linkar
7 min read case study
Role
Product Designer
Timeline
2 Weeks
Skills
UX Research, Conducting Survey, Ideation, Wireframing, Visual Design
UX Research, Conducting Survey,
Ideation, Wireframing, Visual Design
UX Research, Conducting Survey,
Ideation, Wireframing, Visual Design
Tools
Figma, Miro, Google Form
B2B
FnB Tech
AI-Powered SaaS
PART ONE
Understanding the problem
Imagine you’re a small restaurant owner in Indonesia.
You are running everything by yourself.
Imagine you’re a small restaurant owner in Indonesia.
You are running everything by yourself.
Imagine you’re a small restaurant owner in Indonesia.
You are running everything by yourself.
You’re
the chef
You’re the chef, the cashier, the stock manager, and also the customer service rep
You’re
the chef
the
cashier
the
cashier
the stock
manager
the stock
manager
the customer
service rep
the customer
service rep
Every day, you juggle orders, cooking, finances—and keeping customers happy. You’re doing it all across the platforms.
In a market dominated by online food delivery services like ShopeeFood, GrabFood, and GoFood, every review can make or break your business.
Every day, you juggle orders, cooking, finances—and keeping customers happy. You’re doing it all across the platforms.
In a market dominated by online food delivery services like ShopeeFood, GrabFood, and GoFood, every review can make or break your business.
Every day, you juggle orders, cooking, finances—and keeping customers happy. You’re doing it all across the platforms.
In a market dominated by online food delivery services like ShopeeFood, GrabFood, and GoFood, every review can make or break your business.
Wiseman said,
Every good review means a potential new customer
Every bad review? A lost opportunity...
Wiseman said,
Every good review means a potential new customer. Every bad review? A lost opportunity...
Wiseman said,
Every good review means a potential new customer
Every bad review? A lost opportunity...
Then, in the middle of a busy lunch rush, you see it!
A ONE STAR REVIEW on Sh*peeFood.
Then, in the middle of a busy lunch rush, you see it! A ONE STAR REVIEW on Sh*peeFood.
Then, in the middle of a busy lunch rush, you see it!
A ONE STAR REVIEW on Sh*peeFood.
“The food was cold and the delivery took forever! Never ordering here again!"
“The food was cold and the delivery took forever! Never ordering here again!"
“The food was cold and the delivery took forever! Never ordering here again!"
Your rating drops, and you know that if you don’t respond fast, future customers might think twice before ordering. But with three more orders waiting, your hands are literally full.
Your rating drops, and you know that if you don’t respond fast, future customers might think twice before ordering. But with three more orders waiting, your hands are literally full.
Your rating drops, and you know that if you don’t respond fast, future customers might think twice before ordering. But with three more orders waiting, your hands are literally full.
Maybe you just need a POS system.
It will make your life easier.
Maybe you just need a POS system. It will make your life easier.
Maybe you just need a POS system.
It will make your life easier.
So you did. You invested in the system, learned how to use it, and set everything up.
So you did. You invested in the system, learned how to use it, and set everything up.
So you did. You invested in the system, learned how to use it, and set everything up.
PART TWO
The Critical Gap
To be fair, it did help...
Orders were processed faster. Stock updates were automatic. Payments were easier to track.
But one thing didn’t change—your reviews. You’re still drowning in orders and haunted by low ratings. Because POS systems only manage operations—they don’t manage customer relationships.
In fact in Indonesia, many small restaurants already rely on POS systems to manage their daily operations across multiple online food delivery platforms.
However, while these systems streamline order management, they ignore one crucial factor: customer experience.
Running a restaurant isn’t just about making great food—it’s about building trust and maintaining a strong online reputation. For Indonesia’s UMKM, where competition is fierce and online reviews hold immense power, this is a critical gap.
And it’s not just you.
To be fair, it did help...
Orders were processed faster. Stock updates were automatic. Payments were easier to track.
