Pasta Evangelists
Making the UK’s freshest artisan pasta
My Role
During my time at Pasta Evangelists , I was given a brief to design a UX solution that would bridge in-store experiences with digital engagement. I collaborated closely with the tech team and senior members from development, marketing, and strategy to bring this concept to life, while independently leading all design work–from research to final mockups. This project strengthened my skills in cross-functional collaboration and iterative design, resulting in an innovative digital feature aimed at enhancing customer retention and in-app engagement.
Get walk-in customers from our restaurants into the Pasta Evangelists digital eco-system
THE BRIEF
Evange-who, you ask?
Well let me introduce you…
2016
Founded by Alessandro Savelli and backed by Great British Bake Off judge Prue Leith
2018
Invited to appear on BBC2’s Dragons’ Den, the panel turned down his pitch for £75k in exchange for 2.5% of the company
2020
The brand boomed in popularity, with turnover growing from £69k in 2017 to £10.5m in 2020
2021
Barilla, the world's largest pasta producer, acquired Pasta Evangelists for 40Million
2024+
With over 50 sites in the UK, including restaurants and dark kitchens, they plan to expand and go global
2023
They invested £13M into
opening the UK’s biggest fresh pasta factory
Back to business…
Breaking down the brief
These were the key goals and deliverables guiding my approach to the design task, along with the brand and business targets I needed to keep in mind throughout the process.
THE APPROACH
🛵 Drive customers to order directly from Pasta Evangelists
Encourage customers to bypass third-party platforms like Deliveroo and Uber Eats
🔁 Get users to return to Pasta Evangelist’s platform(s)
Foster loyalty and re-engagement by creating compelling reasons for users to return to the Pasta Evangelists ecosystem
📲 Increase app downloads
Driving app downloads is essential for Pasta Evangelists to build direct customer relationships
📷 Capture customers details
Capturing customer information to seamlessly integrate their omnichannel approach, creating a connected experience
🍴Benefit the franchisees
Design solutions that not only engage customers but also drive results for franchisees, aligning with their goals and ensuring mutual success
Understanding the in store user journey
RESEARCH
To gain real user insights, I conducted initial research at Pasta Evangelists’ first franchise locations in London. Experiencing the customer journey in person, I observed key areas for improvement, particularly around kiosk interactions. This groundwork allowed me to align my designs with user needs and propose enhancements tailored to the brand’s real-world environment.
Following competitor research, I conducted a brainstorming session to present my ideas—some directly addressing the brief, others targeting in-store issues I observed. From this session, we narrowed down the concepts to four key options
Appy-tivo hour
Story book concept
Redesign of the QR code
Kids colouring in competition with online competition
Brainstorming
Refining ideas
Appy-tivo hour
Pasta Evangelists’ app exclusive aperitivo hour, where users unlock unique deals during slow periods in stores.
Story book
A booklet on each table to inform customers about all available services, foster emotional connection, and encourage return visits.
QR Code refresh
Redesign the existing QR code and explore creative implementation options, potentially complementing other concepts.
APPY-TIVO HOUR
User journey
These visuals illustrate my process of mapping the user's experience and organising insights:
Mind Map: Explores the relationships between key themes, user needs, and potential solutions, forming the foundation for ideation and prioritization.
User Journey Map: Breaks down each touch-point in the user's interaction with the product, highlighting pain points and opportunities for improvement.
Together, these tools helped me gain a holistic understanding of user behavior and guide the design decisions for this project.
BRAND IDENTITY
Artisinal craft
Premium
warm
‘A late afternoon in Tuscany’
Traditional
Evangelism
Italianitá
Mood board
THE VISION
Dappled lighting and shadows
Linens and texture
Rustic, traditional yet elevated
Slow and warm
THE DESIGN
Wireframes
These wireframes represent the initial stage of the design process, focusing on layout, functionality, and user flow without visual distractions. They were created to quickly test ideas, gather feedback, and ensure alignment with project goals before moving into high-fidelity designs.
