Olo Wrapped
Overview
The Olo Wrapped Experience was a capstone project completed over a 10-week period during my Product Design Internship at Olo, a B2B SaaS company that provides digital ordering and delivery solutions for restaurants. The challenge was to propose and validate a new feature that would enhance customer engagement and brand loyalty.
As the sole designer on the team, I led the design efforts from ideation to prototype, conducted user research, and collaborated closely with product managers, engineers, and mentors to ensure the feature met both business and user needs.
My role
Product strategy User research Product design User testing Prototyping
The team
2 × product managers 1 × product designer 7 × engineers
Timeline
June 2024 - August 2024
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Challenge and Solution
The Challenge: Enhancing Customer Engagement and Loyalty
Restaurant brands are struggling to keep their top customers engaged.
With the top 20% of customers contributing approximately 60% of revenue, brands face significant pressure to maintain and boost customer engagement. As guest preferences increasingly lean towards personalized experiences, brands must find innovative ways to stay competitive.
The Opportunity: Leveraging Existing Data for Competitive Advantage
Olo's data holds the key to deeper customer connections.
Brands using Olo software already have access to valuable, insightful data. How might we utilize this data to enhance customer engagement, foster brand loyalty, and drive repeat business?
The Solution: Olo Wrapped Experience
A Personalized Celebration of Loyalty
Our solution is a feature that enables brands to send a personalized Wrapped experience to their most loyal customers. This feature showcases insights into each guest’s purchasing history, celebrating their loyalty while encouraging repeat business.
Driving Engagement Through AI-Powered Personalization
Unique Experiences for Every Customer
Leveraging AI capabilities, the Wrapped experience is uniquely tailored to each guest, ensuring that no two Wrapped experiences are the same. This personalization drives deeper engagement and boosts guest lifetime value.
Empowering Brands with B2B Controls
Customizable Insights and Design
Through integration with Olo's Engage platform, brands have full control over the appearance of their Wrapped experiences and the insights they wish to share. Powered by Olo’s data, the feature scales with the adoption of Olo products, providing brands with richer insights and more impactful customer interactions.
Process
Leading the 10-Week Product Design and Strategy
As the sole product designer on the team, I guided the Olo Wrapped Experience from concept to MVP within a 10-week timeline. Close collaboration with engineers and project management partners was integral to our success. Together, we ensured that every phase—from discovery to delivery—was aligned with our objectives.
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Outcome
Strong Reception and Future Potential
MVP and Proof of Concept
The 10-week project timeline focused on delivering an MVP and a proof of concept for the Olo Wrapped Experience. Upon presenting the project to the company, it garnered significant interest and excitement from stakeholders, signaling strong potential for further development and investment.
Future OKRs for Full Implementation
Should the project receive additional investment, the following OKRs would be used to measure success:
- Become the Hospitality Digital Platform Leader
- Achieve 7,000 Wrapped shares via social media.
- Boost Guest Lifetime Value (GLV) by 15%.
- Boost Customer Engagement
- Achieve 20,000 Wrapped emails sent.
- Aim for 10% of Engage brands using the Wrapped feature.
- Support Brand Marketing Efforts
- Boost brand marketing productivity by 50%.
- Increase Net Promoter Score (NPS) by 5%.
Takeaways
Early Collaboration with Engineers and Product Managers
Collaborating early with engineers and product managers was crucial, given the tight timeline. With only one sprint allocated for engineers to build the MVP, aligning on goals and priorities from the start ensured that the project stayed on track and met its objectives.
The Value of Early User Testing and Design Critiques
Conducting user testing early in the process helped us quickly identify what was working and what needed improvement. The design critique then further clarified and enhanced the user experience, allowing us to iterate effectively and deliver a more polished product.
Next Steps
Moving Forward with Olo Wrapped Experience
Gathering Brand Feedback
Collecting detailed feedback from brands that would utilize the Wrapped feature is the next critical step. Understanding their needs and preferences will help refine the product, ensuring it aligns with brand goals and enhances customer engagement.
Testing MVP with Users
Conducting thorough user testing of the MVP will be essential to validate the feature's effectiveness in a real-world context. This testing will help identify any usability issues, gather user reactions, and provide insights that will guide further iterations and improvements.