But one thing didn’t change—your reviews. You’re still drowning in orders and haunted by low ratings. Because POS systems only manage operations—they don’t manage customer relationships.
In fact in Indonesia, many small restaurants already rely on POS systems to manage their daily operations across multiple online food delivery platforms.
However, while these systems streamline order management, they ignore one crucial factor: customer experience.
Running a restaurant isn’t just about making great food—it’s about building trust and maintaining a strong online reputation. For Indonesia’s UMKM, where competition is fierce and online reviews hold immense power, this is a critical gap.
And it’s not just you.
To be fair, it did help...
Orders were processed faster. Stock updates were automatic. Payments were easier to track.
But one thing didn’t change—your reviews. You’re still drowning in orders and haunted by low ratings. Because POS systems only manage operations—they don’t manage customer relationships.
In fact in Indonesia, many small restaurants already rely on POS systems to manage their daily operations across multiple online food delivery platforms.
However, while these systems streamline order management, they ignore one crucial factor: customer experience.
Running a restaurant isn’t just about making great food—it’s about building trust and maintaining a strong online reputation. For Indonesia’s UMKM, where competition is fierce and online reviews hold immense power, this is a critical gap.
And it’s not just you.
To be fair, it did help...
Orders were processed faster. Stock updates were automatic. Payments were easier to track.
But one thing didn’t change—your reviews. You’re still drowning in orders and haunted by low ratings. Because POS systems only manage operations—they don’t manage customer relationships.
In fact in Indonesia, many small restaurants already rely on POS systems to manage their daily operations across multiple online food delivery platforms.
However, while these systems streamline order management,
they ignore one crucial factor: customer experience.
Running a restaurant isn’t just about making great food—it’s about building trust and maintaining a strong online reputation. For Indonesia’s UMKM, where competition is fierce and online reviews hold immense power, this is a critical gap.
And it’s not just you.
When I surveyed 32 Indonesian UMKMs...
When I surveyed 32 Indonesian UMKMs...
When I surveyed 32 Indonesian UMKMs...
62.5%
62.5%
of small business owners struggle to keep up with customer reviews across multiple platforms.
of small business owners struggle to keep up with customer reviews across multiple platforms.
of small business owners struggle to keep up with customer reviews across multiple platforms.
They don’t have the time to respond. They don’t know what to say. And by the time they do—the damage is already done.
They don’t have the time to respond. They don’t know what to say. And by the time they do—the damage is already done.
They don’t have the time to respond. They don’t know what to say. And by the time they do—the damage is already done.
So while POS systems help you take orders, who helps you keep customers coming back?
So while POS systems help you take orders, who helps you keep customers coming back?
So while POS systems help you take orders, who helps you keep customers coming back?
It’s time for a smarter approach.
It’s time for a smarter approach.
It’s time for a smarter approach.
It’s time for a smarter approach.
PART THREE
Discovery
I said it, you’re not alone...
Here’s what other 32 small business owners said:
I said it, you’re not alone...
Here’s what other 32 small business owners said:
I said it, you’re not alone...
Here’s what other 32 small business owners said:
Q: What is the biggest challenge in managing your restaurant overall?
Q: What is the biggest challenge in managing your restaurant overall?
Q: What is the biggest challenge in managing your restaurant overall?
62.5%
62.5%
of small business owners struggle to keep up with customer reviews across multiple platforms
of small business owners struggle to keep up with customer reviews across multiple platforms
of small business owners struggle to keep up with customer reviews across multiple platforms
Q: What is your biggest challenge in managing customer reviews across multiple platforms?
Q: What is your biggest challenge in managing customer reviews across multiple platforms?
Q: What is your biggest challenge in managing customer reviews across multiple platforms?
75%
75%
struggle to maintain positive reviews and handle customer complaints.
struggle to maintain positive reviews and handle customer complaints.
struggle to maintain positive reviews and handle customer complaints.
