Despite 30 years of heritage, Borgo wasn’t creating enough buzz for their younger customers, dealers and designers. For long-term change, Borgo’s new vision needed to be properly implemented across the whole brand and communicated in the right way.

As a manufacturer of office furniture and fixed seating, Borgo was a seating and upholstery-first company. After working with the brand from Italy to Canada, I supported them with the shift from product-focused to a youthful, design-first approach.

Below is an example of where I combined the satire of IKEA’s illustration and applied it to an existing Borgo product in an unorthodox way while celebrating the Super Bowl. Playing up the humour with simple visuals and altering Borgo’s usual tone, I still managed to prompt visits to the Mya Lounge Chair web page and grow awareness across all social platforms as a direct result.

Introducing a vibrant colour palette to get Borgo noticed and loved. And changing the visual codes of everything. We also visited the showroom floors and implemented bolder fabrics on the chairs to display and exhibit in at trade shows. I also supported the change to the brand voice on social media, website and advertising copy which allowed for anchoring everything in an uncomplicated aesthetic that appeals to their youth demographic yet understood amongst legacy clients.

A significant increase in web traffic and trade show presence, Borgo transformed their showroom and overall look to reflect the design thinking implemented in their rebrand.

Kickoff

Creating a faster way for patrons to order food and skip the lines for convenience.

Increase customer loyalty and provide fast, secure method for users to pre-order food for pickup or delivery.

Unmoderated research was conducted where participants were given tasks to perform remotely and details their findings, thoughts, and processes. We assumed some aspects would be difficult and some would be easy. We were pleased with our results amongst participants.

Meet the Users

Competitive Audit

In order to construct a concise and solid foundation for Sammy’s Sandwiches, I had to venture out and see what the prominent restaurant applications were already doing and what user goals they were not reaching. I evaluated several features deemed vital from user surveys and identified which ones Sammy’s Sandwiches could capitalize on to have a leg up over other applications.

I found that only two of the four main competitors offered user profiles. Even then, the user profile feature is incredibly limited and offers very little in terms of order convenience.

Others refuse to offer any sort of loyalty programs or incentives to customers.

Preparing the Journey

Before moving onto high fidelity wireframes and mocks, I wanted to get a feel for what the core of the app would look like when put in front of me. I also wanted to address how a user could expedite their order.

Digital Wireframe

After ideating and drafting some paper wireframes, I created the initial designs Sammy’s Sandwiches app. These designs focused heavily on the user’s journey to convert previous or favourite orders quickly and have less touch points.
To prepare for usability testing, I created a lo-fi prototype that connected user flow creating a profile and re-ordering from an existing account.

Iterations

These were the main findings uncovered by the usability study:

Mockups 1

Based on the usability study I created a layout consisting of hiearchy by grouping previous orders together and then adding favourite items with CTAs to quickly repeat the order, all within their account screen.

Login and account creation became easier by adding an account button on the upper right corner of every screen. Icons and buttons were made larger and more prominent.

5 out of 5 total participants said they found this process easy and enjoyable.

“It really helps that I can easily find my previous or favourite orders and 1-click to start the order.”

— Participant 5

High-fidelity prototype

The high-fidelity prototype followed the same user flow as the lo-fi prototype, including design changes made after the usability study.

Style Guide

Rustic colours were created to portray authentic italian sandwiches. Sans-serif fonts were included to give a balance of modern design to an otherwise traditional palette.

Takeaways

The tone and design of the app are easy to follow and make the whole experience enjoyable.

Some tasks need to be more obvious for those users who aren’t as computer literate as others.