App Experience Optimization
Over the course of 18 months, I led the architecture of multiple user flow and usability enhancements for the Zaxby’s mobile app. My work focused on streamlining the ordering experience and driving adoption of key features, including the “Zax Rewardz” loyalty program and “Faves” for frequent re-orders.
Working closely with the client, I co-led usability tissue sessions and conducted detailed user journey mapping to uncover experience gaps and friction points. These insights enabled us to identify and eliminate dead ends in the user flow, and prioritize loyalty features for maximum visibility and engagement. (see below)
Post-Launch Optimization & Strategic Roadmapping
Following the launch of the new app experience, I partnered with our digital strategy team to monitor user feedback and behavioral analytics, ensuring continuous iteration and performance tracking. Leveraging this data, I designed a comprehensive end-to-end customer journey flow as an interactive presentation in Figma—used to align stakeholders on the post-launch experience.
By comparing pre- and post-launch metrics, I identified key areas of improvement in user engagement, order flow efficiency, and loyalty feature adoption. This analysis directly informed a forward-looking product roadmap, outlining high-impact opportunities to further streamline ordering, drive loyalty program sign-ups, and elevate the overall digital experience.
