lnsmith

Let's Connect

lnsmith

Krispy Kreme Doughnuts

Designing a Cross-Platform Ordering Experience and Launching a Brand-Led Homepage for Global Impact

Services

UX Strategy, Product Design, Design Systems, User Research, Personas, UI Design

Tools

Figma, FigJam, Figma Slide, Mural, LucidChart

Platform

Mobile, Web, App, Kiosk + E-Commerce Homepage (Australia Market)

View the Australia Site

View the Australia Site

Krispy Kreme Doughnuts

Designing a Cross-Platform Ordering Experience and Launching a Brand-Led Homepage for Global Impact

Services

UX Strategy, Product Design, Design Systems, User Research, Personas, UI Design

Tools

Figma, FigJam, Figma Slide, Mural, LucidChart

Platform

Mobile, Web, App, Kiosk + E-Commerce Homepage (Australia Market)

View the Australia Site

Project Overview

Krispy Kreme approached us with two major initiatives: reimagine the full ordering experience across digital platforms, and rapidly launch a new homepage for the Australia market that reflected their updated branding. I led UX strategy and product design across both efforts—balancing foundational research with high-speed execution.

My Role

Title:

UX & Product Consultant

Teams:

Product, Marketing, Engineering, Branding, Client Stakeholders

Reported To:

Krispy Kreme Global Digital & Brand Leadership

Key Responsibilities

  • Conducted competitive audits and stakeholder interviews across global and franchise markets

  • Created user personas, journey maps, and flows centered on ordering behaviors and business logic

  • Designed wireframes and high-fidelity prototypes for a unified ordering flow across platforms

  • Led responsive visual design for the Australia homepage launch, aligned with the new global brand

  • Built a micro design system using updated brand guidelines, including reusable layout components

  • Delivered UX strategy and visual design recommendations to executive and cross-functional stakeholders

Challenges & Constraints

  • Inconsistent Global Ordering UX

    Ordering flows across mobile, kiosk, and app varied widely—causing confusion and friction, especially when users didn’t select an Order Type upfront.

  • Franchise & International Variability

    Digital maturity, product offerings, and tech stacks varied across markets, requiring a flexible yet unified UX approach.

  • Fast-Turnaround Homepage Redesign

    The homepage redesign for Australia had a tight deadline and required rapid translation of newly released brand guidelines into a polished, scalable layout.

  • New Branding, No Patterns

    The updated visual identity hadn’t yet been translated into functional components—requiring design interpretation from scratch.

Key Audiences

  • Everyday Customers

    Needed a smoother path to order—especially from mobile—without being blocked by unclear menus or ordering steps.

  • Franchise & Regional Teams

    Required adaptable UX patterns that respected market-specific products, systems, and marketing priorities.

  • Krispy Kreme Marketing & Brand Teams

    Needed a homepage that showcased updated brand elements, supported campaign storytelling, and could be reused across other global sites.

Research & Discovery

  • Stakeholder Interviews

    Met with internal stakeholders from product, marketing, and franchise teams to understand business goals and user pain points across digital touchpoints.

  • Competitive Analysis

    Audited leading QSR and DTC ordering flows (e.g., Domino’s, Starbucks, Dunkin' Donuts) to benchmark UX best practices and inform redesign priorities.



  • UX Flow & Behavior Audit

    Reviewed current-ordering experiences across platforms—surfacing friction tied to Order Type selection, limited menu visibility, and confusing user paths.

Design Process

Ordering UX Strategy

  • Defined core ordering flows across mobile, web, kiosk, and app

  • Mapped decision logic around Pickup, Delivery, and Catering—prioritizing early selection to ensure accuracy downstream

  • Designed scalable user flows and wireframes that supported regional product variations and seasonal promos

  • Created a design system to ensure consistency across global markets.

  • Created personas reflecting key user needs (e.g., convenience, gifting, group ordering)



Homepage Redesign for Australia

  • Delivered high-fidelity, responsive homepage layouts aligned to new brand guidelines

  • Developed a modular, component-based structure to feature campaigns, products, and CTAs

  • Designed visual specs and a handoff-ready mini design system for the internal team to scale and implement globally

Cross-Functional Collaboration

  • Client Partnership

    Worked closely with Krispy Kreme stakeholders across brand, product, and marketing to validate flows, prioritize experience needs, and evolve designs quickly for launch-readiness.

  • Developer Enablement

    Provided responsive layouts, scalable component guidance, and annotated specs to support implementation across platforms and markets.

Methodologies

  • Competitive audits

  • Persona development

  • Journey mapping and flow modeling

  • Wireframing and prototyping

  • High-fidelity responsive UI design

  • Visual system development and documentation

Outcomes & Impact

  • Clarified Ordering Journeys

    Designed ordering flows that guided users to choose an Order Type early—resulting in fewer menu errors and a smoother experience across channels.

  • Modern, Brand-Led Homepage

    Launched a visually compelling, conversion-ready homepage for the Australia market—showcasing the new brand and setting the tone for global rollout.

  • Scalable UX Foundations

    Created flexible patterns that supported seasonal and regional needs while maintaining global consistency.

  • Accelerated Execution

    Delivered strategy, design, and specs under fast deadlines—empowering internal teams to execute confidently and scale further.

  • Design System Readiness

    Established early visual standards and reusable modules to support a scalable, brand-consistent ecosystem across markets.