Prototype
HOME / HOSPITALITY
Hospitality
YEAR
2022
CLIENT
Burgerbloc.ca
PROJECT OVERVIEW
BurgerBloc is a halal burger chain with locations in Mississauga, Toronto, Woodbridge, and West Kelowna. I joined in 2022 to design the website and eventually grew it into a complete ordering experience across web, iOS, and Android. After seeing long peak-hour queues and customers unsure which location they were ordering from, I redesigned the experience around a branch-first approach. Customers choose their location first, then browse and order, with scheduled pickup helping manage busy periods and connect the digital experience with the stores.
Problem
The main problem wasn’t how BurgerBloc looked or even the user flow — it was how the ordering process worked behind the scenes. During busy hours, walk-in and phone orders created long queues, while online customers weren’t always sure which prices, promotions, or menu items applied to their location. I also saw a need to make the halal certification more visible, helping customers feel confident before ordering. The challenge was creating a practical, affordable solution that worked across four locations, different menus, and delivery areas while actually improving the business.
Research & Insights
The first phase focused on getting BurgerBloc online — understanding the menu, halal story, and how customers would discover the brand. That shaped the 2022 website around simple navigation, clear categories, and an easy path to ordering. After launch, I looked beyond analytics and watched how customers actually ordered in-store. This revealed three key issues: long peak-hour queues, customers not knowing which menu items or promotions applied to their location, and the need to make halal sourcing and certification more visible before checkout. Speaking with real customers confirmed that wait times were the biggest problem.
Solution
PHASE 1-THE WEBSITE I started with a simple, menu-first website built around how customers actually order: Beef Burgers, Wraps, Bloc Sides, Shakes, and Bloc Deals. The visual identity used BurgerBloc’s gold, maroon, and warm cream palette, with playful product names and straightforward copy. PHASE 2 -THE ORDERING SYSTEM & APP As the business grew, I realized the bigger problem wasn’t the UI it was scheduling. During busy hours, walk-in and phone orders created long queues. Customers can now choose their location first and order for now or later, helping spread demand and reduce counter pressure. BlocDeals and promo.
What I Learned
PHASE 1-THE WEBSITE I started with a simple, menu-first website built around how customers actually order: Beef Burgers, Wraps, Bloc Sides, Shakes, and Bloc Deals. The visual identity used BurgerBloc’s gold, maroon, and warm cream palette, with playful product names and straightforward copy. PHASE 2 -THE ORDERING SYSTEM & APP As the business grew, I realized the bigger problem wasn’t the UI it was scheduling. During busy hours, walk-in and phone orders created long queues. Customers can now choose their location first and order for now or later, helping spread demand and reduce counter pressure. BlocDeals and promo.