Improving Enterprise SaaS through Design Sprints

Urban Piper provides business automation solutions for restaurants and cloud kitchens. They help them get their businesses online and increase their in-store sales through loyalty programs. The platform is used by brands such as Eat.Fit, Chai Point and Cafe Coffee Day as a swiss knife for their online ordering & catalogue management.

Challenges

We started the sprint by interviewing key stakeholders on the team about product goals and the challenges they were facing. It turned out Urban Piper had a product for restaurants and cloud kitchens to manage their catalogue across 8+ food aggregators, availability across multiple locations, run marketing programs and analyse data. Unfortunately, it was a power-packed product that needed daily assistance from Urban Piper’s support team for them to be able to use. And that’s precisely the puzzle we stepped in to solve.

Some key challenges that came up were:

The team then aligned on opportunities to solve during the sprint and prioritised them:

After a discussion around the challenges, the team deliberated on their 2 year product goal as:

We then discussed the user personas and their tasks on the platform to map the challenge. It was a product used by a wide variety of users for different purposes. We identified 5 different personas and their core reasons to use the product.

After mapping the challenge, patterns emerged, which further clarified the direction for the sprint. We learn that:

Ideating Solutions

At this point, we knew the shortcomings of the platform - navigation with confusing hierarchy, improper metrics for analytics, the requirement of a demo to be used for the first time, the next step was to ruminate through these problems and come up with a mass of solutions. Key among these issues was the Information architecture. Once we get that right rest of the components will fall in place automatically like Tetris blocks.

With that in mind and hands-on paper, we set out to work on the structure fleshing out essential details in the process.


We had some great ideas which promised to solve some of the key problems identified by the team. We used these ideas to create a blueprint for the revised product designs via a storyboard.

A/B Testing different solutions via Prototypes

Based on the storyboard, two prototypes with different dashboard structures were created to A/B test completely different approaches to the product.

We tested prototypes with actual customers of Urban Piper who were using the current product to unlock insights on their response to both options and make informed decisions.

We felt users might want charts and data visualizations over numbers, but to our surprise, most users preferred seeing fewer charts and more key figures to glance through daily. They also loved the structuring of the data and the visual direction.

Final Prototypes

With the insights from user tests, we iterated and created a new product prototype and tested it again.

Style Guide

We also created a style guide for the team to implement the new visual style across the product with ease.

Validating ideas through user feedback

Here is what some users said during the prototyping testing:

“Catalogue Configuration across multiple channels seems to be a breeze and really solves the pain point we were having”

“I can clearly identify where I need to go for which actions and would have to bother with support much less. Navigation is super clear.”

“Analytics shown on the dashboard is great and something I would like to glance at every day. I especially like the breakup by different channels and the ability to filter them.”

Let's Talk

At Parallel, we design digital products for innovative startups and enterprises. Translating an idea into a concept or improving the user experience of a product, we have got your back. Drop us a message to know more, and we will get in touch.

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