Guided by a design thinking framework, I began by empathising with Grumpys’ customers: fast-moving, social, and drawn to authenticity. I defined the problem around creating a digital experience that matched the shop’s bright tone while remaining intuitive and functional.
During the ideation stage, I explored visual concepts that could translate “bold, unapologetic, and fun” into digital form. Through moodboards, tone workshops, and iterative sketching, I honed in on a design language defined by oversized typography, vivid colour contrasts, and tongue-in-cheek copy. This visual direction set the foundation for prototypes and low-fidelity wireframes focused on effortless navigation and fast ordering. I then developed the site on a lightweight, responsive framework to ensure quick load times and smooth performance across all devices.
One of the main challenges was balancing Grumpys’ distinctive tone with usability. The design needed to feel loud and full of character, without overwhelming users or slowing their journey. Working within a tight timeline and modest budget also required creative efficiency - each component had to carry both aesthetic and functional weight.
The final website delivers a playful yet polished experience that captures Grumpys’ brand attitude. It’s bold where it needs to be, unapologetic in tone, and fun to navigate. The client reported increased engagement and positive customer feedback, particularly around the ease of ordering and the personality-driven interface.
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