Created 7/14/2014

Amy’s Mobile Moments with BJ’s Brewhouse

-1 hour -15 min

At table

+5 min +30 min

Driving Action

Decide to eat at BJ’s Resulting Actions • Review email about

brunch from 4 days ago • Review loyalty reward

balance via Key Ring app • Drive to BJ’s

Driving Action

Check in at BJ’s using Key Ring app Resulting Actions • Wait for seat • Talk to husband • View Facebook

Driving Action

Notice table tent promo for BJ’s standalone app Resulting Actions • Download app • View app store reviews • Use ticket hostess put

on table to find loyalty card number to register in new app

• Click buttons to look around

• Receive $5 off bill

Driving Action

Email confirming visit and showing new loyalty point balance

Resulting Actions • None

Driving Action

Email invitation to Brewmaster Ambassador Program

Resulting Actions • Click register button • Try to register with

loyalty card no. • Says already registered • Try to login but don’t

know password • Click forget password

button • Get email with temp pw • Copy/paste temp pw to

change password screen Achieve access but no new info displayed

Location: Home Goals: Satisfy hunger, spend time with husband

Location: Lobby Goals: Pass time while waiting to be seated

Location: At table Goals: Enjoy experience

Location: Walking out of BJ’s Goals: Go to next destination

Location: Passenger in vehicle Goals: Quickly complete task

Service BJ’s app provides: Order Ahead Restaurant Finder Preferred Waitlist

Service BJ’s app provides: What’s New Premier Rewards

Service BJ’s app provides: Mobile Pay What’s New

Service BJ’s provides: Loyalty Balance Email

Service BJ’s provides: Behaviorally customized invite

What could exist? Customer service survey link Rate the app

What could exist? See who else is here Tell your friends you’re here Facebook integration What could exist?

Beer tasting notes Share photo/menu item Buy a gift card

What could exist? Upcoming events/special Improved forgot pw process