Pasta Evangelists
UI
UX
App
Brand
Brand refresh, web and app design for the UK's leading pasta brand.
Pasta Evangelists offers takeaways, dine-in options, recipe kits, and pasta-making events across the UK. The challenge was to refresh their brand across all digital channels to present a more high-end image, while also enhancing the UX to improve customer experiences across all facets of the business.
Homepage
Objectives
1
Optimise the UX using data-driven insights to enhance customer experiences across all interaction points - web, app and in-store
2
Refresh the brand and create a design system to work across digital platforms, to project a more luxury image
3
Design a new iOS and Android app for ordering, tracking and account management
Deliverables
Design system
Component library
Full website design
User journeys
App design
Art direction guidance
Digital rebrand
Homepage
A premium digital storefront for a premium pasta
Homepage
Homepage
Address lookup
A key stage of the customer journey, users enter their address to see available services - hot takeaway or recipe kits. We redesigned this step to boost conversion by adding features like GPS location and offer banners, and updated the look with large, enticing images.
Address lookup
A single input that does the heavy lifting
- User simply enters their postcode, address or uses location services
- They presented with whichever services are available in their area
Address lookup
Takeaway pasta
All pages throughout the takeaway ordering process were redesigned to be more user friendly, as well as implementing a new, more premium brand style throughout.
Takeaway menu
Takeaway menu
Redesigned menus for maximum clarity and ease of use
Dish detail
Takeaway menu
Basket
Recipe kits
Similar work was done across the recipe kit journey to improve usability as well as creating consistency between the experiences.
Recipe kits menu
Subscription upsell
Recipe kits menu
App
The ordering and account management experience was redesigned for a native app (iOS and Android), offering a streamlined experience for users.
App
App
Event booking and management
An entirely new system was designed for both the customer facing and backend management aspects of event booking. Users can search events by date and location, or browse by theme. Managers can create and manage events in bulk, replacing an outdated system of creating them one-by-one.
Event booking
Events home
A brand new way to search, browse, and book pasta classes
Event booking
Event booking
Event backend CMS
My account
The my account section was redesigned from scratch, covering seven distinct areas including order tracking, subscription management, past orders, rewards, and profile. Each section was designed across multiple states to handle every combination of account type and order history, from first-time visitors with no orders to active subscribers with a live delivery in progress.
My account hub
Order states
Design system
An extensive design system was created from scratch to bring visual consistency to the various channels across the business.
Design system
Additional credits