CHALLENGE
iDine needed to improve effectiveness of the iDine.com user experience. While they were good at tracking usage, iDine wanted improvements in membership sign-up and retention. iDine looked for DNA's expertise to:

•	Develop a user experience that encouraged membership sign-up, without high abandon rates
•	Create an online experience that reflected iDine's brand and its association with positive dining experiences

SOLUTION
As part of a user experience optimization solution for iDine, DNA:

•	Conducted focus groups to determine online usage habits
•	Studied the process of making dining choices
•	Developed an optimization strategy, including refined task designs, a new look for search results and changes to the enrollment process
•	Conducted usability testing