Insights and rewards for business and customers

Mulah Rewards is a SaaS that creates PoS devices for business to grow their overall sales while being able to track their own success metrics.

Client
Mulah Rewards
Services
UX/UI Design
Deliverables
Web Application
Web Mockup

The OVerview

About The Project

Mulah Rewards is a B2B SaaS software company that provides a seamless way for businesses to keep track of orders, customers, and sales all on one PoS platform.

This phase of the application focused on the usability for businesses, however Mulah Rewards also provides a customer base by incentivizing them to use the application through points from continued application use and birthdays.

The OVerview

Role

UX Design & Marketing
User Research, Interaction, Visual design, Prototyping & Testing

The Challenge

We were challenged in two ways: 

1. A way to easily allow customers to keep track of their loyalty rewards + birthday awards when they use the application to purchase items
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2. A way for businesses to manage customer orders, track finances, and incentivize customers to keep coming back

During Phase 1 we focused on the second challenge

The Problem

The clutter of paper orders, receipts, and no way of tracking their progress made businesses feel demotivated to progress as a business. With the challenge pinpointed I moved on to addressing our HMW statement:

How might we create an all-in-one system where it allows business to quickly and efficiently manage their customers while also having a dedicated cloud space to track insights to maximize their sales?

The Solution

The application needed to be easy to use, but also very clear for a user to understand what they were looking at. I leveraged the branding I put in place as a marketer in the company to create the overall design system.

Created a simplified PoS System that tracks and manages sale insights

When checking a customer out the interaction is made seamless to work with the current hardware Mulah offers

Track current orders on the screens in the kitchen to deliver orders in a timely manner

The Kickoff

User Interviews

While going through the initial rounds of user research and outreach within the marketing spectrum, I was able to talk to some of our beta customers. They were interested in using Mulah Rewards as a platform. One business said:

“I want people to notice my dessert restaurant, but I don’t have the time to do marketing while also managing all of the customer’s data, sales, keeping track of accounting. I want to focus on baking.” 

Secondary Research

While we knew that we were filling in for a user need, it was important to also understand the benefits of implementing this rewards system in order to obtain more of a selling point for business as we began pursuing partnerships. Citi Group did a study that found: 

86% of customers are more loyal to businesses that have a rewards program.

Ideation, ideation, ideation!

Finding Our Direction

After honing in on the need I was able to begin visualizing our solution of creating an application.

This flow highlighted how a user would go through the entire experience from insights to tracking orders

I wanted to take a deep dive into how a current order might show for the business. It was important to keep track of users order statuses.

Mid Fidelity Wireframes

However, after reviewing the initial designs with the stakeholders, we discovered some of the features would be out of scope due to lack of development funding. I reduced some of the features and interactions as we pushed into mid fidelity wireframes. We landed on a need for 6 menu items and minimal click-ins for the first phase.

It was important for me to understand the priority needs from the stakeholder and the necessary items that we couldn't remove within the overall flow

High-Fidelity Prototyping

Using the sketches and wireframes discoveries, I then was able to design the initial hi-fi prototype for testing. I used Figma to design the prototype because of the ease of making changes, gaining feedback when testing, and ease of developer hand-off.

Existing Orders Screen

Primary ordering screen

High-Fidelity Interviews & Testing

After the initial designing, I created a usability test script and ran a cognitive walkthrough with the application. I ran the qualitative test with 4 users across 1 day and was able to gather a lot of helpful feedback.

One user said, “What if I have customers who have allergies... How could they remove ingredients?”

another said, “I like the current order view, but my chefs have an iPad in the back, so I think they might want to see the items in the orders.”

The Finale

Time to Make Changes

With the new found information I was able to make some major changes to the screens to improve the overall the user's business goals.

While the initial (left one) worked in assumption. After gathering feedback, we knew this layout benefited the restaurant chefs because they could tell immediately what was in each order.

The initial (left one) could immediately add an order to cart which led to a lack of accessibility after speaking to a restaurant where they customizes their order. We added a layout that would solve the problem for picker eaters, allergies, etc.

High-Fidelity Mockups

Link to the web app>

The dashboard is the landing page for restaurant owners. It allows for them to see all high-level insights of how their store is performing.

The ordering system is meant to be easy for a cashier to use while accounting for less onboarding training cost.

The past transactions allows a business owner to track down orders that may have had issues for easy refund or cancel (planned for future phase)

I wanted to take a deep dive into the kitchen and how it was important for the chefs to keep track of each order.

What I learned & Success Metrics

Upon reflection, I learned the importance of scoping a project accurately, while keeping contraints in mind such as budgets, and timeline in mind while also addressing our user's need.

While the project turned out successful, we used these key measures of our success metric:

Successfully partnered with 150 restaurant with converting user's data to high fidelity prototype
Gained 2000 new website traffic on a monthly basis because of our partnership deals
Partnered with 10 new influencer which drove sales by 40% in 6 months.

Next Steps?

The next steps for the company was to develop a customer facing rewards system platform, where users could easily buy deals online, and claim promotions from the restaurants they like, and get birthday freebies to create a reward community.

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