Platforms covered
Wendys.com
Ordering and account system
Loyalty and rewards
Mobile app
In-store kiosk UI
CRM and customer communications
My Role
Project scope
Player/Coach model
Balancing brand consistency across web, app, kiosk, and CRM — each with different tech stacks and stakeholder groups
Designing for a high-volume, promotion-driven business — where content and CTAs had to change fast
Evolving a fragmented design system into a scalable, Figma-based source of truth
Meeting accessibility (WCAG 2.1 AA) standards across all platforms
Collaborating across multiple departments — marketing, loyalty, engineering, IT — each with competing priorities
Reducing inefficiencies caused by tool fragmentation and process bottlenecks (e.g., Sketch to Figma migration)
Established scalable design foundations in Figma to move faster and more consistently
Led collaborative working sessions with stakeholders and cross-functional partners to align on priorities
Designed in real time — mapping flows, wireframes, and content patterns live with the team
Reviewed and refined interaction models, content, and accessibility needs continuously
Delivered iterative improvements by staying close to development and adapting based on behavior
18% increase in loyalty sign-ups and 16% lift in CRM conversions through improved UX and targeted communications
7% reduction in cart abandonment by streamlining the ordering experience across platforms
Improved brand consistency and voice across web, app, kiosk, and CRM — aligning design, content, and tone
Achieved WCAG 2.1 AA accessibility compliance across all digital touchpoints
Reduced design/dev time by 20% through design system evolution and Figma migration
