Research
Research
UX Design
UX Design
UI Design
UI Design
My Role
My Role
1 Design Manager
1 Design Manager
1 Designer
1 Designer
A team of developers
A team of developers
Project Scope
Project Scope
Problem Statement
Problem Statement
Sellers are confused because of fragmented experiences (CH for seller-centric, and VH for presence/marketing-centric experiences).
This makes running their daily jobs hard.
Sellers' problems can be bucketed as:
Inconsistent availability of data and features across different dashboards
Overhead/inefficiency with current navigation and IA
Permissions for different people haven’t been established.
Sellers are confused because of fragmented experiences (CH for seller-centric, and VH for presence/marketing-centric experiences).
This makes running their daily jobs hard.
Sellers' problems can be bucketed as:
Inconsistent availability of data and features across different dashboards
Overhead/inefficiency with current navigation and IA
Permissions for different people haven’t been established.
Commerce and Venture Home
Commerce and Venture Home
Seller types:
Multi-location/multi-channel
Multi-business
UX:
Dashboard with varying levels of access
Navigation elements - filters
Data representation for top selling scenarios, including omni-channel scenarios: BOPIS, BORIS, ROPIS, etc.
Seller types:
Multi-location/multi-channel
Multi-business
UX:
Dashboard with varying levels of access
Navigation elements - filters
Data representation for top selling scenarios, including omni-channel scenarios: BOPIS, BORIS, ROPIS, etc.
Persona
Persona
🧛
🧛
Owns Yum Brands LLC for Taco Bell, KFC
Owns Yum Brands LLC for Taco Bell, KFC
Yuri
Yuri
🦸🏻♀️
🦸🏻♀️
Managing Partner for Taco Bell -- not Yum Brands LLC.
Managing Partner for Taco Bell -- not Yum Brands LLC.
Tobias
Tobias
👧🏻
👧🏻
Managing Partner for Pizza Hut -- not Yum Brands LLC.
Managing Partner for Pizza Hut -- not Yum Brands LLC.
Katrina
Katrina
👨🦳
👨🦳
Store Manager at Pizza Hut @ Santa Clara.
Store Manager at Pizza Hut @ Santa Clara.
Silas
Silas
Manage
Manage
Own
Own
Own
Own
👧🏻
👧🏻
Katrina
Katrina
🧛
🧛
Yuri
Yuri
🦸🏻♀️
🦸🏻♀️
Tobias
Tobias
👨🦳
👨🦳
Silas
Silas
Manage
Manage
UX Model of store management
UX Model of store management
Role
Role
Brands Overall Owner
Brands Overall Owner
Sub Brand Owner
Sub Brand Owner
Store Manager
Store Manager
Allowed ✅
Allowed ✅
Access all brand data- View aggregated reports- Manage all products & billing
Access all brand data- View aggregated reports- Manage all products & billing
Access specific brand data- View brand-wide reports- Manage brand products & billing
Access specific brand data- View brand-wide reports- Manage brand products & billing
Access assigned store data- View store metrics- Manage daily store ops
Access assigned store data- View store metrics- Manage daily store ops
Not Allowed ❌
Not Allowed ❌
Full access (no restrictions)
Full access (no restrictions)
Cannot access other brands
Cannot access other brands
No other stores’ data- No billing/products- No brand/LLC settings
No other stores’ data- No billing/products- No brand/LLC settings
Research questions
Research questions
Proposal
Proposal
All Locations
All Locations
Taco Bell Santa Clara
Taco Bell Santa Clara
Taco Bell Cupertino
Taco Bell Cupertino
Taco Bell Palo Alto
Taco Bell Palo Alto
All Locations
All Locations
All Sales Channels
All Sales Channels
In-Person
In-Person
Online Store
Online Store
Amazon
Amazon
All Sales Channels
All Sales Channels
2.
2.
Pros
Allow multiple items to be selected in one filter for more flexible viewing.
Cons
“All Sals Channels” and “All Locations” can be confusing.
Pros
Allow multiple items to be selected in one filter for more flexible viewing.
