Lupe Tortilla's website rebuild transformed the brand’s signature, guest-focused restaurant experience into a clear, high-performing digital platform spanning 34 regional locations. Collaborating alongside the Marketing Director, I co-led the structural and visual redesign, mapped the updated customer journey, and supported a full migration to a WordPress-based backend. This strategic overhaul modernized the brand's digital presence and directly contributed to a 23% surge in online traffic and web conversions.
Role: Senior Graphic Designer & Social Media Manager
Core Team: Marketing Director, Photographer, Operations Team, Catering Team, Restaurant Leadership, and Development Vendor
Key Metric Achieved: +23% Lift in Web Conversions & Traffic
The Challenge:
To scale a legacy digital footprint across dozens of venues while resolving critical usability friction points that interrupted the user's path to purchase.
Navigation Complexities:
Fragmented user flows that obscured access to primary revenue drivers like catering, careers, and menus.
Fragmented user flows that obscured access to primary revenue drivers like catering, careers, and menus.
Location Hurdles:
Clunky discovery paths that made it difficult for guests to identify their nearest location and get fast operational info.
Clunky discovery paths that made it difficult for guests to identify their nearest location and get fast operational info.
Workflow Bottlenecks:
A rigid archive backend architecture that prevented the internal marketing team from executing routine, time-sensitive site updates.
A rigid archive backend architecture that prevented the internal marketing team from executing routine, time-sensitive site updates.
The Solution & Redesign Focus:
Implementing an agile design system that honors Lupe Tortilla's legendary regional heritage while dramatically lowering the steps to conversion.
Landing Page Optimization:
Placed a prominent, intuitive location search directly below the hero image, giving users an immediate path into the core site funnel.
Placed a prominent, intuitive location search directly below the hero image, giving users an immediate path into the core site funnel.
Unified Regional Mapping:
Replaced multi-step searches with a comprehensive, region-browsable statewide view of all 34 restaurants.
Replaced multi-step searches with a comprehensive, region-browsable statewide view of all 34 restaurants.
Appetizing Menu Typography:
Reengineered menu readability through strict typographic hierarchy and integrated custom food photography designed to drive conversion.
Reengineered menu readability through strict typographic hierarchy and integrated custom food photography designed to drive conversion.
Revenue-Driven Catering Hub:
Expanded the Catering architecture to maximize visibility for high-yield lines, introducing clear modules for party packs, private dining, and off-premise inquiries.
Expanded the Catering architecture to maximize visibility for high-yield lines, introducing clear modules for party packs, private dining, and off-premise inquiries.
Frictionless Career Portals:
Redesigned the recruitment funnel, allowing prospective applicants to browse openings by venue and apply via clear, active links.
Redesigned the recruitment funnel, allowing prospective applicants to browse openings by venue and apply via clear, active links.
WordPress Back-End Migration:
Structured a flexible, block-based WordPress administration environment to empower the marketing team to handle seamless ongoing content updates.
Structured a flexible, block-based WordPress administration environment to empower the marketing team to handle seamless ongoing content updates.
Landing Page
Landing Page — Redesign
The redesigned landing page preserved Lupe Tortilla’s familiar look while making the site easier for guests to use. Clearer navigation and a prominent location search directly below the hero image made it faster to find a nearby restaurant, while improving the overall path into the site.
Location Search Page
Location Search Page — Redesign
The redesigned locations page gave guests a clear statewide view of all Lupe Tortilla restaurants, with options to search or browse by region. This made it easier to find the most convenient location without needing to sort through individual pages.
Menu Page
Menu Page — Redesign
The redesigned menu page improved readability through clearer typography and visual hierarchy, making it easier for guests to scan categories and explore offerings. Coordinated food photography, created specifically for the website, added a more appetizing and cohesive visual experience across each section.
Catering Section | Landing Page — Redesign
Catering Section | Party Packs To Go — Redesign
Catering Section | Private Dining — Redesign
Catering Section | Off Premise Catering & Food Trucks — Redesign
The expanded Catering section gave greater visibility to a growing revenue driver, including off-premise catering packages, private dining, and to-go party packs. The redesigned content made these options easier to explore and supported the Catering department’s evolving sales needs for online information and reservation capabilities.
The redesigned Careers page made it easier for prospective applicants to see open positions, identify where they were located, and move directly to an online application through clear, active links.
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Interested in seeing how this UX expertise translates into event campaign environments?
Interested in seeing how this UX expertise translates into event campaign environments?