DreamTrips Local
Three dashboards, one backend.
WorldVentures’ restaurant loyalty program gave members perks and points at partner restaurants around the world. I designed the system that replaced spreadsheet onboarding, for the reps, moderators, and restaurant owners who ran it.
- Role: Product Designer
- Platforms: Desktop, tablet, mobile
- Year: 2016
- Deadline: 60 days
14x
Onboarding growth
60 days
From brief to delivery
Every restaurant was signed up by hand.
DreamTrips Local grew one restaurant at a time. Every merchant was onboarded manually, one by one, in spreadsheets, and the program couldn't scale that way.
Members earned perks and points for dining at partner restaurants worldwide.
The rep
Enrolled each restaurant by hand and tracked every deal in a spreadsheet.
The program team
Had to check every location and offer before it went live, in every market.
The restaurant owner
Had no clear view of whether the program was bringing in business.
The brief
A 10x onboarding solution in 60 days.
WorldVentures needed restaurants onboarded ten times faster, working in multiple languages around the world. I led product design, working with DreamTrips' Head of UX.
10x
Faster onboarding
Ten times the pace of the manual, one-by-one process.
60 days
To deliver
One deadline for a global project.
Worldwide
Every market
The system had to work in multiple languages and markets.
I mapped the whole experience first.
With my team and DreamTrips' Head of UX, I built a mind map of the entire experience, top to bottom. It showed which friction points would create technical debt and which were worth the cost. We kept iterating until every feature had its place.
Onboarding wasn’t one job. It was three.
A rep enrolls the restaurant. The program team approves it before it goes live. The owner manages offers and checks the results. A faster signup form would never hold all three.
Five decisions that shaped the platform
Three role-based dashboards on one backend, with Google's Material Design guidelines as the shared visual language across all three.
One backend, three views
Each role gets its own dashboard, and all three read and write the same data. Enrolling, reviewing, and managing a restaurant happen in one system.
I built clickable prototypes of all three in Webflow, for desktop and tablet, so the client could walk through them before development began. They still work.
A guided flow, not a spreadsheet.
Reps onboard a restaurant in three steps. First the location: business details, hours, price range, logo, and photos. Then the merchant terms, signed on the spot or sent as a link to sign later. Then the offer.
Step 1 · The location
Step 1 · Logo and photos
Step 2 · Terms and signature
Start with the goal
Step three, the offer builder, starts with what the restaurant wants: more business, or more business and a higher average spend. It then recommends loyalty plans that fit, with or without a perk like a free cocktail with an appetizer.
Short explainers cover what a perk is and why loyalty points matter, for reps and owners new to the program.
Are you looking to…
Drive more business, or drive more business and increase average spend
Recommended
Loyalty Plan Only, or Loyalty Plan + Perk
Quality control at global scale
Everything a rep submits waits in a review queue: leads, locations, and offers. A moderator approves each one before it goes live, in any market.
17
Pending leads
6
Pending locations
26
Pending offers
Is this working?
The merchant dashboard answers one question for the owner: is the program paying off? Money brought in against money spent, offers redeemed, conversion, and performance for every location and team member.
Marketing tips from across the program suggest the next offer to try.
Beyond the brief
A mobile app for owners on their feet.
The brief ended at the dashboards. On my own time, I designed a mobile app for restaurant owners and managers, who spend their days in the kitchen and on the floor, not at a desk.
Turn loyalty data into real-time hospitality.
If an owner knew the moment John and Jane walked in, where they like to sit and what they usually drink, the team could greet them by name and serve them faster. The owner could walk over and welcome them at their table.
Designed against three personas
Jeff
Runs three high-end restaurants and spends 70% of his day in the kitchen. His two managers act on member info from their phones.
Matt
A hands-on host fighting slow Monday and Tuesday nights. He needs to create a perk from the floor to bring people in.
Samantha and Katy
Run a wine bar that lives on its regulars. They want to know their best guests by name.
What the app does
Dining now
Which members are in the building right now, and the size of their party.
Member profiles
Lifetime value, visits, average spend, and notes on a favorite dish and table.
Monthly goals
Set a target and track money in, redemptions, and demographics against it.
Create a perk
The goal-driven offer builder from the desktop, sized for a phone.
Redeem at the table
A QR code for fast, accurate redemption.
2016 was the year mobile browsing passed desktop worldwide. Owners were already on their phones, and on their feet.
I designed it at the end of the engagement as a tappable InVision prototype, and shared it with WorldVentures’ Head of UX as a picture of where the member experience could go.
The brief asked for 10x. The system delivered 14x.
The three dashboards replaced one-by-one spreadsheet onboarding and launched in multiple languages across global markets.
10x
What the brief asked for, in 60 days.
14x
Growth in onboarding and managing restaurants worldwide, once all three dashboards shipped.
Looking back
In 2016 I was still new to UX. I was trusted with a huge responsibility, and I learned from a fantastic group of people along the way. I was a Product Designer on this project, and a Senior Product Designer by 2017.
- Team
- Jim Hobart, Head of UX at DreamTrips. Jefferson VanBloem, project manager. Ben Meyer, development.
- My role
- Product design, prototype design, iconography, and graphic design.
- Tools
- Sketch, InVision, Webflow, Adobe Illustrator, Adobe Photoshop, Adobe InDesign.
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