JOLLIBEE
UX DESIGN RESEARCH
PURPOSE OF PROJECT
Jollibee is a well-known fast-food brand with a strong global following, but its website presented several usability challenges. As part of a school project, our team aimed to enhance its digital experience by examining how users navigate and interact with the site. We conducted comparative analysis, heuristic evaluations, and usability testing to uncover issues in areas such as navigation, ordering flow, menu organization, and mobile performance. These insights informed recommendations to simplify interaction
DESCRIPTION
Led the UX enhancement of Jollibee’s website by optimizing layout structure, simplifying interactions, and aligning visuals with user expectations. The goal was to uncover challenges and deliver winning research insights to Jollibee in order to secure their business and guide a site upgrade. The result was a more accessible and engaging digital experience that strengthens customer loyalty and supports brand growth..
PROJECT TYPE:
SUPERVISOR:
Academic:
(Humber Polytechnic)
Adam Rollo
ROLE :
TEAM
Research,
Usability Testing.
Amaka, Ayo, Woo, Kanishkaa and Mark
SOFTWARES:
Figma, Usability testing tools, Microsoft office, Google drive.
RESEARCH
Identifying the problem
Usability testing
Heuristic Analysis
1
SYNTHESIS
Affinity Diagram
Key findings
2
IDEATION
Developing a solution
Low Fidelity
3
4
REFLECTIONS
User Feedback
Conclusion,
Challenges what
would I do differently?
Planning
The project explored Jollibee’s uniqueness and customer experience through planning, competitive research, and user interviews. Analysis showed strong loyalty but frustrations with unclear UI, reliance on third-party apps, and in-store inefficiencies, leading to recommendations for digital upgrades, smoother service, and stronger engagement.
RESEARCH
Wk 1 –
Planning
Week 2 –
Research Setup
Week 3 – Interviews
& Data Collection
- Developed research questions on Jollibee’s that focused on
understanding user needs and pain points
- Conducted competitive analysis against Chipotle and KFC
- Prepared screener, moderator script, and testing tasks
- Recruited participants for interviews and usability sessions
- Conducted eight in-depth user interviews with Jollibee fans
and occasional visitors
- Recorded voices and screen activity for analysis
- Consolidated collected data across team members
Week 4 –
Findings & Recommendations
- Identified customer frustrations: reliance on third-party apps,
unclear UI, long queues, and limited seating
- Compiled recommendations: improved digital interface,
self-service kiosks, better seating and stronger brand
engagement strategies
- Curated final usability and research report
The synthesis grouped insights into themes of navigation clarity, order flow efficiency, accessibility, and promotional visibility. Customers valued Jollibee’s food and brand but favored third-party apps for discounts and smoother UI, while in-store issues centered on long waits, limited seating, and cleanliness.
SYNTHESIS
The solution focused on easier navigation, guest checkout, visible promotions without sign-in, and real-time order tracking. Low-fidelity wireframes illustrated these ideas with reorganized menus, clearer CTAs, and integrated promotional displays.
IDEATION
RESULTS
Users liked the simpler flows and clearer promotions, which made the experience better. Improving navigation, speed, and promotions would increase satisfaction and loyalty. The main challenge was keeping Jollibee’s brand while simplifying and fixing both online and in-store issues on time. Next time, starting with a mobile-first design and testing different promo layouts earlier would help.
REFLECTIONS
User feedback confirmed that simpler flows and clearer promotions improved the experience. The conclusion was that fixing navigation, speed, and promotions would boost satisfaction and loyalty. Challenges included keeping Jollibee’s brand while simplifying and aligning online and in-store fixes on time. In the future, starting with a mobile-first redesign and testing promo layouts earlier would be better.
