OVERVIEW
Zettle Food & Drink by PayPal's primary audience consists of small Food & Drink businesses, such as coffee shops, restaurants, food trucks, bars, and other establishments offering eat-in, takeaway, or delivery services. These merchants are often pressed for time and rely on intuitive tools to manage their operations efficiently.
My Role
I alongside the team helped design a suite of solutions: an iPadOS app for point-of-sale transactions, an iOS app for reporting, and a responsive web-based Backoffice.
Company
Zettle by PayPal
Year
2019 - 2022
Skills
End to end designer
Research
UX
UI
B2B
Cross team collaboration
The problem
🍕 Background of Zettle Pro: In 2016, Zettle acquired Intelligent POS, which evolved into the highly successful Zettle Pro. The product quickly gained popularity and was used daily by around 2,000 merchants, particularly in the hospitality sector, where it became a favourite among business owners and staff.
👎🏻 Poor user experience: The platform was developed rapidly without input from a dedicated designer, which led to a complex and confusing user experience. Merchants struggled with navigating the system due to its lack of cohesion and intuitive flow.
🤖 Technical Debt and Limitations: A significant issue with Zettle Pro was the accumulation of technical debt. This made it difficult for teams to introduce new features, hindering the platform’s ability to remain competitive in an increasingly fast-paced market.
The RESULTS
🎨 A Strategic Shift: I joined Zettle at a pivotal moment when the decision was made to sunset Zettle Pro, rebuild from scratch guided by design-led principles and migrate existing customers to the new platform. This shift marked a fresh start to create a more user-centred, intuitive product.
🕵🏻♀️ Learning from Zettle Pro: The teams were committed to applying everything we had learned from the successes and challenges of Zettle Pro to the development of the new Zettle Food & Drink product. This meant ensuring we didn’t repeat past mistakes, while also embracing the elements that had worked well for our users.
🔗 Seamless integration with all F&D delivery platforms: Integrated all major delivery platforms streamlining the ordering process, enabling merchants to manage takeaway orders across multiple services from a single interface.
📈 Unified management system: Developed a centralised system for updating menus, stock, and pricing across all platforms, while a unified reporting dashboard provided clear performance insights. This simplified operations, saved time, and enabled data-driven decision-making.
HIGH FIDELITY SOLUTION
HIGH FIDELITY SOLUTION
HIGH FIDELITY SOLUTION
HIGH FIDELITY SOLUTION
HIGH FIDELITY SOLUTION
HIGH FIDELITY SOLUTION
The Problem
Fragmented Delivery Ecosystem: As we spoke with merchants, it became clear how frustrating the current delivery ecosystem was. Platforms like UberEats, Deliveroo, and JustEat all required separate pieces of hardware, creating clutter in already chaotic workspaces. It wasn’t just inconvenient, it was inefficient.
Operational Complexity: To make matters worse, merchants had to update menus, stock, and pricing on every platform manually. Reporting was just as fragmented, with insights scattered across systems, making it nearly impossible to get a clear picture of their overall performance. It was a massive time sink and added stress to an already challenging environment.
Opportunity for Centralisation: This gave us a huge opportunity. We realised that if we could simplify and centralise how merchants manage their delivery operations, we could make a real difference. It wasn’t just about streamlining their tools—it was about helping them focus on what they do best: serving their customers and keeping their businesses alive during such a difficult time.
The Solution
The team and my role
Discovery and user research
🧩 Pricing Across Platforms: Merchants struggled with maintaining consistent pricing across multiple delivery platforms. Each platform had its own system, making it difficult for merchants to update pricing in real time and ensure uniformity across all channels. This inconsistency led to confusion, customer dissatisfaction, and potential revenue loss.
🧩 Product & Stock Management: Managing product information and stock levels across various platforms was another significant challenge. Merchants had to manually update menus and stock across each system, which was time-consuming and prone to errors. This created inefficiencies and made it difficult to track inventory in real-time.
🧩 Order Fulfilment in the Kitchen: The complexity of fulfilling orders in the kitchen was a major pain point. With multiple platforms feeding orders into different systems, kitchen staff often faced confusion and delays in processing orders. This fragmentation slowed down service, negatively impacting customer experience and operational efficiency.
🧩 Consolidating Delivery Reporting: Reporting across different delivery platforms was fragmented and siloed. Merchants had to access multiple dashboards to gather insights, making it difficult to track sales, performance, and identify trends. The lack of consolidated data made it harder for businesses to make informed decisions and optimise their operations.
🧩 High Cost of Partner Commissions: The high commission fees charged by delivery partners were a constant source of frustration for merchants. These fees, which varied by platform, significantly impacted profit margins. Merchants expressed a desire for more transparency and control over these costs, particularly as their reliance on delivery services grew during the pandemic.
SKETCHING & LOW FI DESIGNS
DEFINING SCOPE & ROADMAP PLANNING
HIGH FIDELITY DESIGNS
DESIGNS: INTEGRATION SET UP FLOW
DESIGNS: INTEGRATION SET UP FLOW
DESIGNS: ADDING DELIVERY INFORMATION INTO THE PRIMARY PRODUCT CREATION FLOW
DESIGNS: ADDING DELIVERY PRODUCTS INTO THE PRODUCT LIBRARY
COLLABORATION ACROSS THE ORGANISATION
Testing and Feedback
Release Strategy
Measuring success
