on eligible dishes and deal validity. Membership management, including referral rewards, payment details, and cancellation options, was made easily accessible in the app’s settings.
We also introduced the Beyond Tab, a dedicated space for discovering Beyond merchants, tracking savings, and managing memberships. Recognizing that our users are our best marketers, we implemented a referral program that offered rewards to both referrers and referees. Throughout the process, we focused on creating a delightful user experience with attention to detail at every step.
