During my time at TipBrightly, there were 4 main focuses:
TipBrightly is a fin-tech startup that aims to help revitalize the hospitality and service industry by improving employee retention and morale. With high turnover rates in the hospitality industry and the decline in cash usage, there is a need for a cashless tipping solution - especially for the tipping culture in America.
Timeline
June 2020 - August 2021
Role
UX Designer
Product Manager
Team
Principal Investigator
UX researcher
UX designer
Tools
Figma
Adobe Illustrator
Google Analytics
Problem
According to the Bureau of Labor Statistics, the hospitality industry's turnover rate hovers around 70-80% annually due to low morale and pay. With the 2020 pandemic, many businesses started adopting cashless payment methods so that they do not have to handle cash which could spread germs. Many hotel or restaurant customers may need physical cash to tip service workers or may need to remember to do so. Many hotel managers also want to retain their employees while gathering feedback to gauge their performance.
Solution
To combat this, TipBrightly has a solution for increasing tips for workers while improving morale. We concluded that rebranding the sign-up flow, logo, and branding will increase customer conversion and revenue. We also took the feedback from our clients and incorporated it into our platform.
Target Audience
Questions
We decided to look at the data because we needed more clients and tips. We saw 3,468 total users in our web application, 28.8% returning users. At the time, we had ten customers in the service industry using TipBrightly. To increase users and tippers, we had to make drastic changes.
What could be the driver of a low number of users and tippers? The previous design of the onboarding pages, dashboard, and landing page needed to be updated and refreshed. We saw that the landing page needed to be more concise and clean. The overall look of the dashboard and onboarding flow could have been better, matched the company brand values, and needed a cleaner look. We decided to interview our current users for feedback on our platform.
We gathered feedback from a few managers from the service and hospitality industry to learn where to improve our product to gain more clientele and tips. We conducted interviews with clients and added a survey at the end of our tipping flow to gather feedback from customers.
For hospitality and service industry managers, we revamped the dashboard experience to improve the experience of checking total tips, payouts, and feedback and editing their profile page.
We used tabs so that managers can check tips, history, payouts, or feedback all on the same page. We also revamped the page according to our new branding. We also added the option for managers to filter the transactions by search.
The old QR code editing experience had two lines, the rating wasn't customizable, and you could not see a preview of your page. Every profile had the question, "How was your service?" which was not customizable.
You can edit and see the preview in real-time in the new QR editing profile. You can also add a third line to the page - the third line is suitable for letting customers go to your website. You can also customize the feedback question you want to ask your customers.
The old tipping experience ad our old branding with a gray background and green button/text.
The new tipping experience includes Spanish and French translations, third line, rebranded experience. We also added a default tip amount which resulted in higher tip totals.
Old experience had two ratings - one for the company and one for the employee.
The new experience has one rating and a text box for specific feedback. Managers can change the question so they can ask more specific questions.
On this new page, we added a second button that will lead to a survey for TipBrightly if customers wish to comment about our platform. We also added the animation.
This is a new page so employees can have their QR codes ready for customers to scan in case they don't have physical signage or cards ready.
TipBrightly rebranded the platform to evoke honest, warm, friendly, positive, and optimistic brand tones. With this in mind, I worked with our designer to create the new TipBrightly logo, which has many bright colors ranging from maroon to yellow. We chose the brand colors using double split color theory, using green as the primary color. We chose green as the main color since green is associated with finance and money.
With our brand colors in mind, we redesigned the onboarding and log-in flow to make it brighter and more inviting. We made the Sign-Up and Log in page using the brand color gradient with white background to make the page brighter.
In addition to the sign-up and log-in page, we also revamped the tipping experience to match the new branding. From our Google Analytics, we found that this helped increase traffic by 25% and increased the number of tips by 370%. The increased traffic means more people are going through the tipping process and completing the flow. Within that year, we saw an increase from $9,712.34 to $99,029.17 in tips.
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After we launched the rebranding of TipBrightly, I spearheaded the making of our product video. Using Adobe Premier Pro and animation video software, we showcased how TipBrightly works and premiered the video at a conference.
92,789 pageviews
$99,029.17 in tips
10,757 tips total
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We saw a 7,000% increase from 3,468 to 22,664 users going to TipBrightly. Our customer base also increased by 50%. One user noted that he got a 30% raise in salary ever since using TipBrightly.
Some challenges we had to overcome were the limited resources we had as an early-stage startup. Although there were limited resources, my team collaborated well, and we managed to push forward the revamped design and architecture of the platform. It felt amazing to know that we really impacted people's lives since they got a huge pay raise with the increased amount of tips they received.
