THISBOWL
Clarifying the digital experience of a design-forward brand
Role: UX/UI Designer
Duration: July 2025 - September 2025 (2 months)
Tl;dr:
I led an independent UX/UI audit and redesign proposal for THISBOWL's website. I identified structural and hierarchy issues undermining brand trust, then designed scalable homepage concepts that balanced functional clarity with the brand's design-forward identity.
About THISBOWL
THISBOWL is a fast-growing fast-casual restaurant brand known for modern Japanese-inspired bowls, thoughtful design, and a wellness-forward ethos. The brand appeals to customers who value both quality ingredients and a refined, intentional aesthetic.
Background
As THISBOWL continued to grow, the website no longer reflected the clarity or polish of the in-store experience or the brand’s strong social media presence. Working front of house, I noticed customers often arrived with questions the website could have answered - 'Is this gluten free?' 'Are you a Japanese restaurant?' 'What's good here?' I saw an opportunity to bring the same clarity and intentionality to the digital experience.
Understanding the Users
These observations pointed to three core user needs: newcomers needed context about what kind of food THISBOWL serves, health-conscious customers needed dietary clarity, and returning visitors wanted fast menu access. Across all groups, expectations were the same: clarity, polish, and quick access to information.
Analyzing the Landscape
My in-store observations revealed what customers expected before arriving. I analyzed competitors like Sweetgreen, Chipotle, and Erewhon to understand how other brands bridged the gap between digital presence and in-store experience. Most optimized for either operational efficiency (quick ordering, minimal storytelling) or aspirational lifestyle branding (heavy imagery, buried information). THISBOWL had an opportunity to occupy the middle ground - pairing functional clarity with a strong visual point of view.
Framing the Solution
Through the audit, I clarified the website's core purpose: (1) extend THISBOWL's design-forward identity online, (2) provide fast access to essential information like menus, dietary details, and locations, and (3) give newcomers enough context to understand what THISBOWL is before they arrive. I focused on establishing clear structure while letting the visual identity lead
Designing the Interface
I explored two homepage directions to present to leadership. Option A prioritized accessibility - all key information (menu, locations, brand context) available with a single swipe. Option B was more exploratory - showcasing brand updates upfront and letting users tap through to discover content at their own pace.
I recommended Option A because it reduced friction for the users I'd observed: newcomers who needed quick context and returning customers who just wanted the menu. One swipe to access everything felt more aligned with the fast-casual expectation than multiple taps to explore.
Impact & Takeaways
The redesign sparked alignment across leadership around usability and brand gaps. Although the project didn't proceed due to budget constraints, it reinforced how reducing friction can shape first impressions for fast-casual brands. It also demonstrated the value of pairing firsthand observation with design solutions rather than relying on assumptions alone.