Guest Profile:
Smarter Data,
Better Outreach
Redesigned the Guest Profile for a restaurant CRM to turn scattered data into a clear, actionable view of each diner. The result? Easier decision-making for operators and a 17% boost in targeted outreach effectiveness.
Introduction
Users were not utilizing guest profiles
There was an existing profile design that was passed down, however, our users barely use it. We know from the customer success team that the primary use case is for troubleshooting, ex: if a diner complains while dining, the server/ marketer can immediately send out an offer to drive re-visit.
Before vs. After
There were many challenges to this re-design, aside from the lack of hierarchy, is how to establish trust with users, to encourage even more usage. The profile aggregated from various sources, as well as user input data from servers or marketers.
I introduced the split tab/ screen design, grouping data that is pulled into the Insight tab, the Notes tab includes server input string notes. After the re-design, users are able to get a high-level picture of the guest very quicky by the introduction of the split panel design.
-------------------------------------Before-------------------------------------
-------------------------------------After -------------------------------------
Problems to Solve
Low affordance/ hierarchy
The current design doesn’t encourage interaction, when everything is of equal importance, users don't know where to start.
Unclear Data Source
The profile aggregate data from various partners such as POS, reservation platforms. It would encourage usage if user know the data is correct, and builds user trus
Lack of consideration of user enviroment
Restaurants are designed to be fast-moving spaces. Servers need to be able to access profiles on their tablet or mobile phones.
Solving for problem 1: Low affordance/ hierarchy
Solution: Read only vs. active states
Previously it was unclear which field is set up for input, everything looked like it was read only, We made sure to include read only state vs. active state for the text field. Also including copies that state incentive for the waiter, i.e: earn guest’s trust equals more gratuity
Solution: Tooltips for Clarification
As mentioned, one of the big aspects of redesigns is the introduction of split tabs between Insights vs. Notes. To promote usage, user needs to know how information is grouped, so we included tooltips for clarification.
Solving for problem 2: Unclear data source
Solution: Clear Grouping of Data Type
Separating data into split tabs, then subtabs, so the user can get a clear picture of the information grouping.
Solution: Clear label of who/ what / where the data is coming from
-------------------------------------------Labeling of major data sources -------------------------------------------
-----------------------------------Labeling of who and when wrote the notes -----------------------------------------
Solving for problem 3: Lack of consideration of user enviroment
Solution: Mobile First Approach
As told by customer success team, the primary use case for guest profiles is for troubleshooting. For example, if a guest complains in a restaurant, as server will go into the profile, first to make a note, and send an offer to get them to come back for second visit.
Anyone who has been to a sit down restaurant knows servers primarily use tablets, so it is important to address that.
Although the other core products within the ecosystem, like the CRM dashboard, is primarily desktop application, this is an instance where we made sure we have tablet/ mobile view, and made sure icons have touch target clearance.
Solution: Design for Quick Absorption
In a fast-moving environment, servers need to be able to scan the profile and get a high-level overview of a guest.
I made sure to include a summaries subtab under Insights and Notes, so users like servers or matre'd can quickly scan the profile to get a quick overview of who the guest is.
-------------------------------------------Summaries Sub-tabs -------------------------------------------
-------------------------------------------Responsive Tab Behavior -----------------------------------------
User needs to be able to navigate not only between summaries and tabs they are reading.
With this consideration i mind, I include text flooding behavior that let user determine the width of the each column by simply dragging.
As well as the split/ single screen design that let user toggle between insights and summary.
