2019–2022
2019–20221. OVERVIEW
I led the redesign of Wingstop’s ordering experience across mobile, web, and in-store, built around flavor.
Role
Lead Designer & Art Director (Hathway, now Bounteous). I owned the UX and art direction end to end, then led and mentored a team of designers who built it out across platforms, campaigns, and in-store screens.
Scope
- Mobile + Web App UI/UX
- Art Direction
- UX Strategy
- Prototyping
- Design Leadership
1. THE SCOPE
Every part of the digital experience
One flavor-first system across the native app, the website, in-store screens, and a year of campaigns. Drag through it.
Wingstop App
The native ordering app, designed mobile-first across the whole flow.
The full website
The ordering experience scaled to desktop, end to end.
A year of campaigns
A modular email system powering promotions, delivery, and onboarding.
Flavor-first menu
Photography-forward pages that make every flavor the hero.
A flavor icon system I designed
I designed an original icon for every flavor, matched to the Wingstop brand language.
Digital menu boards
Vertical and horizontal screens, implemented in restaurants.
A full dark mode
The whole app re-themed so the food photography only got richer.
Everything around it
Store-finder, location, and supporting pages across the site.
2. THE WINGSTOP APP
The native ordering app, end to end
I designed the full ordering experience as a system of features. Browse, customize, cart, account, then built the component library that kept it consistent.
Browse and build an order
The core flow: pick wings, flavors, sides and drinks, with photography leading every step.
Customize by flavor and heat
Split the count across flavors, set sides, and upgrade. The whole build-your-meal experience.
From cart to confirmed
A streamlined cart, special requests, and a checkout that gets out of the way.
The component library
A library of buttons, inputs, flavor chips, cards and bars, so the team could ship feature after feature on-brand.
Scaled to the web
The same ordering system, reflowed for desktop.
Live on the App Store
The app launched in 2019 and became the highest-rated way to order Wingstop.
Campaign after campaign
Animated for the inbox
Animated modules, flavor reveals, emoji reactions, explosions, that made the emails pop in the inbox.
4. FLAVOR PAGES
Flavor, art-directed
Photography-forward flavor pages that turn the menu into a reason to order. I art-directed the whole set, from the heat scale to the hero shots.
Designed to be interactive
Added motion to show the explosion of flavor offered in every wing.
5. BRANDING
Custom Flavor Icons
Wingstop’s limited time flavors needed icons, so I designed a set of icons that felt exciting and new while sticking to their current brand style.
Wingstop’s existing flavor-icon language — the system I designed mine to sit alongside.
6. IN-STORE SCREENS
In-Store Menu Boards
When Wingstop decided to upgrade stores with digital in-store menus, they turned to us for a clean menu that clearly communicated their brand.
Implemented on screens in restaurants
7. UI/UX UPDATES
Full UX overhaul
After a year of research and an expanded budget, the UX was revisited to be cleaner, simpler, and more intuitive.
Mobile · hub-and-spoke ordering
Dark Mode for Late-Night Orders
The Wingstop brand hardly felt complete without a dark mode, so the whole app and component library was revisited to include dark mode on every page.
The improved UI
Better UX gave opportunity for better UI. A larger focus on food, cleaner UI components.
8. ADDITIONAL WEB NEEDS
Everything around the order
Beyond the core experience, the team and I shipped the supporting surfaces across the site. Store-finder, locations, and careers.
9. OUTCOMES
Shipped a year before anyone knew the whole business would have to run through it, the app anchored Wingstop’s transformation into one of the most digital restaurant brands in America.
0.0★
App Store Rating
Across 1.4 million+ ratings on iOS, among the highest-rated ordering apps in the category.
0.0%
COVID Digital Surge
Digital share of sales in Q2 2020, double the 30% mix from when the app launched a year earlier.
0.0%
Digital Sales Mix
Share of systemwide sales flowing through digital by Q4 2024, still climbing, at 72.8% by late 2025.
$0.0B
Systemwide Sales
FY2024 systemwide sales, up 36.8% year over year, with digital the dominant channel.
0
Restaurants Served
Worldwide locations whose orders flow through the digital experience (FY2024).
0M+
Android Installs
Google Play downloads alongside the 1.4M-rating iOS install base.
Sources: Apple App Store (2026) · Wingstop Inc. SEC filings, Forms 8-K 2019–2025 · Google Play (2026) · Wingstop newsroom
10. SHIPPED
Live on the App Store
The flavor-first app launched in 2019 and became one of the highest-rated ways to order in the category.
