Habib’s is one of the largest fast-food chains in Brazil, known for offering Middle Eastern-inspired cuisine at highly affordable prices. With hundreds of locations across the country, it stands out for combining quick service with a unique menu that includes popular items like sfihas, kibbeh, and falafel. Habib’s has built a strong brand by targeting the mass market, maintaining competitive pricing, and investing in logistics and production efficiency to support large-scale operations.
My role:
UX Strategy
Design Management
UX research
UX Design
Project Leadership
The agency was invited to participate in a pitch to develop the new website and delivery app for the restaurant. The goal was to offer the best possible experience for customers of this popular fast-food chain.
My role was to be involved throughout the entire process from start to finish, managing all aspects of the user experience and acting as the connection between multiple areas (planning, data, creative), responsible for linking the pieces together and ensuring unity in the proposal presented.
Given the complexity of the project, and to avoid presenting an unrealistic proposal, we chose to go through the complete design process to ensure quality and strategic clarity for the brand.
We conducted usability tests on the existing website and app, interviewed users to build personas and flows, and based on these insights — along with the brand’s strategic pillars — we created the wireframes, which were tested with end users before being transformed into the final visual designs.
We decided to manage the entire process in a “war room” setup, where each area could conduct analyses and define strategies for each channel. This approach, combined with the tests and research, helped us make key decisions, such as creating an app with a different yet complementary experience to the website, offering unique elements tailored to the user’s context.
It also guided our thinking and definition of how the intranet for employees should work — providing not only basic services and information, but also strategic insights for certain departments, such as sales forecasts for specific products based on data analysis.
In the final delivery, we were able to develop a complete customer service ecosystem, with multiple channels offering purchase experiences tailored to each customer profile, contextualized, and streamlined for every situation.