Cons
“All Sals Channels” and “All Locations” can be confusing.
All Locations
All Locations
Taco Bell Santa Clara
Taco Bell Santa Clara
Taco Bell Cupertino
Taco Bell Cupertino
Taco Bell Palo Alto
Taco Bell Palo Alto
Warehouse #628
Warehouse #628
All Locations
All Locations
All Sales Channels
All Sales Channels
In Person
In Person
Online Store
Online Store
All Sales Channels
All Sales Channels
1.
1.
Pros
Allow location selection for clearer categorization.
Cons
Not able to compare multi select in one filter.
Pros
Allow location selection for clearer categorization.
Cons
Not able to compare multi select in one filter.
3.
3.
Pros
Clear for users to understand.
Cons
Takes up more space.
Feels heavy for users who just want quick switching.
Pros
Clear for users to understand.
Cons
Takes up more space.
Feels heavy for users who just want quick switching.
About filter
About filter
Taco Bell Santa Clara
Taco Bell Santa Clara
Taco Bell Cupertino
Taco Bell Cupertino
Taco Bell Palo Alto
Taco Bell Palo Alto
Online Store
Online Store
All Channels
All Channels
All Sales Channels
All Sales Channels
Pros
Simple and intuitive, easy to understand
Cons
Only allows one selection at a time, requires frequent switching
Not suitable for multi-selection or complex filtering
Pros
Simple and intuitive, easy to understand
Cons
Only allows one selection at a time, requires frequent switching
Not suitable for multi-selection or complex filtering
Low-fidelity model
Low-fidelity model
Owner
Owner
🧛
🧛
Owns Yum Brands LLC for Taco Bell, KFC
Owns Yum Brands LLC for Taco Bell, KFC
Yuri
Yuri
Manager
Manager
🦸🏻♀️
🦸🏻♀️
Managing Partner for Taco Bell -- not Yum Brands LLC.
Managing Partner for Taco Bell -- not Yum Brands LLC.
Tobias
Tobias
👧🏻
👧🏻
Managing Partner for Pizza Hut -- not Yum Brands LLC.
Managing Partner for Pizza Hut -- not Yum Brands LLC.
Katrina
Katrina
👨🦳
👨🦳
Store Manager at Pizza Hut @ Santa Clara.
Store Manager at Pizza Hut @ Santa Clara.
Silas
Silas
Primary Research
Primary Research
Method
Concept validation tests:
Test 1: Multi-location/multi-channel business-level dashboard with metrics, data viz. and filtering.
Test 2: Multi-business dashboard with cross-brand metrics and data viz
Participants
4 SMBs (Construction, Retail, Pharma), mix of multi-business and single-business owners
6 SMBs (Retail, Services), mix of multi-location & multi-business owners.
10 Participants
10 Participants
Final Outcome
Final Outcome
Insights
Insights
Pay Online → Pickup In Store
Majority consider “sale” at payment.
Pay Online → Pickup In Store
Majority consider “sale” at payment.
Moment of “Sale”
Moment of “Sale”
“Sales Channel”
“Sales Channel”
Majority: “Sale” at payment.
1 defers to fulfillment for “completeness.”
Majority: “Sale” at payment.
1 defers to fulfillment for “completeness.”
Sales channel is confusing. Many defaulted to “both” instead of one origin.
Sales channel is confusing. Many defaulted to “both” instead of one origin.
“Sale happens when money exchanges hands.”
“Sale happens when money exchanges hands.”
“It’s Santa Clara store because that’s where the service was.”
“It’s Santa Clara store because that’s where the service was.”
Order & pay online
Order & pay online
Pickup in person
Pickup in person
Order Online → Pay In Store
Unpaid order is not a “sale”.
Order source ≠ “sales channel”.
Order Online → Pay In Store
Unpaid order is not a “sale”.
Order source ≠ “sales channel”.
“Sale happens when money exchanges”
“Sale happens when money exchanges”
“An order without payment isn’t a sale.”
“An order without payment isn’t a sale.”
