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Shake shack

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Work info

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Industry:

F & B

Role:

Product Designer

Year:

2025

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Project Overview

Shake Shack’s in-store experience has long been a differentiator, but its digital ecosystem, particularly the mobile app, was underperforming and underutilized.

At the start of this project, monthly app usage accounted for only 0.21% of total customers, limiting digital revenue, loyalty engagement, and personalization opportunities. The existing app lacked clarity, speed, and cohesion, resulting in friction across onboarding, navigation, checkout, and rewards redemption.

The objective of this redesign was to transform the mobile app into a primary growth channel by:

Increasing digital ordering adoption
Scaling loyalty participation
Reducing friction across the end-to-end ordering flow
Translating Shake Shack’s brand and hospitality into a digital-first experience

This initiative was part of a broader, full-stack effort spanning mobile, self-ordering kiosks, POS, and kitchen systems, with the mobile app serving as the central customer touchpoint.

My Design Approach

I began by auditing the existing experience to identify the primary drivers of low adoption, including weak visual hierarchy, overly complex onboarding, fragmented navigation, and high-friction checkout and rewards flows that contributed directly to drop-off.

To enable scale and consistency, I established a shared component library and standardized interaction and visual patterns across iOS and Android in close partnership with engineering. I then focused on reducing friction at the highest-impact moments, simplifying onboarding, streamlining menu access, improving checkout while supporting new payment integrations, and elevating loyalty to a core.