Image: Concept Design
Promoted Placement
Performance
A tool that lives on the partner side of the Just Eat product.
It gives restaurants the opportunity to feature at the top of the search results on the Just Eat site & app.
Eligible restaurants have the ability to choose the area(s) they would like to appear as a ‘promoted’ restaurant, and set a weekly budget per area.
They are charged with a ‘Cost per Click’ model.
What
Restaurants do not have insights of how their PP are performing. They can’t see any data around the impressions, clicks, conversions etc from their PP
Therefore users do not see the full value of the feature, and how it can help their business
They also can’t make informed decisions on their promotion settings in order to improve the performance
Low trust on the brand
Problems
“I want to know how much each click has cost me. At the moment I have to do so many calculations, too many, if I know my average orders is £20, a new customer cost me a £1, I can live with that.”
“I want to see which orders have come as a result of Promoted Placement. Is it bringing me in orders? That’s key.”
“I don’t know how legitimate it is.”
Lead design of the project
Discovery alongside researcher
Run quan and qual reasearches
Organise and prioritise
Collaborate with other squads within the company
Collaborate with researcher, copy writer, engineers, within the cross-functional team
My Role
Stakeholder management
Facilitate workshops
Set up vision
UX + UI design
Prototyping
Testing
Process
First round research
Partner with our researcher, we sent out surveys and conducted initial user interviews.
All quan and qual research findings matched perfectly to our problem statement and assumptions.
Set up a North Start that helps the team visualise the ideal future
North Star
Workshop
From the very beginning, it is essential to involve the cross-functional team to ensure visibility, foster knowledge sharing and understanding.
To achieve this, we align expectations and goals, define the scope of the project, state assumptions, and encourage initial idea sketching. Additionally, we collect questions and engage in discussions about potential solutions. For instance, we explore what data points we can and should display to enhance the project’s success.
Empathy & User Journey Map
Based on Just Eat existing Restaurant persona, I summarised what we think users see, feel, think and do. And mapping out the ideal user journey with improved PP.
This is so we put ourselves in users shoes, in order to create the best tool we can for them.
Define
After consolidating all useful info I have gathered prior to this point, I was then able to define the Hypotheses and Goals with clarity.
Whilst we knew that sharing useful data with our restaurant partners is very important, it will benefit both the business and our users. However, it is also crucial to be able to prioritise well at this stage, and clearly communicate data with our (some not so tech savy) users, and eliminate the risk of confusion.
So I grouped the data points available, for clarity, from importance and usefulness point of view. As well as laid out the future stages of the bigger project.
Competitors Analysis
I conducted a direct competitors and an indirect competitors analysis to work out the pros and cons of different approaches to similar problems to what we are trying to solve. I was able to learn, take inspiration and avoid certain elements from doing this exercise.
For example, thumb up for clear UI and language, a thumb down for jargons such as ‘ROI’ or ‘ROAS’ - our personas wouldn’t know what they are, so we will avoid these as much as possible.
Wireframe + Usability testing
Bring low-fi wireframe into usertesting.com to gain initial insights on how well my ideas work from usability point of view.
With a quick fix they are ready to go into the lab.
Lab research - Co-design
After fixing those small usability issues, I then brought the prototype into a lab, and shared it with our restaurant users.
We had fantastic feedback from them in terms of the concept, information and how it works.
Although most feedback was positive, I was also able to gather useful insights on how to improve the prototype. For example, partners would like to see more helpful suggestions from JE in terms of how they should manage the promotion in an area. Whilst this is super important and we will absolutely work on that, it was currently out of scope. So we marked it onto the next stage of the project, aim to launch with the version one ASAP.
UI Workshop & Initial Design
One of the challenges of this project is that ‘Data Visualisation’ would be used across the whole platform. As a company, we were also going through a stage or merger and rebranding.
Therefore I wanted to make sure that we have certain level of consistency and the UI caters for different needs across the board. So I gathered a few designers from different squads to each represent an area of their product, and ran an UI workshop focusing on Data Visualisation.
We were able to test ideas, talk about needs, share inspirations, and form some initial solutions that would benefit different product teams.
Final Designs
We launched with an MVP to measure initial impact and gather feedback. Meanwhile we continue to work on improving the consistency, brand elements, and impact of the UI.
Results
6th Most visited page /5000+
1.8 Each restaurant ID visit per week
2,515 Average daily visits since launch
“Not sure how we managed all that time without it. It’s tremendously helpful!”
“Improved Promoted Placement Performance area is landing fantastically with restaurant partners.”
Future
This project doesn’t stop here. We still have iterations of improvements to do. While we continuously measure how users are using the Performance tool, we also aim to move onto the next goals:
Understand and provide a helpful rating system
Provide guidance on how users can improve their business with PP
Include more helpful graphs
Empower our users with more control - improve on the ‘Manage’ tool
Include a interactive map
Integrate with the new brand
Create more up-sell opportunities
Eco system of Marketing