Case study
Ti'Bouffe Explaining an order in three steps
An office lunch service is not turned down for lack of appetite, but out of doubt about how it works. We produced the motion design video that lays out the three steps of an order, and removes that doubt before it turns into an excuse.
The context
Ti’Bouffe delivers lunch to workplaces in Antananarivo. Dishes of the day, ordered in advance, brought to the office.
This kind of service rarely meets a real objection. Nobody argues against the idea of having lunch delivered. What stops people is sillier and more stubborn: they do not know how it works. Do you have to sign up? Order the day before? Pay in advance? And what if there are six of you in the same office?
An employee unsure of the procedure does not ask — they put it off until tomorrow, and then they forget. The service loses customers who never had anything against it.
What we produced
A motion design video laying out the ordering journey, step by step.
The bet: making an ordering funnel appealing
An online ordering process is, by nature, thankless material. The risk was producing a filmed instruction manual — clear, accurate, and watched by nobody.
So we built a visual world with characters, and told the three steps as a small office scene rather than as a set of instructions. Clarity stays the goal; attention is the condition for reaching it.
The three steps
- Signing up — account creation, shown in a few clicks, with not a single field hidden.
- Ordering — choosing dishes, adding to the basket, customising, with the range of the menu brought forward along the way.
- Delivery — preparation, then the meal arriving at the workplace.
The film also insists on what makes the difference in an office: you can group your orders. That is the kind of detail a web page mentions in small type and an animation can show in one scene — four colleagues around a screen.
Simple, but not simplified
Every step gets the same level of detail: no shortcut that would leave a question open, no overload that would make the service look more complicated than it is. An explainer video misses its target in both directions.
What it changes
The video does not persuade anyone to order: it removes the reason not to try. That is a different job, and often a more profitable one — a workplace catering service lives on habit, and the habit starts with the first order, the one that costs the most to trigger.
For Ti’Bouffe, the film therefore serves acquisition and support in equal measure: it answers once and for all the questions a sales team would otherwise have repeated office by office.
The film
The film, as delivered
Play the video: Ti'Bouffe — the ordering journey More work
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