Tattle SaaS Feature Development
Providing restaurants with valuable data and insights to optimize their menus
Implementing a whole new way of working, while improving Tattle’s sales funnel.
Overview
Tattle is a Customer Experience Improvement (CXI) platform designed for the hospitality industry that helps restaurants aggregate and collect, actionable feedback data through automated surveys using integrations with POS systems, social platforms, loyalty programs etc. Tattle powers operational improvements for industry leaders such as MOD Pizza, Chili’s, Blaze Pizza, Hooters and many more.
2023
Company Type
Software Company, Start-Up
Platform
SaaS Web App
Frameworks
• Vuetify
• eCharts
Research and Design Timeline
4 Weeks
Role
Lead Product Designer, Tattle Inc.
Team
Alex Beltrani, CEO - Tattle
Anthony Asciutto, VP of Engineering and Product Manager - Tattle
Alex Kuzmanoff, Head of Analytics - Tattle
Isabella Jiao, Head of Marketing - Tattle
Ashley Funicelli, Head of Customer Success - Tattle
Brian Schwarzkopf, Lead Engineer - Tattle
Chris McLennan, Hugo Rabelo, Samantha Tamburri, Kaue Bernardi, Engineering Team - Tattle
Problem
Today’s merchants don’t have the data needed to optimize their menu or Limited Time Offers (LTOs). They don’t understand how a specific menu item or category of items is performing overtime.
Solution
We want to provide users with a dashboard to investigate the success of any menu item, utilizing existing concepts and known data points.
Discovery
Our discovery sessions consisted of both knowledge transfer and unearthing user needs. This process helped us understand where are gaps were so we could continue defining our solution and create a strategic path forward.
• 6 User Interviews
• Document Uptake
• 3 Stakeholder Workshop
How might I understand how an item performs during a specific time of the day and day of the week?
“I feel like our chefs are lazy at night”
How might I know if a menu item or LTO is performing well or is under performing? And, should it be added or removed from our menu?
“I feel like our GM should have a way to gauge how customers are enjoying or not enjoying one of our products”
How might we help customers determine if they should have the same menu item in multiple channels or not?
“I feel like our menu is hard to execute for takeout and delivery. I feel like we shouldn’t have french fries on the take-out menu”
How Might We
We unearthed several user problems and we framed them as actionable “How might we” statements. That we paired with “I feel statements” collected from our users. This allowed us to stay focused on the user problems throughout our process.
Provide GMs the actionable insights needed to optimize crews and training.
Increase guest retention and grow loyalty = Increased satisfaction rates
Provide Global users with actionable insights for their culinary teams.
Increase food quality = Improved guest experiences
Identify menu short comings.
Find menu items that travel well = Improved guest experiences
User Goals
Ability to compare menu categories across multiple locations.
Insight into issues in specific locations = Decrease in churn
Increase inbound volume.
Improve the sales funnel and increase close rates = Increase in enterprise close rates vs mid-market
Improves sales efficiency; demo’s.
Bridge the gap between user goals and build stronger relationships by enabling CS and Sales with more tools and answers = Creation of a post MVP roadmap
Appeal to Marketing buyer persona.
Because payments for platform come out of the marketing budget = See Marketing users being added as users of our application
Increase check sizes.
Improve profitability = Increased foot traffic
Maximize available data and position ourselves as data experts.
Make a greater impact across our users restaurants = Increase in lead volume
Automate wherever possible.
Free up Tattle resources = Decrease CS team’s time spent reporting
Automate wherever possible.
Free up Tattle resources = Decrease CS team’s time spent reporting
Increase inbound volume.
Improve the sales funnel and increase close rates = Increase in enterprise close rates vs mid-market
Business Goals
Opportunities
-
Create charts and graphs that include thresholds. Provide percentages illustrating differences between the threshold and item data. So, users become dependent on the Tattle platform and our expertise so that we become sticky.
-
Create a menu tagging feature so users can compare menu categories across locations.
Allow for tagging throughout the app; survey’s etc.
-
Create a reorder rate chart and use that data point in other areas of the app to help provide more accurate insights.
Item Level Feedback
Usability Test
4 Tasks + 7 Users = Avg Success Rate 3.1%
Goals
• Determine if the filter pattern is intuitive and more efficient than the previous filter
• Understand if users will scroll to view the data
• Understand if the data we’re displaying provides users with enough insights to take action are helpful and impact their process
Immediate Recommendations
• Create an insights overview module at the top above charts and graphs; Avg OSAT Score, Order Frequency, lowest and highest
• Operational Category and lowest performing day of the week
and day part
• Change Operational Category to a dropdown vs a carousel
• Users didn’t like to scroll. Explore ways to combat that; back to top, vertical container toggle, sticky masthead, anchor links etc
Future Recommendations
• Display “why” based on AI keyword extraction from comments in survey’s
• Display list of comment with sentiments
• Add positive and negative word cloud
• Allow users to customize the data
• Create, run, export and print reports
Feedback
It’s really good! Love the channel and day part info, helps to see what products are problems on delivery!!
Scott Davis
President and Chief Concept Officer
Core Life Eatery
Happy Users
Working Smarter
Just got off a call with the Burgerville executive team… they were blown away and had an absolute field day with the Item Level Feedback Operational Categories by ordering channels. Very rarely ever do you see the executive team so engaged!
Alex Beltrani
CEO Tattle
NYC, NY
Outcome
Our platform will display the data restaurants need to confidently optimize their menus and LTOs. So they can maximize profits while digging deeper to better understand what their guests want and how to improve operations.