Redesigning Jollibee Delivery: The Revision (Part 2)
Jelvin Base

It’s great! But.

First, I want to commend you and your work.
However, I want to be the voice of reason to help you see the other side. My points are not in any way adversarial. Take it with a grain of salt.

Now, let’s get into the nitty gritty details:

I’ve read the piece part by part to understand your approach. 
Great customer experience is the key to a successful engagement –

But I think you missed some important points along the way.
I clearly understand you are working on certain assumptions. Most of the missing pieces are only disclosed to you when you’re actually working on the project. So to help you balance your approach, I’m going to take the side of Jollibee. Note: that I’m not in anyway part of the organization (well, we all know that).

I’m going to make some business assumptions taking into account how a typical marketing group, business decision makers will approach this particular scenario. So in this case, I’m the snouty business man who turned down great work. Take this with you when working on future projects.

Design supports business

Always keep that in mind that purpose of any commercial design initiative is to support the needs of the business.

One of the failures for most redesigns that I have seen many times is that they are too designer-centered (worst detached from reality). Yes, there are merits to it. But it doesn’t serve its ultimate purpose.

Most designers feel that these critical business decisions hinder great, innovative creative work. Well, business guys are “boring and stupid” not seeing the “genius” of their work (take note of my sarcasm).

And that’s a problem.

Designers should always be at the side of the business — Always.

On Promotional images

Yes, I know, sometimes it’s tacky. Layout wise, it can be improved. But these big promotional images you see on both the physical and online stores serve a bigger purpose in driving consumer behavior.

One, it’s a barometer on how effective the product is (will the new product sell?).

Two, It determines how products are aggressively being pushed out of their inventory and into the mouth of the customer.

The question should always be — how many chickens I have to sell every month? How will I reach those chicken-loving customers? How will I do it? What are the ways to achieve it that’s both cost-friendly and effective?

Did you know a small nudge to these items (through advertising and promos) can deliver big results to Jollibee’s bottom line? You might ignore those Big Yum on the landing page now, but I’m sure you’ll remember it soon enough to order it in the future. Have you ever wondered why they keep on pushing Chicken Joy? You have to keep those promos right in front of your audience every time to make it stick. They are buying the possibility that you’ll buy those products in the future. For them, that’s a win!

Read and check Effective Frequency theories.

Yes! Unfortunately, you have to make those product photos back on top. 
Make them front and center.

Some recommendations
Maybe have a different photo on the website that really maximizes the medium? In that way, you are not stuck with a material that won’t work on the web. I think that’s what you are looking for. And that’s the reason why you put those promos at the bottom of the page because they are not that “design-friendly”.

Maybe you are looking for something like this?

Driving consumer behavior

These big images drive consumer behavior. These drivers are the closest they can get before the act of purchase. It’s like sneaking those M&M right before checking out to your local grocery store.

They look damn delicious! You can really smell it.

Check those images again. 
They look damn delicious! You can really smell it.

Did you know that you are most vulnerable to splurge is when you are hungry? They want to stimulate your appetite. We eat through eyes. That’s why they invest on good photos.

Ever wonder why they picked red? 
Red is a good stimulant triggered when you are hungry.

Not using those images fully is a disservice to Jollibee.

Some recommendations:
You are selling food. Food is your main actor. Design around it. 
Make it shine.

Clean is a relative word.

Looks so fresh! Right? But, have you ever considered the demographic of Jollibee?

Yes, your design is clean. I like it. But, so are the other modern delivery site you might try to emulate. “Clean design” is so abused nowadays that the real essence of it is lost. From a design standard, Jollibee has that general appeal. Just like McDonald’s. It’s ubiquitous. Jollibee has invested so much to build brand equity that the presence of their visuals elicits a “Bida ang Sarap” emotional response.

For nostalgia

Neglecting those visual cues strips them off with commercial advantages they have built for years. The logo, its colors, and fonts are not the only thing that makes up a brand. It’s everything in it and how it’s used and how it relates to one another.

I like the crisp layout. Sure, but in the process, it loses the “Jollibee-ness” feel to it that undeniably them. You could have double down on this without losing its magic.

I hate the whole “skeuomorphic” idea of the “tray”. Maybe for them, it’s cute? It could have been a matter of taste. For me, I’ll remove all unnecessary stuff. Edit those photos to work with the medium, combine it with your crisp solid design. It could have been a total winner!

I like this. Clean and clear.

But those product selections are all spot on!


I’m just nitpicking here — read this with caution

The word mark “delivery” on a small scale is a bit sloppy. 
I know you may not have time to optically adjust it.

The cross bar on “e” is thinner than its entire form making it a bit unstable on a smaller scale. This font should have been manually adjusted to compensate for the size difference.

The tracking the letters can be improve. It’s a bit wobbly. You can tightened it up a bit. Be mindful of the big open space and gaps on “D” followed by a rounded “e”, gaps on “ive”, and the open gap on “ry”.

I will always recommend to modify word marks specifically to address typographical issues. And yes we always have 2 version of the logo. One, specific for small scale and one, for large scale.

Color Selections

The colors (red, and yellow) are a bit muted and subdued. A typical choice for designers. But from Jollibee’s perspective, it may not work.

Ok, I’ll stop nitpicking on things. 
Because most of it are trivial and can be fixed (font size, font colors, etc).

For a first salvo. This is not bad. 
For you to do this without anything in return is even more wonderful.

I can see your intent.

What you need to work on next time is to look at the other side of the fence. Understand the business, and think like them.

What I’ve learned from my experiences as a designer working with tough clients is that sometimes all you have to do is to listen and understand their side. Wear their shoes.
You’ll be way better. Trust me.

Yes, Jollibee (as an organization) may not be the ultimate user here. 
I agree. However, they know their customers better than us. Great user experience matter — Yes. Sometimes businesses neglect those, or worst not aware of it. The thinking should NOT be centered solely on the user but also on the businesses serving it. We shouldn’t isolate or shield the user out of the context of the business.

You may not agree with their taste (I can see the novelty of it, but I don’t like some of their design choices). Keep in mind the things I’ve said above. Always side with the business but keep your bearing. And keep an open mind.

My line is always open if you have any questions. 
Keep it up!

PS. Make the logo a bit bigger.

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