Complete UX/UI overhaul for mobile and PWA serving 2M+ users across Central America
Domain
Food & Delivery
My Role
Lead Product Designer
Scope
UX/UI Redesign, Design System, PWA
Duration
1.6 year
OVERVIEW
I led the UX/UI redesign of a global fast-food brand's mobile app and progressive web app across Guatemala, Honduras, Nicaragua, and El Salvador. The app serves over 2 million active users.
The existing app had an outdated interface, confusing navigation, and no personalization — ordering felt harder than it should. I redesigned the complete experience: simplified ordering, introduced a loyalty system, and built a unified design system for both native and web platforms.
CHALLENGE
Problem
Three core problems identified through analytics review, app store feedback, and client stakeholder sessions:
Confusing ordering flow
Users dropped off during ordering due to unclear navigation and too many paths to the same action
Weak loyalty engagement
Deals and promotions existed but were buried — low visibility led to low redemption rates
Inconsistent brand experience
Interface no longer matched the global brand book, eroding trust and recognition
RESEARCH
Research was conducted in close collaboration with the client's product and marketing teams, who provided access to user analytics and regional feedback.
Sources: Customer support reports, app store reviews, usage analytics across 4 countries, stakeholder interviews.
What the data revealed:
Ordering flow had the highest drop-off rate — users abandoned carts due to confusion around delivery options and address selection
Loyalty program had low visibility — most users didn't know deals existed until they reached checkout
Performance suffered in low-connectivity regions — heavy assets caused slow load times on older devices
Visual inconsistency across screens made the app feel unreliable compared to the in-store brand experience
These findings directly shaped every design decision that followed.
UX STRATEGY
Guiding principle: 1 screen = 1 action
The existing app tried to do too much on every screen. I restructured the information architecture to reduce cognitive load — each screen has one clear purpose, one primary action.
Navigation simplified from a cluttered menu to four essential sections: Home, Deals, Orders, Profile.
Ordering flow redesigned from a confusing multi-path experience into a linear 8-step journey. Each step is a single decision: where, when, what, how to pay, confirm. No branching, no dead ends.
Home screen personalized with quick access to favorites, recent orders, and current promotions — the three things analytics showed users looked for most.
KEY FEATURES
Enhanced profile and navigation
Profile redesigned for quick access to order history, loyalty status, and saved addresses. A sidebar handles secondary features, keeping the bottom navigation clean and focused.
Personalized deals
A new dedicated Deals section surfaces tailored promotions based on user history. Users redeem offers in-store via QR code or unique code — bridging the gap between app and restaurant.
Includes hidden deals and scannable coupons that drive engagement with physical marketing campaigns.
UI KIT
Built a unified UI Kit aligned with the brand's global identity, used across both native app and PWA.
Official brand typography and color palette for instant recognition
Modular component library — cards, buttons, inputs — ensuring consistency across 4 country variants
Branded avatars and icons adding personality without sacrificing clarity
WCAG-compliant contrast, larger touch targets, clear visual hierarchy
PWA
Alongside the native app, we developed a progressive web app mirroring the same functionality and design system. This expanded reach to users with limited device storage or older smartphones — a common scenario in the Central American market.
Results
25% faster
Average order completion time reduced by a quarter
+40% engagement
Deals section engagement increased significantly after redesign
4 countries
Consistent experience deployed across Guatemala, Honduras, Nicaragua, and El Salvador
Users reported the app "finally felt like it matched the brand they knew" — the visual modernization restored trust and recognition.
