Overview

Dash is a new mobile payments company that allows you to pay on your phone at bars and restaurants. Once you get to a restaurant, bar or club, check-in using the app, ask you server to "Pay with Dash," and they will connect your tab. The app allows users to see a digital bill in real time, so that you know exactly where your tab stands. 

Role

As the Lead Product Designer at Dash, I lead design on the iOS & Android platforms, the POS System, and the marketing website, while providing strategy recommendations across the Design, Marketing, and Product teams. 

 

Dash Consumer App - The Problem

Millions of people dine out on a daily basis. A common pain point for both businesses and consumers is that it takes diners 10-12 minutes from deciding they want the bill to leaving. For the businesses, quicker payments mean more covers; and waiting staff are freed up to concentrate on taking orders and delivering food, making the dining experience more efficient for everyone. Another common pain point is when it comes time to split the bill amongst groups. This is not only a pain for consumers, but also for the restaurants that must risk angering guests by not allowing many split payments given the exponential time cost for servers to process multiple cards.

Design Process

- User Research

- User Interviews

- Personas

- User Flows

Design Process

- Wireframes

- Lo-Fi Prototyping

- Visual Design

- Usability Feedback Sessions

Research & Competitive Analysis

I began this project with discovering the landscape of the mobile payments space. I wanted to familiarize myself with our competitors as well as other applications that solve similar problems that we're trying to solve. It was important to see how they chose to solve these problems before coming up with a better solution. All of this led me to a deeper understanding of what the problem is, how I can solve it, and what I would need to do next in order to be successful. 

User Personas

Following my initial research, I held user interviews with both bartenders and servers, as well as frequent restaurant-goers in NYC. Based on this research, I had a deeper understanding of the common problems that needed to be solved. I took these common problems and created several personas in order to successfully market to our customers. It's essential to understand their mindset, preferences, motivations, behaviors, and goals to be successful.

User Flows

Following creating my user personas, I defined user paths based on both user goals and business goals. 

Wireframes

Following creating my user flows, I began to sketch out the wireframes. Once the wireframes we're in a good place I transferred them over to sketch. Once I had the wireframes complete, I went through some iterative prototyping with the product team before finalizing. 

Visual Design

Following the completion and testing of the wireframes, I began on the visual design. One thing to consider while choosing the appropriate color scheme and the type of background is potential environments in which users are going to use it regularly and frequently. In our case, majority of our venues we're dimly lit, so I chose to go with a dark UI to ease stress on the eyes. I decided to add a more fun, sociable aspect to the app with an icon system that while simple, would add subtle pops of color and direction for the user.