A new and improved online menu and booking flow and for TGI Fridays 

Creating hi-fidelity designs and building out a design system / To create an improved online menu and booking flow / For legendary restaurant and cocktail bar TGI Fridays / Using GSuite, Figma and Airtable 

The problem

TGI Fridays had recently gone through a brand re-fresh and their website was not reflecting the modernity and excitement expressed by the new brand in their physical restaurants. 

The wes also long standing issues with conversion on their online booking tool which needed to be addressed.

The team

I was part of the creative team brought in to apply the updated brand to a new website. 

James Barclay (Me 👋)

Acting as a senior UI designer I was responsible for the hi-fidelity designs of the digital menu and booking flow. I also inputted on the UX of the booking flow and online menu.

Ben Wilson

As lead UI designer Ben was responsible for the creative direction of the digital brand and the oversaw the creation of the design system and overall visual output.

Stuart McAdam

As Experience Director Stuart was responsible for all things UX. He also provided guidance and oversight across all aspects of the work.

The Menu

Designing a digital menu to be cohesive with the printed version

The menu is an important part of the TGI Fridays website, allowing customers to see the wide range of food on offer. The client had also provided insight that it was important for customers to see the food as they like to ‘eat with their eyes’.

The printed Menus

Understanding the complexity of the online menu

I carried out an audit  of the existing digital Fridays menu as well as the physical one allowing me to build a picture of all of the potential variables and depth of information that was needed for each menu item.

I also looked into competitors' offerings - mostly those who were using the same service provider tenkites ensuring I kept my designs within the scope of what was technically possible.  

Audit of the existing TGI Friday's menus

Providing alternative directions

I mocked up two visual approaches, one which followed closer to the brand guidelines and another which followed the physical menu more closely.  

The TGI stakeholders shared our view that the version closer to the printed menu was the better option. We agreed that this would provide a more coheisive experience of the brand across different touch points.

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