Sayl
Server better.
Sell more.

The scale-up behind Sayl platform is on a mission to digitalize hospitality businesses to the next level with a best-in-class omnichannel offering that combines digital ordering with deep customer understanding.

Role

  • Product Design
  • Brand Design
  • Lead Frontend Architect

Context

  • Startup - Scale Up
  • 42 months
  • 06/2018 - 11/2021
The home of saylcloud.com

A three years journey that led to
the digitalisation of hospitality businesses.

Challenges

I’ve been tasked to create an appealing ecosystem that allows hospitality businesses to:

  • Digitalize and create a premium shopping experience;
  • Allow the identification, deep understanding, and activation of any omnichannel customers;
Approach

Iteration after iteration, with a consistent design methodology - research, wireframe, design, prototype - I’ve crafted an appealing user experience across the overall platform. As a solo designer in a small tech team, I had to roll up my sleeves.

I designed an ecosystem that matches the workflow of our clients (sell, operation, activation). It encompass an online & offline shopping experience, a kitchen display & a management web application.

Throughout the entire journey, I worked with the technical team to create and implement a frontend architecture that follows that ambitious vision. I also organized the team with a framework to allows features to flow from request to delivery.

Sayl powers 100+ restaurants all over Europe and processes 10k+ orders weekly.

Sayl Resto
A premium shopping experience

A modern web application that allows resto businesses to provide a high-quality ordering customer experience. From branding and layout customisation to an overwhelming range of features makes Sayl Resto a go-to product for hospitality businesses all over Europe.

Amongs all the features I built, here are some of the most praised ones

  • Multiple locations
  • Online & In-resto order
  • Vouchers & Discounts
  • Giftcards
  • Loyalty
  • Dynamic pricing & visibility
A modern premium customer shopping experience 🛒

Identity, Understand & Activate
Any omnichannel customers

For a long time, hospitality businesses have been reluctant technology and have kept their kitchen closed. With the latest sanitary events, having a way to digitalize is often a matter of survival. On the other end of the spectrum, the customer is now also pushing for a more digital approach to ordering food (e.g. the dark kitchen, new loyalty programs, ...).

At the core, we wanted to allow our clients to be the owner of their hospitality experience. Let them grow in experience with digitalisation from a simple e-shop to the point of having fully automated CRM capabilities. It was a case of approaching gently and educating to all the power of the technology.

Over time I’ve included a lot of powerful features with always a design thinking approach. Here are some of my favorites ones:

  • An interaction builder that allows any merchant to react to customer behaviour with some building block like a lego;
  • The segmentation of an audience in real-time;
  • An advanced loyalty program that is useful both in the perspective of a customer than a merchant;
  • Dynamic pricing to be able to handle after hours in a bar or discount on a specific day;
  • Managing daily operations like product forecast or push orders to a POS

In retrospect, the overall platform allows so many restaurants to stay open during the current difficult times. With the switch of a button, they transform their business from eat-in to pick up and/or delivery.

50+ user flows – 20 fully tested prototypes – 200+ fully designed views – 5 languages – 100+ components – One design language - 500+ icons

Give a face to the movement
Branding & Visual Identity

A boat sailing at sea. It is the metaphor on which the identity is built around. Throughout the customer, journey insights are collected (order, behaviour, ...). Without the proper guidance, all this data remains unexploitable. Sayl is the boat that will help the merchant navigate through all that data to activate the adequate customer.

The mark is built using the golden ratio and by applying a slant. All corners and curves are rounded using the two same radii.

The design system comes with one colour palette per hue and two additional for the light and dark theme. A primary palette act as a contrast to put highlight and perspective to an element that should trigger the user attention.

Some of the deliverables

  • Brand strategy
  • Brand guide
  • Product Design
  • Iconography
  • Website
  • Design System