I wanted to eat a lot and decided to visit good old Burger King to order a combo for the first time, but I couldn’t figure out what was included and where to click.

After scrolling to the bottom of the page, I finally found all the items in my combo and wondered why I couldn’t see what was included right away. After putting together my "basket," I realized I was short for delivery.Ï

I had to remember the fractional number, exit the basket, return to the catalog, and add more items. In Burger King, there’s no parallel switching like in Wildberries (WB); you have to exit the basket and re-enter it each time.

I expected this to take around 3 minutes, like in Dodo, but it dragged on for 13 minutes of constant effort. I got my combo, ate, but the question remained — am I the only one facing this problem?

talking to people

first interview with those who order at BK and eat combos

Everything I need is around me. I decided to ask my friends, classmates, and students. Delivery is a solution for their laziness or lack of time. It’s easy to find people, but finding those who use BK and order combos is hard. Out of 16 people I asked, only 3 fit both conditions. Hooray, we found our segment; it’s time to study it carefully.

second interview and discovering a new segment

After 3 interviews, I realized the answers were similar. Despite a lack of time, there’s a long search process, hesitation, and reflection. I decided to name this group "the undecideds." These people know their worth and take their time choosing. At any moment, they’re ready to go to a store if something doesn’t suit them and often base their choices on appearance. They don’t understand the need to add extra items for delivery when they’re just 3 rubles short, or the difference between paid and free combo options. They scroll the page up and down to make sure they don’t miss out on fries or a drink.

I take the order funnel and break down each step

I start from entering the app and end with completing the order and waiting. At each step, I write down approximate user behavior so that I can later gather information during interviews and adjust accordingly.

I end up with a funnel: choose what they want - if combo, assemble - add to cart - enter address, method and pay. Or just choose - assemble - checkout - pay.

diving into the interviews

After the interviews, I learned about the jobs for which people use BK and created job stories from which I could form hypotheses and extract data from the interviews.

the undecideds use

categories

If a person knows what they want — they’ll order through “My Past Orders.” If not, they’ll scroll. People don’t click on categories immediately; they use a combination of categories and scrolling.

the description at the bottom, large card size, and no price on each item interfere with combo

assembly

People want the combo to be assembled as they need or want to choose as quickly as possible. They understand what’s in the combo based on the description. When choosing a combo, they check the page 2-3 times to make sure they didn’t miss anything. It’s important for people to choose initially, as they’re used to doing so with competitors, especially when it comes to customizing product combinations. The issue — the description at the bottom — was mentioned by 3 people.

the undecideds want to add extra items if they’re short

for delivery

People don’t want to leave their order to add more items if they’re short for delivery. They don’t like remembering the amount they need to add for free delivery.