Unifying the delivery ecosystem for restaurants
Context
Sitedish is an all-in-one platform for delivery and takeaway restaurants. This was one of the largest and final projects I contributed to at Strakzat before moving from agency work into an in-house product design role at Trengo.
Working under project lead Bart Dunweg, I contributed to the wider product ecosystem restaurants use every day. Communication with the Sitedish team was open and constructive throughout the project, allowing us to work closely across online and in-store ordering, kitchen processing and delivery management.
The ecosystem included an ordering website, a self-service kiosk, a tablet interface for processing incoming orders in the kitchen and a delivery app that guided drivers through pickups and drop-offs.
Process
Restaurants interacted with Sitedish across multiple touchpoints, including the ordering website, in-store kiosk, kitchen processing, driver dispatch and post-purchase communication. Because these experiences had evolved separately, the product felt fragmented and new features were difficult to implement consistently. At the same time, each restaurant needed enough flexibility to express its own identity without requiring a completely bespoke product.
I contributed to translating these flows into a scalable design system built from reusable components. The system used design tokens instead of one-off customization: with a logo, accent color and chosen font, each restaurant could create a distinct branded experience while the underlying components, spacing and interaction patterns remained consistent.
The resulting ecosystem connected the ordering website, self-service kiosk, kitchen tablet and driver app through the same foundations. Restaurants could launch a branded ordering experience without an extensive custom-design process, while Sitedish could maintain and expand the platform more consistently.
Impact
The redesign now runs daily across roughly 4,000 restaurants and serves more than 20,000 end users, with the five separate touchpoints unified into one cohesive design ecosystem. Standardizing on reusable UI components cut development time for new features by around 30%, and the white-label system made it possible to give every restaurant a distinct, on-brand experience without compromising the consistency or usability of the underlying product.
