Renowned for its Japanese-inspired cuisine, Wagamama set out to reimagine its digital experience by embedding education and sustainability into its redesign. The initiative aimed to deepen customer engagement across discovery, ordering, and collection, while driving repeat visits and highlighting new experiences centred on its cook-at-home ranges. The project also championed ethical farming practices and encouraged healthier eating habits through a more transparent and inspiring brand journey.
There were a few key experiences we wanted to show via the product description page.
Open scape interface where the full viewport can be explored.
Implementing unique navigation into further information about the products environmental impact.
Sparking joy with a steam effect on the dishes.
As this was an initial exploratory phase we didn’t require a fully operational design system, but we still worked in a systematic methodology, building out a ui guide as we went, which could then be scaled into a design system in future.
We designed a user journey that takes the user through all digital touch points using the categories defined in the research discover, order, collect and retention.
In this experience we wanted to show loyalty and added some gamification via badge collection and Waga tokens.
Whilst also keeping the openscape style interface.
collect
For the collect section we used this opportunity to display how a mobile interface could look when the user is going to collect their order.
retention
Showcasing the Wagamama products the customer can cook at home, whilst also adding a touch of gamification into the experience.