Shadowboxer overhauls UX, brand and pricing for CommBank’s Doshii

News 18 Oct 2021 - 2 min read

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Tags: Commbank Doshii Shadowboxer

Shadowboxer has completed the next phase of transformation for CommBank-owned hospitality tech player Doshii as it shifts go to market strategy from channel partners to end-users and plots major scale-up.

What you need to know:

CommBank-owned tech platform has notched significant growth after building out channel partners – POS providers and payment and ordering apps.
Its new go-to-market strategy focuses on end users – restaurants, hotels and venues, with a rebrand, UX and new pricing structure designed to drive more use and uptake amongst hospitality businesses.

Round two

Shadowboxer has completed the next phase of transformation for CommBank-owned hospitality tech player Doshii.

The platform, acquired earlier this year by the bank’s X15 ventures unit, is now shifting its growth focus to customers rather than B2B channel partners such as apps and point of sale (POS) providers.

It aims to simplify venue management for restaurants, hotels, pubs and venues by eliminating order errors, reducing double handling – and tying together all their various ordering apps and payment systems.

Alongside the new go-to-market and product strategy, Shadowboxer has overseen a rebrand and pricing overhaul in a bid to make it easier for hospitality operators to understand and use Doshii – and bring them up to speed with new features.

“So often, embracing new tech – while designed to help businesses grow and move faster – actually slows them down,” said Shadowboxer Creative & Design Partner Mike Fraser (pictured). “Doshii is different in that it’s designed to smooth out the kinks created when venues add new sales channels and applications to their business. Put simply, it clears a venue’s plate, and allows them to focus on doing what they do best.”

Doshii CEO Justin O’Donnell agreed:

“Tech-speak associated with APIs, integrations and data-sharing isn’t typically what you’ll get at the chef’s table and we really wanted to build a new brand that was easy to understand for venues and importantly, was as fun as the hospo industry. Shadowboxer created and executed that brief perfectly.”

Doshii is now moving into a significant scale phase, with plans for international expansion. See an interview with Justin O’Donnell and CommBank’s X15 Ventures MD, Toby Norton-Smith, here.