Applebee’s Neighborhood Grill & Bar
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Creative Director
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2023
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Bounteous
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Creative Director: Matthew Pappas
Lead Designer: Samantha Ortiz
Senior Designer: Spencer Ortega
Designer: Jake Giusto
UX Lead: Charlotte Rozanski -
I led the design of Applebee’s mobile app ordering and loyalty experience—partnering with UX, strategy, analytics, and execution teams to guide UX and UI design sprints—while also leading client workshops, stakeholder interviews, and style tile development to align creative direction across teams.
Applebee’s is a staple in American casual dining, known for its hearty comfort food, neighborhood feel, and come-as-you-are vibe. With a menu full of bold flavors, shareable plates, and classic favorites, Applebee’s brings people together over good food and laid-back fun. Rooted in approachability and community, the brand champions everyday indulgence, feel-good moments, and a spirited take on dining that’s both familiar and full of flavor.
Design Served Hot:
A Tasty Redesign for Applebee’s
We led the complete redesign of the Applebee’s mobile app — from collaborative discovery workshops through to final UI and microinteractions. The goal was to modernize the user experience, reflect the brand’s personality, and create a craveable digital journey from browse to checkout.
From Style Tiles to a Scalable Design System
We began with style tile explorations to align early on look and feel — collaborating closely with the client to define a visual direction rooted in warmth, boldness, and approachability. From there, we built a comprehensive design system with typography, colors, buttons, forms, iconography, and motion principles to ensure consistency across the entire app.
BUILT IN
Crafting a Seamless, Delightful User Journey
With the system in place, we designed end-to-end flows for core tasks like menu browsing, customization, ordering, and loyalty. The final UI brings the brand to life through intuitive layouts, clear hierarchy, and subtle animations that enhance feedback and engagement.
Moments That Sizzle: Microinteractions & UX in Motion
We approached the Applebee’s app as a full 360º design challenge — starting with UX sprints to map the ideal ordering journey and reduce time-to-task. These insights shaped every screen, ensuring the app was not just beautiful but built for real guest needs.
To top it off, we added microinteractions that bring energy and clarity to the experience — from satisfying button taps to animated order confirmations. These moments added personality without distraction, turning routine tasks into engaging interactions.
