Problem
Rossella, a London-based restaurant with an online ordering platform, was losing customers due to confusing navigation, buried information (menus, reservations), and a complex checkout flow. These issues caused high drop-off rates and lower conversions for takeaway and bookings.
Role & Process
As Product Design Lead, I analyzed user behavior and conducted journey mapping to identify where customers were abandoning the site during menu navigation and checkout. Working in Lean UX cycles within Agile sprints, I collaborated closely with the development team to build and test simplified navigation, booking, and ordering flows. I created wireframes and interactive prototypes, validated them with test users, and built a modular design system to streamline future updates across iOS, Android, and web.
Rossella Sitemap
Sitemap
I delivered a redesigned e-commerce platform for Rossella that prioritized clarity, speed, and conversion. The navigation and menu hierarchy were reorganized so users could find menus, reservations, and takeaway options in fewer steps, while the checkout and booking flows were simplified to reduce friction and cognitive load. I also implemented a component-based design system to ensure consistency across devices and enable the development team to roll out future updates quickly on iOS, Android, and web, resulting in a smoother, more efficient digital experience for customers.
The redesign resulted in a noticeable decrease in drop-offs (approx. 12%) and an increase in online bookings and takeaway orders (approx. 15%), improving both the user experience and the restaurant’s digital revenue stream.
Rossella Styleguide Design
