My Role & Team:
I was the lead designer responsible for UX, research, strategy and visual design, collaborating with a product manager, an engineering manager & an engineering team.
The Problem:
Restaurant owners using our platform felt their menus didn’t reflect their brand. While we offered scalable websites and a streamlined online ordering experience, the menu pages all followed the same rigid template with limited customization. There was no option for a standalone, read-only menu that mirrored the look and feel of their printed materials. This lack of brand expression created a disconnect—not just for the restaurant owners, but also for their guests. When a digital menu doesn’t align with the in-person experience, it can subtly erode customer trust and loyalty.
Solution:
We created an elegant, brand-forward menu experience that gave restaurants the flexibility they were missing without adding complexity. I designed a set of customizable templates that automatically pulled in each restaurant’s existing data, including menu items, photos, logos, hours, and brand assets. Operators could choose which version of their menu to display, whether it matched their printed menu or differed from the online ordering version.
This new menu experience was built using the existing website builder framework, so it felt familiar and intuitive. The drag-and-drop editor and scalable components made it easy for restaurants to create or edit a menu, whether starting from scratch or using a prebuilt template.