Bite Squad—Mobile App Redesign & Company Rebrand
Food delivery company with a presence across the US and more than 750k monthly users.
Led the redesign of the core product (iOS & Android apps.)
Led the company rebrand, coordinating the branding agency and the internal design team.
Managed to reduce the time to 1M orders from 80 days to 55 days within the two months on the new product launch.
We hit 80% POP (Perfect Order Performance) that measures the percentage of deliveries without a single issue.
We reduced Customer Support tickets by 15% after four weeks of the new product launch.
Acquired by Waitr Holdings (NASDAQ: WTRH) / $320 M (USD)
My Role: Head of UI/UX
iOS App:
https://apps.apple.com/mx/app/bite-squad-food-delivery/id994347747
The Problem
Our service was great.
The platform…
Needed some work.
Outdated Look & Feel
The overall design was falling behind. In a highly competed category, users are fast to switch to a more polished experience.
Our logo was hard to use
Another (more internal) issue was the brand collateral. The logo was not scalable and had poor readability.
UX / Usability Issues
Our digital products had multiple friction points across the user journey, resulting in a high number of customer support tickets. The most prominent one was that our users were ordering to the wrong address.
My Roles
Creative Lead / Product Strategy
My Role On the Product
I was in charge of redesigning our consumer side apps from the ground up (iOS/Android), and to assist on multiple marketing efforts.
My Role On the Rebrand
As Creative Lead, my role was to select, vet, and oversee the agency hired for the process, and to give creative direction for the branding project.
Company Rebrand
Close Collaboration Between In-house and Agency
The main goal was not only to bring a new look that reflected our values, but also that worked perfectly for a digital product.
Product Work
A fresh and distinctive branding gave us much room to create screens full of personality.
Once we had a strong design foundation, we redesigned the UI from the ground up aligning company goals and usability. At the same time, we improved our content strategy by adding our tone of voice to enhance the overall user experience.
