Creating a digital online ordering experience

Redesigned PotLucky’s website to move beyond static menus and event listings, giving customers a clearer way to order frozen bao, choose pickup or delivery, and start catering requests online.

2 digital customer journeys
Frozen bao ordering + catering inquiries
One clearer ordering experience
for products, fulfillment details and event requests
Less manual coordination
before the owner follows up with customers

About the Client

Small-batch food built around pop-ups, catering and community

PotLucky is a Charlottesville-based food business serving handmade bao and dumplings through pop-ups, local delivery and catering.

Before the redesign, the website primarily provided a PDF menu, weekly pop-up information and catering details. Customers interested in ordering still had to rely on direct communication with the owner.

My Role
UX Strategy · Research ·Information Architecture ·Ecommerce Design ·Web Design · Prototyping
Timeline
8 weeks
Tools
Figma · Claude CodeZoom · Vercel · GitHub

Pan-fried dumplings arranged on a dark plate lined with a green leaf.

The challenge

The website showed customers what was available but not how to order it

The existing site worked primarily as an information source. Customers could view the menu, see where PotLucky would be each week and learn about catering, but there was no structured way to place an order online.

Frozen-food orders, pickup details, delivery coordination and catering requests often required extra back-and-forth with the owner.

No online ordering pathCustomers could view products but couldn’t submit an order through the website.
Fulfillment details were handled manuallyPickup, Friday delivery and order expectations had to be explained outside the site.
Different needs shared the same experienceCustomers ordering frozen food and customers planning catered events required completely different information and next steps.

A laptop on a wooden table showing the PotLucky website design, a dark page with a photo of steamed buns in a bamboo steamer, in warm afternoon light.

The Solution

Two digital paths built around how customers actually buy

Owner research and journey mapping helped separate PotLucky’s two primary customer needs: ordering frozen food and planning catered events.

I redesigned the experience so customers can select frozen products, quantities and fulfillment preferences, then submit an order for pickup or delivery without relying on a PDF menu or starting the process manually.

A separate catering flow collects event details upfront, giving the owner better context before following up.

The result is a website that moves PotLucky from simply presenting information to actively supporting customer transactions.

The redesigned PotLucky website concept on a laptop, a tablet and two phones: a dark page headed “A soulful combination of cuisine,” and phone screens for ordering frozen bao and starting a catering event request.

Where I’d take it next

Expanding the experience.

The redesigned site creates the foundation for digital ordering, but the current flow still stops before payment and backend order management. The next opportunity is connecting the customer-facing experience to tools that make ordering, fulfillment and payment easier to manage end to end.

Live ordering
Connect the redesigned experience to a production order-management system so the owner can receive, review and manage pickup and delivery orders in one place.
Catering deposits
Add secure deposit and balance-payment flows for approved catering events, with payment links tied to the event or invoice.