The document provides recommendations to optimize the user experience of a restaurant membership points company. Tactical recommendations include engaging customers through tailored marketing, acquiring search engine marketing traffic, and simplifying website access. Strategic recommendations involve partnering with restaurant guides, adapting search and registration through user profiles, guiding users to destinations, helping them organize events, and making their experience inspiring. The recommendations target improving discovery of the company, inspiration for restaurant selection, selection of restaurants, managing the online to offline experience, and advocacy.

1. Membership card - restaurant
points
Digital strategy
–
July 2015

2. Our task
–
Membership card - restaurant points wants to optimize their UX by Adapting their
site to responsive design. Other tasks include:
• Traffic: Identifying missed channel opportunities to increase traffic
• Internal Optimisation: Identify missed steps inside Membership card - restaurant
points website

3. We are basing our recommendations
on our audience’s behavior and
dividing it in:
Tactical
Optimising what we already do
Strategic
Amplify our recommendations a step
further
Tactical vs. Strategic recommendations

4. DISCOVERY
of Membership card - restaurant points
INSPIRATION
to choose which restaurant to go
SELECTION
of the perfect restaurant
for the occasion
EXPERIENCE
the online to offline journey
ADVOCACY
of Membership card - restaurant
points
& their restaurants
OUR CUSTOMER JOURNEY

5. DISCOVERY
of Membership card -
restaurant points

6. 61%
21%
15%
3%
Direct
traffic
EDM
Organic
Search
Our brand.com.au
EDM
We have a high volume of
returning visitors that type our
URL directly.
Can we incite new visitors to
discover Membership card -
restaurant points?
Source: Google Analytics July 2015 restaurants.Our brand.com.au

7. 61%
21%
15%
3%
EDM
Organic
Search
Our brand.com.au
EDM
Tactical
1. Engage through CRM with tailored
offers to our segments with most
growth potential:
• ‘Educate Me’: 11% Members
• ‘Untapped potential’: 9% Members
Source: Google Analytics July 2015 restaurants.Our brand.com.au
Direct
traffic
EDM’s are our most popular source of
traffic. Opportunity:

8. 61%
21%
15%
3%
EDM
Organic
Search
Our brand.com.au
Tactical
2. Acquire traffic through SEM in:
a. Generic keywords: ‘Book’ + ‘Restaurant’
b. Restaurant guides:
• Timeout
• Australian food guide
• Trip advisor
c. Competitors:
• Bookarestaurant
• Dimmi
• Yumtable
d. Popular restaurants by city
Source: Google Analytics July 2015 restaurants.Our brand.com.au
Direct
traffic
EDM
We have a high % of traffic incoming
from Organic search but none from Paid.
Opportunity:

9. 61%
21%
15%
3%
EDM
Organic
Search
Our brand.com.au
EDM
Tactical
3. Simplify & highlight access from
Our brand & Our brand FF:
Source: Google Analytics July 2015 restaurants.Our brand.com.au
Direct
traffic
http://www.Our brand.com.au/travel/airlines/book/am/en
• Add ‘Restaurants in
Australia’ in the ‘Book’
section
• Rename ‘Food & Wine’ to
include reference to
restaurants. E.g.: ‘Dine &
Wine’ https://www.Our brand.com.au/fflyer/dyn/Our brand-points-partners/earning-points
• Include a highlight of the
benefits in ‘Discover and
Join, including
Restaurants’
https://www.Our
brand.com.au/fflyer/dyn/discover-join
The volume of traffic from our ‘mother’ website is
comparatively low. Opportunity:

10. EDM
Our brand Facebook post
mentioning Our brand
Points
Tactical
4. Include Restaurants in Social
Media conversations:
• Include Food & restaurants in the daily
conversation, mentioning how you can win FF
points
• Highlight the most booked restaurants by area
• Include hands-on experience of ‘Foodie
bloggers’
• Document unique experiences. E.g.: Somelier
wine tasting
Our brand Instagram post
documenting an experience in a
restaurant
Our brand Twitter post
documenting a somelier
wine tasting
Traffic from Social Media is < than 0%.
Opportunity:
Source: Our brand Facebook, Twitter and Instagram pages, 31st July 2015

