Required Modifiers
Many items require the user to select modifiers as part of the ordering workflow, such as choosing a type of milk for a latte. For simpler items like beverages, this is relatively self-explanatory and requires minimal visual guidance. However, these modifications can quickly become overwhelming for more complex items such as pizzas, noodles, or burgers.
Proposed Changes:
- Clearly indicate whether a modifier group is required or optional.
- Provide a visual cue that the “Add to Cart” CTA (call to action) button is unavailable until all required modifier groups are completed.
- Automatically scroll users to incomplete sections if they attempt to continue without finishing all required selections.
- Display state for missing modifiers.
Testing confirmed an overall improvement in completion time, but also revealed that we would need to reduce cognitive load per screen. While removing modifiers isn't realistic from a stakeholder or business standpoint, I recommended separating upsells and bundles/meals so users aren't processing everything at once.
If I had more time, I’d validate these findings further by running in-person interviews to understand the reasoning behind users behaviour, and A/B testing individual changes to isolate which interventions actually drove the improvement.
