Vita Mojo is an award-winning digital ordering and restaurant management system for QSRs, casual dining, pubs, cafes, virtual brands & more.
Vita Mojo is an award-winning digital ordering and restaurant management system for QSRs, casual dining, pubs, cafes, virtual brands & more.
Vita Mojo is an award-winning digital ordering and restaurant management system for QSRs, casual dining, pubs, cafes, virtual brands & more.
Problem statement
I joined Vita Mojo during its early transition from a restaurant to a tech company as their Product Designer. Vita Mojo was the UK’s first fully digital and cashless QSR, leveraging that unique experience to shape its SaaS platform. The key objective has been to drive digital transformation for leading food and drink brands by continuously building, measuring, learning, and refining the system to meet the evolving needs of the industry.
Competitor analysis
To understand the competitive landscape, I researched similar solutions within the food and drinks industry, focusing initially on self-service kiosks as this was our primary area of focus. As the project evolved, I expanded the analysis to include online and mobile ordering platforms. I reviewed key players such as McDonald’s, Mamago (Wagamama), and KFC, examining the functionality they offered to identify potential opportunities and gaps in the market.
Product assessment
I conducted an in-depth review of the existing Vita Mojo product (VMOS 1.0) to evaluate all user journeys and identify areas for improvement. This involved a mix of desk research—familiarizing myself with the system and common user tasks—and discussions with key internal users to uncover problematic task flows and gain deeper insights into the system. It became clear that the product was originally designed for Vita Mojo’s own restaurants, lacking the flexibility needed to support other brands. Customization options were limited, and there was no design system in place, resulting in inconsistent components and a lack of clear standards.
User research
I collaborated closely with restaurant partners to gain a deeper understanding of their ordering flows and systems, identifying any pain points in their processes. As a B2B2C company, it was equally important to conduct interviews with potential customers to explore their experiences with kiosks—what they liked, what challenges they faced, and what factors would influence their choice to use a kiosk over ordering at the counter.
Design System
We made the decision to rebuild the Vita Mojo product from the ground up, leading to the development of VMOS 2.0. I spearheaded this effort, designing the entire system using atomic design principles—starting from base tokens and components to fully built page templates. A key challenge was ensuring the design system was responsive across all device types, particularly accommodating various kiosk sizes and orientations. Additionally, we needed to make the system themable, allowing clients to easily apply their own branding across the design and apps.
Wireframes
After mapping out the user stories and flows, I developed initial concepts and translated them into high-fidelity wireframes using the design system I had built. These wireframes served as a crucial step in refining the user experience and aligning the design with the project goals.
Design
When building the design system and theming options, flexibility was a top priority. This allowed me to transform a client’s site to align closely with their brand identity by referencing their website, social media, or directly utilizing their branding guidelines and assets. While I have significant input in shaping the look and feel of their website, I often collaborate with the client’s designer, if they have one, to ensure a cohesive vision. Together, we explore ideas for graphics, photography, colors, typography, and more. All theming options are implemented through JSON, ensuring consistency and adaptability.
Self Service Kiosks
When designing for kiosks, I had to account for the fast-paced, busy environments in which they would be used. The goal was to make the interface feel simple and intuitive, achieved through larger touch targets, clear visual hierarchy, and streamlined navigation. As the product expanded, so did the variety of kiosk sizes, from iPad Pros and Samsung devices to large Elo stands in both landscape and portrait orientations. I optimized the use of space across all device types to ensure a consistent and user-friendly experience.
Mobile Apps
Our website is fully responsive, ensuring a consistent look and feel on mobile devices. We expanded our offering with dedicated iOS and Android apps, giving me the opportunity to design app-specific features. These included landing pages, onboarding experiences, navigation bars, and more, all tailored to enhance the mobile user experience.
Product Guides
I created comprehensive guides for each of our product solutions, designed to help clients and the public maximize the potential of our offerings. These guides provide actionable insights on how to effectively utilize our products to enhance their restaurant experience and achieve optimal results.
Other Apps
In addition to the customer-facing products for digital ordering, I also worked on client-facing solutions, including the Point of Sale system, Kitchen Management System, and Menu Management tools. These apps are essential for streamlining restaurant operations and improving efficiency on the back end.
Results
This section highlights the key outcomes achieved through the enhanced user experience and scalable design solutions implemented at Vita Mojo. By focusing on both consumer and operator needs, we successfully delivered measurable improvements across ordering processes, operational efficiency, and partner onboarding.
