Wok This Way was losing customers to Wolt — not because the food wasn't good, but because their own website made ordering harder than it needed to be.
The goal: transform the site into a streamlined, conversion-driven experience that guides users toward direct orders and catering sign-ups — cutting out third-party dependency and its associated fees.
Before
The old experience
Forcing location selection as the first step created unnecessary confusion. Long pages, unclear hierarchy, and no guided conversion path left users frustrated. Scroll inside the phone to see for yourself.
Problems Identified
What was broken
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 before they even reached the menu.
Endless scrolling pages on mobile made it difficult for users to find what they needed quickly. The mobile experience was an afterthought rather than a priority — despite most traffic arriving on phone.
Pages lacked clear goals and conversion points. Users weren't guided toward ordering, resulting in lost revenue that went straight to Wolt instead.
The Solution
Redesigned from the ground up
I rebuilt the entire digital experience around three objectives: simplify the ordering process, optimise for mobile-first usage, and create a seamless POS integration — rather than depending on external shop systems that lack customisation and analytics.
Streamlined homepage
The new homepage immediately presents users with location selection and a clear call-to-action. High-quality food photography and simplified navigation guide users directly to what they're looking for.
Simplified catering form
Interested businesses can now adjust their needed food quantities through sliders, seeing the total price update in real time — no back-and-forth, no confusion.
Nutritional calculator
A widely requested feature. Users can now select meals or build-your-own options and instantly see nutritional values — with filters for allergies and dietary preferences.
Custom ordering system
Users choose their pick-up location, select meals, and check out directly through a floating basket — no redirects to external shop systems, no unnecessary steps. Order sent straight to the kitchen.
