RESEARCH AT TOAST

At Toast, I led several research efforts to better understand both our restaurant customers and our consumers.

 

Research methods included:: 

  • Field studies requiring direct interviews and observation

  • Surveys and questionnaires

  • Moderated usability tests (both in person and remote).

  • Competitive research and quantitative research using Google Analytics to track product performance.

  • Third party optimization tools such as FullStory to track consumer user behavior and detect usability bugs.

Field Studies and Interviews 

I participated in at least a dozen field interviews with restaurant customers. The goal was to understand how different restaurants, from a fine-dining establish to a pizza shop, would use a digital ordering platform. All research was reviewed with product teams and company stakeholders to identify opportunities for improvement.  

Surveys & Questionnaires

Online Ordering Ecosystem Map

This diagram shows how the online ordering product ecosystem worked with the main Toast ecosystem.

Personas 

The result of our research and usability tests helped our team build out personas. I was deeply involved in the creation of our consumer personas with our UX team and visual designers. 

Data & Analytics

I have used data to support recommendations for UX improvements and to track product performance. Google Analytics and FullStory are two tools we use to identify opportunities to improve our conversion rates. Using funnels, we can hypothesize where users drop off and use usability testing to validate these predictions.