Project Overview
Roti wanted to improve its catering experience to make ordering simpler, faster, and more transparent for customers. I led the redesign by collaborating with the catering team, developers, and restaurant managers to deliver a streamlined interface that improved usability and aligned with Roti’s evolving brand guidelines.
Role: Lead UX/UI Designer
Responsibilities: UX research, UI design, prototyping, iteration, stakeholder collaboration
Tools: Figma, Photoshop
The Challenge
One of the main issues users faced was difficulty navigating the menu and understanding meal quantities.
Customers often couldn’t visualize portion sizes, causing uncertainty during checkout.
The goal was to improve clarity, reduce friction, and increase catering order conversions.
Research & Insights
I began by reviewing:
Customer feedback from Roti’s catering team
Analytics showing high drop-off rates at the customization step
Competitive analysis of catering ordering flows in similar food-service brands
Key findings:
Menu organization lacked clarity. Customers had to dig to find options.
Portion and serving details were missing or inconsistent.
Visual hierarchy didn’t guide users to the most popular or recommended items.
Design Process
1. Information Architecture
I reorganized the catering menu into logical, scannable categories so customers could quickly locate meal types and variations.
2. Wireframing
Low-fidelity wireframes explored multiple layouts for:
Menu landing page
Individual product detail pages
Checkout flow
3. Iterative Design
Through several design iterations and stakeholder reviews, I:
Introduced clear portion visuals
Added customization summaries before checkout
Enhanced typography and spacing for better scanability
Final Designs
Outcome & Impact
The redesign delivered:
Improved clarity in the catering menu structure
More informative product pages with serving sizes and dietary details
Streamlined ordering with reduced decision friction
While exact metrics are confidential, feedback from both customers and internal teams was positive, and the design was rolled out across Roti’s online catering platform without major revisions.
