Tequepancho
Brand-driven UX redesign to increase in-store and online food sales
TequePancho is a Venezuelan food brand based in Laval, specializing in traditional products such as tequeños, empanadas, and desserts.
Role & Context
- Role: UX/UI Designer · Web Designer · Front-end Development
- Platform: Joomla
- Industry: Food & beverage · Small business
- Market: Montreal & Laval (QC)
- Year: 2024
Project Overview
Before the redesign, the website did not effectively support the business. There was no clear menu presentation, no explanation of catering services, and the food was not presented in an appetizing way. Additionally, the site did not clearly guide users toward ordering, either in person or through food delivery applications.
The project involved a full website redesign, transforming an outdated and ineffective digital presence into a clear, appetizing, and conversion-focused experience aligned with the brand’s identity.
The primary goal of the website was to increase sales, both in-store and through food delivery platforms, by improving menu visibility, clarifying services, and providing easy access to ordering options.
The Challenge
Organizational Challenges
- Increase overall sales, both in-store and online
- Improve visibility of available ordering channels
- Clearly communicate catering services
- Support a growing local customer base in Montreal and Laval
- Strengthen brand recognition in a competitive food market
UX Challenges
- Making food visually appealing in a digital format
- Presenting the menu in a clear and structured way
- Highlighting delivery apps without overwhelming users
- Supporting quick decision-making for hungry users
- Designing for mobile-first discovery
My Role
I led the redesign end-to-end, focusing on conversion, clarity, and brand expression.
My responsibilities included:
- UX/UI redesign from scratch
- Market research and competitive analysis
- Brand-aligned visual direction
- Information architecture for menu and services
- Mobile-first UX decisions
- Joomla front-end implementation
- Integration and visibility of food delivery platforms
I worked closely with the business to ensure the website supported real commercial objectives, not just visual improvement.
Strategy & Approach
UX driven by sales goals
The site was designed with one primary objective: make it easy for users to order food.
- Prominent access to delivery applications
- Clear CTAs adapted for immediate action
- Reduced friction between discovery and ordering
Clear menu & service presentation
A structured and easy-to-scan menu was introduced, along with a clear explanation of catering services, something that was completely missing before.
Appetizing visual direction
Food presentation was a key UX component.
- Improved imagery selection and layout
- Visual hierarchy that emphasized products
- Use of spacing and contrast to enhance appeal
Brand-aligned redesign
Market research informed the use of:
- The brand’s existing colors and visual identity
- A warmer, more energetic tone aligned with Venezuelan culture
- A design that felt authentic and recognizable
Design & Development Decisions
- Joomla-based structure optimized for content clarity
- Improved navigation focused on menu, ordering, and location
- Reusable sections for future updates
- Mobile-first layouts for local discovery
- Clear location and availability information
Results & Impact
The redesign resulted in:
- A modern, brand-consistent digital presence
- Clear visibility of menu and catering services
- Easier access to food delivery platforms
- Improved user flow toward ordering
- Stronger alignment between the website and business goals
Reflection
This project reinforced the importance of:
- Designing with conversion as a primary UX driver
- Aligning digital experiences with real-world customer behavior
- Treating food websites as transactional products, not brochures
- Using UX principles to support small business growth