Brand and
UX/UI Designer




JustSushi is a nationwide sushi restaurant franchise dedicated to take-away and home delivery, operating across the online store. Sushi home delivery is a growing market with many competitors.

The experience of the online store needed to be improved, other communication and commercial strategies implemented: recognition, engagement, and consumer loyalty.

UX and UI design are mainly the skills needed for this project. But the research phase identified the need to address a new brand perspective demanding a specialized brand strategist view.


Market research, competitors, and benchmark
The market leaders and best practices were identified and reported. Some of the competitors were international players with expertise and customized products, others very simple and with poor user experience.

Usability heuristics score
The user experience and interface usability of six competitors' online stores were assessed and ranked. The scoring used the "10 usability heuristics for user interface design" created and available on the Norman Nielsen Group website and added an emotional badge to the overall experience to make a simple task - make a purchase.

Internal data analysis
With the data available through  Google Analitycs and Instagram, we access loyalty rates and establish the type of client for Justsushi.

Personas and customer journey
Women from the ages of 25 to 45 years old are the dominant and most loyal clients of Justsushi. So we decided to create two types of persona: one with the ages from 24 to 34 years old and the other from 35 to 45 years old.

Mapping the customer journey with the simple goal to purchase the favorite dish of the first persona gives the negative points and the opportunities in this scenario. Reinforcing the need to use simple mental models and a more intuitive checkout.

Website and online store architecture
The website will be divided into three areas: the first will be the online store and the most important, the second will communicate the company and the franchising, the third is for the legal content.