Zenchef
Zenchef, formerly Formitable, is a B2B2C SaaS platform designed to help restaurants manage reservations and customer relationships. During my time there, I worked on improving user engagement through features like 'Invite Friends' and 'Widget to Table', which led to an 8x increase in app bookings and boosted app reservations from 0.39% to 3.73%
During my time at Zenchef, I led design efforts to enhance the B2C experience by collaborating with product managers, engineers, and leadership, while navigating mergers and acquisitions. We implemented a continuous discovery process driven by user research and data insights, resulting in increased user engagement and reservation conversions, positioning the platform as a go-to for restaurant discovery.
Below, you’ll find two examples of my work there: the Widget to Table promotion and the Invite Friends feature.
Widget to Table Promotion
The project aimed to boost the visibility and usage of the Table app by integrating its promotion into the existing reservation widget. The goal was to increase app reservations from 0.39% to 3% while maintaining a subtle approach to avoid disrupting the user flow or alienating restaurant partners.
The Problem
Formitable had a reservation widget that had been widely used by restaurants for years. While the widget allowed users to make reservations directly on restaurant websites, the Table App provided a more personalized and complete experience for guests to discover and book restaurants. Our goal was to use the widget to promote Table, as the app's usage was low despite significant investment, all without disrupting the user’s reservation experience.
The Process
We began by mapping out the current user flow to pinpoint opportunities where we could introduce subtle promotion of the Table app without interrupting the reservation process. This analysis helped us identify the most natural moments for users to engage with the app, particularly on mobile, where user adoption tends to be higher.
Next, we did early stage usability sessions, observing user interactions and refining the design to strike a balance between promoting the app and maintaining a seamless user experience. We also gathered feedback from restaurant partners early in the process to address any concerns about promoting the app on their websites, while explaining to them the added benefit.
The Solution
We displayed the Table app promotion in the very first view of the widget, where the users could choose from booking through Table or through the widget. 5.63% of the restaurants contacted support to ask the feature to be turned off. Because of that and due to its minimal adoption, the desktop version, where the users had to scan a QR code to download the app, was turned off. So this promotion can only be seen on mobile.
Outcome
The project exceeded its original goals:
The percentage of app reservations grew from 0.39% to 3.73%.
Daily average bookings jumped from 156 to 1,246, surpassing our goal of increasing bookings 5x and achieving an 8x increase instead.
Daily sign-ups increased from 563 to 1,799, while daily active users rose from 2,485 to 6,028.
The total number of first-time bookings went from 1,182 to 19,181 within one month of the launch.
Learnings
Although the promotion was successful, better pre-launch communication with restaurant partners could have reduced the opt-out rate, as some expressed concerns over the extra click required or the app promotion on their websites without notice. Despite these challenges, the project drove significant growth in Table app adoption while balancing user needs and business goals.
Invite Friends
The Invite Friends feature was designed to allow users to invite others to their restaurant bookings without leaving the app. This feature not only streamlined the booking process but also aimed to provide restaurants with guest data beyond just the main booker, supporting the company’s long-term goals of improving customer relationships and increasing contracts.
The Problem
We needed to design a seamless way for users to invite others to their reservations while attracting new users and providing valuable guest data to restaurants. This solution had to ensure user privacy while also being scalable for future integrations, such as loyalty programs and enhanced guest data collection.
The Process
We started by analyzing the existing sharing behaviors and conducted user research to validate the need for an in-app solution. Many users were already sharing booking details externally, which gave us the initial push to explore how we could streamline this process and keep them engaged within the app.
We held brainstorming sessions with cross-functional teams to map out possible flows and user interactions. This involved exploring how to balance privacy, data collection, and a seamless user experience. We iterated on designs, tested prototypes with users, and carefully reviewed the technical requirements with engineers to ensure the backend could store guest data for future bookings. Through continuous testing and feedback, we refined the feature to create an intuitive, scalable solution that aligned with both user needs and long-term business goals.
The Solution
We integrated the Invite Friends feature into the booking flow while developing a backend system that stored invitee information for future bookings, keeping the flow flexible and future-proof. This approach aligned with our long-term business goal of strengthening customer loyalty by allowing restaurants to track frequent visitors for personalized benefits. The feature was promoted through social media campaigns and booking confirmation email banners.
Outcome
The feature led to a 15-30% increase in engagement, and users appreciated the seamless experience of inviting others and being kept informed of changes. Although the initial plan to share guest data with restaurants was dropped due to a merger, feedback from users was overwhelmingly positive, with internal and external stakeholders praising the improved flow.
Learnings
This was a very fun project to design because I love working with both the user and business needs in mind. And this project was the perfect example of that because we created a seamless user experience while keeping future scalability in mind. And, to this day, every time I get an invitation notification for a reservation, it makes me smile :)