Controlled Expression

Controlled Expression

Controlled Expression

E-com & Loyalty

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jOE & THE JUICE

sector

Food & beverage

role

art director & Product designer

type

Mobile App

jOE & THE JUICE

sector

Food & beverage

role

art director & Product designer

type

Mobile App

From pitch through the first redesign launch, defining and leading a small team to create a scalable product foundation. With initial platform restrictions, I was tasked to setup a platform for long-term growth.

From pitch through the first redesign launch, defining and leading a small team to create a scalable product foundation. With initial platform restrictions, I was tasked to setup a platform for long-term growth.

From pitch through the first redesign launch, defining and leading a small team to create a scalable product foundation. With initial platform restrictions, I was tasked to setup a platform for long-term growth.

Pitch

Our goal was to restore confidence in the app’s visual layer without compromising conversion, focussing on performance. While introducing new loyalty mechanics, I established a visual direction inspired by the brand’s fresh, energetic products.

Our goal was to restore confidence in the app’s visual layer without compromising conversion, focussing on performance. While introducing new loyalty mechanics, I established a visual direction inspired by the brand’s fresh, energetic products.

Our goal was to restore confidence in the app’s visual layer without compromising conversion, focussing on performance. While introducing new loyalty mechanics, I established a visual direction inspired by the brand’s fresh, energetic products.

  • USER RESEARCH

    Validated

    Redesigned loyalty mechanics and the ordering flow based on user research, behavioral data, and identified pain points.

  • FLOW OPTIMIZATION

    Simplified

    Simplified ordering experience by reducing friction, improving clarity. Introduced e-com enhancements informed by testing and performance data.

  • DESIGN SYSTEM / VISUAL DESIGN

    Focused

    Reduced visual complexity and increased content focus through a high-contrast UI. Replaced lifestyle photography with studio imagery to improve product visibility.

  • USER RESEARCH

    Validated

    Redesigned loyalty mechanics and the ordering flow based on user research, behavioral data, and identified pain points.

  • FLOW OPTIMIZATION

    Simplified

    Simplified ordering experience by reducing friction, improving clarity. Introduced e-com enhancements informed by testing and performance data.

  • DESIGN SYSTEM / VISUAL DESIGN

    Focused

    Reduced visual complexity and increased content focus through a high-contrast UI. Replaced lifestyle photography with studio imagery to improve product visibility.

Production

The first phase of the re-design launched ahead of MVP with zero revenue drop, avoiding the short-term losses common to major app updates. The outcome is not only a polished app but a stable platform for the brand’s future evolution.

The first phase of the re-design launched ahead of MVP with zero revenue drop, avoiding the short-term losses common to major app updates. The outcome is not only a polished app but a stable platform for the brand’s future evolution.

The first phase of the re-design launched ahead of MVP with zero revenue drop, avoiding the short-term losses common to major app updates. The outcome is not only a polished app but a stable platform for the brand’s future evolution.

MVP discovery

Next

COS

Next

COS

Get in touch

Contact me

Home

About

MADEBYLUCIANO

2026

Get in touch

Contact me

Home

About

MADEBYLUCIANO

2026

Get in touch

Contact me

Home

About

MADEBYLUCIANO

2026