Designing trust into marketing analytics
I designed a dashboard that gives Toast restaurants the confidence to keep investing in marketing.
Toast / 1 designer (me), 1 PM, 1 eng, 1 quant researcher / 2 months
30k+
unique users
35%
view 2+ times
22%
take action after
Designing trust into marketing analytics
I designed a dashboard that gives Toast restaurants the confidence to keep investing in marketing.
Toast / 1 designer (me), 1 PM, 1 eng, 1 quant researcher / 2 months
30k+
unique users
35%
view 2+ times
22%
take action after
(A little context before we start.)
Toast helps 164,000+ restaurants run their businesses.
Its products span point of sale, operations, digital ordering, marketing, and payroll. I work on the Marketing Suite, which helps restaurants turn guests into regulars.
(A little context before we start.)
Toast helps 164,000+ restaurants run their businesses.
Its products span point of sale, operations, digital ordering, marketing, and payroll. I work on the Marketing Suite, which helps restaurants turn guests into regulars.
Problem
Restaurants won't keep investing in Toast Marketing if we can't prove it works.
When restaurant operators decide whether marketing "works," they focus on simple outcomes: more sales, new guests, and increased retention. But many struggled to see those outcomes clearly, and with marketing efforts spread across Toast products, there was no way to see overall ROI. This weakened Toast's positioning as an all-in-one demand generation platform.
Problem
Restaurants won't keep investing in Toast Marketing if we can't prove it works.
When restaurant operators decide whether marketing "works," they focus on simple outcomes: more sales, new guests, and increased retention. But many struggled to see those outcomes clearly, and with marketing efforts spread across Toast products, there was no way to see overall ROI. This weakened Toast's positioning as an all-in-one demand generation platform.
From survey of 200 Toast customers
70%
judge marketing success by sales
<1/3
clearly see the value of marketing today
<1/5
fully understand how attribution works
From survey of 200 Toast customers
70%
judge marketing success by sales
<1/3
clearly see the value of marketing today
<1/5
fully understand how attribution works
Solution
To help busy operators quickly see ROI, I designed around one story: Toast Marketing drives sales.
I structured the IA as an inverted pyramid, where each section answers a core question that ladders up to that outcome. Did marketing drive sales? Which channels contributed? Where did guests place the order? Did it bring in new or returning guests?
Solution
To help busy operators quickly see ROI, I designed around one story: Toast Marketing drives sales.
I structured the IA as an inverted pyramid, where each section answers a core question that ladders up to that outcome. Did marketing drive sales? Which channels contributed? Where did guests place the order? Did it bring in new or returning guests?
Follows include AI integration to continue making data more accessible
Follows include AI integration to continue making data more accessible
Follows include AI integration to continue making data more accessible
Impact
So far: 30k unique views, with 35% returning.
These views translate into downstream action, with 22% of operators navigating to a marketing page after viewing the dashboard. This work also led to a dedicated team to own and grow demand attribution at Toast.
Impact
So far: 30k unique views, with 35% returning.
These views translate into downstream action, with 22% of operators navigating to a marketing page after viewing the dashboard. This work also led to a dedicated team to own and grow demand attribution at Toast.
“
This tool is fantastic and helps close the gap between owners not understanding marketing impact and marketing actually being able to prove value.
Isabella, restaurant operator
“
This tool is fantastic and helps close the gap between owners not understanding marketing impact and marketing actually being able to prove value.
Isabella, restaurant operator
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