11. Direct
Tactical
5. Adapt UX to Mobile:
• Adapt website to responsive design
• Integrate with Our brand FF app
% of total
restaurant
bookings made
through Mobile
% of bookings
made in Qantas
through mobile
42%
29%
Source: Dimmi Australian dining index 2014
e.g.: Mumu restaurants before and after
adapting their website to mobile devices
The % of mobile traffic is well below the average
of our category. Opportunity:

12. INSPIRATION
to choose which restaurant to go

13. 50%
23%
9%
8%
5%
4%
1%
Trusted friend
Consumer
review sites
Restaurant
guides
Newspaper
food critic
Restaurant
website
Google search
TV Show
Before choosing a restaurant
users get their inspiration
somewhere.
Can we leverage this process
in our favor?
Most trusted referrals
when choosing a restaurant in Australia:
Source: Ausfood News, September 2014 “Mobile restaurant bookings are booming – can your
business handle the heat?”

14. 50%
23%
9%
8%
5%
4%
1%
Trusted friend
Consumer review
sites
Restaurant guides
Newspaper food critic
Restaurant website
Google search
TV Show
Tactical
1. Showcase friend bookings with
Facebook Connect:
a. Ask to log-in through Facebook
b. Show reviews by Facebook friends:
• In a dedicated section on the home page
• When choosing a specific restaurant
c. Ask to share their new booking in Facebook
and/or with their friends using Membership card -
restaurant points
Most trusted referrals
when choosing a restaurant in Australia:
Trusted
friend
Consumer
review sites
Friends are by far the most trusted source of inspiration when
choosing a restaurant. Opportunity:
Source: Ausfood News, September 2014 “Mobile restaurant bookings are booming – can your
business handle the heat?”

15. 50%
23%
9%
8%
5%
4%
1%
Trusted friend
Consumer review
sites
Restaurant guides
Newspaper food critic
Restaurant website
Google search
TV Show
a. In our partner companies, add a link to book not only through
Dimmi but through Membership card - restaurant points. E.g.:
TripAdvisor
b. Include inspirational articles from partner companies in Our
brand Restaurant’s website. E.g.: TimeOut
Most trusted referrals
when choosing a restaurant in Australia:
Source: Ausfood News, September 2014 “Mobile restaurant bookings are booming – can your
business handle the heat?”
Consumer
review sites
Restaurant
guides
Strategic
2. Partner with restaurant guides:
Trip Advisor > Aria restaurant
Guides are very popular to check the most popular restaurant
options, but many don’t offer booking services. Opportunity:

16. SELECTION
of the perfect restaurant
for the occasion

17. In the selection process we have
two main areas that are affecting
our conversion.
Can we optimise our selection
process?
Search
results
Restaurant
page: Date
& Time
Enter details Confirm
details
Booking
confirmed
Proceed with the
booking
Leave the website12%
100% 75%
93%
Users that
19k
17k
Source: Google Analytics July 2015 restaurants.Our brand.com.au
3.3k 2.5k
2.3k 3.4k

18. Search results Restaurant page:
Date & Time
Enter details Confirm details Booking confirmed
Proceed with the
booking
Leave the website12%
100% 75%
93%
Users that
Search
results
a. Identify the main selection criteria in which to group
restaurants. E.g.: Romantic, casual etc.,
b. Highlight the restaurant groups in the home page
c. Enable geo-location to tailor the available options
Tactical
1. Narrow search options, grouping
restaurants by occasion:
Dimmi.com.au >
Web home page
The majority of traffic is lost after searching.
Opportunity:
Source: Google Analytics July 2015 restaurants.Our brand.com.au
19k
2.5k
2.3k 3.4k
17k
3.3k

19. a. Enable geo-location and
search through map and add
additional filtering options.
E.g.: type of food
b. Finger search to filter the area
of research
10%
30%
60%
+ than
24h
- than
24h
- than 6h
% of Bookings made in Australia in:
Source: Dimmi Australian dining index 2014
Domain.com.au App > Finger search
Tactical
2. Enable mobile search through
a geo-located map:
Almost 1/3 of our traffic is mobile, and it’s an
increasing trend. Opportunity:

