Favor Delivery
Austin, TX
Visualization of sales data for Favor's merchant partners
3
Process
Problem Space
Designing Favor's first restaurant portal.
Currently, Favor provides an app for consumers and delivery agents but no platform or tool for the restaurants.
2
Project Immersion
To understand Favor's business goals and objectives, I interviewed Lauren who was also my supervisor. Here are some questions that I raised which also became my problem statement:
1.
Who are Favor's restaurant partners?
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What is their perspective towards Favor?
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How can we enhance their experience ?
3
2.
I started my research with identifying key metrics and benchmarking Favor on them against its competitors.
Takeaways:
Insights
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Integration
1
Lack of POS integration and ability to update menus is the biggest problem for restaurants. Also, the order protocol is inconsistent for Favor.
The competitors provide a dedicated portal where merchants can access all the data and insights while Favor is not providing this
Support
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The support services offered by the competitors lack the personal touch provided by Favor. Favor is reachable and merchants appreciate it.
3.
I decided to interview merchants as it was a very broad problem space and I wanted to get a deeper understanding of their relation with Favor.
While I was waiting for interviews getting scheduled, I interviewed with Favor's Accounts team who are the first contact with the merchants. I also interviewed the CRO, Keith Duncan to understand Favor's vision.
Initial focus:
Interviews Round 1:
6
Accounts Team Members
1
CRO
3
Restaurant Managers
Merchant
onboarding
Perception of Favor
Ordering and Delivery
Prioritization
After extracting requirements I started prioritizing the features for the merchant portal based on the importance and viability of implementation.
Sales Insights feature was extremely crucial for all the restaurants I interviewed. Even more so, for national brands which Favor was targeting. So, I decided to design that.
Externalizing the research data enabled me to discover patterns and insights with the team. We were able to identify multiple directions and opportunity areas.
I have presented that through the following journey maps.
Onboarding process
Order-to-delivery journey map
Interviews Round 2
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Restaurant Owner/Managers
I did another round of interviews with a narrowed focus on users' current practices and expectations around sales analysis.
Needs Uncovered:
As a team we prioritized the needs based on product dependencies and execution limitations.
Design
I started designing by making rough sketches and basic layout with a "quantity over quality" mindset to cover as many scenarios as I can. I also did another round of interviews with focus on finding how restaurant managers analyze sales data.
I divided the requirements into three categories- sales, customer and behavior. For this , I considered two layouts in the beginning. I went ahead with a single page scrollable layout as fit makes comparison of data easier than in tabs.
I started with quickly sketching multiple layouts and thinking about what each element could look like, ensuring comprehensive and comprehensible data without overwhelming the user.
I came up this high level page layout for different features based on the importance of each feature. As a team we decided not to include cancellation reasons and customer behavior data for the first version as Favor doesn't capture that data from the users presently.
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Visualizing sales data on top
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User ratings and customer satisfaction
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Sales Insights
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Top selling items
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Customer Reviews
Designing piece by piece
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Sales Data
2
User Rating and Customer Satisfaction
3
Sales Insight
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Top selling items
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Customer Reviews
Putting the pieces together
Final Outcome
Based on the interview data, I designed and placed elements on the screen. I experimented with the visual hierarchy to come to this final outcome which would fulfill restaurant owners' requirements.
Lessons
This project made a lot of impact on me as a professional designer as it let me utilize everything I have learned at school in a professional setting. Favor Delivery gave me a broad space to explore and asked me to come up with a problem statement. Personally this was the most challenging aspect of my entire capstone project. It was a big takeaway for me to learn how to take up a big task and narrow down the scope to deliver something meaningful.