After acquiring Jamba (formerly Jamba Juice), Focus Brands started on a rebrand journey that brought together a team of agencies, in-house creatives, and freelancers to modernize the brand focusing on a renewed commitment to freshness and innovation.

I was brought in to lead design and contribute to the UX architecture in collaboration with Business Developers, Engineers and a Creative Director for jamba.com, a brand new responsive e-commerce experience.

With growth in mind, we approached the website in stages, launching a lean MVP that helped establish the new brand. We then used user feedback to focus on critical features; product customization and personalized rewards.

Jamba patrons love customizing their smoothies so it was important to have this feature in the e-commerce experience without creating any friction. Due to the differences in inventory at various locations and franchises, users had to choose a location for pick up or delivery before customizing their product. Once localized, the options to substitute, add or remove ingredients are presented with photos to make the list easy to scan.

Jamba needed a style guide and design system fit to grow. To answer that need, we built a system that could scale with the brand and be flexible enough to adapt to different applications aside from the website, such as email marketing and digital menus.