Clover Customers

Enhancements to SMB Customer Management

Overview

Overview: Create a dashboard experience that creates value to the business owner and improve the Clover mobile app experience in a way that increases engagement between Clover merchants and their customers. Originally only a dashboard-creation project, this effort become one of completely transforming the experience for merchants and their consumers.

My role: Lead Product Designer assisting in Discovery and Strategy, creating user and information flows, wireframes, and initial high-fidelity mockups and prototypes. Later handing off and overseeing a product design contractor for completion.

Clover Customers original design

Problem Statement

Context

Clover, a point-of-sale platform, aims to enhance its Customers and Marketing features to provide more value to  business owners and improve  customer engagement.

STAKEHOLDERS

Internal: Product owners of Customers, Marketing, & Loyalty programs.
Users: Merchant managers, Employees, and  their Customers.

IMPACT

Without these enhancements, business owners may not fully leverage Clover’s capabilities, potentially affecting customer satisfaction and retention.

Objectives

Implement a dashboard for  customer insights.
Enhance the mobile app to boost merchant-customer engagement.
Increase utilization of loyalty, feedback, and messaging systems.

Challenge

Customer section needs actionable insights.
Clover app requires enhancements for merchant-customer engagement.
Loyalty, feedback, and messaging system usage is suboptimal.

User & Business Needs

User needs

Business Owners: Need a centralized dashboard to access customer insights, track engagement, and manage marketing efforts efficiently.
Customers: Desire a seamless and engaging mobile app experience that enhances their interaction  with merchants.

Business Needs

Increase Engagement: Drive higher engagement rates between merchants and their customers through improved app features.
Boost System Usage: Enhance the adoption and usage of loyalty, feedback/review, and messaging systems to increase customer retention  and satisfaction.

After collecting feedback from merchants through support channels, conducting stakeholder interviews and requirements meetings, collecting feedback from customers through the Clover app, and performing competitive analysis, we came away with key insights and prioritized new user stories for the merchant, consumer, and Clover

AI for research

It’s been said that “AI won’t replace us. People using AI will.” The amount of time that Generative AI like ChatGPT can cut out of both research and design is staggering. Much of what was done below, using the proper prompts and direction, can be done in hours instead of days (or weeks). Research like this then needs to be validated by humans with knowledge and experience in the field, but it’s a leap forward in process.

IA & Content REquirements

The topic of WHERE to place the Customers and Marketing areas in the site was of much debate between Design and Product. AI helped us by generating IA we compared to our own ideas. It also helped us determine content differences that provided value to the base-level merchant plan but would drive subscriptions to the enhanced programs.

IN-Product Analytics

Use of AI revealed ways in which we could use merchant-specific data combined with anonymized comptetitors data to create financially secure but useful comparisions and insights. This would create great value to merchants by helping them guide in-store and online promotions increasing foot-traffic, conversions, and total sales.