Mad Mobile’s original online ordering system felt outdated and clunky. It tried to compete with platforms like DoorDash by grouping multiple restaurants into one central marketplace, but that approach limited how much control restaurants had over their brand. The user experience also fell short of what modern customers expect.

The new plan was clear: build a white-label ordering system that restaurants could host on their own sites. It needed to feel polished, be easy to use, and adapt to any restaurant’s needs. Whether a brand had custom photos and assets or just a basic menu, the platform had to work smoothly and still look good. The challenge was designing something flexible enough for a wide range of restaurants while keeping the experience clean, consistent, and reliable for end users.

I started by reviewing the existing product to find points where users were dropping off and where the experience felt outdated or confusing. From there, I worked closely with product and engineering teams to shift the focus. Instead of a centralized marketplace, we aimed to build a modular, flexible ordering platform that could be embedded on any restaurant's site and easily skinned to match its brand.

How I approached it:

• Redesigned the information architecture and user flows for browsing, menu navigation, customization, and checkout
• Built a flexible UI system that worked well with everything from high-quality food photography to plain text menus
• Implemented and customized a design system using Shadcn and Tailwind CSS to speed up development
• Collaborated with engineers to ensure smooth handoff and scalable implementation

The new white-label system gave restaurants full control over their digital presence without losing the polish or usability of a top-tier ordering platform.  It felt modern and easy to use, both for their customers and their internal teams.

On the internal side, the new design system improved development speed and helped bring consistency to the broader CAKE product suite. This project played a key role in modernizing the platform and helped position Mad Mobile for wider adoption across its restaurant partners.

The redesign was a major success. Restaurant partners responded positively to the cleaner, faster experience. It felt modern and easy to use, both for their customers and their internal teams.

The new white-label system gives restaurants full control over their digital presence without losing the polish or usability of a top-tier ordering platform. It was successful enough to become the foundation for a new self-service kiosk product, using the same design and ordering logic for in-store use.

On the internal side, the centralized design system improved development speed and helped bring consistency to the broader CAKE product suite. This project played a key role in modernizing the platform and helped position Mad Mobile for wider adoption across its restaurant partners.