Our research mainly consisted of a robust analysis of the It’s Just Lunch competitors. We took a look at what was working, what wasn’t, and how the flows could be improved.

It’s Just Lunch was also planning on applying heavy SEO strategies. The structure of the websites (franchisees included) needed to respect the intricacies of key word implementation to achieve this goal.

We needed to create a brand new Information Architecture (site maps & database pages organization) and experiment with user flows to get a good understanding of what the redesigned site would look like.

We simplified the flow in a manner that allowed users to reach conversion with 3 clicks only.

It’s Just Lunch was open to exploring new brand identities by changing the logo and updating the visuals across the website.

In the end, the recognizability of the brand was too solid to be completely scratched. So a logo refresh, new typography system, and an updated color palette was the safest approach.

The new look and feel needed to be spread across hundreds of franchisees between North America, Europe, and Oceania. It was essential to prepare documentation and develop guidelines to ensure consistent branding.

Copy and content was well-curated to provide users with short, yet focused text — giving them the most value in a limited amount of space. We also worked closely with an SEO partner agency to maximize the performance of the website on multiple browsers.

Wireframes were oriented to a full-screen scroll experience where users were presented one section at a time. This behavior would enhance the clarity of each section, encouraging the users to take specific paths across the website established during the user flow creation.