How I used funnel data, session recordings, and interaction design to make ordering easier without hiding the loyalty experience that made Koinz distinct.
Koinz began as a loyalty product. Customers visited a restaurant, earned points, and later exchanged those points for a gift from the same brand. When delivery and pickup were added in 2020, ordering did not replace that model. It was placed on top of it.
By 2021, one restaurant page was carrying both products. It needed to help a customer choose food, configure an item, apply a promotion, and reach the basket. At the same time, it needed to explain points, make available gifts visible, and preserve the restaurant relationship Koinz promised its merchant partners.
The existing page was not balancing those jobs. It had become one of the most significant drop-off points in the ordering funnel.
I redesigned the restaurant menu around a clearer path to purchase without reducing loyalty to a secondary badge. The work combined task analysis, Smartlook session recordings, Amplitude funnel data, competitive analysis, information architecture, prototyping, stakeholder reviews, and a second Arabic-language iteration after launch.
Koinz had three routes into a restaurant. The Order page helped customers find nearby restaurants for delivery or pickup. For You showed brands they had already visited and where they held points. Explore acted as a wider restaurant directory inherited from the earlier product.
Those entry points did not produce the same destination. Entering from Order opened the food menu. Entering from For You or Explore opened the points section. Two customers could tap the same restaurant and arrive at different interfaces because of where they started.
The restaurant page itself was also split between two distinct sections:
The split reflected the company's history, but it made the current product harder to understand. Customers could lose track of whether they were ordering for delivery or pickup. Some did not realise that gifts could be redeemed at all. Search could fail when they were trying to find an item. The interface was asking them to understand how Koinz had evolved before they could complete a familiar ordering task.
Product structure
The entry point determined whether a restaurant opened as a menu or a points journey, exposing the seams between the loyalty and ordering products.
Customer intention
The restaurant became one coherent destination where customers could understand the order context, browse food, use a promotion, redeem a gift, and continue to the basket.
A conventional delivery-app redesign could have pushed rewards out of the way and concentrated only on food. That would have simplified the screen, but it would have weakened the reason Koinz existed.
Loyalty was one of the product's promises to restaurants. Merchants joined because Koinz could help customers return to their brand, not because it could place every restaurant inside an interchangeable marketplace template. If the new menu erased the restaurant's identity or made gift redemption invisible, it might improve one funnel step while damaging the merchant proposition.
The design challenge therefore had two success conditions: more customers had to complete an order, and the loyalty relationship had to remain legible to both customers and merchants.
I started by mapping the task from restaurant entry to checkout, then examined the Amplitude events around the critical section of the journey:
This made the loss of progression visible, but an event sequence could not explain the customer's hesitation. For that, I used the product team's bi-weekly Smartlook reviews and session recordings.
One repeated behaviour stood out. Customers would open a restaurant, add items, and then return to the previous page—often the Order page—before continuing. The most credible explanation was not that they had changed their mind about the restaurant. The promotional code appeared on the restaurant card outside the menu, so customers were going back to retrieve information they still needed inside the menu.
The promo code had become a memory test. A customer had to notice it, remember it, enter the restaurant, choose items, and recall the code later. The product was manufacturing a detour inside its own conversion funnel.
Visual to add
The funnel and the recordings behind this
I compared the restaurant menus in Uber Eats, Deliveroo, Talabat, and Elmenus. The goal was not to copy one interface. Food ordering is a familiar pattern, and the comparison helped separate conventions customers already expected from the behaviour that was uniquely valuable to Koinz.
Across the products, promotions were visible inside the ordering journey. Restaurant ratings, pickup context, featured items, and ways to reach menu items without excessive scrolling were common enough to be treated as a baseline. Koinz's opportunity was not to invent a new way to browse food. It was to meet that baseline while integrating rewards more meaningfully than a generic delivery app could.
Research from the task analysis, recordings, funnel, and market comparison converged on three principles:
The new information architecture treated the restaurant as one destination rather than two products joined at the top.
The page opened with the restaurant identity and the practical context of the order: delivery or pickup, expected time, fees, and access to more information. The available promotion moved into the page instead of living only on an earlier card. Menu and points remained distinct views, but they now belonged to the same structure and no longer depended on a hidden entry-point rule.
Inside the menu, highlighted categories such as Most Selling shortened the path for customers who did not arrive with a specific dish in mind. Category navigation and restaurant-level search supported customers who did. Available gifts appeared beside the food rather than inside a separate journey that first-time customers might never discover.
The basket action stayed visible as items were added, giving the customer a continuous sense of progress and a direct next step.
This also protected the merchant relationship. Restaurant identity remained prominent, while Koinz's loyalty layer became useful at the moment of choice instead of competing with the menu as a separate destination.
The old experience made the menu feel like a catalogue with a loyalty product attached. The redesigned item flow made each step answer the next customer question.
The menu list showed imagery, item name, supporting description, and price, with a visible add action and quantity controls. Opening an item moved into a focused configuration view: a larger image and description established what the dish was; required choices and optional extras were separated; price changes stayed attached to the relevant option; quantity and notes followed; and the final basket action showed the resulting total.
I prototyped the behaviours that static screens could not settle on their own: customers entering without an order method, adding a gift, conditional modifiers, modifier counts, notes, and promotions tied to online payment. This made the handoff about states and rules, not only layouts.
Search was also moved into the restaurant context. Customers could search dishes or categories without returning to the marketplace, and results stayed grouped in the same menu structure they already understood.
The original project report recorded the following changes after the redesign:
The pattern matters as much as any single number. More customers inspected items, more added one, more used the promotion without leaving to recover it, and more continued to the basket and checkout. The redesign reduced both decision friction and unnecessary navigation.
The first release improved the funnel, but it did not end the work. More than 60% of Koinz customers used the app in Arabic, and the Arabic typeface in the menu was not readable enough. A design that worked structurally was still creating friction for the majority language.
I made a focused second iteration to improve the Arabic menu's readability and hierarchy. The original report recorded an average 5% increase from menu view to basket view and a further 7.3% increase in menu-item viewing after that work.
This iteration changed how I understood the first result. Localisation was not a finishing pass on the interface. Typography, density, scanning order, and right-to-left composition were part of the conversion experience itself.
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Arabic menu before and after
The project successfully connected observable behaviour to interface changes, but I would make the attribution more rigorous today.
I would document the exact baseline and post-release windows, segment the funnel by language and order method, and separate first-time customers from people who already understood the loyalty model. I would also test the three entry points as a system rather than deferring their redundancy. The redesign made the restaurant destination coherent; a later phase should make the route into it just as coherent.
The durable lesson is that the menu was never only a menu. It was where a marketplace ordering pattern, a restaurant's identity, and Koinz's loyalty model met. The redesign worked because it made those responsibilities support one another instead of asking the customer to navigate the seams between them.