Oído — Merchant-to-Guest Product Experience
Daria Karpova
Oído — Designing a Merchant-to-Guest Commerce Experience
Role: CPO · Product Strategy · UX Design
Industry: Hospitality · Digital Commerce
Overview
Oído helps independent businesses bring their existing offerings into a mobile-first customer experience. The product explores how restaurants and service providers can publish multilingual menus and services through a browser link or QR code, without asking customers to install an app.
Two journeys needed to work together: a straightforward setup experience for the merchant and a clear, fast experience for the guest.
The Challenge
Small businesses often manage their information across documents, menus and disconnected tools. Rebuilding that information in a new platform can become another operational burden. Customers, meanwhile, expect quick access to clear content on their phones.
The design challenge was to connect both sides into one product experience without adding unnecessary steps.
My Role & Contribution
As CPO, I worked on the product direction, merchant and guest journeys, interaction design and the requirements for a focused pilot.
Product strategy: defined the initial use cases and priorities around merchant value.
Merchant journey: shaped the flow from existing content to a published, shareable experience.
Guest experience: designed mobile-first browsing and navigation.
Content review: introduced a merchant confirmation step where imported information may be unclear.
Pilot design: connected the product flows to merchant activation, customer engagement and repeat use.
Key Product Decisions
Make existing content the starting point
Businesses should begin with the information they already have. The merchant journey brings content preparation, review and publishing into a single flow.
Keep the guest experience immediate
A QR code or direct link opens the experience in the browser. The interface prioritizes readable information, intuitive navigation and clear actions.
Keep merchant control visible
When content is incomplete or unclear, the merchant reviews it before publishing. This keeps the experience practical for everyday use.
Product Experience
The work includes a public website, browser-based merchant and guest demonstrations, responsive interaction designs and a defined pilot journey from merchant setup to customer use.
Where It Stands
Oído has a public website and browser-based merchant and guest demonstrations. Pilot preparation covers the merchant setup journey, customer interactions and activity that participating businesses can review.
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Posted Oct 19, 2026
Led Oído’s product strategy and merchant-to-guest UX, shaping multilingual QR storefront flows and a browser beta for early pilot validation.
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