Problem: P.F. Chang's discovered two problems customers were having with online orders. The first was that website analytics indicated a large percentage of people starting an order never finished placing the order. The second was that many people were showing up in restaurants to pick up online orders that the restaurants hadn't received their orders via the online system.
Solution: I talked to customer service reps to hear what customers were saying to them. I then created a user test script for online orders. After conducting in-home testing in the Dallas market, I discovered people were confused by a double order confirmation built into the original online ordering system. Others were confused by the interface and just called the restaurants. I simplified the entire site to focus on the four main tasks users wanted to accomplish: find a restaurant location, see the menu, place an order, and make a reservation.
Result: After the redesign, restaurants and stores stopped complaining about missing orders. Online order completion also improved by several percentage points.