62,5%
62,5%
find it difficult to respond to reviews manually across multiple platforms.
find it difficult to respond to reviews manually across multiple platforms.
find it difficult to respond to reviews manually across multiple platforms.
From those who struggle with managing customer reviews, here are the most common explanations they shared:
From those who struggle with managing customer reviews, here are the most common explanations they shared:
From those who struggle with managing customer reviews, here are the most common explanations they shared:
Key Insights
Key Insights
Key Insights
The challenge isn’t just replying to reviews—it’s about time constraints, efficiency, and protecting a business’s reputation.
While online reviews are crucial, many restaurant owners feel pressured to maintain high ratings, adding stress to their daily operations.
For many small business owners, checking and responding to reviews constantly is simply not a priority—they’re too busy running their business.
The challenge isn’t just replying to reviews—it’s about time constraints, efficiency, and protecting a business’s reputation.
While online reviews are crucial, many restaurant owners feel pressured to maintain high ratings, adding stress to their daily operations.
For many small business owners, checking and responding to reviews constantly is simply not a priority—they’re too busy running their business.
The challenge isn’t just replying to reviews—it’s about time constraints, efficiency, and protecting a business’s reputation.
While online reviews are crucial, many restaurant owners feel pressured to maintain high ratings, adding stress to their daily operations.
For many small business owners, checking and responding to reviews constantly is simply not a priority—they’re too busy running their business.
The problem is clear, now let’s ask the right question...
The problem is clear, now let’s ask the right question...
The problem is clear, now let’s ask the right question...
HMW
HMW
HMW
help you manage customer reviews effortlessly while running your daily operations?
help you manage customer reviews effortlessly while running your daily operations?
help you manage customer reviews effortlessly while running your daily operations?
While this question helps frame the challenge, not all small restaurant owners struggle with reviews in the same way. To design an effective solution, I identified distinct types of small business owners, each facing unique challenges in managing online reviews.
Which one are you?
While this question helps frame the challenge, not all small restaurant owners struggle with reviews in the same way. To design an effective solution, I identified distinct types of small business owners, each facing unique challenges in managing online reviews.
Which one are you?
While this question helps frame the challenge, not all small restaurant owners struggle with reviews in the same way. To design an effective solution, I identified distinct types of small business owners, each facing unique challenges in managing online reviews.
Which one are you?
While this question helps frame the challenge, not all small restaurant owners struggle with reviews in the same way. To design an effective solution, I identified distinct types of small business owners, each facing unique challenges in managing online reviews.
Which one are you?
Core Features: Answering the How Might We
Core Features: Answering the How Might We
Core Features: Answering the How Might We
Based on the identified user pain points and our HMW framework, I explored potential solutions that would directly address these challenges. Here are the core features that emerged from this process:
Based on the identified user pain points and our HMW framework, I explored potential solutions that would directly address these challenges. Here are the core features that emerged from this process:
Based on the identified user pain points and our HMW framework, I explored potential solutions that would directly address these challenges. Here are the core features that emerged from this process:
Integrated reviews across all the platforms
Combines all food delivery platforms' reviews into one seamless dashboard.
Automatic reviews responder
Instantly replies to reviews based on AI-generated or prewritten responses, reducing manual effort.
Review prioritization
Flags negative reviews so owners can address them first.
Reply suggestions/recommendations
Helps time-strapped owners respond quickly while maintaining a personal touch.
Integrated reviews across all the platforms
Combines all food delivery platforms' reviews into one seamless dashboard.
Automatic reviews responder
Instantly replies to reviews based on AI-generated or prewritten responses, reducing manual effort.
Review prioritization
Flags negative reviews so owners can address them first.
Reply suggestions/recommendations
Helps time-strapped owners respond quickly while maintaining a personal touch.
Integrated reviews across all the platforms
Combines all food delivery platforms' reviews into one seamless dashboard.
Automatic reviews responder
Instantly replies to reviews based on AI-generated or prewritten responses, reducing manual effort.
