Tock
At Tock I helped empower hospitality businesses to offer unique culinary experiences at restaurants, bars, and wineries around the globe. From rapid growth to acquisition by Squarespace, I turned difficult industry problems into simple solutions that were as delightful to use as they were delicious.
Check out a brief overview of selected projects below, or
To go & table-side menus
Brief
During the pandemic, our leadership provided direction for our team to quickly develop operational tools to help restaurants meet guests where they wanted to be. This effort led to a period of rapid growth and eventual acquisition, as we filled a crucial need for restaurants reopening under difficult circumstances.
Discovery and implementation
We empowered restaurants to effortlessly sell their products from any location with menu management. We improved inventory management capabilities, with features such as a global item library, shared inventory controls, and bulk actions. Our shared item editing component ensured easy control of items across different contexts, such as menus and item libraries.
Discovery and implementation
Through funnel analytics, we identified an opportunity to reduce friction by highlighting to go experiences in our search results. We improved conversion from discovery to ordering by creating a menu entry point directly from search, reducing steps and creating a menu UI that puts each business’ unique products at the forefront.
Impact
Our suite of to-go products has driven significant business growth. We improved search-to-menu, and menu-to-order conversion rates, leading to an increase in processed GMV. We have successfully activated new customers and reduced customer churn rates, resulting in more restaurant experiences and higher seat occupancy. Overall, our to-go products have outperformed standard dine-in reservations, generating substantial returns for our customers.
Wine Shop
Brief
An opportunity to boost our GMV and drive sales for our customers while also providing a new product offering for our guests. This was accomplished through the creation of a two-sided marketplace that not only opens up a new revenue stream for our existing winery customers but also empowers guests to effortlessly explore and purchase their favorite wines directly from the brands they love.
Discovery and implementation
Through strategic partnerships with our winery customers, we developed a streamlined approach for managing inventory, fulfillment, and orders that integrates seamlessly with their current tools. By leveraging our existing menus and inventory features, we were able to rapidly iterate and maximize the reuse of our infrastructure and components.
Impact
Cross-selling between experiences and the wine shop resulted in a stickier product that increased GMV, increased conversion rates for our winery customers, and decreased churn for our customers. Our guest activation rates were also increased, as more visitors became engaged with our offerings and made purchases directly from brands they either already knew and loved, or discovered between experiences and the shop.
Availability Planning
Brief
Over time, the unique and distinguishing characteristics of Tock that initially attracted customers to the platform became overly complicated and disconnected. To address this issue, our objective was to integrate various components of the back-of-house operations tools and restructure them into specific tasks, aimed at facilitating common workflows.
Discovery and implementation
After conducting research, interviews, and gathering stakeholder input, we streamlined the process of reservation, delivery, takeout, and event management by combining them in a single location. The final result allowed businesses to make updates to their offerings, floor plans, and pacing in real-time, with greater efficiency and a reduced likelihood of errors.
Impact
Our efforts increased key funnel efficiency, customer conversion, and retention rates, while reducing availability mistakes and support requests. These outcomes have positively impacted our business operations and customer satisfaction.