CJ’s Mobile App — Guest Experience & Direct Ordering Concept

Role: Lead Product Designer & Digital Strategist

Industry: Hospitality & Travel Tech

Deliverables: UX Research, Mobile Wireframes, UI Design System, Interactive Figma Prototype

Executive Summary

CJ’s is a premier dining establishment known for exceptional in-person hospitality across East Africa. However, growing customer reliance on third-party food delivery platforms creates two core challenges: high commission fees eating into operator margins, and diluted brand control over the digital guest experience.

This case study presents a brand-owned, guest-first mobile application prototype designed to streamline direct takeout/delivery orders, boost customer retention through smart reordering, and eliminate conversion friction.

The Challenge & Strategy

Key Pain Points Identified

Upfront Login Barriers: Traditional restaurant apps force account creation before users can explore the menu, leading to immediate drop-offs.

Third-Party Dependency: Relying on food delivery aggregators cuts into unit margins and limits direct customer relationship management.

Complex Customization: Recreating custom dining preferences (e.g., specific coffee brews, side substitutions) digitally often feels cumbersome.

Strategic Objective

Bridge my background in Sustainable Tourism & Hospitality Management with UI/UX product design to build a digital touchpoint that honors CJ’s hospitality standards while maximizing direct-to-consumer digital revenue.

Key Solution Highlights

1. Frictionless Guest Browsing

Designed a zero-friction entry path allowing guests to explore daily chef specials and full menus instantly without forced account setup.

Implemented quick category navigation and predictive search for high-frequency orders.

2. One-Tap Smart Reordering

Created a personalized "Favorites & Recents" hub enabling returning guests to reorder their preferred meal combinations in under 15 seconds.

Integrated clear meal customization drawers to streamline special requests and add-ons seamlessly.

3. Direct-to-Consumer Ordering Engine

Built a dedicated direct-ordering checkout path that bypasses third-party aggregator commissions, increasing net profitability per digital order.

Included live order-tracking mockups and transparent delivery/pickup options to build guest trust.

Design System & Prototyping

Tooling: Designed and prototyped entirely in Figma using smart-animated component variants and auto-layout systems.

Visual Identity: Clean, high-contrast visual architecture tailored to showcase food photography, using warm earth tones that align with CJ's physical restaurant ambiance.

Results & Business Impact

Conversion Optimization: Reduced the steps required to complete an order from 7 screens down to 3.

Margin Preservation: Created a scalable blueprint for hospitality brands to reclaim direct customer data and protect operating margins.