Yumpingo:
Evolving a Hospitality Tech Brand for the U.K. and U.S.
A dual-language website redesign and brand refresh that created a more scalable platform, clarified the product story, and allowed content to be tailored more intentionally for each market.
Company
Yumpingo was a guest feedback platform for hospitality brands, designed to help restaurants capture real-time customer insights and improve the guest experience. As of 2025, the platform became part of Black Box Intelligence and now lives on as BBI Survey Studio within the company’s Guest Intelligence offering.
Overview
Industry: SaaS / Hospitality Technology
Timeline: May 2021–June 2023
Team: Chief Marketing Officer, Marketing Director, Content Writer, Animation Designer, Web Developer
My Role
Lead Designer and Project Manager
- Led the rebrand and website redesign from concept through launch
- Shaped content architecture and page hierarchy
Conducted market research to guide color use and visual direction - Used data to identify user behavior patterns and inform design improvements
- Designed high-fidelity website pages in Figma
- Built the front end in WordPress using Divi, including Lottie animations
- Managed project flow, reviews, QA, and launch coordination
- Extended the refreshed brand across marketing and sales materials
Project Summary
Yumpingo needed a website that could support a refreshed brand and a growing presence in the U.S. market. The existing Wix site was limiting performance, SEO, and scalability, so the project required more than a visual update. It needed a stronger system behind it.
I led the redesign across brand, website, and launch execution—working closely with marketing leadership and a developer to create a more modern, flexible WordPress experience. The new site was built as a dual-language experience for the U.S. and U.K., making it possible to target content more intentionally by country while creating a clearer, more scalable platform supported by a cohesive design system.
Before/After Home Page Hero Section
Before/After Home Page
Before/After Home Page
The Challenge
The previous site was no longer keeping pace with the business. It was built on Wix, which created limitations around performance, SEO, content management, and future growth. At the same time, the company was preparing for expansion into the U.S., which meant the site needed to communicate clearly across two markets without becoming bloated or difficult to manage.
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The bigger challenge was translating legacy content and evolving product positioning into a cleaner, more conversion-focused experience. We needed to move quickly, align across time zones, and create a site structure that was flexible enough to support region-specific messaging, pricing, and growth over time.
The Strategy
The approach was to treat the project as both a brand evolution and a systems rebuild. The goal was to make informed decisions based on real user behavior while creating a more scalable digital experience.
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That meant using heat map data from the existing site to identify patterns and areas for improvement, while refreshing the brand in a way that felt more modern but still recognizable to existing customers. The strategy also included introducing animation to bring more energy to the experience, simplifying the content architecture, and building the site in WordPress with a backend the team could manage more easily. A dual-language setup for U.K. and U.S. English also made it possible to tailor content more intentionally for each market.
The Process
This project consisted of 5 phases:
Phase 1: Brand Concept — “Bits of Data”
To kick off the refresh, I developed a concept inspired by the idea of “bits of data”—small pieces of feedback coming together to form a clearer picture. That idea became a way to think about the brand beyond the product itself and helped shape a more expressive visual system.
I connected that concept back to the existing identity by pulling from the logo’s individual elements, turning those “bits” into the foundation for new patterns and graphic forms. This approach helped evolve the brand in a way that felt more modern and dynamic, while still staying recognizable. It struck the perfect balance of brand recognition and creative evolution.
Early visual inspiration for the “Bits of Data” concept, which helped shape the updated pattern language and overall brand direction.
The original Yumpingo logo, created by a previous agency partner, became the primary inspiration for the brand refresh and helped shape the updated visual system.
Animation showing how the Yumpingo logo evolved into the patterns and icon bubbles that became the heart of the refreshed brand system.
Phase 2: Content Architecture & Strategy
I led the content organization and page architecture for the site, defining how information would be structured across each page and guiding the overall flow of content. While the Marketing Director wrote the content, the CMO, Marketing Director, and I worked closely together to make sure each page communicated the right message and clearly highlighted product features.
I created wireframes and organized the content framework for each page, then collaborated with the UX designer to gather product graphics that would complement the copy and make key features easier to understand. This phase also included creating clear distinctions between the U.K. and U.S. versions of the site, including region-specific content and resources.
Phase 3: High-Fidelity UI Design in Figma
Once the structure was in place, I designed the key pages in Figma, translating ideas from the brand concept into the page layouts. The goal was to create something that felt clean and modern, using pink more sparingly, leaning on whitespace, and giving the content room to breathe.
