Reimagining in-store engagement and ordering efficiency through gamification, community building, and scan-to-order innovation.
TL;DR
TL;DR
Challenge: Long wait times and inefficient ordering reduced customer satisfaction.
Solution: Gamified waiting experience + community board + QR scan-to-order system, supported by a reusable design system.
Impact: 22% increase in engagement, projected 15% faster ordering, and scalable for future multi-store rollout.
Role: Led workshops, designed the scan-to-order flow, facilitated research, and built design system deliverables.
OVERVIEW
Role
Product Designer
Team
4 Designers
1 Client
Timeline
Sep 2022 - May 2023
Tools
Figma
FigJam
Miro
Zoom
Context
Ssong’s Hotdog, a fast-growing Korean street food chain, faced persistent challenges with long lines, slow ordering, and low customer engagement. Over a year-long capstone project, I led the design of a gamified waiting experience and a scan-to-order mobile flow that improved operational efficiency while reinforcing the brand’s community-driven identity.
Through iterative workshops, prototyping, and in-person testing, we were able to increase customer engagement by 22% and project a 15% reduction in ordering time.
CHALLENGE
Challenge
The restaurant faced multiple pain points that negatively affected customer satisfaction. Long wait times led to frustration and occasional walkaways, while the outdated online ordering system was slow, confusing, and inflexible.
We saw a clear opportunity to modernize the experience by making ordering faster, reducing in-store friction, and building engagement that would strengthen Ssong’s brand and encourage community interaction.
PROCESS
Research & Discovery
I began by mapping the customer journey to identify bottlenecks in the ordering and waiting experience. I facilitated workshops with the client to prioritize key goals: increasing speed of service, boosting customer engagement, and creating a scalable design for multiple store locations.
To inform design decisions, we analyzed competitor ordering flows and engagement tactics, identifying patterns we could adapt to Ssong’s unique context. This initial research phase set a clear direction for both the gamification and ordering system redesign.
Gamified Engagement & Community Building (Sprints 1-2)
To address in-store engagement, I designed a solution that allowed customers to play games after they place their orders. Additionally, my team and I worked on a community board for customers to place notes on a physical board to increase community engagement.
We ran in-person prototype tests and left the board at a Ssong's Hotdog location for one week, observing a 22% increase in engagement. The games were iterated based on client feedback, ensuring rotation and variety to avoid novelty fatigue. These gamified experiences reinforced the brand identity and made waiting in line feel enjoyable rather than frustrating.
Scan-to-Order Flow (Sprints 3-4)
I conducted a heuristic evaluation of the old ordering flow and identified multiple usability issues in layout, payment flexibility, and customization. Based on these insights, I designed a QR scan-to-order system that allowed customers to customize orders, select flexible payment options, and schedule pickup times.
Testing revealed additional user needs. Customers wanted to leave the line while waiting, so I incorporated SMS notifications to alert them when orders were ready. They also requested visibility into the queue, so I added a real-time order indicator after checkout. We estimated that these improvements would reduce ordering time by 15%, improving efficiency and satisfaction.
Design System & Handoff (Sprint 5)
To ensure consistency and scalability, I built a design system with typography, color palettes, and reusable components. I also documented annotated flows for both the gamified games and ordering system to guide developers.
We designed scalable product cards and style guides to support multiple store locations, with consideration for future features such as loyalty programs and marketing campaigns. This approach ensured that both visual design and interaction patterns could evolve efficiently across stores.
CONCLUSION
Outcome
Reflection
This project reinforced my ability to facilitate cross-functional workshops, balancing client goals with user needs. I learned how to design experiences that are both fun and operationally efficient, and how to test prototypes quickly in real-world settings to de-risk assumptions.
If we had more time, I would have explored a membership rewards program and employee-side tools to optimize staff workflow alongside customer experience.