Jack In The Box
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UI & UX Design
Jack in the Box is a fast food chain founded in 1951 in San Diego, California, known for its hamburgers, tacos, chicken products, and breakfast options. Redesigned the Jack in the Box location page to improve usability, accessibility, and store discovery based on user feedback and Google reviews.
The updated experience streamlined navigation, clarified location details, and improved access to key information across the platform.In collaboration with PM and engineering teams, the redesign led to a 40% increase in page views, 35% faster location discovery, increased direction clicks, and reduced bounce and exit rates. The project was led over a two-month design phase followed by a five-month implementation process.
Adopted the Design Thinking approach, which consists of five key stages, for a user-centered design process: Empathize, Define, Ideate, Prototype, and Test. This process helped me deeply understand the users' needs and issues, enabling me to clearly define the problem and develop effective solutions.
User Research
To better understand the challenges users face on the location page, conducted 15 minute in person interviews with over 42 Jack in the Box users. During these interviews, asked users 10 qualitative and 10 quantitative questions. The data we collected allowed me to clearly identify the users' issues and expectations.
Competitive Analysis
Based on research and user feedback, conducted a competitive analysis for the Jack in the Box location page, identifying competitor strengths and weaknesses to improve differentiation and overall UX effectiveness.
User Persona
After conducting research and competitive analysis, interviewed two Jack in the Box users again and created two users. These personas helped me understand the needs, challenges, and expectations of the users, enabling me to make the design process more efficient.
User Journey
Created user journey maps based on personas to analyze users’ step by step experiences, challenges, and satisfaction points, enabling a more empathetic design approach.
User Flow
Using the data I obtained from the user journeys, created a user flow that shows how users will navigate the location page. This flow mapped out user interactions on the page more clearly, enabling the optimization of the overall experience.
Empathy Map
By mapping users' thoughts, emotions, actions, and challenges, gained a deeper understanding of their inner world. Specifically focused on the ‘’Says, Sees, Hears, and Thinks’’ sections. This allowed me to develop more user-friendly solutions during the design process.
Affinity Map
Created an affinity map for the Jack in the Box location page by organizing user insights into positive, negative, and expectation-based themes to identify key patterns.
Design System
Developed a UI library for the location page, aligned with web accessibility guidelines. This library ensured consistent use of design components, allowed for quick updates, and facilitated both development and wireframe implementation processes.
Wireframes
Created draft wireframes, then progressed to low and high fidelity designs, applying the UI library throughout. I worked on desktop and mobile versions simultaneously and obtained approval to move forward with digital prototypes.
User Testing
Collaborated with the team to continuously refine the design based on user needs and behaviors. Usability tests with the target audience evaluated the interface’s learnability and effectiveness.
Prototype
After completing the wireframes, high-fidelity prototypes were created, providing users with an intuitive and seamless experience. Clickable interactions allowed me to test user flows and ensure a smooth navigation throughout the page.
Key Takeaway
I created a website design that allows users to access location information more easily. Throughout this process, I adhered to user expectations, design principles, and the UX research process to develop a user-centered website. Through this project, I learned the importance of focusing on creating user-centered designs by building empathy with users, conducting tests, and supporting the overall design process.
Team
Project Manager
Muhammad Jaffar
Senior UX Designer:
Rocelyn Uy
UX Designer:
Teni Melkonyan, Sue Moon
Strategy Lead:
Hrayr Mkrtchyan
