Jun. 2022 | One month for design
Team of 7: PM x1, Product Designer x1, FEx2, BEx2
My Role: UI/UX Design, Product design
Design Deliverables: A MVP version for B2B web based platform and B2C app.
Research: User interviews, competitive research, Target user research
Project Info: Qtoko is all-in-one restaurant solutions. It provides Online ordering, In-store pickup, customer relationship management, and tax payment. We focus on small businesses in Indonesia and provide a more effective and affordable way to help them grow their businesses.
SMEs Business of Food & Beverage industry in Indonesia
🔸 Customer relationship management
Many F&B brands use online ordering apps such as Gojek and Grab to increase their online exposure and web traffic. However, these apps do not provide a way for them to implement loyalty programs. Since most customers are attracted by discounts and promotions with the app rather than branding, it can be difficult for merchants to build customer relationships and increase brand awareness.
🔸 Expensive platform fee
Secondly, there are major beverage chain stores in Indonesia, such as Kopi Kenangan, Fore, and Janji Jiwa, that have their own app which makes it easier for them to maintain customer relationships, online ordering, pickup, loyalty programs, e-promotions, and more. By having their own app, they can address the shortcomings of using unicorn apps for customer relationship management. However, for small to medium merchants, creating their own app can be costly. Most of them rely on online ordering services to gain more exposure, which comes with a platform service fee of 30%. In the early stages, it can be difficult to make a profit, especially for local businesses.
Qtoko is to provide a digital service (SaaS) for Food & Beverage and target SMEs. The goal is to help them grow in long and short term and cause retention for returning customers with all-in-one restaurant solutions and affordable price. It provides customers to collect points within application. Merchant can easily track down consumer behavior and routine for feature precision marketing and data analysis.
🔸 An initial idea and wide scope with limit timeline
A useful product definitely contains solid features which will become an ecosystem. However, we only have limit time, budget, humans resource. Along in the process, remove unnecessary feature and focus on business goal is a must. At the meantime, making intuitive interface for using is a consideration for designer.
🔸 Try to use user interview to scope down user needs...
In early stage, Qtoko hasn’t no client yet. Although Qtoko is targeted for SMEs business to design a MVP version. We need to clarify what types of merchant, such as local business or franchise to verify initial assumptions.
However, we don’t have enough budget to invite real merchant. How can we understand user needs?
🔸 Designing for different cultures
QEvery country’s culture is unique. How’s consumer behavior and experience for F&B in Indonesia? What is about refund, customer service...etc?
The goal is to understand context about general experience of loyalty program
🔸 Takeaway
1. Participants order beverages from online ordering apps, but barely get reward/points from merchants. When users get discounted, the first thing they recognize is the online ordering app not brand itself.
2. Users are motivated by free items and location , such as near office or home.
3. Usually get email updates about points, but barely check it up. Always come to store or online order app to see promotions
Key insight:
Many competitors who are all used pos system to integrate reward card via sending sms/email to notify customer as part of royalty program. Which is really hard for merchant to maintain customer relationship.
Design opportunity
Most of competitors use SMS/Email for loyalty program. The strength is all-in-one system from POS so merchant doesn't need to set up another service. The scenarios is when customer pays bill, and merchant will ask the customer's phone number in order to do reward card and following promotion events. However, using SMS/Email is very massive information that user overloads with others messages. For SMEs, their information will disappear. Customer even doesn't remember how many points he gets. He needs to back to the store and ask. There is no place for him to look up.
🔸 User doesn’t check email & SmS
🔸 User still miss out online promotion/discount.
It's really hard for merchants to do customer relationship and brand recognition.
Business diagram for get rewards
Iteration: Wireframes
Designing form is always very painful becasue so much thing you ask user to complete. However, you can not force user to do. Avoid to throw everything to user, we need to sort content first in order to break down steps.
There is three things in reward card:
1.set up reward program
2.Set up points system
3.Set up rewards
By sorting these features, we can easily to break down steps and into three pages seperately.
The next step
01 Interview coffee shop owner and franchise owner
Interview potential clients and confirm user needs and the distinguish between two target users.
02 Iteration and do usability testing for setting reward cards
To test the process and field of information is matches user needs.
03 Admin permission
One store is used one device, but for serval employees. Current version is designed for single store with one account. How can we separate different accounts?
04 Prevent fraud
Issued points without verification which can cause fraud. Need to consider this use case