Deloitte Case Competition



Design a data visualization system for an iPad for Primanti Bros. in order to increase productivity and customer satisfaction.


An electronic iPad app that outputs  real time data on user experience, overhead, food levels, and critical business decisions.


Deloitte and Primanti Bros.


2017, Data visualization, user experience 


90 minute case competition


Adobe XD, After Effects, Illustrator


Josh LeFevre, Supwat Vitoorapakorn, Angela Baldwin, Xi Chen, Arush

My role: 

Design strategist, design researcher, data visualization



The following project was developed during a 90 minute Deloitte data visualization and design competition. Six teams participated. The teams were deliberately organized to have design, human computer interaction, computer science, and engineering disciplines working together. Our team was no different.


Design challenge prompt

Pirmanti Bros. is a popular local restaurant. The owner noticed that during peak business times, there are long lines to get their food. Recently, he noticed most people choose not to wait in line and just leave. He wants to understand why they are leaving. He asked us to help one of the stores find a way to to reduce customers wait time and improve their overall experience.

We were challenged to consider what resources or information we would need for the project and what resources would be needed to complete our solution design with data.

We saw this as a sandwich-based, data-driven design.




Understanding the territory

Initial brainstorm

We recognized that we needed to understand the needs of customers while in the store. We also wanted to explore why users stopped waiting in line: was it the length of  time, quality of Pirmanti Bros’ food, etc. Serving the most number of customers and making them happy is a top priority for Pirmanti’s Bros reputation and profitability.

We began to explore who the stakeholders holders were. This part of the exercise led us to creating mini user-experience journeys that resulted in a short matrix that highlighted the pain points, touchpoints, data, and tools that would be most useful for each stakeholder.

From there we mapped out the the interactions and touchpoints between stakeholders. We diagramed and looked for positive analogous customer support platforms. By exploring this avenue, our ideas developed into a more consistent.

Our initial solution centered around holding user-experience research to simplify the ordering process and provide updates about one’s wait time expectations much like lines at theme parks. We also experimented with the idea of gathering data about the current wait times of various restaurant locations, so that users could find the locations with the shortest wait time.



pivot and constraints

Phase 1: The Pivot and constraints

The four following constraints were added to the project after the first 60 minutes.

1.  Make it scalable for all Primantis Bros. locations.

2. The design or solution must utilize an iPad.

3.  Integrate a new food delivery system to the restaurant's business model.

4. Decrease human-capital waste

With the new constraints we shifted our focus from only evaluating wait time pain points for Pirmanti Bros. stakeholdersand began to develop a complete tool to streamline business decisions.



Reflection & Solution

At the conclusion of the design competition, all groups presented their ideas. Our group won the competition by integrating the user-experience into the process. Our focus on making the people the forefront of our solution and by integrating the constraints.

“We won because we didn’t allow the technology to come before the people. We weren’t trying to force out technology on a current process but allowed the process and pain points to inform our solution.”

Reflecting on the process, we recognized that the by allowing the user’s experience to lead the design, new solution. Below are the final mock-ups from the project.



next steps

We strongly recommended that going forward the store hold user-centered design research around customer experience with Primanit Bros. Due to the nature of the competition, we were unable to do this research, but we felt that making this an integral piece would add insight and clarity to the implementation of any plan.

Though our solution was a Primanti’s Bros. app that would consolidate the data and provide timely feedback on business processes, the data and coding were not the only resources we knew would be needed. As seen below, we  listed several discussed in our initial presentation:

Pirmanti Bros, Data visulaization.png
  • Database code

  • JavaScript

  • Angular JS

  • Python

  • R

  • Cloud-based server

  • Inventory system

  • User-experience research (customer and employee)

  • Service design blueprint

  • Interactive prototype for users of the system


Additional Mockups

Here are the iPad mockups we developed for the case competition.

Real Time data outputs

We expect that more efficient tracking of resources and implementation of this inventory system will decrease the wait time and pain points experienced by customers. This system, coupled with user-experience research and implementation of findings, will decrease customers anxiety and increase their satisfaction with the local classic, Pirmanti Bros.

Pirmanti Bros Data Vis 1.png

Query-ready dashboard

We developed an iPad interface to query databases that would track the levels of food inventory, number of employees working, historical sales, historical peak times, and future predictions. We integrated, order now, options so the manager could make orders even during the rush of business to ensure the product would arrive in the shortest amount of time without having spoilage or the worry of running out of food during a significant peak time.

Primanti Bros. App

We integrated food delivery with UberEats and GrubHub but simplified the process for Pirmanti’s by having all requests send to an order list. Talking with the "owner," we suggested closing the least profitable Primanit’s and turning it into an online ordering systems. This way, all online orders would be streamlined and handled in one go.