Context & Objective

This was a conceptual case project where I chose to explore and improve the user experience of Joe & The Juice’s mobile app. The purpose was to identify areas of friction from a user perspective and redesign key features to provide a cleaner, more intuitive experience, all while maintaining brand alignment.

The project focused specifically on the loyalty program, loyalty cards, and order navigation flow, which I identified as complex and slightly disconnected from user expectations.

Problem Statement

While Joe & The Juice has a strong brand and sleek visuals, the app presented friction in several core areas of the user journey — especially around loyalty and ordering. My goal was to rethink these experiences without compromising their tone, energy or branding.

My Role

• UX & UI Designer
• Performed user research and heuristic analysis
• Designed wireframes and final UI proposals
• Focused on loyalty and ordering flows
• Focused on maintaining Joe & The Juice’s unique visual tone and branding
• Delivered a clickable visual flow using Figma

User Research

I initiated the process by doing a “go-along” study with a first-time user. Observing their experience in real time gave me insights into:

• Conducted a mini field study with a first-time user ("go-along")
• Observed how they navigated the app and where confusion occurred
• Conducted desk research on common UX patterns in loyalty and food-ordering apps

I supplemented this with desk research and heuristic evaluation to prioritize focus areas.

Key issues discovered:

• Loyalty cards were confusing and hard to locate
• Order navigation had poor feedback loops and inconsistent visuals
• The experience lacked structure around what users expected in a reward system

Personas & Journeys

Primary persona:

• Young, urban customer using the app to pre-order drinks/food, and gain rewards
• Wants a fast and smooth ordering flow
• Expects a clear overview of rewards and how to use them
• Navigates quickly and expects minimal friction

I created a journey map of a first-time loyalty user to identify drop-off points.

Design Solution

My final redesign included:

• A modernized loyalty dashboard with clear reward levels and card visuals
• Streamlined order flow with highlighted CTAs, smart defaults, and confirmation steps
• Improved in-app navigation using consistent icons and better hierarchy
• Retained Joe & The Juice’s bold and energetic brand tone — but reduced visual noise and friction

Outcome & Learnings

• Created a showcase-ready UX/UI redesign grounded in real user insight
• Demonstrated how loyalty and order features can be better structured for mobile users
• Gained experience aligning conceptual UX work with existing design systems and visual identities
• Reinforced that brand consistency doesn't have to come at the cost of usability

Strong branding should support — not overshadow — the user experience.

Tools Used

• Figma (UI design and prototyping)

Reflections

This project highlighted the balance between respecting a brand's strong identity while improving usability. I learned how subtle UX changes — like better micro-interactions or clearer structure — can have a large impact without changing the overall look and feel. If further developed, I would recommend testing the proposed flows with real users and exploring deeper integration between loyalty and in-store experience.