Timer feature
Explanation
Activate deal
Space for collaborations
Evaluating Several Design Directions to Shape the Final Concept
Refining the journey
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This user flow starts from the rewards & offers tab in the app and follows the current journey for users to access deals and promotions
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This secondary flow follows a users primary journey of ordering their meal at the table. During hours the deal is active, the offer will pop up and be disabled out of hours. This flow can work both in conjunction with, or independently from flow 1
THE FINAL DESIGNS
Spreading the word
Posters
I created a poster campaign designed to capture attention in stores, on social media, and in high-traffic public areas like tube stations. These posters aim to highlight the exclusivity of Appy-tivo Hour, drive app downloads, and encourage participation with bold visuals and clear calls to action
Table tents and flyers
I redesigned the QR code concept for flyers intended for in-store use, while ensuring they are versatile enough for broader public distribution. Unlike the posters, these flyers are designed to guide users directly to the app. The designs are flexible, allowing for adaptation into stickers, coasters, napkins, and marketing materials, as well as for social media campaigns.
Website designs and call to action posters
Some designs focus on clearly explaining the promotion, while others are designed to pique curiosity and drive intrigue. All designs are cohesive with Pasta Evangelists' current marketing campaigns and the overall website aesthetic, maintaining a consistent visual language that aligns with the brand’s identity while driving conversions
Landing page
Presenting to the developers
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Inactive
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Active
The goal was to create a seamless experience where users are clearly notified when deals are live, enhancing engagement during "Appy-tivo" hours. The feedback from the developers was positive, with one key question raised: how to prevent users from accessing the deal outside of the designated time?
To address this concern, the team plans to implement a voucher code system, which will ensure that users can only access the deal within the defined time frame. This solution ensures the integrity of the promotion while maintaining an exclusive, time-sensitive offer.
What was the outcome?
Next steps…
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Franchisee
Gather input from franchisees to measure the success and practical impact of the initiative. Assess numerical increases in app downloads, direct orders, and foot traffic to evaluate the value added to their business.
User & Stakeholder
Continue iterating on the "Appy-tivo" concept based on user and stakeholder feedback. This includes enhancing design elements, streamlining the user journey for app downloads, and ensuring all materials align with Pasta Evangelists’ brand identity and customer expectations.
Push Notification Incentives
Leverage timely push notifications to drive engagement. Alerts about upcoming "Appy-tivo" deals or exclusive promotions can create a sense of urgency and FOMO, motivating users to act quickly.
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Daily unveil
Users can unlock the exclusive deal only by engaging in activities like quizzes or sharing their favorite pasta dishes. This adds a layer of interactivity, making "Appy-tivo" feel like a special event and encouraging consistent app engagement.
Spin the Aperitivo Wheel
Incorporate a virtual wheel users can spin once a day (during "Appy-tivo" hours) to win the reward. This could be tied to app usage to encourage frequent visits.
Seasonal Leaderboards
Introduce leaderboards for active users who:
Attend the most "Appy-tivo" hours.
Complete the most challenges.
Share their "Appy-tivo" experiences on social media.
Top participants could earn further exclusive rewards such as free tickets to attend the pasta academy.
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Enhance personalisation by allowing users to tailor their "Appy-tivo" experience. For example, customers can pre-select their preferred dishes or drinks, which unlock rotating offers based on their history or seasonal availability.
This approach strengthens the connection between the app and Pasta Evangelists’ core focus on customization.
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Link "Appy-tivo" to future loyalty schemes, allowing users to earn rewards for participation and app engagement, reinforcing long-term retention.
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Elevate "Appy-tivo" with exclusive, ever-changing menu options crafted in collaboration with the kitchen. Offer secret dishes and previews of future menu items, while incorporating zero-waste initiatives by transforming surplus ingredients into innovative creations. This approach not only supports sustainability but also keeps customers excited to discover what’s new.
Showcase Exclusive Dishes Through Kitchen Partnerships
Leverage "Appy-tivo" to feature special dishes created with collaborating brands or local suppliers. Highlight limited-time offerings that showcase unique ingredients or products, creating buzz around partnerships while introducing customers to fresh and exciting culinary experiences.