Enterprise Hub Roles
What are they thinking
Blocker?
* Since a franchisee can be operated as a separate business, our existing MoeGo platform already meets the needs of franchisees. Here, we're mainly considering how to develop a product to help these three roles remove their current blockers.
MoeGo Enterprise Hub
2024
Who are we design for?
Within MoeGo, businesses are divided into four tiers. T3 users, like David, typically have 1-4 vans or one location, with a monthly revenue of around 50,000 or less. Successful operators like David often aim to expand to T2. T1 users, represented by Susan, usually have over 20 vans or more than three locations, with a monthly revenue exceeding 200,000.
Currently, MoeGo effectively meets the needs of T4, T3, and some T2 users. However, the question is: can MoeGo support T1 businesses, i.e., enterprises?
To understand enterprise needs, we first need to grasp their structure. Specifically, what roles do T1 businesses have beyond the typical owner, scheduler, and groomer compared to T3 and T4?
MoeGo, a Series A company specializing in B2B pet software with $20M in funding, aimed to expand its platform to serve large enterprise clients with multiple locations. I led the design of the Enterprise Hub, a standalone app featuring a customizable dashboard, data-driven insights, and tools for managing franchisees. The MVP, developed in just two months, was so well-received that it secured a deal with Earthwise Pet, a leading pet care franchise with over 200 locations and $200MM GMV nationwide. This success highlights the design’s effectiveness in meeting enterprise needs and delivering significant business impact.
What values can MoeGo bring to enterprise?
The product owner and I have come up with a rough definition of the product: it will be a standalone app with the following four values:
The target users are different from the current MoeGo platform. Our users are not single-business owners but roles managing multiple businesses, which means the product's tone will differ from the MoeGo platform. Compared to daily management, this product is more data-driven.
Additionally, from a development perspective, developing a separate product minimizes the impact on the existing product.
Why a separate product?
From Design PoV: What kind of "Enterprise Hub" are we designing?
The product evolves from MVP to North Star. Initially, it's secure, reliable, and scalable, serving enterprises of all sizes. Data-driven insights inspire users. As it grows, it becomes powerful and comprehensive, eliminating the need for multiple apps. Ultimately, it transforms into a smart app with automation and AI, offering a hands-free experience. It features distinctive elements that reflect MoeGo's brand and allows enterprises to express their personality.
Our goal is to launch the MVP by the end of August. To define it, we need to prioritize features.
Based on previous research, the product owner and I organized user needs into a pyramid. The broader and more fundamental the need, the closer it is to the base. For the MVP, monitoring and streamlining the management of sub-merchants is crucial, setting the focus for our features.
Design process
Design explorations & interview
MVP Design High light
Given that our users are highly data-driven, I designed a comprehensive dashboard where they can oversee all relevant information at a glance. This tool is tailored to provide instant insights, enabling users to make informed decisions quickly and efficiently. It consolidates data into a clear and intuitive interface, ensuring that key metrics and trends are always visible and accessible.
Feature 1: Dashboard
Recognizing that different roles focus on varying KPIs, I incorporated a high level of customizability into the dashboard.
Users can tailor which KPIs are displayed, ensuring the interface meets their specific needs and priorities. This flexibility empowers each user to highlight the most relevant metrics, enhancing their ability to monitor performance and drive results effectively.
I designed an interactive map that allows users to instantly view the client totals for each franchisee. Users can zoom in and out based on their needs, providing a dynamic way to explore the data. If they want to focus on a specific franchisee, they can click to access detailed information. This feature enhances user engagement by offering a visually intuitive way to analyze and understand the distribution of clients across different locations.
Feature 2: Insights
Feature 4: Customizable branding
Sales Monitoring:
The dashboard provides real-time insights into sales performance across all franchisees. Users can track sales trends, compare performance between different locations, and identify top-performing franchisees. This helps in making data-driven decisions to drive revenue growth.
Clients/pets Insights:
The dashboard offers detailed analytics on client data, allowing users to monitor client acquisition, retention, and satisfaction rates. This helps in understanding customer behavior and improving the overall client experience.
Franchisee Overview:
Each franchisee's performance is summarized in a comprehensive overview. Users can see a high-level snapshot of each location’s key metrics, including financial performance, operational health, and client satisfaction.
Operational Efficiency:
Users can oversee the operational health of each franchisee, including key metrics such as service times, driving distance, and staff productivity. This ensures that all franchisees maintain high standards of operation, and any issues can be quickly identified and addressed.
Report:
This table version report, enabling users to view detailed row data for in-depth analysis. This feature provides a granular level of information, ensuring that all aspects of performance are covered. Users can also download these reports, facilitating easy sharing and further offline analysis. This functionality ensures that all data needs are met, from high-level overviews to detailed insights.
Scheduled Report:
The scheduled report feature offers users a seamless way to select the desired metrics and automatically send them to franchisees. This eliminates the need to manually download and send data, streamlining the reporting process and ensuring that franchisees receive the most up-to-date information with minimal effort. This automation enhances efficiency and ensures consistent communication across all levels of the organization.
Feature 3: Manage/create Franchisee
Users can view an overview of their franchisee locations and easily manage their franchisees, including editing information and adding territories. Additionally, the grouping feature allows users to organize franchisees with similar attributes, enhancing targeted management and support.
In this product, we are introducing the ability for enterprise users to customize their branding for the first time. Users can white-label our product by using their own logo and branding colors. This lays the foundation for offering more customization and white-labeling options in the future.
Post MVP Design
While the development team is working on the MVP for Enterprise Hub, I, as a designer, am exploring and designing new features for the Enterprise Hub so we can continuously enhance its functionality and user experience.
Our research revealed that the current process for enterprise users to handle booking requests is very manual and cumbersome, requiring the use of several different apps. To address this, I aim to develop an all-in-one call center that will help users manage their tickets more efficiently, streamlining the process and enhancing productivity.
On the other hand, we aim to make reports easier for users to understand and utilize. To achieve this, I designed an AI-assisted report feature. Users can input the data they need, and the system will generate the required report for them, simplifying the reporting process and ensuring they get precise and relevant information effortlessly.
Impact
Our design has made a powerful impact, with Earthwise Pet loving the MVP we presented and signing the offer! 🌟 As a leading pet care franchise with over 200 locations and a $200MM GMV nationwide, their enthusiasm for our MVP underscores the effectiveness and appeal of our design. This endorsement reflects the strong value and trust our product delivers, even as we continue to develop the Enterprise Hub.
Tl;Dr