Review prioritization
Flags negative reviews so owners can address them first.
Reply suggestions/recommendations
Helps time-strapped owners respond quickly while maintaining a personal touch.
PART FOUR
Ideation
With a clear understanding of the different types of small restaurant owners and their struggles, I began designing to ensure a seamless experience. I mapped out how users would navigate key features before jumping into visuals.
With a clear understanding of the different types of small restaurant owners and their struggles, I began designing to ensure a seamless experience. I mapped out how users would navigate key features before jumping into visuals.
With the core structure in place, I refined the details through multiple iterations—testing different layouts to improve clarity, hierarchy, and user flow. The goal was to ensure that Linkar felt effortless.
Here’s how the design evolved through continuous refinement:
With the core structure in place, I refined the details through multiple iterations—testing different layouts to improve clarity, hierarchy, and user flow. The goal was to ensure that Linkar felt effortless.
Here’s how the design evolved through continuous refinement:
Now that the idea is solid, here’s the final product!
Now that the idea is solid,
here’s the final product!
Now that the idea is solid, here’s the final product!
PART FIVE
Solution
Meet Linkar: The AI-Powered POS Assistant for Small Restaurant Owners
Meet Linkar: The AI-Powered POS Assistant for Small Restaurant Owners
Meet Linkar: The AI-Powered POS Assistant for Small Restaurant Owners
Meet Linkar: The AI-Powered POS Assistant for Small Restaurant Owners
Managing a small restaurant is already hard enough—balancing orders, cooking, and finances. But on top of that, keeping up with online reviews? That’s a full-time job on its own.
Managing a small restaurant is already hard enough—balancing orders, cooking, and finances. But on top of that, keeping up with online reviews? That’s a full-time job on its own.
That’s where Linkar comes in.
That’s where Linkar comes in.
1
1
1
Seamless Order & Stock Management
Seamless Order & Stock Management
Seamless Order & Stock Management
Seamless Order & Stock Management
Tired of switching between ShopeeFood, GrabFood, and GoFood? Linkar syncs and updates your orders & stock across all platforms, so you can manage everything in one place.
Tired of switching between ShopeeFood, GrabFood, and GoFood? Linkar syncs and updates your orders & stock across all platforms, so you can manage everything in one place.
Tired of switching between ShopeeFood, GrabFood, and GoFood? Linkar syncs and updates your orders & stock across all platforms, so you can manage everything in one place.
All order at one place
All order
at one place
All order at one place
Edit Menu & Adjust Stock
Edit Menu &
Adjust Stock
Edit Menu & Adjust Stock
Integrated Inbox
Integrated Inbox
Integrated Inbox
All-in-one Report
All-in-one Report
All-in-one Report
2
2
2
AI-Driven Review Assistant
AI-Driven Review Assistant
AI-Driven Review Assistant
AI-Driven Review Assistant
Every review counts, but you don’t always have time to craft the perfect response. Linkar’s AI generates suggested replies instantly, helping you maintain a strong reputation without the extra effort.
Every review counts, but you don’t always have time to craft the perfect response. Linkar’s AI generates suggested replies instantly, helping you maintain a strong reputation without the extra effort.
Every review counts, but you don’t always have time to craft the perfect response. Linkar’s AI generates suggested replies instantly, helping you maintain a strong reputation without the extra effort.
You can add personal touch to your AI
You can add personal touch to your AI
You can add personal touch to your AI
3
3
3
Smart Review Prioritization
Smart Review Prioritization
Smart Review Prioritization
Smart Review Prioritization
Not all reviews need immediate attention—but bad ones do. Linkar flags critical reviews (low ratings, negative feedback) so you can address them before they hurt your business.
Not all reviews need immediate attention—but bad ones do. Linkar flags critical reviews (low ratings, negative feedback) so you can address them before they hurt your business.
Not all reviews need immediate attention—but bad ones do. Linkar flags critical reviews (low ratings, negative feedback) so you can address them before they hurt your business.
