Burger King Website
Description
The Burger King website is a full-scale sales channel serving over 1 million monthly users — comparable in strategic importance to the mobile app. The platform supports delivery and pick-up orders from desktop and mobile web, directly impacting revenue, customer LTV, retention and brand perception.
Overview
Our team redesigned and evolved Burger King’s e-commerce platform to improve usability, conversion, and consistency across company's digital products.
As part of the product team, I worked on redesigning core website experiences, improving conversion flows, building scalable design infrastructure, and introducing new UX patterns for both desktop and mobile users.
The product focuses on:
1. Redesigning key navigation areas (header, footer, maps, restaurant cards)
2. Improving checkout-related scenarios and basket UX
3. Designing new conversion-driven product features
4. Building and maintaining a scalable component library
5. Restructuring design workflows and file systems for faster collaboration
Role & Process
I was the sole product designer responsible for the website — from redesign and component library creation to shipping new conversion features.
My responsibilities included:
Full redesign of the website on a new tech stack (Nuxt)
Building a UI component library and design guidelines from scratch
Leading end-to-end design for new product features affecting conversion
Designing responsive experiences for desktop and mobile
UX audits, competitive benchmarking, A/B testing
Design reviews and release support
Optimising internal Figma file structure for the team
Collaborating with product managers, developers, analysts, and UX researchers
Each feature followed a consistent 1–2 sprint cycle:
Brief from the PM, alignment with analytics
Benchmarking and UX audit
User flow logic
Design
Feedback rounds
Handoff to development
Design review & post-release analysis
For more complex flows I prepared A/B versions for product testing. I worked closely with researchers, analysts and developers — and regularly initiated tasks myself by bringing hypotheses to the backlog.
Goals
The main product goals were focused on improving conversion, simplifying ordering flows, and creating a more scalable design environment.
Key KPIs included:
Checkout conversion rate
Reduction of user friction during ordering
Improved usability and interface consistency
Faster design-to-development workflow
Increased customer satisfaction with ordering flows
Results
This project allowed me to improve both product metrics and internal design system.
Key achievements:
SUS score rose above 70 (industry benchmark: 68), confirmed by third-party research
Payment conversion increased by more than +2% over 9 months from new features
Unavailable items replacement feature delivered +0.2% conversion uplift (x2 from the projected estimate) and was adopted by the mobile app team
Component library built from scratch, enabling consistent UI across web, app, and kiosk
Internal design workflows became faster and more scalable
For confidentiality reasons, I have omitted the actual values for these metrics.
