Project Overview
Hey You launched on August 10, 2015. It was the re-brand of Beat the Q - one of Australia's leading order ahead and payment apps. Hey You platform is evolving the way that people order and pay at cafes and other food venues. People across the country use the app daily to order food and drink ahead of arrival at inner city cafes, local restaurants and take away venues. Our technology also improves the process for venues, enabling them to increase throughput and manage peak times.
Organisation
Team
Nicola Wall, Rebekah Campbell, Marinella Pulitano, Adam Theobald, Chaitanya Kuber, Jules Hall (the Hallway), Simon Lee (the Hallway), Brad Bennett (the Hallway)
Project Brief
We understand that humanity is at the core of all hospitality and we bring this to our users through our app and new design.
Beat the Q (our former brand and UI design) had built a very active user base of consumers and merchants, however the app was still very 'functional'. We focus on building connections between customers and businesses every day: from helping venues grow and run their businesses to transforming the way customers order at their favourite venues. We decided to rebrand our app and design to reflect this.
We rebranded the company to 'Hey You' to re-focus our users on the connection that we create between consumer and merchant. This involved an overhaul of the look/feel of our app, the UX flow for users, the company name, and the features of the app.
Project Need
Hey You is the champion of the little guys, the corner shops, the nook cafes, the speak-easies – the folks who put themselves out there and have a go. We embrace and celebrate the wonderful diversity of their individual communication styles – a visual world that is the antithesis of global corporate homogeneity.
Our technology brings the two sides of our network closer together.
For consumers, we have added the touch of 'personalisation.' Every individual's Hey You app has a different name. For Sarah, her app is called 'Hey Sarah,' for John, his app is called 'Hey John.' Consumers browsing our app for venues to go, whether they be regular venues or new venues, are also able to find out more about their favourite baristas and venue owners. We have included our 'venue stories' throughout the app. This includes photographs of baristas/venue managers, and a short 250 character backgrounder on who they are and why they work at the venue.
These 'stories' allow an unprecedented level of connection between consumer and merchant. Rather than removing 'human connection' with the small retailer, our app enhances it. The new UI features added into the app enhance this.
User Experience
The app personalisation plays a key role in the user experience within the Hey You app.
The vendor screens of the app include functional features (such as menu and address) as well as qualitative features (such as their stories and photos). This was important for the user experience. It's important that consumers feel like they are diving into the store when opening their menu. That the digital experience is as meaningful as the real-world experience. In designing the UX flow, it was really important that we added the merchant stories in such a way that they wouldn't detract from the menu/ordering component of the app. We have designed a screen flow which makes effective use of the space on the menu screens, and provides more information to users that seek that information.
Human interactions are what makes life meaningful, special and delightful. The Hey You consumer UX flow is what creates a special connection between every customer seeking a better, more innovative and intuitive experience, and every business wanting to create an empowered, happy and loyal base of customers.
Once a consumer places an order, the venue has the option to set a time expectation, or a personalised message (features of the merchant app). Often we observe baristas send personal messages via the app to regular customers. This is a significant part of the UX flow for consumers as this reflects the real world banter between consumer and merchant.
Project Marketing
Our marketing strategy is multifaceted. All marketing is aimed at driving repeat purchases and daily relevance.
As a result, a core area of focus is on hyper local promotional campaigns. This ties in with our sense of community and connection with local venues. This also ensures that we are targeting consumers who can access Hey You venues and use the app, with ease, instantaneously. We run brand ambassador campaigns in targeted areas every week. These ambassadors promote special offers and are dressed in branded t shirts.
We also run a number of highly targeted email campaigns. These will all be based on consumer behaviour. For instance, for our top (power) users, we run 'refer a friend' campaigns to driver referrals. We also put our churned users into an email flow to encourage them to use the app again. For areas, such as Barangaroo, we contact all new tenants with a special offer to encourage them to visit Hey You venues.
In addition to hyper local campaigns, we run a number of larger scale 'stunt' campaigns. These are creative campaigns designed to extend brand awareness, engage existing users and promote organic 'refer a friend.' Examples of such campaigns include a donut delivery campaign with a trendy Sydney-based donut company and a pop-up burger venue in Sydney which sells burgers from a cult Melbourne-based burger venue, only available when you order through the Hey You app.
Project Privacy
We are completely transparent about how we are using/transmitting our users data. We don’t access more data than we need, and get rid of old data. We also give our users control over uses of data that they might not expect and what they want to share. We also give our users very thorough context for why we might request data at certain points in time. This allows them to make an informed decision.
Importantly we only collect anonymised behavioural information, and we have no personal identifying information.
Our entire team - both management and development - takes users' privacy (consumers and merchants) very seriously. As a result, we remain up to date on security protocols.
Our recent app update involved a revision on our privacy policy. This is regularly reviewed to ensure the privacy of all of our users.
Best App Startup
Exactly as it states - we're looking for the best startup projects. Startup projects need to be newly emerging, less than 5 million users and less than 3 years old.
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