Just turn on the toggle for auto-flagged
Just turn on the toggle for auto-flagged
Just turn on the toggle for auto-flagged
4
4
4
Customizable Response Tone
Customizable Response Tone
Customizable Response Tone
Customizable Response Tone
Every restaurant has its own personality. Whether you want to sound friendly, professional, or playful, Linkar adapts to your brand’s voice so responses feel natural.
Every restaurant has its own personality. Whether you want to sound friendly, professional, or playful, Linkar adapts to your brand’s voice so responses feel natural.
Every restaurant has its own personality. Whether you want to sound friendly, professional, or playful, Linkar adapts to your brand’s voice so responses feel natural.
With Linkar, small restaurant owners can finally focus on what matters—running their business—while AI takes care of the rest.
With Linkar, small restaurant owners can finally focus on what matters—running their business—while AI takes care of the rest.
With Linkar, small restaurant owners can finally focus on what matters—running their business—while AI takes care of the rest.
PART SIX
Final Protoype
See Linkar in action!
Instead of just reading about it, experience the design firsthand. Click through the prototype to explore how Linkar helps small restaurant owners manage their orders & reviews effortlessly—all within a single platform.
See Linkar in action!
Instead of just reading about it, experience the design firsthand. Click through the prototype to explore how Linkar helps small restaurant owners manage their orders & reviews effortlessly—all within a single platform.
See Linkar in action!
Instead of just reading about it, experience the design firsthand. Click through the prototype to explore how Linkar helps small restaurant owners manage their orders & reviews effortlessly—all within a single platform.
This prototype focuses on Linkar’s core features: Review Management, Reports, Orders, Menu & Stock Adjustments, and AI Customization & Filtering. Supporting screens like login and settings are considered for future iterations.
This prototype focuses on Linkar’s core features: Review Management, Reports, Orders, Menu & Stock Adjustments, and AI Customization & Filtering. Supporting screens like login and settings are considered for future iterations.
This prototype focuses on Linkar’s core features: Review Management, Reports, Orders, Menu & Stock Adjustments, and AI Customization & Filtering. Supporting screens like login and settings are considered for future iterations.
This project was an exploration of how AI can assist small businesses beyond just order management. By integrating AI-driven customer service, Linkar enhances operational efficiency while protecting a restaurant’s online reputation.
Here’s how it directly addresses the challenges identified earlier:
This project was an exploration of how AI can assist small businesses beyond just order management. By integrating AI-driven customer service, Linkar enhances operational efficiency while protecting a restaurant’s online reputation.
Here’s how it directly addresses the challenges identified earlier:
This project was an exploration of how AI can assist small businesses beyond just order management. By integrating AI-driven customer service, Linkar enhances operational efficiency while protecting a restaurant’s online reputation.
Here’s how it directly addresses the challenges identified earlier:
🔹
Reduced response delays
AI-suggested replies help owners respond without having to type everything manually while still feeling personal.
Reduced response delays
AI-suggested replies help owners respond without having to type everything manually while still feeling personal.
Reduced response delays
AI-suggested replies help owners respond without having to type everything manually while still feeling personal.
🔹
Improved online reputation
Faster responses can lead to better customer retention & higher ratings over time.
Improved online reputation
Faster responses can lead to better customer retention & higher ratings over time.
Improved online reputation
Faster responses can lead to better customer retention & higher ratings over time.
🔹
Operational efficiency
Managing orders, stock, and reviews in one place reduces the need to switch between multiple apps.
Operational efficiency
Managing orders, stock, and reviews in one place reduces the need to switch between multiple apps.
Operational efficiency
Managing orders, stock, and reviews in one place reduces the need to switch between multiple apps.
PART SEVEN
Takeaways
Initially, I focused on building a solution based on my assumption: an app that integrates GoFood, GrabFood, and ShopeeFood so owners don’t have to juggle multiple apps.