Order online (no payment)
Order online (no payment)
Pay + Pickup in person
Pay + Pickup in person
Majority equate sale to act of payment. None consider the act of placing order online, without payment, as sufficient to treat as sale or online store as sales channel.
“Sales channel” as a concept is hard for people to relate strictly with the act of “ordering” or “paying”, even as everyone said sale = payment. People gravitated towards choosing “both online/in-person” for unpaid orders paid/picked up in store.
Majority equate sale to act of payment. None consider the act of placing order online, without payment, as sufficient to treat as sale or online store as sales channel.
“Sales channel” as a concept is hard for people to relate strictly with the act of “ordering” or “paying”, even as everyone said sale = payment. People gravitated towards choosing “both online/in-person” for unpaid orders paid/picked up in store.
Insight
Insight
“Sales Channel”
“Sales Channel”
Moment of “Sale”
Moment of “Sale”
$25 should be reported as “sale” as soon as customers pays online. (7)
$25 should be reported as “sale” as soon as customers pays online. (7)
$25 should be reported as “sale” upon fulfillment (pickup) in Santa Clara. (3)
$25 should be reported as “sale” upon fulfillment (pickup) in Santa Clara. (3)
Both in-person and online (5)
Both in-person and online (5)
Online / online store (3)
Online / online store (3)
In-person / In-store (1)
In-person / In-store (1)
Santa Clara location (1)
Santa Clara location (1)
Upon payment in-store (6)
Upon payment in-store (6)
Upon fulfillment (pickup) in Santa Clara (2)
Upon fulfillment (pickup) in Santa Clara (2)
None of them → provide your answer (2)
None of them → provide your answer (2)
Both in-person and online (4)
Both in-person and online (4)
In-person / In-store (2)
In-person / In-store (2)
None → provide your answer (1)
None → provide your answer (1)
Prototype Test
Prototype Test
Test 1
Multi-channel Dashboard
Test 1
Multi-channel Dashboard
Features:
Separate locations & sales channels.
Filtering of data based on locations and sales channels.
Data viz. and metrics to support filtering and comparison.
Test tasks:
Comprehension of data.
Single location data.
Online sales for a location.
Location comparison
Features:
Separate locations & sales channels.
Filtering of data based on locations and sales channels.
Data viz. and metrics to support filtering and comparison.
Test tasks:
Comprehension of data.
Single location data.
Online sales for a location.
Location comparison
The current filter is not suitable for several reasons.
Clicking on the chart would be more convenient.
The current filter is not suitable for several reasons.
Clicking on the chart would be more convenient.
Insights
Insights
Pros
Clear for users to understand.
Cons
Takes up more space.
Feels heavy for users who just want quick switching.
Pros
Clear for users to understand.
Cons
Takes up more space.
Feels heavy for users who just want quick switching.
Filters
Filters
Which locations do you want to see metrics for?
Which locations do you want to see metrics for?
All Locations
All Locations
Santa Clara
Santa Clara
Cupertino
Cupertino
Palo Alto
Palo Alto
Which sales channels do you want to see metrics for?
Which sales channels do you want to see metrics for?
All Sales Channels
All Sales Channels
In-Person
In-Person
Online Store
Online Store
Apply filters
Apply filters
Cancel
Cancel
Pros
All filters visible in one panel → easier overview. Works more like a configuration, convenient for users who don’t need to switch often.
Easily accommodates future filters (e.g., date range, store type) and supports responsive design and accessibility.
Supports a “set → apply → review” workflow, aligning better with how users perform multi-condition data analysis than instant dropdown changes.
Pros
All filters visible in one panel → easier overview. Works more like a configuration, convenient for users who don’t need to switch often.
Easily accommodates future filters (e.g., date range, store type) and supports responsive design and accessibility.
Supports a “set → apply → review” workflow, aligning better with how users perform multi-condition data analysis than instant dropdown changes.
Key Questions
How do we define different terms such as “sales,” “sales channels,” etc.?
How do users comprehend the dashboard? Do they find it easy to use?
Key Questions
How do we define different terms such as “sales,” “sales channels,” etc.?
How do users comprehend the dashboard? Do they find it easy to use?