Contents
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?
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
juggle more than three different tools just to gather cohesive information about a single site.
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
juggle more than three different tools just to gather cohesive information about a single site.
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: 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 designing a unified system & intelligent assistant, Clara to address fragmented lease workflows