But as I conducted my survey and did my own pre-research, I discovered two things:
Initially, I focused on building a solution based on my assumption: an app that integrates GoFood, GrabFood, and ShopeeFood so owners don’t have to juggle multiple apps.
But as I conducted my survey and did my own pre-research, I discovered two things:
Initially, I focused on building a solution based on my assumption: an app that integrates GoFood, GrabFood, and ShopeeFood so owners don’t have to juggle multiple apps.
But as I conducted my survey and did my own pre-research, I discovered two things:
1
1
1
These integration apps already existed—many of them, in fact. While it could still be a viable project, integrating orders is no longer the biggest challenge for online food delivery businesses. This is where I had to find Linkar’s unique selling point.
These integration apps already existed—many of them, in fact. While it could still be a viable project, integrating orders is no longer the biggest challenge for online food delivery businesses. This is where I had to find Linkar’s unique selling point.
These integration apps already existed—many of them, in fact. While it could still be a viable project, integrating orders is no longer the biggest challenge for online food delivery businesses. This is where I had to find Linkar’s unique selling point.
2
2
2
The research gave me a new perspective.
That’s when I pivoted Linkar’s focus—rather than just being another POS system, it became a POS with an AI-driven customer service assistant.
The research gave me a new perspective.
That’s when I pivoted Linkar’s focus—rather than just being another POS system, it became a POS with an AI-driven customer service assistant.
The research gave me a new perspective.
That’s when I pivoted Linkar’s focus—rather than just being another POS system, it became a POS with an AI-driven customer service assistant.
What I thought would just validate my assumption actually gave me an opportunity to create something better ✨
The second major challenge was:
Designing AI in a way that actually helps.
If AI is too passive and template-based, owners will just copy-paste everything mindlessly. But at the same time, authenticity and sincerity matter for building trust.
I had to find the right balance—
AI should assist, not replace.
It should speed up the process but still allow owners to maintain a personal touch in their responses.
Looking back, I realized that if I had stopped at my first assumption, Linkar would have been a generic POS. But research guided me toward something more impactful.
What I thought would just validate my assumption actually gave me an opportunity to create something better ✨
The second major challenge was:
Designing AI in a way that actually helps.
If AI is too passive and template-based, owners will just copy-paste everything mindlessly. But at the same time, authenticity and sincerity matter for building trust.
I had to find the right balance—
AI should assist, not replace.
It should speed up the process but still allow owners to maintain a personal touch in their responses.
Looking back, I realized that if I had stopped at my first assumption, Linkar would have been a generic POS. But research guided me toward something more impactful.
What I thought would just validate my assumption actually gave me an opportunity to create something better ✨
The second major challenge was:
Designing AI in a way that actually helps.
If AI is too passive and template-based, owners will just copy-paste everything mindlessly. But at the same time, authenticity and sincerity matter for building trust.
I had to find the right balance—
AI should assist, not replace.
It should speed up the process but still allow owners to maintain a personal touch in their responses.
Looking back, I realized that if I had stopped at my first assumption, Linkar would have been a generic POS. But research guided me toward something more impactful.
And yes—Linkar can still be improved. If I were to take it further: I’d conduct a second survey focused entirely on AI-driven review management.
And yes—Linkar can still be improved. If I were to take it further: I’d conduct a second survey focused entirely on AI-driven review management.
And yes—Linkar can still be improved. If I were to take it further: I’d conduct a second survey focused entirely on AI-driven review management.
My first survey was broad, meant to validate pain points. But a deeper study would help me refine the AI’s customization and truly understand how small restaurant owners feel about automation in customer service.
My first survey was broad, meant to validate pain points. But a deeper study would help me refine the AI’s customization and truly understand how small restaurant owners feel about automation in customer service.
My first survey was broad, meant to validate pain points. But a deeper study would help me refine the AI’s customization and truly understand how small restaurant owners feel about automation in customer service.
Thank you
Thank you
Thank you