Bob's

Redesigning Bob’s self-service totem to create a faster, more intuitive, and context-driven ordering experience.

About the project
This project presents a reimagined self-service experience for Bob’s, focused on speed and clarity. Users are guided through a streamlined journey, from contextual home screens to simplified product selection and smart decision tools. Key features like budget-based ordering and assisted choices reduce friction and improve flow.
The “Choose for me” feature helps users decide faster with minimal effort.With a single tap, the system suggests a complete meal based on popular combinations and user intent. It removes hesitation and makes ordering quick, simple, and effortless.
The “How much do you want to spend?” feature simplifies decisions by starting from the user’s budget. It instantly suggests combinations and products within a selected price range. This makes ordering faster, clearer, and more aligned with real customer intent.
Supporting materials were created to showcase the experience in real-world contexts, including posters, totem mockups, and social media assets.These visuals help communicate the concept clearly while reinforcing the brand and product narrative.

Client/

Bob's

About the project

Ordering at a fast-food restaurant should be immediate. You walk in, you’re hungry, and you just want to get your food without overthinking. In reality, that moment is often slower than it should be. Too many options, unclear paths, and a flow that doesn’t match how people actually decide.

This project started from that gap.

Instead of just redesigning screens, the focus was to rethink the ordering experience inside the restaurant. The Bob’s totem becomes the main touchpoint, designed to reduce friction, guide decisions, and adapt to different users without adding complexity.

The interface is built around clarity and flow. Each screen helps the user move forward quickly, with a clear hierarchy and simple actions. Rather than exposing the entire menu at once, the experience highlights what matters in each moment.

Some features were created to shift how decisions happen.

“How much do you want to spend” starts from the user’s budget, showing relevant combinations instantly. It’s a small change, but it makes the process faster and more intuitive, especially for groups.

“Choose for me” removes the need to decide. With one tap, the system suggests a complete order based on popular combinations, making the experience quicker and more effortless.

The interface also adapts to context. During breakfast hours, it prioritizes coffee and lighter options, while still keeping the full menu accessible. This keeps the experience relevant without limiting choice.

Beyond the product itself, a set of supporting materials was created to bring the concept into real-world scenarios, including totem mockups, street applications, and social media pieces.

The 3D illustrations were also developed as part of the project, adding a more expressive and human layer to the communication. They represent everyday moments around food and help reinforce the idea of simplicity and connection.

More than a visual exercise, this project explores how digital can better support physical experiences. The result is a faster, more intuitive way to order, aligned with how people actually behave.

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