I led the end-to-end experience strategy for Wagamama’s digital experience, focusing on bridging the gap between their unique restaurant culture and a high-performance web experience.
Research & strategic analysis
Every decision, backed by research and measured for success.
I began by analysing the competitive landscape to uncover market gaps and opportunities for differentiation. This research formed the bedrock of our strategy, fueling collaborative workshops where our cross-functional team translated insights into tangible user flows and creative concepts.
To ground our design in tangible outcomes, I led the team to establish a robust measurement framework. By tracking both business KPIs (conversion rates, order value) and customer experience metrics (engagement, satisfaction), every design decision was purposeful and directly contributed to measurable success.
Product design
I guided the redesign of the information architecture, simplifying navigation and streamlining the order process to create a more intuitive user journey. From there, the team moved from low-fidelity wireframes into high-fidelity prototypes, using our initial pitch concepts as a creative springboard.
The goal was to develop a modern and engaging theme that remained true to the brand’s familiar aesthetic. Throughout the process, rigorous user testing and stakeholder feedback was used to validate every decision, ensuring the final product met both business goals and user needs.
The new digital experience was brought to life through a compelling vision video, helping Wagamama communicate their vision and creative direction within their organisation.
Design system
A comprehensive design system was produced, ensuring brand consistency, scalability, and efficiency across all digital touchpoints. This single source of truth unified core brand elements like logos and typography, an extensive library of reusable components, and global rules for grids and spacing.
Built with accessibility at its core, the system includes WCAG-compliant elements, enabling the team to create inclusive, on-brand experiences quickly and reliably for years to come.
The Results
The redesign successfully transformed Wagamama’s digital presence - boosting online orders and customer satisfaction whilst reflecting its ethos of fresh, nourishing, and soulful dining.
21%
increase in online order conversion rate
7%
increase in CSAT scores
5%
increase in loyalty programme engagement
