Wendel’s App Deisgn

Digitizing Legacy Brands: How I Streamlined the O2O Experience for Wendel’s Bakery & Bistro
When digitizing a legacy brand, the biggest challenge isn’t just adding features—it’s preserving the brand’s identity while eliminating digital friction.
In the UI/UX case study for Wendel’s App, I focused on bridging the online-to-offline (O2O) gap by redesigning the mobile shopping and reservation experience from the ground up.

The Challenge: Traditional bakery platforms often suffer from cluttered interfaces, deep menu layers, and complex O2O fulfillment workflows. This leads to high cart abandonment rates and user drop-off during store pickup and table bookings.

The Solution & Key Design Decisions

1. Conversion Funnel Optimization (Home ➔ Category ➔ Product ➔ Cart): Redesigned the core funnel with instant multi-size and quantity switchers, significantly compressing the path to purchase and minimizing checkout friction.
2. Frictionless O2O Reservation & Pickup Flow: Built a modular booking system allowing users to seamlessly toggle between branches (Daan & Tianmu), auto-populate fulfillment data, and pick exact times via intuitive pickers.
3. Human-Centered Visual Identity & Brand Continuity: Integrated a warm color palette and hand-drawn organic stroke illustrations reflecting artisanal craftsmanship, bringing the physical bakery’s warmth into a modern mobile experience.
4. Information Architecture (IA) Alignment: Structured 4 core navigation modules (Home, Reservation, Catalog, Cart/Account) to streamline access to coupons, rewards points, order history, and branch navigation.

My Role: UI Designer / Product Designer (Information Architecture, User Flows, Interactive Prototyping)

#branding #uidesigner #app #logodesign