Protected: Usability Improve

INTRODUCTION

Role

• Role: Sr. Product Designer
• Company: Rappi
• Team: B2B • Merchants Onboarding
• Country: Global (9 Countries)

Challenge

High conversion drop-offs in the menu setup and document upload steps due to fragmented experiences, technical inefficiencies, and unclear instructions, delaying merchant activation.

Solution

Led discovery research, defined a new roadmap, and redesigned the onboarding journey by improving document validation, optimizing menu setup, and addressing technical issues, creating a seamless experience.

Impact

• E2E Conversion: Increased by 53.4%.
• Verified Leads: Increased by 135.4%.
• Catalog Completion: Improved by 11.5%.

DISCOVERY

Map problems

I conducted thorough product testing, meticulously mapping each screen to identify issues. Problems were categorized into three tiers based on severity: low, medium, and high impact. This classification helped prioritize addressing issues affecting user experience.

Impact vs Effort

So I conducted a workshop with the Product and Tech teams, during which we began creating an Impact vs Effort Matrix to prioritize the primary issues and outline our roadmap.

Initially, our focus was on tackling high-impact problems, given the sheer quantity of issues we identified: 144.

144

Issues to
improve

LOW IMPACT 30%
MEDIUM IMPACT 34%
HIGH IMPACT 37%

WHERE

In High
Impact

55 ISSUES

33 TECHNICAL ISSUES

60% FROM HIGH IMPACT

22 DESIGN ISSUES

40% FROM HIGH IMPACT

DEFINITION

Building upon the insights uncovered during the discovery phase, I have strategically segmented the solutions into distinct packages. This approach allows for the incremental delivery of value, honing in on pivotal stages where conversion rates are most adversely impacted. By concentrating our efforts on these critical junctures, we maximize our capacity to deliver tangible benefits efficiently and effectively.

SO I DIVIDED HIGH IMPACT INTO A​

3 Packs of Solution​​

Pack 1

DELIVERED

Types of Menu – Improves
Manual Menu – Category / Product / Toppings / Products Counter / Commission calculator

Pack 2

DEVELOPING

Sign Up + Email – Preview of Necessary Items by Country
Email – Partner registered
Summary – Change Structure

Pack 3

TO DEVELOP

Documents – Instructions for mobile + Instructions for Digital Docs + Skeleton loading + PDF upload
Menu (link) – Improve Instructions

IDEATION

During this phase, I initiated the creation of navigation flows while concurrently organizing a Design Critiques Workshop involving all Product Designers. This collaborative session served as a platform to present proposals and gather extensive feedback.

PACK 1

Design Critiques

I did a study to see what was the best flow, because the old one was so confusing, too long and didn’t have a continuous structure.

So I took this theme to a Design Critiques and all design team helped us to choose the best and more efficiently flow.

HANDOFF AND LIBRARY

Project Handoff

I’ve honed a handoff process to support the DEV Team efficiently. By aligning with the tech team and creating detailed Figma designs with explanatory notes, we streamline communication and eliminate the need for excessive clarification calls. This approach enhances the effectiveness of the dev team.

Local Library

To enhance efficiency for a team with a basic, fragmented design system, I developed a local library. After converting it into a team component and publishing it for reuse across projects within the vertical, organizing, reusing, and creating new components became much easier.

FINAL SOLUTION

The concept behind the final solution was not to undergo a complete overhaul, as such a large-scale revamp could consume several months due to the intricacies of technological and design processes. Therefore, our approach was to prioritize resolving technical bugs that did not require design intervention. We aimed to rectify functionalities that were intended to work but were malfunctioning.

On the design front, our focus was on enhancing usability by implementing basic improvements such as making buttons more accessible, ensuring a seamless flow throughout the platform, maintaining clean and uncluttered page layouts, and streamlining complexity by aligning with prevailing market standards.

Given that 50% of our users access the platform via mobile devices, we placed particular emphasis on optimizing the mobile experience. Additionally, we aimed to guide users more effectively by incorporating progress indicators and clear instructions to enhance the overall user journey.

DESKTOP VERSION | PACK 1

OLD FLOW

NEW FLOW

MOBILE VERSION | PACK 1

Hierarchy Improvements

Revamping the menu selection page UI, I reorganized its hierarchy to enhance usability, addressing clutter and inefficiency. I introduced a help bar with PDF contents and an online call option for partner assistance, along with a step-by-step video guide for menu registration, streamlining user support.

