The company: Freddy's Frozen Custard & Steakburgers

My role: Contract Senior Product Designer, leading a team of two product designers

The goal: Modernize Freddy's online presence, improve the online ordering experience, and drive customer engagement through their website and mobile app

Context: Freddy's existing website was outdated and lacked online ordering capabilities. Their mobile app was also in need of a refresh to align with their updated branding and attract a younger demographic.

Constraints: The redesign needed to integrate with their existing POS system and maintain brand consistency while appealing to a wider audience.

User needs: Users needed a seamless and intuitive online ordering experience across all platforms, with easy navigation, clear information, and enticing visuals.

Approach: A user-centered design approach was adopted, focusing on creating a consistent brand experience across the website and mobile app with a strong emphasis on visual appeal and ease of use.

Key features:

Research: Conducted user interviews, surveys, and competitive analysis to understand user needs, preferences, and pain points in the online ordering process.

Ideation and iteration: Developed user flows, wireframes, and prototypes to explore different design solutions and gather feedback from stakeholders and users.

Testing and validation: Conducted usability testing throughout the design process to identify areas for improvement and ensure a seamless user experience. A/B testing was used to optimize conversion rates and engagement. Collaboration: Worked closely with cross-functional teams, including marketing, engineering, and operations, to ensure a successful launch and ongoing optimization of the digital platforms.

Quantifiable outcomes:

Qualitative outcomes:

The "Customize & Save" feature within the redesigned mobile app exemplifies a 0 to 1 design process. This feature was created to address user needs for personalization and order efficiency, aiming to increase app engagement and repeat orders.

Identifying the need: Through user research, we discovered that customers often ordered the same customized items repeatedly. However, the existing app lacked a way to save these preferences, forcing users to manually customize their orders each time. This led to frustration and increased order time.

Ideation and conceptualization: To address this, we conceived the "Customize & Save" feature. This involved brainstorming how users could easily customize their favorite menu items (burgers, custard creations, etc.) and save these preferences for future orders. We explored options like:

Prototyping and testing: We developed prototypes of different approaches and conducted usability testing to determine the most intuitive and efficient method. We found that a step-by-step customization flow with clear visuals and the ability to name and save customized creations resonated best with users.

Implementation and iteration: We designed the final "Customize & Save" feature, incorporating user feedback and iterating on the design based on testing results. This involved collaborating with developers to integrate the feature into the app's ordering flow and back-end systems for storing user preferences.

Outcome: The "Customize & Save" feature successfully addressed the initial user need by providing a convenient way to personalize and save orders. This led to increased app engagement, faster ordering times, and higher customer satisfaction, ultimately contributing to increased sales and customer loyalty.

During the Freddy's website redesign, I mentored two product designers (Alex and Benjamin), to help them develop their skills and contribute effectively to the project.

Guidance and support: I provided guidance on user research methodologies, helping Alex and Ben conduct user interviews and analyze data to understand customer needs and pain points. I also offered support in information architecture and navigation design, helping them create a user-friendly website structure.

Skill development: I facilitated workshops on wireframing and prototyping, teaching Alex and Ben how to effectively translate user needs into interactive design solutions. I also provided feedback on their designs, helping them improve their visual communication and interaction design skills.

Collaboration and feedback: I encouraged collaboration between Alex and Ben, fostering a supportive learning environment where they could share ideas and learn from each other. I also provided regular feedback on their progress, highlighting their strengths and areas for improvement.

Empowerment and ownership: I gradually empowered Alex and Ben to take ownership of specific design tasks, allowing them to apply their skills and contribute meaningfully to the project. This included designing individual pages, creating interactive elements, and conducting user testing sessions.

Outcome: Through consistent mentorship and support, Alex and Ben significantly developed their design skills and confidence. They contributed valuable insights and design solutions to the Freddy's website redesign, playing a key role in the project's success. This experience also fostered their professional growth and prepared them for future design challenges.