Data must lead to action
Restaurant teams needed weekday patterns and customer frequency, not decorative numbers.
Felipe Souza · GTM creative · Product design · UX/UI
One product. Two connected experiences.
Checkitout! connected restaurant deals, customer visits, loyalty rewards, and social recommendations across a B2B SaaS platform and iOS/Android consumer app.
I led GTM and creative execution alongside the product, from audience research and positioning through UX/UI, prototyping, testing, launch assets, and versioned delivery.
01.The business case
Restaurants had offers. They did not have a loyalty system.
Daily deals could attract a visit, but venues lacked one connected way to publish those offers, understand customer frequency, reward participation, and bring people back.
The challenge to solve
Make complex restaurant activity easy to understand and act on.
01
Which customer data does a venue actually need?
02
How can restaurant teams understand it quickly?
03
How should deals be created without operational friction?
04
How can customer activity strengthen the restaurant relationship?
02.Research and definition
Start with how restaurants actually work.
Periodic qualitative research with 20 restaurant partners examined product fit, data relevance, information distribution, visual quality, operational struggles, and overall usability.
Background research20 restaurant interviewsOnline surveysCompetitor analysisPrototype testingUser testing
Publishing must be fast
Daily deals only work when staff can update them without interrupting operations.
Loyalty needs visible progress
Stamps, discounts, and rewards had to make the reason to return immediately clear.
Discovery needs trust
Activity and recommendations from friends and nearby users made discovery credible.
Research translated into one clear requirement:
Design one system where restaurants can publish and learn, while customers can discover, participate, and earn.
03.The proposed solution
A two-sided product designed as one loop.
The desktop platform and mobile app were not separate interfaces. Each side created the information and motivation the other side needed.
Restaurant control center
Publish daily deals, organize venue information, and read customer frequency by weekday.
Consumer experience
Discover nearby offers, check in, rate a visit, collect stamps, and share recommendations.
Actionable feedback
Customer participation returns to the venue as useful behavior and loyalty signals.
04.Designing the B2B solution
Give restaurants one place to understand and respond.
The information architecture moves from venue context to customer evidence and then to action. The goal was not more data, it was a clearer next decision.
01
Restaurant profile
Venue information, ratings, customer activity, galleries, nearby venues, and social content in one operational view.
02
Customer and weekday intelligence
Behavior organized around weekdays so restaurants could connect visit patterns with the right offer.
03
Deal and event operations
A focused place for venue teams to create and personalize daily promotions.
Statistics that answer a question.
Customer frequency, ratings, and weekday behavior show when demand happens and what should be promoted next.
Publishing designed for operations.
The deal screen creates a direct path from customer insight to a live, personalized daily offer.
05.Designing the customer experience
Discovery becomes a reason to return.
The mobile journey follows a behavioral sequence: find a deal, visit, record the experience, earn progress, and help someone else decide where to go.
01 · DISCOVER
Find the right deal for today.
A weekday-based feed organizes nearby offers around immediate relevance, reducing the work required to decide where to go.
02 · PARTICIPATE
Make rating a visit practical and rewarding.
The camera and rating experience brings stars, comments, and stickers into one contribution flow. Participation creates useful feedback and earns value for the customer.
03 · EARN
Turn repeat visits into visible progress.
Venue stamps unlock larger discounts and can be traded with other users. Loyalty becomes concrete instead of hiding behind an account balance.
04 · RECOMMEND
Let trusted activity guide discovery.
Recent and top posts from friends and nearby food lovers turn the app into a social restaurant guide, not another anonymous directory.
06 · Validate, iterate, deliver
Version 6.0 was the result of a system learning.
Each version averaged two weeks: one week centered on UX and one on UI. Prototype and user testing fed the next release instead of waiting for a final, untested design.
Team: 1 UX designer · 1 UI designer · 2 desktop developers · 1 Android developer · 1 iOS developer
What the final product resolved
01
Restaurant information consolidated into one operational profile
02
Customer behavior organized around actionable weekday patterns
03
Daily deal creation connected directly to restaurant operations
04
Discovery, rating, stamps, and recommendations joined in one mobile journey
The design did not stop at a restaurant page or a mobile feature. It created a connected product where every customer action could become loyalty, and every loyalty signal could help a restaurant make a better decision.
The thinking behind this work
