Ashley Hirsch | White Label Websites
Ashley is a seasoned UI/UX designer currently living in Berlin. Highly skilled in leading product design teams through agile research, ideation, wire-framing, prototyping and user testing; followed by high fidelity mockups using styles and design systems. Recently began developing skills in digital illustration as users continue to skim content rather than read copy.
UI/UX designer, user interface design, user experience design, interaction designer, wireframing, mockups, usability, best ux designers in berlin, best ux portfolios, user testing, user interviews, design thinking, design kickoff
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White Label Websites


November, 2015



About This Project

Completed at: hungryhouse

My Role: UX Designer, UI Designer

Status: Currently under development


Project Brief

hungryhouse is one of the UK’s leading food delivery platforms. In an effort to capture more organic traffic and deliver higher order numbers, we undertook a project to deliver responsive transactional white label websites to all 10,000 restaurants on the platform.


The product needed a fast and responsive front end which could serve as a foundation for future development. We wanted the the design to be clean and understated with enough flexibility for each restaurant to make it their own.


Step 1: Competitive Research

We looked across the landscape of the food-ordering industry to see how others solving questions of  service usability. We also looked at best in class apps in travel, bookings, entertainment etc. to analyze why people love them and apply those learnings to our design.


Step 2: Dig Into the Numbers

We had the benefit of having an existing site,, with a wealth of analytics about what features were working for our users and what features were largely ignored. We also saw that the vast majority or our converting mobile customers are still using iphone 5.


Step 3: User / Restaurant Interviews

We were intent to find out what features were most important to our restaurants and their customers. So I flew to London to conduct interviews with restaurant owners and find out how their existing web solutions were meeting/failing their needs.


Step 4: Personas and User Flows

Our main goal was to keep each interaction time under 5 seconds. Using 3 personas, we mapped out various user journeys through the site and then began to focus on the hierarchy of elements page by page. During this time, we sketched many many wireframes and ran multiple testing sessions each week. Our Product Owner worked with us closely during this time to further develop the requirements.


Step 5: Design

Though I was a contributor to this arm of the process, the style guide and art direction was largely developed by my design partner, Erin Jeavons-Fellows. We worked closely to develop our grid, breakpoints and various design elements through testing and prototyping. I helped apply the styles across the screens and export assets.