Grow your business.
Krystal
My Role
Creative Direction, UI Design, Team Lead, Design System
Project Description
Krystal is a well-known fast-food chain that has been serving hot and delicious burgers since 1932. As part of their ongoing efforts to improve customer experience, the company decided to revamp their website, Krystal.com. I was assigned to lead this redesign project, and my goal was to create a website that not only looks good but also delivers a message that speaks directly to Krystal's target audience.
Focused from the start.
The main idea behind the redesign was to make the website feel more bold, confident, and self-aware. We chose a bold red color as the primary background for the website, as it immediately catches the attention of the viewer and creates a sense of urgency. To complement the bold background color, we selected a thick typeface with clear callouts to create a visual hierarchy that guides users to the most important information.
Have some fun.
Probably my favorite part of this redesign was the adaptive home page content. Depending on the time of day, we created different products and messaging to showcase such as Breakfast “The early bird gets the sausage” and Late Night “Time to grab some sacks”.
Bold visual and verbal.
The bright red is super attention grabbing. This visual style paired with a quirky voice and tone allowed us to keep the compositions simple but flex the personality through copy like “Sleep is like time travel to breakfast.”
