Group Tabs

SaaS

SaaS

SaaS

Web

Web

Web

The Project

The Project

The Project

How might we simplify the process of ordering and paying for multiple rounds, for one or many people?

The Team

The Team

The Team

1 Product Manager

1 UX Researcher

1 Product Designer

2 Front-end Developers

The Tools

The Tools

The Tools

Figma

Launch Darkly

After Effects

Lottie

Gleanly

MOBI is a SAAS company that primarily enables its clients to order digitally through a white labelled store front. The company is a B2B2C where they aren’t typically known to their users as their store fronts are usually under the guise of its clients branding. One of MOBI’s mainline products ‘Table Ordering’ saw large uptake during the pandemic due to the low contact nature of the experience. The ‘Tabs’ product is a follow-on from Table Ordering where myself and the team were tasked with digitising and streamlining the process of starting and using a tab.For this project I lead the UI and experience design of the Tabs product. Much of the initial discovery, market research, scoping & client interviews had been undertaken by the product manager in my team.

Main Tasks

Main Tasks

Main Tasks

Interface and experience

User research interviews

Motion & interaction

A/B Testing

User Testing

Problems Being Solved

Problems Being Solved

Problems Being Solved

In-venue recurring orders

Paying for group orders

Fixed merchant fees

Problems Solved For

Problems Solved For

Problems Solved For

Corporate Groups

Casual Groups

Families

Increase in Average Order Value

Increase in Average Order Value

↑ 12.4%

Increase in users ordering more than once

Increase in users ordering more than once

↑ 23%

Design Process

Timeline

User Journeys & Wireframes

  • Group Tab Owner: The user owns and distributes the join code to the group

  • Group Tab Joiner: The user who will place orders through the owners account

  • Group Tab Owner: The user owns and distributes the join code to the group

  • Group Tab Joiner: The user who will place orders through the owners account

Crit Session

Key insights to come from the critique:

  • Can joiners join multiple tabs at a time?

  • Strategically pick a default tab limit

  • Logging of the average value consumers set as a tab amount

  • Do we have the “tab balance” or “how much is left”?

Usability tests & interviews

Once we had a working prototype, myself and the product manager went onsite to one of our clients to conduct usability tests as well as a post test.
‍
Objectives

  • Uncover friction in current & proposed flows so they may be improved upon

  • Determine if UI elements are harming the experience

  • What level of detail do users need to feel more comfortable using Tabs

  • How does MOBI best explain key aspects of the Tabs experience

Beta & AB Testing

In response to these results we ran an AB test where we omitted the screen that we suspected was causing the issue. As a result we found that:
‍
Without the Omission
65.4% of customers started a tab.


23% of those ordered more than once.
‍
With the Omission
5% of customers started a tab.


50% of those ordered more than once.

While product engagement is significantly reduced this change allows the engagement to be more meaningful.

Final Outcome

Cutting Out Friction

Owners and joiners of a tab negate the repetitive nature of having to re-enter or selecting card details when placing multiple orders. A latent bonus for MOBI’s clients is the reduction of merchant service fees due to Group Tabs only processing a singular transaction at the end of a session.

Owners and joiners of a tab negate the repetitive nature of having to re-enter or selecting card details when placing multiple orders. A latent bonus for MOBI’s clients is the reduction of merchant service fees due to Group Tabs only processing a singular transaction at the end of a session.

Owners and joiners of a tab negate the repetitive nature of having to re-enter or selecting card details when placing multiple orders. A latent bonus for MOBI’s clients is the reduction of merchant service fees due to Group Tabs only processing a singular transaction at the end of a session.

Ease of access

For the tab owner, MOBI makes it simple for them add their group to a tab. The tab code and can be shared audibly or have a no-code link copied to the users clipboard on their device.

For the tab owner, MOBI makes it simple for them add their group to a tab. The tab code and can be shared audibly or have a no-code link copied to the users clipboard on their device.

For the tab owner, MOBI makes it simple for them add their group to a tab. The tab code and can be shared audibly or have a no-code link copied to the users clipboard on their device.

Limiting Unwanted Surprises

MOBI has a suite of management options in place for monitoring, increasing and guarding their tab budgets.

MOBI has a suite of management options in place for monitoring, increasing and guarding their tab budgets.

MOBI has a suite of management options in place for monitoring, increasing and guarding their tab budgets.

Learnings

Although the concept of a bar tab is banal and has been around for a while, the translation of this service into digital into a pattern will need to continue to see iteration. Going forward the use cases probably won’t expand (Corporate users purchasing for a group and individuals who intend on making recurring orders) however in its current state we have made changes to Tabs to enable more meaningful usage of the product. Since testing we have scaled Group Tabs out to more brands and have observed a difference of 12.4% uplift in average order value for users who engage vs user who don’t. This is a green signal of its potential, with better comprehension and exposure of users ability to join, Tabs will continue to drive more value in the future.

Although the concept of a bar tab is banal and has been around for a while, the translation of this service into digital into a pattern will need to continue to see iteration. Going forward the use cases probably won’t expand (Corporate users purchasing for a group and individuals who intend on making recurring orders) however in its current state we have made changes to Tabs to enable more meaningful usage of the product. Since testing we have scaled Group Tabs out to more brands and have observed a difference of 12.4% uplift in average order value for users who engage vs user who don’t. This is a green signal of its potential, with better comprehension and exposure of users ability to join, Tabs will continue to drive more value in the future.

Although the concept of a bar tab is banal and has been around for a while, the translation of this service into digital into a pattern will need to continue to see iteration. Going forward the use cases probably won’t expand (Corporate users purchasing for a group and individuals who intend on making recurring orders) however in its current state we have made changes to Tabs to enable more meaningful usage of the product. Since testing we have scaled Group Tabs out to more brands and have observed a difference of 12.4% uplift in average order value for users who engage vs user who don’t. This is a green signal of its potential, with better comprehension and exposure of users ability to join, Tabs will continue to drive more value in the future.

Let's Connect

Would love to hear from you, so give me a yell.

Contact Me

Matthew Thomas

Let's Connect

Would love to hear from you, so give me a yell.

Contact Me

Matthew Thomas

Let's Connect

Would love to hear from you, so give me a yell.

Contact Me

Matthew Thomas