20. Search results Restaurant page:
Date & Time
Enter details Confirm details Booking confirmed
Proceed with the
booking
Leave the website12%
100%
75%
93%
Users that
Enter
details
a. Enable to login through social media
platforms. E.g.: Facebook, Twitter or Google+
b. Enable the user to build a profile based on:
• Past bookings
• Preferred type of food
• Preferred occasions
• Price range
• Location
• Similar recommendations
• Reviews of the restaurant
c. Divide levels of users by activity, with the option
of sharing on social media when a new level is
unlocked based on activity.
• E.g.: Foodie, super foodi, big foodie and Connoisseur
Strategic
3. Enable user profiles:
Dimmi.com.au > Log In
¼ of potential conversion traffic is lost in the
registering process. Opportunity:
Source: Google Analytics July 2015 restaurants.Our brand.com.au
19k
2.5k
2.3k 3.4k
17k
3.3k
Sitepoint.com > Register
Zomato.com > User profile

21. EXPERIENCE
the online to off-line journey

22. There are still digital steps we can
leverage once the booking to the
restaurant has been made.
Can we go a step further to help
our users making their off-line
journey seamless?

23. a. After the booking process, give access to an existing digital map to
trace how to get from his/her location to the restaurant, providing the
location of the user and the restaurant. E.g.: Google Maps
Strategic
1. Guide them to their destination:
b. Give the option to the user to schedule a cab. E.g.:Call Uber
Google Maps
Our users employ digital platforms to help them figure out how to get
to their destination. Opportunity:
Uber App

24. a. Send the details to the people with which the user is going to the
restaurant via e-mail, SMS or Social Media with:
• Location
• Time
Strategic
2. Help them organise their event:
b. Give the option to send an alert before the appointment (1h,
30min or 15min before)
Digital agendas, specially on mobile, help people structure their
busy life in and outside of work. Opportunity:
Sending an Invite via Facebook

25. a. Along the reminder, give the user possibility of sending the attendees
inspirational content about the restaurant:
• Photograph of the most popular dishes
• Total average review score
• Link to an article of the restaurant in an entertainment guide – e.g.: TimeOut
Strategic
3. Make their experience inspiring:
b. Partner with existing organisations to enable the delivery of additional
items inside the restaurant:
• Flower delivery
• Drinks. E.g.: Wine / beer
Digital agendas, specially on mobile, help people structure their
busy life in and outside of work. Opportunity:
Example of birthday arrangement at a restaurant
c. Pre-arrangement with the restaurant for standarised experiences. E.g.:
Birthday
Easy Flowers home page

26. ADVOCACY
of Membership card - restaurant points
& their restaurants

27. Can we improve our advocacy processes?
Tactical
1. Cluster reviews:
Organize reviews by groups: service, main
courses, desserts, coffee, wine selection
etc.
2. Share reviews on Social Media:
Enable sharing the user’s review on Social
Media with their friends.
Strategic
3. See where your friends went:
After logging in through social media, see
what friends have booked in which
restaurant and their reviews.
4. Reward advocacy:
If we enable users to create a profile (slide
19), we can reward them with points and
associated rewards, unlocking new levels.
• E.g.: In level 2 you have prioritised access to
discounts.

28. SUMMARY OF RECOMMENDATIONS
DISCOVERY
of Membership card - restaurant points
INSPIRATION
to choose which
restaurant to go
SELECTION
of the perfect restaurant
for the occasion
EXPERIENCE
the online to offline journey
ADVOCACY
of Membership card -
restaurant points
& their restaurants
TACTICAL
Optimising what we already
do
Engage through CRM with
tailored offers to our segments
with most growth potential
Showcase friend
bookings with
Facebook Connect
Narrow search
options, grouping
restaurants by
occasion
Cluster reviews
Acquire traffic through SEM
Simplify & highlight access
from Our brand & Our brand
FF Enable mobile
search through a
geo-located map
Share reviews on
Social Media
Include Restaurants in Social
Media conversations
Adapt UX to Mobile
STRATEGICAL
Amplify our
recommendations a step
further Partner with restaurant
guides
Adapt research &
simplify registration
through user profiles
Guide them to their
destination
See where your
friends went
Help them organise their
event
Reward advocacy
Make their experience
inspiring

29. THANKS