Wok This Way // Website redesign
Wok This Way approached me with a clear challenge: their existing website was outdated, difficult to navigate, and not aligned with modern UX standards. Long scrolling sections, unclear page hierarchy, and a lack of user-focused goals made it difficult for visitors to place orders.
This was reflected directly in performance metrics — significantly more orders came through food-ordering service Wolt than through their own website. The objective of this redesign was to transform the site into a streamlined, conversion-driven experience that guides users toward placing direct orders and increasing catering sign-ups.
Having to choose location as the first step can lead to confusion. Long pages to scroll down and up from leads to frustration and distracts the user from converting. Scroll the phone to see for yourself.
Scroll inside the phone
Confusing User Flow
Forcing location selection as the first step created unnecessary friction. Users were confused about whether menus differed by location, leading to hesitation and drop-offs.
Poor Mobile Experience
Endless scrolling pages on mobile created frustration and made it difficult for users to find what they needed quickly. The mobile experience was an afterthought rather than a priority.
Unclear Conversion Paths
Pages lacked clear goals and conversion points. Users weren't guided toward ordering, resulting in lost opportunities.
I redesigned the entire digital experience from the ground up, focusing on three core objectives: simplify the ordering process, optimize for mobile-first usage, and create a seamless integration with their existing POS system, rather than using external Shop systems that lack customization and analytics options.
The new homepage immediately presents users with their location selection and a clear call-to-action to start ordering. High-quality food photography and simplified navigation guide users directly to what they're looking for.
I simplified the catering form. Interested businesses can now simply adjust their needed amount of food options through sliders, directly being able to see the total price they will have to pay.
A widely asked for function was the nutritional calculator. Users can now simply select their favorite meals or build your own options and see the nutritional values, or filter for allergies and dietary preferences if needed.
I created an easy-to-use custom shop. Users simply have to shoose their pick-up location, choose their meals and checkout directly through the floating basket. Enter details and desired pickup time and the order is sent. No redirects to other shop systems or unnecessary steps.