The Solution
TOBY/CARPENTER began by conducting competitive usability testing against McDonald’s and Burger King to pinpoint friction points. A follow-up card sorting exercise revealed key insights into how customers mentally grouped products and what confused them. From this, a set of UX principles was formed to guide the redesign — including clearer nesting, combining overlapping categories, redesigning upsell modals, and using imagery to improve clarity. A Figma prototype was developed and validated through user testing, with significant performance gains across all key journeys.
