A&W
A&W approached us to assist in redesigning and reimagining their ordering app experience. The project scope encompassed not only refreshing the appearance but also completely rethinking core app functionalities, such as enabling in-app product ordering, facilitating payments through the app, and offering various pickup options. The project required the creation of a new UX experience while balancing the introduction of new features with existing technological constraints, such as payment APIs and pickup systems. Collaboration with the client and multiple agencies was essential to align brand vision, UX experience, and development implementation. As a senior designer, my role involved working closely with the lead designer to establish clear UX/UI patterns and integrate new functionalities into the app system. Responsibilities included overseeing the design system's construction to ensure it was built on a solid foundation and poised for future expansion. The newly launched app currently boasts a rating of 4.6 on the app store.
Scope
- UX Design
- UI Design
- Desing System
In the conceptualization phase, we defined user personas, representing different segments of the target audience, and mapped out user journeys to visualize the interactions users will have with the app. We established the initial information architecture, organizing content and features in a logical hierarchy. During sketching and ideation sessions, we generated a plethora of design concepts, which we then translated into low-fidelity wireframes outlining the product's structure and layout.
As the design progressed into the design phase, it became more tangible. Visual design took center stage as we started collaborating with the brand agency to craft high-fidelity mockups, incorporating color, typography, imagery, and branding elements. We developed prototypes to simulate user flows for more complicated interactions, allowing for usability testing and iterative improvements.
By establishing clear guidelines for typography, color, layout, and interaction patterns, we ensured that every aspect of the product aligns with the brand identity and user expectations. Through clear documentation, version control, and collaboration, we designed a system that is easy to implement, enabling teams to create high-quality digital experiences that resonate with users across platforms and devices.
