REDCAT: UPSELL FEATURE
This project explored the design of an upsell feature for Redcat’s food ordering app to highlight relevant add-ons during the ordering process. The challenge was to integrate this feature seamlessly into the existing app without overwhelming the user.
My Role
UX Designer
Tools & Softwares
Figma, Miro, UsabilityHub
Overview
Redcat is a leading food ordering platform seeking to enhance customer experience while driving incremental revenue through strategic upselling. The company identified an opportunity to introduce an upsell feature within its mobile app to encourage users to add complementary or higher value items to their orders.
The objective was to design a solution that enhances perceived value, and maintains a positive and non-intrusive user experience.
The upsell feature was designed to be piloted with Redcat’s client Gong Cha as the initial implementation. Insights from this launch would inform refinements before scaling the solution across the wider Redcat client network.
Goals
- Increase average order value through contextual upselling opportunities.
- Enhance customer satisfaction by offering relevant, well-timed recommendations.
- Maintain a frictionless ordering process without overwhelming or disrupting the user journey.
Competitor Analysis
I conducted an audit of leading food ordering apps in Australia to identify common upsell practices and benchmark industry standards.
- Identified best practices such as timely prompts, contextual relevance, and minimal interruption.
- Highlighted pitfalls including intrusive pop-ups, irrelevant suggestions, and excessive friction that could lead to cart abandonment.
- Synthesised findings into actionable recommendations tailored to Redcat’s brand and app ecosystem.
User Flow
I mapped the existing user flow in the Redcat app (referenced via the Gong Cha implementation) and identified key interaction touchpoints where upsell opportunities could be introduced, including:
- Product selection screen (suggesting add-ons or upgrades).
- Cart view (complementary items).
Wireframes
I developed low-fidelity wireframes in Figma to visualise the upsell feature integration, focusing on hierarchy, CTA placement, and clear affordances to guide users toward additional selections.
I created the low fidelity wireframes by replicating the existing UI of the Gong Cha App, and adding the upsell methods (marked in red), to visualise the changes in layout and micro-interactions.
Upsell interaction task flow
The user is about to proceed to checkout from the cart page.
He then notices the “suggested items” section and clicks on an item he would like to add
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After clicking on the image of the suggested item, the user is directed to the product page, and clicks on “add item”
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After adding the item, the “added to order” pop-up message of will appear with additional suggestions
Outcome
The project resulted in a strategically designed upsell feature that balanced Redcat’s business goals with user needs. The proposed solution aligned with industry best practices, maintained a smooth ordering experience, and offered contextual recommendations at natural points in the customer journey.
As a future direction, the feature would benefit from further evaluation across different customer segments to ensure that the recommendations remain relevant, non intrusive, and adaptable to diverse ordering behaviours.
Analyse → Identified upsell opportunities within the app without disrupting UX
Research → Audited competitors, mapped user pain points
Design → Created user flows and low-fidelity wireframes
Design → Created user flows and low fidelity wireframes
Implement → Proposed pilot for Gong Cha, ensured smooth user journey, planned evaluation for different customer segments
Roni Lavner 