D&G: Mobile Experience

D&G: Mobile Experience

Designing an app customers actually enjoy ordering from.

Designing an app customers actually enjoy ordering from.

I design strategic brand identities that win trust, attract customers, and drive growth.

overview

Döner & Gyros is a UK high-street food chain specialising in döner, gyros and quick-service meals. As part of a wider brand refresh, the company proposed a dedicated mobile app alongside updated promotional materials to strengthen its digital presence and encourage direct customer engagement. However, with customers already ordering through delivery platforms, the challenge wasn't designing another app—it was defining why customers would choose to use it.

A mobile app concept and supporting promotional materials for Döner & Gyros.

A mobile app concept and supporting promotional materials for Döner & Gyros.

A mobile app concept and supporting promotional materials for Döner & Gyros.

To create a direct customer experience beyond delivery platforms that encourages repeat visits and brand loyalty.

To create a direct customer experience beyond delivery platforms that encourages repeat visits and brand loyalty.

To create a direct customer experience beyond delivery platforms that encourages repeat visits and brand loyalty.

Used research, customer insights and competitor analysis to define the app's core value

Used research, customer insights and competitor analysis to define the app's core value

Used research, customer insights and competitor analysis to define the app's core value

defining the need

defining the need

Rather than assuming a dedicated app would benefit customers, I began by exploring existing research into restaurant apps and customer behaviour. This helped establish what motivates people to download an app—and just as importantly, what discourages them from keeping it.

57%

download for loyalty rewards.

57%

download for loyalty rewards.

57%

download for loyalty rewards.

52%

download for exclusive offers.

52%

download for exclusive offers.

52%

download for exclusive offers.

90%

value better prices.

90%

value better prices.

90%

value better prices.

3 min+

sign-up creates friction.

3 min+

sign-up creates friction.

3 min+

sign-up creates friction.

36%

apps are quickly abandoned.

36%

apps are quickly abandoned.

36%

apps are quickly abandoned.

delivery apps

already provide convenience.

delivery apps

already provide convenience.

delivery apps

already provide convenience.

Existing research identified why people download restaurant apps—but did those motivations reflect Döner & Gyros' customers? To better understand the targeting audience, I reviewed Google Reviews to uncover what people valued most about the brand.

"Loved the service."

46

mentions.

"Staffs are amazing."

27

have said.

"Great food & price."

"Screen hard to read."

"Fast service."

"Calm atmosphere."

"Waited for too long."

"Bad food value."

14

didn't like.

"Loved the service."

46

mentions.

"Staffs are amazing."

27

have said.

"Great food & price."

"Screen hard to read."

"Fast service."

"Calm atmosphere."

"Waited for too long."

"Bad food value."

14

didn't like.

"Loved the service."

46

mentions.

"Fast service."

"Calm atmosphere."

"Waited for too long."

"Staffs are amazing."

27

have said.

"Great food & price."

"Screen hard to read."

"Bad food value."

14

didn't like.

Many customers are local regulars who keep coming back

Many customers are local regulars who keep coming back

some customers will travel to visit the restaurant

some customers will travel to visit the restaurant

customers often return with friends and family

customers often return with friends and family

Although customers loved the in-store experience, very few comments mentioned the ordering experience itself. Customers already enjoyed the restaurant experience. The opportunity wasn't to replace it—it was to make returning easier.

menu

Browse without barrier.

loyalty

Reward repeat visits.

offer

Unmissable good deals.

menu

Browse without barrier.

loyalty

Reward repeat visits.

offer

Unmissable good deals.

menu

Browse without barrier.

loyalty

Reward repeat visits.

offer

Unmissable good deals.

benchmarking

benchmarking

Having identified what mattered most to Döner & Gyros customers, I benchmarked leading restaurant apps to understand how successful products addressed these needs in practice. This helped validate my findings and identify interaction patterns worth adapting for the D&G experience.

döner & gyros UAE

pros

notes

cons

Brand colours are used consistently.

Browse the menu without signing up.

Delivery zones are shown during location selection.

Brand story is integrated into the app.

Product pages include a quick way back to the menu.

Location must be reconfirmed too often.

Inconsistent product imagery.

International phone numbers aren't supported.

GDK

domino’s

nando's

subway

greggs

zizzi

döner & gyros UAE

pros

notes

cons

Brand colours are used consistently.

Browse the menu without signing up.

Delivery zones are shown during location selection.

Brand story is integrated into the app.

Product pages include a quick way back to the menu.

Location must be reconfirmed too often.

Inconsistent product imagery.

International phone numbers aren't supported.

GDK

domino’s

nando's

subway

greggs

zizzi

domino’s

pros

notes

cons

Browse the menu without signing up.

Allergen information is highly visible.

Saved favourites speed up repeat orders.

Deals and vouchers are prioritised on the homepage.

Address confirmation is required before ordering.

Strong promotion-first navigation.

Interface feels text-heavy in places.

No option to save payment details.

Address-first flow adds friction for browsing.

GDK

domino’s

nando's

subway

greggs

zizzi

insight to strategy

I translated the research into a product strategy centred on reducing friction and increasing opportunities for repeat visits. Personas and user journeys helped prioritise the features and navigation that mattered most.

the discount-driven repeater

Tried D&G once, liked the food, but isn’t loyal yet.