I brought the updated brand system into the web experience through patterns, playful iconography, and Lottie animations integrated into Divi page elements. I also introduced more product imagery so the site could better showcase the platform itself—something that had been largely missing before. By pairing feature content with supporting visuals, the experience made it easier for visitors to quickly understand what the product offered, while also highlighting the quality of the product design. Patterns were used as texture and dividers throughout the site to create a stronger sense of continuity across the pages.
Home Page Design
Yumpingo One Page Design
Animation and Motion
As part of the design phase, I also introduced motion through Lottie animations and animated brand details. These elements helped bring the refreshed brand to life online, adding energy and reinforcing the visual language in a way that still felt clean and intentional.
Animated view of Yumpingo’s one-minute review experience on a Yumpingo One device, designed to show how guests could quickly rate dishes and share feedback in the moment.
Animated dashboard concept designed to showcase Yumpingo’s insights experience through motion, highlighting charts, graphs, and product data in a more engaging way.
Phase 4: Build, QA, and Launch
I translated the designs into WordPress using Divi, creating reusable layouts, global styles, and a more scalable backend for the marketing team. The site was also configured as a dual-language experience for the U.S. and U.K., allowing content, messaging, and pricing to be tailored by region.
To support launch, I created a full index of legacy pages to map redirects and reduce migration risk. I then led QA across layout, responsiveness, browser testing, and site functionality, working closely with the developer and internal team to resolve issues and prepare the new site for launch.
Phase 5: Brand Rollout
After launch, I helped extend the refreshed brand across a wide range of marketing and sales materials so the new visual direction carried beyond the website. This included creating templates in InDesign, Illustrator, and Divi to help streamline ongoing content production and make it easier for the team to produce blog and campaign graphics more efficiently. I also established blog image specs and reusable design systems that supported greater consistency across day-to-day marketing needs.
Working closely with the Marketing Director, I designed custom event signage and developed a variety of region-specific materials for both the U.K. and U.S. markets, including whitepapers, ebooks, and case studies. I also created swag for events and sales collateral for the sales team, helping ensure the refreshed brand showed up consistently across customer-facing touchppoints.
Brand Guidelines
To support consistency beyond the website, I developed brand guidelines that translated the refresh into a usable system. The guidelines documented the key elements of the visual identity so the team could apply the brand more clearly and consistently over time.
The Yumpingo brand guidelines helped translate the brand updates into a usable system, documenting the logo, typography, color palette, icons, and graphic elements for ongoing use.
Event and Conference Signage
To support Yumpingo’s presence at conferences and industry events, I applied the refreshed brand across a range of event signage and booth materials. These pieces helped translate the digital brand into a physical setting while keeping the product story clear, recognizable, and easy to engage with.
Custom rollup banner designed to extend the refreshed Yumpingo brand into event marketing and communicate the product story in a clear, high-visibility format.
3D booth concept created for Yumpingo’s presence at the Casual Dining Show 2022, showing how the refreshed brand extended into a larger event environment.
Sales Enablement Materials
The brand refresh also extended into sales enablement, where I created a more unified set of materials for the team to use across presentations and customer communication. From business cards and product sheets to slide templates and case studies, the goal was to make everyday materials feel more consistent, practical, and on-brand.
Business card design created to extend the refreshed Yumpingo brand into everyday client-facing materials.
Product sheets designed to present Yumpingo’s products more clearly and give the sales team a more consistent, on-brand set of materials.
Google Slides template created to help the Yumpingo team build more consistent, on-brand presentations.
Customer success case studies designed to help Yumpingo present client stories in a more polished, branded format across marketing and sales materials.
Results
Because I did not have access to analytics or visibility into post-launch performance, I’m not able to speak to specific metrics. Even so, the project delivered several meaningful improvements from both a brand and user experience perspective:
- Created a stronger digital foundation to support future growth
- Improved navigation and made key information easier to find
- Clarified calls to action across the site
- Built a flexible U.K./U.S. site structure to support region-specific content and resources
- Established a design system and reusable templates that helped the team work more efficiently
- Extended the refreshed brand beyond the website into broader customer-facing touchpoints
Most notably, the refreshed brand brought a more modern and polished feel to the experience while still remaining recognizable to existing customers.
Reflections
This project was a collaborative effort that required both strategic thinking and careful execution across brand, content, and web.
It also reinforced something important for me as a designer: strong work often comes from being challenged. Early feedback pushed me to step back, rethink the direction, and approach the brand from a different angle. That process pushed me outside my comfort zone, but it ultimately led to a stronger outcome and was a valuable reminder of the importance of staying open, flexible, and responsive to feedback.
