Building a Digital Ordering & Delivery Hub from the Ground Up-Envision Cinemas
Summary
Created user experience/interactions within the concept of a dine-in movie theater format, this included website development, the creation of media content, as well as an in-theater ordering software system.
Project term
6 yrs
Services from Envision
2 10 screen theater concepts
2 in house food ,5 virtual restaurants, VR lab, Lottery
Title/ Name
Creative Director
Envision Cinemas Case Study #12.0
The Challenge
Ownership at this business had a bold vision: to deliver a customer experience unlike anything competitors were offering. The problem? No existing platform in the market came close to meeting the level of experience they wanted. We weren’t simply improving an existing tool — we had to develop an entirely new concept from the ground up.
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Through research and benchmarking, I identified a handful of competitors, but each had fragmented workflows, limited tracking, and inconsistent user experiences. What the business needed was a centralized hub — a digital experience that could seamlessly manage delivery, ordering, and customer interactions in one place.
My Role & Approach
I applied a design thinking methodology to tackle this from multiple angles:
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Journey Mapping: I began by mapping the end-to-end customer journey — from discovery, to ordering, to delivery confirmation. This ensured we captured every interaction point and could align our investment in the moments that mattered most.
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Identifying Gaps: By overlaying competitor features against our journey map, I highlighted where users were underserved and where we could differentiate — particularly in transparency of order tracking and ease of repeat ordering.
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Prototyping the Hub: I designed early flows in Figma, then tested them with internal staff and pilot customers. These prototypes revealed where handoffs between ordering and delivery broke down, allowing us to iterate quickly.
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KPI Alignment: Beyond usability, I collaborated with ownership to define success metrics. This included reducing missed orders, increasing repeat purchases, and improving delivery satisfaction scores — all baked into the design decisions.
Solution
The final product was a comprehensive digital ordering and delivery hub that brought clarity and efficiency to both customers and staff. Key features included:
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Real-time order tracking with clear status updates.
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Simplified re-ordering for frequent customers.
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A back-end dashboard for staff to manage orders seamlessly.
Impact
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Customers reported a smoother, more reliable ordering experience.
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Delivery tracking reduced inbound “where’s my order?” calls by 35%.
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Ownership gained visibility into delivery KPIs and ordering data, allowing them to optimize operations.
Outcome
What started as a blank slate became a first-of-its-kind hub for the business. By leading with research, journey mapping, and KPI-driven design, I helped transform an ambitious vision into a tangible product that redefined how the business interacted with its customers.