Goal

Save money and discover offers.

Barrier

Delivery apps feel more convenient.

view user journey

the loyal regular

Visits D&G often, but needs a reason to use the app.

Goal

Re-order quickly and feel recognised.

Barrier

If app offers no more value than ordering in-store.

view user journey

the curious browser

New or occasional customer exploring nearby.

Goal

Browse the menu and compare options.

Barrier

Delivery apps make browsing easier.

view user journey

the discount-driven repeater

Tried D&G once, liked the food, but isn’t loyal yet.

Goal

Save money and discover offers.

Barrier

Delivery apps feel more convenient.

view user journey

the loyal regular

Visits D&G often, but needs a reason to use the app.

Goal

Re-order quickly and feel recognised.

Barrier

If app offers no more value than ordering in-store.

view user journey

the curious browser

New or occasional customer exploring nearby.

Goal

Browse the menu and compare options.

Barrier

Delivery apps make browsing easier.

view user journey

the discount-driven repeater

Tried D&G once, liked the food, but isn’t loyal yet.

Goal

Save money and discover offers.

Barrier

Delivery apps feel more convenient.

discovers promotion

See ads about D&G app.

downloads the app

Clicks link or scan QR.

browses menu

Explores offers & menu.

places order

Confirms & checks out.

earns reward

Earns points or discounts.

receives offers

Personalised notification.

returns

Orders again / visits stores.

the loyal regular

Visits D&G often, but needs a reason to use the app.

Goal

Re-order quickly and feel recognised.

Barrier

If app offers no more value than ordering in-store.

learns about the app

Sees promotion or QR.

downloads the app

Signs up with Google.

looks at familiar menu

Looks for the favourite.

places repeat order

Quickly checks out.

receive order

Smooth food collection.

checks loyalty progress

Tracks points and rewards.

returns

Uses rewards & reorder.

the curious browser

New or occasional customer exploring nearby.

Goal

Browse the menu and compare options.

Barrier

Delivery apps make browsing easier.

discovers D&G

Sees a branch or post.

downloads the app

Wants to see the menu.

explores menu

Check dishes & prices.

check reviews

Looks for reassurance.

places first order

Tries D&G.

enjoys experience

Builds trust in the brand.

returns

revisit for offers / rewards.

Based on the customer journey, I organised the app into a streamlined navigation that surfaces the most valuable features while reducing unnecessary steps.

log in / sign up

email / mobile

sign up form

complete profile

promotions

apple / google

loyalty scheme

order now

view our menu

click &

collect

order

to table

local

delivery

products & descriptions

locations

store details

order from here

check out

log in /

sign up

email /

mobile

sign up

form

complete

profile

promotions

apple /

google

loyalty

scheme

order

now

view our

menu

click &

collect

order

to table

local

delivery

products &

descriptions

locations

store

details

order

from here

check

out

log in /

sign up

email /

mobile

sign up

form

complete

profile

promotions

apple /

google

loyalty

scheme

order

now

view our

menu

click &

collect

order

to table

local

delivery

products &

descriptions

locations

store

details

order

from here

check

out

Typography Hierarchy

Colour Palette

Grid

Menu Bar

Icons

Allergen Labels

Main Button

Sub Button

Text Box

|

Banners

Drop Banner

Location Info

Product Cards

Typography Hierarchy

Colour Palette

Grid

Menu Bar

Icons

Allergen Labels

Main Button

Sub Button

Text Box

|

Banners

Drop Banner

Location Info

Product Cards

Typography Hierarchy

Colour Palette

Grid

Menu Bar

Icons

Allergen Labels

Main Button

Sub Button

Text Box

|

Banners

Drop Banner

Location Info

Product Cards

bring it to life

bring it to life

With the core navigation established, I translated the information architecture into a cohesive mobile experience. Each screen was designed around the three priorities—making the menu easy to browse, rewards highly visible and promotions easy to discover.

beyond the app

The app formed the centre of the refreshed customer experience, but the project extended beyond mobile. To create a consistent journey across physical and digital touchpoints, I applied the visual language to a range of in-store and promotional materials.

takeaways

mobile app concenpt

A mobile experience designed around the features customers value most.

mobile app concenpt

A mobile experience designed around the features customers value most.

mobile app concenpt

A mobile experience designed around the features customers value most.

core user experience

A streamlined information architecture that reduces friction and supports direct ordering.

core user experience

A streamlined information architecture that reduces friction and supports direct ordering.

core user experience

A streamlined information architecture that reduces friction and supports direct ordering.

brand system

The refreshed visual identity was applied across menus, promotional materials and in-store displays.

brand system

The refreshed visual identity was applied across menus, promotional materials and in-store displays.

brand system

The refreshed visual identity was applied across menus, promotional materials and in-store displays.

consistent identity

Digital and physical assets were designed to work together as one consistent journey.

consistent identity

Digital and physical assets were designed to work together as one consistent journey.

consistent identity

Digital and physical assets were designed to work together as one consistent journey.

Although the concept has not yet progressed to development, it provides a strategic foundation for future digital initiatives. By grounding every design decision in customer research, the project demonstrates how product thinking, UX design and brand communication can work together to create a connected customer experience.