Dataly

A restaurant delivery dashboard that integrates all the sales data and insights from different third-party delivery platforms

About

Dataly is a restaurant delivery dashboard that integrates all the sales data and insights from different third-party delivery platforms, so that restaurant owners can easily manage reportings, understand restaurant performance and gain insights to make effective business decisions.

Timeline: Feb 2021 - Mar 2021

Project Type: Passion Project

My Role: User Research / UX & UI / Wireframing / Prototyping / Usability Testing

Design Tools: Figma

Background

Delivery apps have become more and more essential for both restaurant owners and customers during COVID. Indoor dining was banned due to lockdown, and as a result, digital restaurant orders skyrocketed. Many restaurants have little choice but to sign up on these platforms. For restaurant owners, partnering with multiple third-party delivery companies can bring new businesses as each platform comes with its own loyal users and target audiences.

However,

Being on multiple platforms means that you need to manage these platforms separately.
Retrospective reporting can also be complicated since these different systems do not integrate with each other.

In sum, it is difficult and inefficient for restaurant owners to understand their performance and gain insights to make business decisions.

Problem Statement

How might we help restaurant owners easily manage their online food delivery platforms?

Competitive Analysis

In order to understand the current industry standards, and what are the existing approaches others are using to solve the problems so that I can reflect and identify design opportunities, I went on to conduct competitive analysis.

I pretended myself as a Restaurant Owner and contacted below restaurant delivery integration platforms. There are two main findings that I discovered from the competitive analysis.

Most of these platforms focus more on real-time order management, rather than retrospective reporting so that indeed shows there is a gap in the current restaurant delivery management industry.
A lot of the restaurants (especially SMB), most of their POS system does not integrate well with these food delivery platforms.

User Interviews

To better understand the problem space, and to uncover restaurant owners' pain points from their perspectives, I reached out to 3 restaurant owners for user interviews. I mainly wanted to learn more about their behaviors, pain points, needs & goals. And I was especially interested in the reasons and the whys behind their pain points. I compiled all the insights that I have gained from the user interviews and was able to discover some important insights.

— Restaurant owners feel hectic about managing different delivery platforms because they need to export & import reporting from multiple channels manually into a separate database in order to obtain, organize, and review data.

— The current approach restaurant owners use to understand their performance and gain insights is complicated and inefficient. Restaurant owners have to manually compile, calculate and track KPIs, which could be extremely time-consuming and prone to errors.

— Key performance data and insights that restaurant owners look at the most are number of orders, incompleted orders, total revenue, net payout, most popular and least popular menu items, customer feedback, etc.,

The Goal

Based on the insights discovered during Competitive Analysis and User Interviews, I took some time to establish the goal of this project.

The goal is to help restaurant owners better manage different third-party delivery platforms by offering a more effortless and efficient way of:

Combining all delivery platforms’ stats, and gain insights into restaurant KPIs
Reviewing and comparing performance data across different delivery platforms

User Persona

I then created a user persona called Kelvin. Kelvin is a busy restaurant owner and he hopes there is an easier way for him to review and compare all the stats and performance in one place so he doesn’t have to manually compare them and copy all the exported data and calculate them by himself in a separate spreadsheet.

Kelvin is referenced often during the design process to create user empathy and guide decision decisions.

Creating User Stories

I then translated Kelvin’s needs and goals into user stories to allow me to understand what specific requirements Kelvin has and what he tries to achieve.

Journey Map

In order to better envision the process users like Kelvin would go through when completing certain goals, I mapped out Kelvin’s journey and tried to visualize his experience and frustrations when interacting with existing tools.

Key Opportunities

— Allow restaurant owners to select the date range that they want to review so that they have more control over the specific data they want to check

— Data should be populated along with the proper filters so that restaurant owners can easily review and dissect data to understand the performance of each food delivery platform.

— The dashboard would be helpful if it can automatically display performance results in easily understandable manners like graphs, charts, highlights etc.,

Site Map

Low-Fidelity Sketch

High-Fidelity Wireframes

Usability Study

The goal of the study is to evaluate the performance and user-friendliness of the dashboard. Specifically, the focus is on determining if users understand how the dashboard functions, if it provides sufficient business intelligence, and what additional features users would like to see on the dashboard