White Label
I led the design efforts for a white label project aimed at integrating Choco's innovative food ordering platform seamlessly into various restaurant brands' existing systems, enhancing their digital presence and operational efficiency.
Introduction
Choco, a leading platform in the food industry for streamlining order management and communication, sought to expand its market presence by offering a white label solution. This solution aimed to allow distributors to have a version of the Choco platform branded with their unique identity. This case study outlines the process of developing this white label solution, focusing on the design, implementation, and resulting impact.
Problem Statement
The need for a white label solution emerged from the desire to attract and retain distributors who required a branded version of Choco’s platform. Key challenges included:
- Scalability: Creating a solution that could be efficiently scaled across numerous distributors without compromising functionality or performance.
- Branding: Ensuring the platform could be easily branded with distributors' logos and colors while maintaining the core Choco functionalities.
- User Experience: Ensuring a seamless and high-quality user experience across all branded versions of the platform.
Discovery Phase
Research Methods
- Partner Interviews: Conducted interviews with 15 prospective distributors to understand their branding needs, expectations, and overall requirements.
- Competitive Analysis: Reviewed white label solutions offered by competitors to identify best practices and common issues.
- Usability Studies: Evaluated the current user flows to pinpoint which areas needed flexibility for branding.
Key Insights
- Need for Digital Solutions: Distributors in a largely analog industry were eager for a digital solution that could streamline their operations and enhance efficiency.
- Choco’s Stickiness: Many other digital solutions failed to achieve sustained adoption and user retention, whereas Choco demonstrated strong user engagement and loyalty.
- Branding Requirements: Distributors wanted their version of the app to reflect their brand identity, primarily through logo and color changes.
User Personas
- Large Distributors: Require robust support for managing large volumes of orders.
- Independent Distributors: Need straightforward branding changes but still demand high-quality performance.
- Small Distributors: Seek an easy-to-use solution that can be quickly adopted by their teams.
Design Phase
Ideation and Brainstorming
- Concept Development: Generated concepts for a scalable white label system that would allow partners to have a version of the platform branded as their own.
Wireframes and Prototypes
- Low-fidelity Wireframes: Created initial wireframes to outline the scalable elements and branding features of the white label solution.
User Testing
- Partner Feedback: Shared prototypes with potential partners to gather feedback on usability and branding options.
- Iterative Improvements: Incorporated partner feedback into iterative design improvements to ensure the solution met their needs.
Iterations
- Design Refinements: Made multiple iterations to the design based on partner feedback, focusing on ease of branding and maintaining user experience.
- Engineering Feasibility: Collaborated closely with engineering to ensure branding options were technically feasible and scalable without compromising the user experience.
Solution
Final Design
- Custom Branding: I, as the product designer, facilitated the customization of logos and color schemes based on distributor requirements.
- Semantic Color Setup: Utilized a semantic color setup in our design system, significantly simplifying the branding process and ensuring consistency across different versions.
- Core Features: Ensured that all core functionalities of Choco remained intact across branded versions.
- Seamless Integration: Made sure the white label solution integrates smoothly with distributors' existing systems and workflows.
Implementation
- Branding Development: Developed a streamlined process for incorporating distributor branding into the platform.
- Scalable Architecture: Implemented a scalable architecture that supports various branding requirements without compromising performance.
- Quality Assurance: Conducted extensive testing to ensure the branded versions maintain the performance and reliability of the Choco platform.
Impact
The white label solution delivered significant benefits to Choco and its distributors, supported by the following metrics:
- Increased Partner Adoption
- New Partnerships: Established 10 new partnerships with large distributors within the first quarter post-launch.
- Market Expansion: Expanded market reach by 20%, entering new regions and industry sectors.
- Enhanced Operational Efficiency
- Customer Satisfaction: Achieved a 15% increase in distributor satisfaction scores, reflecting improved operational efficiency and user experience.
- Brand Consistency
- Branding Compliance: Maintained a 100% compliance rate in branding guidelines across all branded versions of the platform, ensuring consistent brand representation.
- Financial Impact
- Revenue Growth: Experienced a 30% increase in ARR from distributor contracts within the first quarter of launching the white label solution.
