Through the new user interface, consumers can check out mobile reviews and photos. Seamless expects mobile ordering to grow even more with the new app redesign.

“The strategy, as we do with all of our platforms,  we listen to our iPhone customers to determine where we need to focus our energy,” said Lizzy Klein, vice president of product at Seamless. “In the case of the iPhone app, we’ve got hundreds of thousands of active customers, so there was plenty of input.

“What we heard most was ‘I rely on Seamless.com’s customer reviews and photos and really miss them on the app,’ ‘I use more than one credit card and want to access them both from the app,’ and ‘I love the app but I wish it felt like less of a utility and more fun,’ so we incorporated all of those along with some learning from our iPad app launch into this redesign – like the popular ‘slider’ cuisine filters,” she said.

Mobile ordering
Through the new app, consumers can discover new restaurants and dishes through improved ratings and review functionalities.

Users can read thousands of existing reviews, as well as rate and post reviews for every restaurant.

The restyled app also provides an enhanced experience that is more user-friendly and engaging with updated navigation, a new design and thousands of full-color photos of restaurants and dishes.

Additionally, the app features in-app rating and reviews postings that let consumers help one another and give a shout out to their favorite restaurants  by writing a review.

To help the mobile ordering process, Seamless has also implemented restaurant photos to help in the decision-making process.

Consumers can save  multiple credit cards for easier ordering and faster checkout.

“As mobile is increasingly becoming the go-to source for consumer ordering, we make it our priority to give our consumers the best experience possible,” Ms. Klein said.

“As the market leader in mobile, Seamless sets itself apart by providing the only full suite of mobile products, including our top-ranking iPhone app and first-to-market iPad application, which has been widely praised for its ease of use and beautiful design,” she said.

Past efforts
Seamless is no stranger to mobile.

Last year, the online food ordering service used email marketing to reward consumers who use the company’s mobile applications to order (see story).

A month later, American Express added Seamless to its Blue Savings Program and offered eligible cardmembers a $10 statement credit for every four orders of $15 they made on Seamless’ Web site or mobile applications (see story).

“In 2011, Seamless processed over one million mobile orders and today, Seamless’ mobile applications drive more than 40 percent of order volume on peak weekend days,” Ms. Klein said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York