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Creating a Clearer Path to Conversion: Rethinking the Homepage Experience
Brand Design
April 2023
[03]
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Discovery
I was brought onto the team as the lead designer to help redesign a complex business form (SSR) within a larger enterprise product. To get up to speed quickly, I participated in discovery sessions where I walked through the existing product and user flows to understand form and data requirements. These sessions allowed me to gain a strong understanding of the users, pain points, and the business process the form supported. The new form would be built in PEGA, a low-code platform used for workflow automation and business process management, so it was critical to align early with technical constraints and platform capabilities.
During this phase, I collaborated closely with business analysts, tech leads, and stakeholders to clarify requirements, ensure alignment on business goals, and gather input that would inform the design direction. I also built a strong working relationship with a staff-level designer, providing mentorship and design direction throughout the process.
Goals
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Improve the dispatching process for delivery orders to ensure on time deliveries.
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Automate order management to increase efficiency.
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Ensure a seamless experience for both restaurant staff and drivers.
Design
Guided by our research, we defined the application’s information architecture to support intuitive navigation and reduce user friction. I mapped out detailed user flows that reflected real-world tasks and interactions, ensuring clarity and usability at every step.
Using Figma, I created low-fidelity wireframes to explore layout and functionality, then developed high-fidelity prototypes for both desktop and tablet to bring the experience to life. Throughout the process, our design team worked closely with development to ensure feasibility, continuously refining solutions to fit within technical constraints without compromising user experience.
Results
The wireframes and prototypes were completed to the client's satisfaction and handed off seamlessly for development. Our work positioned the restaurant to fully own its delivery operations—enhancing quality, improving efficiency, and unlocking new revenue potential.
The final product successfully launched as a pilot in one restaurant location, with plans to roll out across 40+ locations two years later. Post-launch feedback showed a 25% increase in staff confidence with the new system and a notable decrease in order delivery errors.