Guided
Menu Creation

To assist users, I created guides to ensure menu approval by specifying the minimum required products and suggesting optimal quantities for better sales. Additionally, I implemented a guided process for creating categories and products, including an empty state indicator to prompt users to begin setting up their menu.

Category Creation

The old menu’s category creation was cluttered and confusing, featuring disconnected elements and non-standard practices like input fields within dropdown menus.

I standardized the process by redesigning both category and product creation interfaces to share a full-screen UI pattern. Now, selecting a custom category prompts a text input field below the dropdown, ensuring a streamlined user experience.

Product Creation

The previous product creation process was convoluted, with issues such as single-step pricing and malfunctioning inputs. Placeholder text and disappearing buttons during scrolling added to the confusion. In the updated version, we streamlined the process, reducing steps, adding clarity with tips and icons, and introducing a requested feature to calculate Rappi’s commission and the restaurant’s earnings.

Complements
and Final Catalog

Previously, users navigated through multiple pages with no clear progression, needing to backtrack step by step. To streamline the process, I consolidated it onto one page, dynamically revealing elements and providing a visible stepper and final button for clarity.

In the final catalog version, unnecessary information was removed, resulting in a simpler, more focused catalog design with an added final button for easy submission.

Pack 1

Solution Live View

This version I did a new flow, inserting a product counter, live support above the menu, a lot of instructions on the category, product and toppings creation and offer to users consistent steps with visibility where they will always have vision about which step of the flow they are at and how to proceed to the next step.

USABILITY TEST

To ensure the effectiveness of our enhancements, we conducted a comprehensive usability test involving Brazilian and Spanish-speaking restaurants. We engaged with 5 users from Brazil, Colombia, and Mexico to gauge the performance of our redesigned manual menu experience in each respective country.

Through this testing phase, we identified several areas for improvement, such as refining the grouping of complements and rebranding “toppings” to “complements,” among other critical points.

RESULTS

By focusing solely on delivering Pack 1, we exceeded our menu conversion targets and approached our end-to-end conversion goal, with only 2 additional Packs remaining.

While the project has been completed and achieved all metrics, it underwent division and transformation into other initiatives as per the evolving needs of the company during development.

Nevertheless, it serves as a valuable reference, showcasing my process from inception to conclusion and the positive outcomes derived from crafting optimal solutions for the given scenario.

View Project

Protected: Research – Early Success

INTRODUCTION

Role

• Role: Sr. Product Designer
• Company: Rappi
• Team: B2B • Partner Growth
• Country: Global (9 Countries)

Challenge

Many partners struggled to achieve Priority Partner (P.P.) status within 30 days, failing to meet sales milestones due to process barriers and unclear guidance, impacting partner retention and business growth.

Solution

Conducted in-depth research, identified key conversion blockers, and designed targeted strategies to optimize the onboarding journey, improve guidance, and remove friction.

Findings

• Unclear Instructions: Needed better guidance.
• Process Gaps: Lacked step-by-step support.
• Visuals Needed: Shifted to videos and icons.
• Error Handling: Improved troubleshooting.

METHODOLOGY

Preparation

Duration: 30 minute session to gather in-depth responses without overburdening participants.

Question Set: Tailoring questions for partners and priority partners allows for more nuanced and relevant insights based on each group’s experiences.

Recruitment: The use of WhatsApp facilitates higher response rates and engagement.

Interviews

Partners: The methodology includes interviewing both priority and normal partners to understand their respective experiences and challenges.

Geographical Distribution: Including participants from Colombia, Mexico, and Brazil gives your research a regional perspective, adding depth to your analysis of different markets.

FINDING AND INSIGHTS

Problem Quantity

When comparing partners and priority partners across countries, I found that priority partners consistently faced fewer issues. I continued my investigation to understand why priority partners experienced fewer difficulties and performed better overall.

Positive Feedbacks

In another perspective, when considering positive feedback, priority partners had a highly favorable impression of the process, while regular partners found little to appreciate in their experience. This created a significant gap between the two groups. It became clear that the experiences of the two groups were markedly different.

