Scaling Digital Ordering for Hospitality
Designed a seamless ordering experience across web, mobile, and kiosks, enabling brands like Nando’s and Subway to process 100K+ daily orders and generate £1M+ in revenue.
Project Overview
I led the end-to-end design of Vita Mojo’s digital ordering platform, building it from 0 to 1 with a scalable design system that ensured consistency across web, mobile, and kiosks. By crafting intuitive ordering workflows, flexible meal customisations, and an optimised checkout, we created a frictionless experience that improved accessibility, boosted conversion rates, and enabled hospitality brands to scale with ease.
Status
Shipped
Role
Senior Product Designer
Year
Q1 2019 - Q4 2022
Product & Audience
B2B2C Hospitality
Skills
Product Design
Web, Mobile Apps & Kiosks
Design Systems
Final Solution
We successfully streamlined digital ordering with a seamless, scalable, and efficient experience that drove real business impact.
* These results were achieved across LEON, YO! Sushi, Tossed and HOP Vietnamese
Highlights
An end-to-end digital ordering experience, designed to optimise usability, flexibility, and performance across web, mobile, and kiosks.
Understanding the Problem
Vita Mojo started as the UK’s first fully digital and cashless QSR before transitioning into a B2B2C SaaS platform. As they expanded, their existing ordering system lacked the flexibility needed to support multiple brands. Customisation was limited, user experiences were inconsistent, and the absence of a unified design system led to inefficiencies across web, mobile, and kiosks.
I joined as a Product Designer to build Vita Mojo’s digital ordering platform from 0 to 1, ensuring a scalable, adaptable, and intuitive experience that could support a variety of hospitality brands.
Key Challenges
Research & Insights
To inform design decisions, I conducted competitor analysis, user research, and product assessments to identify opportunities for improvement.
Competitor Analysis
I examined leading digital ordering experiences from McDonald’s, Mamago (Wagamama), and KFC, focusing first on self-service kiosks before expanding into online and mobile ordering platforms. This helped uncover industry standards, UX patterns, and gaps where Vita Mojo could differentiate itself.
User Research
Given Vita Mojo’s B2B2C nature, I needed to consider both:
I conducted interviews and usability tests with restaurant partners and customers to understand their ordering habits, challenges, and preferences.
Key Insights
We uncovered critical insights from both restaurant operators and end customers that shaped our omnichannel ordering experience across kiosk, web, and mobile.
Restaurant Operators
End Customers
Building a Scalable Design System
To address inconsistencies and inefficiencies, I led the development of a modular, scalable design system—the foundation for Vita Mojo’s new digital ordering platform.
Design System Goals
I used atomic design principles, starting from base tokens and components to fully built templates. The system was designed to be fully responsive, accommodating various kiosk sizes and orientations, from iPads to large Elo touchscreens.
To enable brand customisation, I implemented JSON-driven theming, allowing restaurant partners to apply their own colours, fonts, and branding seamlessly.
Designing the Experience
Once the foundation was set, I worked on the core user journeys to improve usability and ordering efficiency.
Wireframing & UX Optimisation
I mapped out ordering flows, meal customisations, and checkout steps to remove friction and improve speed. Wireframes were built using the design system to ensure a consistent and scalable experience.
Self-Service Kiosks
Designed for fast-paced environments, kiosk interfaces were optimised with:
Web Ordering
The web ordering experience was designed to be fully responsive, highly customisable, and optimised for conversion. By ensuring a seamless UX across desktop and mobile browsers, we created a flexible solution adaptable to different restaurant brands.
Mobile Apps (iOS & Android)
Dedicated iOS and Android apps were developed, introducing mobile-specific features such as:
Testing & Iteration
I conducted usability testing and A/B tests to validate design choices.
Key Iterations Based on Testing
Driving Adoption & Growth
I created comprehensive guides to help restaurant partners maximise their use of Vita Mojo’s digital solutions, increasing adoption and retention.
Streamlining Restaurant Operations
Beyond customer-facing products, I also designed:
Showcasing Clients
When I joined Vita Mojo, there were zero clients—our platform was built from scratch. After launching our web, mobile, and kiosk ordering solutions, we rapidly scaled, onboarding 150+ hospitality brands.
Trusted by Leading Hospitality Brands
Real-World Product Photos
Designing great digital experiences is only part of the equation—seeing them in action is where the real impact is felt. From self-service kiosks in busy restaurants to mobile ordering on the go, these photos showcase how the Vita Mojo platform is used by customers and staff in real-world environments.
