Urban Piper

About: I joined Parallel labs team in Bangalore as a Product designer in 2018. While collaborating with multidisciplinary teams, I helped shape Urban piper architecture.

From conception to completion, I was part of the design sprint which includes researching, developing storyboards and user journey frameworks, wireframing, prototyping, and visual design, as well as pitching and presenting design solutions to stakeholders and clients.


Parallel Labs


Lead designer, Prototyping, Testing


Robin Dhanwani - Sprint Facilitator


Urban Piper provides business automation solutions for restaurants and cloud kitchens. They help them get their businesses online and increase their in-store sales through loyalty programs. The platform is used by brands such as Eat.Fit, Chai Point and Cafe Coffee Day as a swiss knife for their online ordering & catalogue management.

Overview of a user’s journey through Urban Piper


We started the sprint by interviewing key stakeholders on the team about product goals and the challenges they were facing. Urban Piper had a product for restaurants and cloud kitchens to manage their catalogue across 8+ food aggregators (including but not limited to Uber eats, Zomato, Swiggy, Foodpanda), availability across multiple locations, run marketing programs and analyse data. Unfortunately, it was a power-packed product that needed daily assistance from Urban Piper’s support team for them to be able to use. And that’s precisely the puzzle we stepped in to solve. Some key challenges that came up were:

01. Users were not using the product effectively, and they were shooting a lot of support requests due to the convoluted UI

02. Users’ found the product too confusing and often didn’t even knew about many useful features that existed.

03. Users’ found it hard to update and manager investory across different channels

04. Users were not creating any campaigns and were not familiar with the loyalty programs offered by Urban piper


We aligned on opportunities to solve during the sprint and prioritized them

How might we board

- How might we minimise support queries?

- How might we make the product onboarding easy?

- How might we engage users to come back on the platform?

- How might we make the anaytics more relevant for the end users?

After a discussion around the challenges, the team deliberated on their 2 year product goal as:

Long term goal

Personas & user journey’s

We then discussed the user personas and their tasks on the platform to map the challenge. It was a product used by a wide variety of users for different purposes. We identified 5 different personas and their core reasons to use the product.

User journey mapping

Business manager - Analyzes data to provide valuable insights.

Operations manager - Monitors the catalogue and sets up the system initially

Catalogue manager - Manages the catalogue across stores

Accounts team - Tracks reports on financial performance across stores.

Marketing team - Manages & analyzes marketing activities.

Key Challenges & opportunities

After mapping the challenge, patterns emerged, which further clarified the direction for the sprint. We learn that:

Onboarding - The first time exposure to the product was always through a demo. The users needed a guided tour of the application before it can be used.

Navigation -There was a lot of focus around navigability of the application, and it needed a fix.

Data visualization, if done correctly, can help make the platform sticky by showing informative & relevant data to the users clearly and concisely.

Smart next steps - With a deluge of data from all the channels (Online orders, Aggregators, Offline stores), the platform needed to be smart, provide deep insights and recommend the next steps so as not to overwhelm the end-user.

Ideating solutions

At this point, we knew the shortcomings of the platform - navigation with confusing hierarchy, improper metrics for analytics, the requirement of a demo to be used for the first time. The next step was to brainstorm through these problems and come up with solutions. Key among these issues was the Information architecture. Once we get that right rest of the components will fall in place automatically like Tetris blocks. ‍With that in mind and hands-on paper, we set out to work on the structure fleshing out essential details in the proces

‍We had some great ideas which promised to solve some of the key problems identified by the team. We used these ideas to create a blueprint for the revised product designs.


We envisoned the dashboard as the central location to push important features to users. Since we had different personas engaging at different phases, we wanted to ensure that the key workflows gets precedence over fringe use cases.


An operations manager sets up the system initially by uploading a catalogue of items and configuring the product to meet his/her business requirements. A majority of the support calls were regarding setting up the inventory. After signing up, users felt lost, they didn’t know what the next steps were to get the system up and running. To fix this, I added an onboarding wizard on dashboard. The instructions provide next steps to setup a module.


After the initial setup, the workflows branched away. Catalogue managers handled day to day inventory, accounts needed a weekly report & marketing managed campaigns. On the dashboard, we wanted to highight important activies and give an impetus to the users to explore further. Based on the initial research, I add a time-series for Sales, Orders & New customers, grouped by type of channel. These metrics are tracked on a day to day basis. You can drill down further in analytics section. Similarly all the active campaigns were shown along with most sold items.


A central inventory management was the core offering of Urban piper. Once you have the inventory setup, you can push those products to an aggregator of your choice(such as Swiggy, Zomato or Uber eats), add dynamic coupons, analyze orders, run campaigns and much more. All of the above functionaliy depended on the configuration each product. I collated all the configurations into one view.

Inventory of all items

Product details

Intuitive product configuration flow


I tested prototypes with actual customers of Urban Piper who were using the current product to unlock insights on their response to both options and make informed decisions.

- They liked the inclusion of key metrics on Dashboard. They requested an app to further notify them on important events

- They found the inventory management workflow simpler

- They loved the new architecture and found it easy to navigate between sections.


- We were able to bring down the support queries by 24%.

- There was a significant reduction in the time it took to setup the inventory.

- The redesign led to an increase in adoption of Analytics & Campaign manager.