Zaxby's is a fast-food restaurant chain specializing in chicken wings, fingers, sandwiches and salads. The company decided to redesign its app and website to provide a better user experience, increase engagement and drive sales.
Outdated design and user experience leading to low engagement and sales.
Lack of mobile optimization, making it difficult for customers to use on smaller screens.
Limited online ordering options, leading to a poor customer experience.
Unable to favorite and access previous order history.
Zax Rewardz loyalty program functionality and redeeming rewards experience was limited.
The ability to invite friends and earn rewards – referral code available in your profile.
Approach
Conducted user research and testing to understand customer needs and preferences.
Incorporated a brand refresh that seemed ownable, playing along the idea of playful, personal with splashes of flavor with a nod to their heritage.
Incorporated a clean, modern look and feel with intuitive navigation and be to visually able to see ingredients on the menu customization page.
Optimized the app and website for both desktop and mobile devices and used a more personal and playful tone to speak to the personal hospilatilty experience.
Introduced new features, such as new rewards program, in-app menu customization, and the ability to save favorite items, order tracking and seamless re-odering experience.
Results
Zaxby's app and website was successful in addressing the challenges and delivering to digital hospitality experience for customers.
The brand refresh added a playful and personal touch that nodded to their heritage.
Implementing a best-in-class digital and loyalty solution that has improved engagement, driven sales and contributed to the growth of the company.
Within the first 90 days Rewardz was live, Zaxby’s met and exceeded its goals in terms of user registrations.
Positive feedback from customers.
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WEBSITE & APP I BRAND REFINEMENT
Creative Exploration
Direction 1Modernized / refined version of the existing brand
Direction 2Retro feel with use of bold typography
Direction 3Focus on big bright “loud” blocks of color, playful type and hand crafted elements
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Website & APP I UX & UI
Refined Design System across multiple devices
Design System based on the chosen creative direction while still leveraging the existing brand colors and fonts
Hand drawn elements, type styles and the tone of voice highlight fun and personalized moments throughout the user journey while delivering to the digital hospitality promise
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Website & APP I UX & UI
Responsive Layouts across multiple breakpoints
// Earning all the points! View and select the rewards you want to redeem from the Rewardz Catalog.
// Skip the wait! Place your order to grab in-store or choose curbside pickup — it'll be ready when you arrive.
// Use gift cards! Whether you want to digitize a physical gift card or send an e-gift card to your best palz, you can do it all in the new app.
// Get Zaxby's delivered! Select your go-to delivery service in the app to have your cravings delivered straight to your door.
// Order in a snap! Create a Zax Rewardz account, and it's saved to your favorite orders and store locations for next time.
// Feeding a crowd? Platters and catering options have you covered for your new large gathering.