Main Problems

Before comparing regular and priority partners, I found that the main issues stemmed from users lacking proper instructions or guidance throughout the process. Additionally, they faced a lack of support, which, combined with technical difficulties and complex user experiences, led to significant problems in communication.

Top 1 Problems – User Quotes

Looking for the main problem details, we can see users’ comments such as the need for improved guidance, support, and user experience throughout various aspects of the process, including onboarding, operations, and promotions. Users face difficulties due to a lack of clear instructions and personalized assistance, resulting in confusion and a lack of understanding in key areas. This hampers their ability to effectively utilize the service and reach their goals. Enhancing support, clarity, and ease of use could significantly improve the overall user experience and success of the venture.

Lack of accompaniment to guide the restaurant

“We aim to address the high demand for diverse cuisines in the tourist zone of Cartagena, where restaurant options are limited. Seeking support to develop a well-planned project, we want to avoid uncertainties and ensure the success of our venture.”

Sushi poke

Even with support is hard to understand toppings

“I spoke directly with her, because what was explained, I did not understand. I didn’t even understand what Angélica told me either, but I saw that other companies had those options.”

Kaffy Bakery

Could have an advisor in entire process

“Would be good if there is an advisor who instructs you on the entire process as such.

….No? At least when one is completely new to training.”

Mangos y Micheladas

Menu quality made without instructions

“We believe that it is good and attractive, but it is our vision, it was not through anything that people read or received information.”

Lelis Burger e Garage

Rappi does not have video instructions for register

“Switching from Rappi to iFood, I found iFood’s registration more intuitive and smoother. iFood’s video guidance made the process easier, unlike Rappi, which lacked such assistance, causing more difficulty.”

Iceberg Sorvete na Chapa

Promotions could have an options guide/instructions

“No, as I told you, I still need to go deeper into promotions, manage them better, get the most out of them. What promotion can best suit my restaurant? It is in this sense that I need more information to apply the most appropriate promotion in the restaurant.”

Postres Dulces

No idea about the difference: Portal x Allies

“I actually didn’t quite understand. I think that’s why I was a little confused about being able to login directly from the company and through partners. By intuition, I thought that partners have like..for customers, like, like I’m going to buy.”

Iceberg Sorvete na Chapa

Menu manual was not the best option for me

“No, everything is fine… to go up, he gave me two options, either a technician or me directly, I said: I have everything directly, but I don’t do it myself? Yeah. But I think that the ideal would have Deep bet er or professional people to do it.”

El Pollo Villa Rosticeria

Problems per Objective

When I shifted focus to our objectives, I discovered that availability and menu quality were the most problematic aspects of our process, with 7 out of 10 users encountering difficulties in these areas.

Priority Partners Advantages

Upon exploring why priority partners have more advantages, I found that their size and profitability enabled them to receive personalized support during registration, making the process easier. Many were part of Rappi’s Class program, gaining guidance and knowledge about the online market. These larger restaurants’ familiarity with online platforms contrasted with regular partners, who often struggled due to lack of experience.

CONCLUSION

Why Partners are not converting to
Priority Partners on their first 30 days?​

Individual interviews revealed that users face challenges due to inadequate guidance and unclear instructions on how to effectively navigate and utilize the platforms. Users also struggle with a limited understanding of platform functionalities and find the overall experience to be unnecessarily complex.

To improve the user experience, platforms should provide enhanced guidance through comprehensive onboarding resources, including video tutorials, interactive walkthroughs, and clear, structured documentation. Additionally, platforms should offer intuitive, user-friendly interfaces with accessible information and straightforward solutions for common issues.

By implementing these changes, platforms can help users better understand and engage with available features, ultimately increasing conversions to priority partners.

OUTCOMES

Based on our research conclusions, the next steps for designing a solution should focus on enhancing the user experience through improved guidance and support. This includes providing clear, step-by-step instructions, guided processes, and engaging video tutorials. Additionally, offering clear error resolutions and incorporating visual elements such as diagrams and icons will improve understanding. These strategies can streamline the user experience and facilitate the transition from regular to priority partners.

Instructions
need to be more
clear and detailed

Insert
instructions
in all steps

Create
a guided
process

Change
text explanation
by videos

Show
error solution
for users

Use visual
elements to
explain better

View Project