project overview

"Eat it. Any time. We don't make it until you order it." - Jack in the Box, among the leading burger franchises in the country with over 2,200 branches spread across 21 states, came to Hathway seeking a native app and ordering site that combined loyalty features and improved availability of first-party data. They also wanted a new marketing home page. Their ultimate goal to offer a more tailored and frictionless digital user experience for their customers.

Four smartphones displaying Jack in the Box app screens including location finder, reward points, menu item ordering, and recent orders, with a box of loaded tacos in the center.

THE mission

Prior to this new launch, the option to order ahead was limited to applications or third-party delivery services, and the business insights garnered from these transactions were scant. This scarcity of information led to a limitation in offering genuinely personalized experiences to guests of Jack in the Box. Additionally, their previous marketing website home page failed to capture the brand personality or showcase the mascot, "Jack", in a manner that was true to the brand persona.

THE OUTCOME

Hathway collaborated with Jack in the Box to develop a bespoke website and hybrid applications, using its proprietary NomNom code base and UX ordering patterns to establish and host the marketing site's home page. Leveraging a unique co-innovation model, Hathway facilitated Jack in the Box becoming the first client to utilize Olo’s MIS (menu import service) product. Moreover, my team and I overhauled the home page of Jack in the Box's marketing site, giving it with a refreshed aesthetic, bold product visuals, and brand guidelines to maintain its distinct "Jack" identity.

Person wearing a large round white mask with blue eyes, a red smile, and a black cone nose against a red background.

marketing website

Impactful food imagery turned up to 11, whimsical illustrated background elements, large and strategically-placed Jack emojis... this was the order for the new marketing home page and we delivered it hot and fresh.

Computer screen showing a Jack in the Box website with a cheeseburger and curly fries, and a phone displaying a breakfast sandwich and Jack Pack points offer.

Digital devices showing Jack in the Box promotions: a desktop with breakfast sandwiches, a phone promoting double points on delivery, and another phone with a burger and curly fries ad stating it tastes as good as it looks.

ordering experience

My team and I created a new ordering experience that felt congruent with the marketing site thanks to our meticulous approach with parity of visual elements from the UI "toolkit" we created. Users can now go to the refreshed Jack ordering site to place orders for pickup inside the restaurant, in the drive thru, or for delivery. If delivery is selected, the user experience stays inside Jack’s marketing platform—which makes for a more cohesive, on-brand ordering experience.

Four smartphone screens showing a Jack in the Box app: menu categories, Bacon Ultimate Cheeseburger Combo details with quantity selection, order summary with two combos, and checkout page with login and contact information fields.

...oh there are so many more ordering experience screens + a UI toolkit. Interested in seeing them? Let's chat.

the results

‍Launched → 1 Responsive marketing home page

‍Launched → 1 Responsive ordering website & native apps

‍Download the Jack in the Box iOS App & Download the Jack in the Box Android App

Visit the website

team kudos

Product Designers / Art Directors → Colleen Kottwitz, Paul Jones, & Jake Giusto
Lead UX Brain → David Olson

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MERCEDES AMG

scottcook