Integrating the Menu Level Feedback feature to optimize customer experience and maximize revenue.

Tattle is an innovative Customer Experience Improvement (CXI) platform exclusively designed for the hospitality industry. Tattle helps merchants enhance their customer experience by leveraging automatic survey emails and robust integrations with ordering or loyalty platforms already employed by brands. By utilizing causation-based surveys and actionable insights at the location level, Tattle goes beyond traditional operational categories to uncover root causes and recommend optimal areas for improvement. With industry leaders such as MOD Pizza, Hooters, Quiznos, Chili’s, and others as its partners, Tattle has proven to be a powerful tool for driving significant increases in guest satisfaction and powering operational improvement strategies.

Feature Overview

The Customer Success Team consistently gathered feedback from merchants who highlighted the challenge of scattered key performance indicators (KPIs) throughout the product. This dispersion made it hard for clients to locate and often resulted in their overlooking critical metrics. Additionally, there was a need to analyze ratings in a granular manner to identify specific items causing issues. To tackle this obstacle, the team embarked on developing a feature that consolidated all metrics into a single, user-friendly dashboard. This consolidated view offered merchants valuable insights into individual products, empowering them to identify the root causes of issues and low ratings more efficiently.

My role as the Product Designer included understanding the business & user needs, conducting research, conducting design meetings, and identifying pain points through various UX techniques. With this information, I created wireframes, prototypes, and other visual representations to communicate design solutions effectively. I played a crucial part in bridging the gap between user-centered design and technical implementation. Ensuring that the final product not only met the business and users' needs but, also aligned with the capabilities and limitations of the development team.

Enhancing Hospitality Service: Introducing Menu Level Feedback

In November 2022, Tattle introduced its latest offering, Menu Level Feedback (MLF) via a survey, with the objective of gathering crucial insights from customers to elevate satisfaction levels and drive revenue growth. The survey received an outstanding response, amassing over 140,000 submissions. Notably, the high conversion rate of 78% for guests presented with the optional survey indicates a high level of engagement and a strong willingness among customers to share their feedback. This case study highlights my data-driven methodology, inclusive of customer interviews and iterative design feedback, which led to the successful implementation of the MVP feature and its impact on improving client experience.

Unveiling Insights: Merchant Interviews and UX Research

To gain a deeper understanding of our merchants' goals, operational challenges, and pain points, we conducted comprehensive interviews and a competitive analysis throughout the month of February 2023. These interviews served as a crucial source of qualitative data, enabling us to align the MLF dashboard with our customer's specific needs. By engaging industry experts, management, and store-level employees, we obtained valuable insights into how menu level feedback could seamlessly integrate into our merchants' existing operational processes. This approach ensured that the information provided through our dashboard aligns with their objectives and supports their decision-making effectively.

Step 1: Concept Introduction & Feedback

In the initial stage, we started by introducing the design concept to a selected group of merchants. This allowed the team to provide a comprehensive overview of the project's objectives, features, and intended goals. We encouraged the merchants to share their thoughts and suggestions for what they would like the feature to include. The feedback at this stage provided valuable insights and helped align design objectives with the merchant and Tattle in mind.

Project Kickoff Meeting

After meeting with the merchants, the Product team organized a kickoff meeting involving stakeholders, Marketing, and the VP of Engineering. During this session, the MVP primary objectives and responsibilities were defined, and a premortem exercise was conducted to explore potential risks that might affect the project's success. Following the meeting, I compiled all the gathered insights to develop personas, user stories, and user flows. This comprehensive approach allowed me to deeply understand and align with the daily operational goals of the merchants, who will be the primary users of the new feature.

MLF in Action: Real-world Applications of Menu Level Feedback

The Item Level Feedback Admin Personas represent distinct user profiles for the administrative segment of the MLF system. These personas played a critical role in managing and overseeing the feedback mechanism at the menu level, enabling administrators to efficiently analyze and address user feedback. Each persona embodies specific characteristics, responsibilities, and goals, tailored to ensure smooth and effective operation of the MLF platform. By crafting comprehensive Admin Personas, the MLF system can be optimized to meet the diverse needs of administrators, enhancing their ability to make informed decisions and continuously improve the user experience.

Ensuring inclusivity and accessibility were integral to the dashboard design process. I made it a priority to advocate for close attention to color usage, mindful of color contrast for improved readability and usability. Our commitment to accessibility extended to various features (out of scope for MVP), including screen reader compatibility, keyboard navigation support, high contrast mode, and text resizing options. By considering the diverse needs of all users, we aimed to create a dashboard that is inclusive to everyone.

Cultivating User Experiences

The implementation of the Menu Level Feedback (MLF) system for a restaurant chain aims to enhance its customer experience and menu offerings. As part of the MLF system, specific user stories were identified to cater to the needs of MLF Administrators, who play a crucial role in managing and analyzing the feedback mechanism at the menu level.

The stories focused on the development of a comprehensive dashboard accessible to MLF Administrators. This dashboard provided real-time feedback data gathered from customers on various products. By offering an instant snapshot of customer sentiments, administrators could quickly identify popular dishes and areas that required improvement. The interactive nature of the dashboard enabled them to make informed decisions about menu modifications and promotions.

Administrators require the ability to sort and filter feedback based on criteria such as date range, user ratings, and specific menu categories. This functionality enabled administrators to gain valuable insights into customer preferences and trends, identifying which dishes resonated most with the clientele and which areas needed attention.

Engineering Team Collaboration: A Recipe for Project Success

After completing the UX deliverables, I engaged in discussions with the Development, Engineering, and QA to delve into the primary users of the MLF feature. By involving the Engineering team throughout the UX process, we gained a more holistic perspective, enabling us to pinpoint technical constraints and opportunities. This collaborative approach facilitated the identification of practical design solutions, ensuring a smoother implementation phase, minimizing the need for rework, and ultimately enhancing the overall quality of the end product. The cross-functional cooperation proved invaluable in creating a successful and efficient MLF feature.

Backend Development: UX Of Product Mapping

Working through the UX of product mapping with the development team involved collaborative exploration and analysis to enhance the user experience of the Menu Level Feedback MVP. This joint effort between myself, Product Managers, Development, and QA made sure to align the functional requirements of the product with the intended user experience. Throughout this process, we focused on understanding user needs, identifying pain points, and defining user journeys. We then reviewed the wireframes and prototype to discuss feedback and made iterations accordingly.

Harnessing Insights: Refining Design Solutions

Step 2: Merchant Mock Reviews & Feedback

Following an agile methodology, the process of ideation commenced, with careful adherence to Tattle's established design patterns. Subsequently, a series of design meetings involving key stakeholders were held to further refine the concepts. Utilizing the raw transaction data of each customer, the initial sketches were then transformed into static, low to high-fidelity mockups, serving as a visual representation of the user interface for the merchants. These mockups were presented to the merchants to gather valuable feedback on various aspects such as layout, data visualization, and overall usability, ensuring their active involvement in the design process. This iterative feedback loop ensured that the dashboard met the expectations of our customers and provided a seamless user experience.