Platter is a full platform service that will provide business owners with POS capabilities, Kiosk ordering stations, a customizable mobile application that will allow online ordering, Loyalty programs and more. The best part is, It works with what they have. If the business only has an ipad or a tablet, then they already have everything they need to get started.

My role in this project was the Design Lead for the mobile application that would compliment the main software.




We were tasked with creating a template for a mobile application. The design should allow the user to easily populate the app with menu items and customization options. Acting as the team's Lead Designer, we created a white-label design that would accommodate for any kind of restaurant.




My Role: Lead Designer
Team: Tanya Iniguez, Mike Brunson, David Kim
Tools: Sketch, Axure, Invision, Photoshop, Whiteboard, pen and paper
Platform: Mobile




We decided to see who the competition was to see what they were doing right and what we could do to improve on the current food ordering experience





Although there are options out there for restaurant owners, they currently:

  • Do not allow branded experiences
  • Restrict menus to lists without pictures
  • Have limited to no integrated loyalty programs



  • Convenient
  • Implements rewards programs
  • Saves time with "Order Ahead" feature
  • Provides personalized experience
  • Utilizes familiar food customization process


  • Varying learning curve
  • Unclear Iconography and labeling
  • Expensive to build



  • Has hundreds of options
  • Provides fast, reliable delivery
  • Convenient
  • Low learning curve
  • Simple UI


  • Expensive fees
  • Limited photography
  • Blocks Customer-Restaurant relations
Artboard 3.jpg


We began our research by sending out survey questionnaires. From this exercise we able to find a key difference between discovery and branded apps. Our assumptions were that rewards and loyalty programs would be the main reason why users had food ordering apps. In addition we assumed that most users would prefer food discovery app such as UberEATS and Grubhub to single branded apps like Denny's or starbucks.

% of users with a food discovery app 

% of users with a food discovery app 

% of users with a single branded app

% of users with a single branded app

Food Discovery Apps

Single Branded Apps

We found that 77% of users currently had a discovery app on their phone and 96% of users had single branded app(s) installed. We also found that the majority of users valued the convenience that both types of apps provided. Loyalty programs were second highest reason for using Single-branded apps.




What we were looking for

  • Why do users download their food and beverage apps?
  • What are user's behaviors with these apps?
  • How do these apps affect the users?
  • What do user's expect from their apps?
It makes my mornings easier because I can order ahead
I downloaded this app because I thought I could get rewards



We put the data we found through affinity mapping and other feature prioritization tools to synthesize our findings to figure out WHO we were designing for and WHAT we needed to meet the needs of both client and the end user. 

Task Analysis 

Task Analysis 

Team whiteboard session

Team whiteboard session

Affinity Mapping

Affinity Mapping

Roadmap Prioritization

Roadmap Prioritization

Meet our personas


User Journey

Brian loves his local coffee shop, Firebrand. They are a popular shop and because they don't have a way to order ahead for pick-up, the lines usually get pretty long. Today, Brian found out that they had changed their POS system to Platter, which comes with their a mobile app! Excited, Brian downloads the app and fires it up. After he has signed up, Brian is delighted that he can customize his drink to the way he likes it. He customizes his drink and places the order. He is even rewarded with loyalty points, a feature that Firebrand did not have before. Brian now has time to pick up a cup of coffee and lunch during his break!

Feature prioritization exercise with client

We compiled keywords, quotes/reactions from our interviews and performed affinity mapping exercises to gain deeper insight into what should go into our design.

Using the Kano model helped us categorize features into three groups:

Expected: Order history, product images, customization, search, account, popular items, notes, saved payment info, contact info, location

Wants: guest checkout, favorites, order ahead to dine in, delivery, other payment options (Paypal), social media log in

Exciters: Rewards, games, animation, status tracker, customer reviews, on-boarding callouts, group orders


Information Architecture

Sitemap on whiteboard

Sitemap on whiteboard


User flow

User flow of an existing user ordering his usual drink

User flow of an existing user ordering his usual drink

Platter User flow_v1

Platter User flow_v1

We designed our application to evoke feelings of familiarity by providing affordances via features and best practices users have already learned. Our user flow aimed to create a sense of ease and convenience.



Sketching & Wireframing


Usability Testing

paper prototype.jpg

We tested a paper prototype with our client to make sure that we were still designing something that he wanted. The client left pleased with our progress so we took our notes and went into developing a high fidelity mock-up.



The Prototype

The result of our two week sprint what a Platter-powered native app would look like. Watch the video on the left to see what it's like to order a coffee from Firebrand Coffee Co.


Next Steps

1. Flesh out rewards programs that will 

Got any feedback or insights? I'd love to hear what you have to say! I'm constantly working on improving this project so click the button below and drop me a line!