Back of House, Relish Works.
Context
Back of House, is a restaurant tech hub that strives to connect independent restaurant owners and operators, with technology solutions that will optimize their business. They also provide restaurant tech solutions and free, accessible industry insights to operators across the continent.
Operators use this platform to gain insights and as a marketplace to search and compare product solutions that best fit their business needs. BOH facilitates this decision making ultimately helping them book product demos.
Business Challenge
As an early-stage venture, Back of House wanted to gain insights into the pain points of their target users (Independent restaurant operators) related to product search and discovery, to build an effective user experience that can drive business success.
Tapping into their process and understanding how they categorize different parts of their business as well as what types of information they value most is key to creating intuitive solutions.
Research
Synthesis
1:1 Interviews
Hybrid Card Sorting
Prioritization Card Sorting
Co-creation Workshop
Affinity Maps
Hierarchy Mapping
Category Clustering
Insight Translation
Strategy
Key Themes
Storytelling
Recommendations
Design Tasks
Research Outcome & Impact
A detailed research report with four key themes, supported by rich qualitative data and user stories. Each key theme pointed out various product design recommendations.
The workshop helped simplify the information architecture by re-structuring 20 product categories into 6 cohesive and user-friendly buckets with sub-topics underneath that improved site navigation and search functionality.
Impact: 1. Landing Page, Category Pages, Site Navigation, Menu Design
The prioritization card sorting guided a redesign of a user-focused product page with an optimal information hierarchy and new components, resulting in a 15% increase in conversion rate.
Process Overview
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Let's dig into the scrappy process!
Research Overview
Number of participants: 8
Nature of Research: Qualitative 1:1 Remote Studies
Type of Research: Contextual Enquiry + Co-Creation: Card Sorting
Session Length: 1 hour
Tools Used: Zoom (video call) + Figjam (Activities & Synthesis)
Notion (Note Taking) + Otter (Transcribing) + Figma (Presentation)
Session Structure
Read the discussion guide for the research session here to learn more about the "whys" and "whats" and "hows" :)
Research Acitivities
This co-creation workshop was designed on Figma for an easy and accessible experience, with tech tips and a moderator to ensure participants' comfort and session success.
Activity data on Figma!
3 Activities, 8 Participants
Data Synthesis
With over 1000 data points!
Product Page Prioritization Card Sorting + Interview Data points
Product Page Prioritization Card Sorting
Product Categories: Card Sorting
Product Page Prioritization Card Sorting + Interview Data points
Personas
Users created their "Mini-Me" in activity one, and their conversation through the interview helped me craft their stories into three archetypes!
I rely on my network and trust their words and recommendations!
I try to use the available resources, do my own field
research and learn from trial and error, could use help!
I wear multiple hats and feel overwhelmed. Finding tech solutions for my business is always a challenge.
Key Insights
4 key themes emerged as driving forces behind the actionable product recommendations
Product Impact
Simplification and Bucketing of Categories
Search and Navigation Evolution
Product Impact
Product Page Re-Structure
Information Architecture
Evaluating and Prioritizing Features
To respect the confidentiality of the information I've been entrusted with, I am unable to reveal the details of the research findings, product recommendations, and design evolution on this platform.
Please reach out to me directly and I'll be happy to take you through the details of the project! :)
Ready to See My Skills in Action?
