LineLeap Mobile Drink Ordering
Ongoing effort to introduce a new business vertical at LineLeap by designing a smoother drink ordering process for bar patrons.
Client
LineLeap is a nightlife-tech startup with a mission to be the all-in-one customer & business facing nightlife platform.
I was hired as LineLeap’s first designer while they were going through the Y-Combinator start-up incubator. During my almost 4 year tenure, I became the Lead Product designer and oversaw all design at the company, including this project.
Design Challenge
Long waits, shouting orders, and getting the bartender’s attention make drink ordering at crowded bars an anxiety-filled hassle.
Extensive user research revealed significant issues in the traditional drink ordering process for both customers and bartenders. Waiting at the bar is boring and time-intensive. Shouting your order in a loud bar leaves room for misinterpretation. Getting the bartender’s attention takes performing a nebulous combination of common, but unspoken behaviors like intense eye contact, body language, positive vibes, pushing through other people, reading serving patterns, and more.
Design Goals
My team and I set out to make drink ordering a delightfully smooth process compared to the traditional way of ordering.
Business Goals
Mobile drink ordering presented an opportunity to expand into a business vertical with billions of dollars of potential.
Solution
I designed a mobile drink ordering experience centered around delightful interactions and intuitive steps.
Mobile drink ordering is an ongoing project involving much of LineLeap’s team. During my time at LineLeap, I spearheaded the design and user research for the mobile app feature, and the design of marketing materials centered around drink ordering.
Outcomes
LineLeap mobile drink ordering resulted in faster, easier orders for customers and smoother, more efficient fulfillment for bartenders.
150K Drinks Sold
Since launch, bar patrons have purchased 150,000 drinks through the LineLeap app.
3x Faster Bar Operation
LineLeap’s simple 2-tap process for bartenders eliminates the need for them to interact with a POS – often sticky from drinks, slow-loading, and glitchy, making individual transactions 3x faster for bartenders. They also save up to 1.5 hours at the end of the night, as LineLeap drink ordering eliminates the need for them to count receipts and distribute tips.
In a survey of LineLeap customers who tried drink ordering for the first time, 67% reported that getting a drink on lineleap was better than ordering with a credit card or cash.
New Business Vertical
Mobile drink ordering allowed LineLeap to begin operating in an entirely new market with billions of dollars of potential. At the moment, drink ordering has been implemented as a beta at 2 of LineLeap’s 400 partner bars (0.05%) and already accounts for 5% of LineLeap’s business.
