E-COMMERCE + BRAND & CUSTOMER EXPERIENCE
JENNIE’S KITCHEN • NYC •
Building a brand and a better way to order and a better way to run the business.
Jennie’s Kitchen is a chef-created meal delivery service serving Manhattan and Brooklyn. As the business grew, the challenge extended beyond creating a strong brand and e-commerce experience. Weekly ordering, customer communication, delivery logistics and internal processes all needed to work together seamlessly.
I worked closely with the client to understand how customers ordered, where they encountered friction and how those interactions affected the business behind the scenes. I redesigned the digital experience around both sides of that journey—making weekly ordering easier for customers while streamlining the workflows Jennie’s Kitchen relied on to manage orders, deliveries and ongoing customer relationships.
Role: Creative Direction • Brand Identity • Web & E-Commerce Design • Customer Experience • Workflow Design
Understanding The Experience
The experience was shaped around the needs of both new and repeat customers. Weekly menus needed to be easy to find, ordering needed to feel straightforward, and returning customers needed a fast way to log in, make selections and complete their orders.
Customer feedback and ongoing collaboration with the client helped identify friction points and opportunities to improve the experience as the business evolved.
A responsive online store and reporting system specifically designed for their meal delivery operations was created. The online platform is crafted to be user-friendly for both new and returning customers and members. The website offers steps for weekly ordering and includes features like a suggestion box to gain insights into customer needs and preferences. The business model also focuses on fostering strong customer engagement and support.
65% of JK's traffic originates from mobile devices. As a result, the mobile version has been crafted to be easy to navigate while still maintaining the same power and appeal as the desktop version. Members and repeat customers are able to login, view the weekly menu and place their order with ease.
The strategy kicks off with warm, high-contrast photography by photographer, Sarah Kathleen. The imagery is a crucial component, which clearly expresses the rich flavorful tastes and textures that JK delivers. Additionally, a classic logo was created in a single color to be used for multiple platforms, such as labels, boxing, print, social media, and websites.
Bon Appétit, Enjoy, Provecho!
Prepared & delivered fresh
to your door every week!
The Results
We have successfully increased weekly orders by over 200%, while reducing administrative hours by more than 80%. The streamlined delivery process has not only enhanced efficiency but helped retain hundreds of repeat customers each week. The streamlined delivery process not only enhanced efficiency but also helped retain a customer base of hundreds each week.
