Contents

Overview

GrowthFactor

Challenge

User Research

Research informed design

Iterations

Final Designs

Key Takeaways

How I Helped Accelerate Retail Location Evaluation: From 6 hours to < 1 minute

role

Founding Designer

Founding Designer

Timeline

2024 - current

2024 - current

Collaborated with

CPO, CEO, Engineers

Real Estate Managers,

VPs of real estate, CPO, CEO

Problem Statement

Retailers struggle with slow, manual site selection processes, lacking a unified tool to make data-driven business expansion decisions.

Retailers struggle with slow, manual site selection processes, lacking a unified tool to make data-driven business expansion decisions.

What I did

I led the user interviews, sketched out the first wireframes, and owned the information architecture from the ground up. Every iteration (whether sparked by a customer complaint or a late-night Slack from engineering) ran through my Figma file. If it made the final cut, I designed it.

I led the user interviews, sketched out the first wireframes, and owned the information architecture from the ground up. Every iteration (whether sparked by a customer complaint or a late-night Slack from engineering) ran through my Figma file. If it made the final cut, I designed it.

Fig: Final design I shipped

Fig: Final design I shipped

Value delivered

4x

Increase in address search capacity

95%

time reduction in evaluating a site

1 vs. 4

Source for accessible data

Coolest Success ever -

our Customer Opened their store in boston!

One of our customers, opened up a new store in Boston after using our platform!


Does it get any better than this?

Why is this important for retail real estate agents?

Let's role play. Imagine you're the CEO of Guy-fil-A's. And you're looking to expand your franchise in Boston. You task your Real Estate Manager with finding the best place

Where do you put your store? Where do you start?

Let's role play. Imagine you're the CEO of Guy-fil-A's. And you're looking to expand your franchise in Boston. You task your Real Estate Manager with finding the best place

Where do you put your store? Where do you start?

GrowthFactor helps you to look where to go and most importantly, where NOT to go.

GrowthFactor helps you to look where to go and most importantly, where NOT to go.

What was challenging for me?

I had a CS background. The company I work for was in retail real estate….

I had a CS background. The company I work for was in retail real estate….

This left me disconnected from user pain points. If I don't feel their pain, how can I design a solution to ease it?

This left me disconnected from user pain points. If I don't feel their pain, how can I design a solution to ease it?

So I put myself in a simulation: I am working for a taco truck owner and I have 3 hours to find a spot in Boston to put my new truck. OR my owner is gonna fire me.

So I put myself in a simulation: I am working for a taco truck owner and I have 3 hours to find a spot in Boston to put my new truck. OR my owner is gonna fire me.

User Research & Interviews

My iterative solution for a user to find all necessary information when they look into a site

My iterative solution for a user to find all necessary information when they look into a site

Fig: User Journey and findings from user interview

Fig: User Journey and findings from user interview

How Research Informed Information Architecture & Design

From Fragmented to Unified

Users were overwhelmed by having to

  1. juggle more than three different tools just to gather cohesive information about a single site.

  2. when evaluating multiple sites, there was no central place to compare key factors like competitors, complementary stores, traffic, and market growth.


This fragmented workflow was not only time-consuming but also mentally exhausting, as users had to piece together data from scattered sources.

Users were overwhelmed by having to

  1. juggle more than three different tools just to gather cohesive information about a single site.

  2. when evaluating multiple sites, there was no central place to compare key factors like competitors, complementary stores, traffic, and market growth.


This fragmented workflow was not only time-consuming but also mentally exhausting, as users had to piece together data from scattered sources.

Prioritizing What Matters Most

Through research, I learned that users valued comprehensive information—complements, competitors, demographics, and visibility were all important.

Through research, I learned that users valued comprehensive information—complements, competitors, demographics, and visibility were all important.

Fig: Side Panel Breakdown

Fig: Side Panel Breakdown

The iterations and how I evolved through them

The initial versions

For the initial versions, I worked closely with the CEO and users to build the first mockups. I continuously tested these with both groups to identify weak points and iterated rapidly (often within a week) to improve usability and reliability.

For the initial versions, I worked closely with the CEO and users to build the first mockups. I continuously tested these with both groups to identify weak points and iterated rapidly (often within a week) to improve usability and reliability.

See below how I iterated through my designs.

See below how I iterated through my designs.

Fig: The first version when we had only Site Evaluation on our road map

This version didn't work well because it was too many clicks to get to the map and comparing sites wasn't easy

And, there's a lot of information all over the place

Fig: Evolution of information cards + map

Final Designs

Designing for the User’s Workflow

To address these evolving needs of our product, I prioritized must-have information first, followed by nice-to-have data such as traffic metrics. And continued to build the product with multiple features, bringing everything together in a holistic view.

To address these evolving needs of our product, I prioritized must-have information first, followed by nice-to-have data such as traffic metrics. And continued to build the product with multiple features, bringing everything together in a holistic view.

Fig: What it used to be

Fig: What it is now :) (We get the Brand preferences from the users)

Fig: The final product

All-in-One Overview

By consolidating all relevant data into a single interface, I minimized clicks and eliminated the need to switch between multiple tools. The design now matches users’ workflow and preferences, making it intuitive and efficient.

By consolidating all relevant data into a single interface, I minimized clicks and eliminated the need to switch between multiple tools. The design now matches users’ workflow and preferences, making it intuitive and efficient.

Key takeaways & Learnings

If I had to do the process all over again, here's what I'd do differently:

  • I'd spend more time talking to the users while they're doing their current process of site evaluation & selection

  • I'd push for more interviews with retail real estate agents ( I didn't get many initially)


What did I learn?

  • Involving the engg. team early on gave me a good idea of balancing what can be built realistically

  • Getting feedback from people outside design team is always helpful

If I had to do the process all over again, here's what I'd do differently:

  • I'd spend more time talking to the users while they're doing their current process of site evaluation & selection

  • I'd push for more interviews with retail real estate agents ( I didn't get many initially)


What did I learn?

  • Involving the engg. team early on gave me a good idea of balancing what can be built realistically

  • Getting feedback from people outside design team is always helpful

Next Case Study:

Next Case Study:

See how I designed the Deal Management & Lease Engines That Power Retail Growth

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