Texas Roadhouse
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Creative Director
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Current, 2025, 2024, 2023
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Bounteous
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Creative Director: Matthew Pappas
Senior Designer: Arren Dawinan
Designer: Cambrea Bordner -
I led the creative design of Texas Roadhouse’s product detail page redesign—collaborating closely with UX teams to facilitate user testing, refine the experience, and oversee a smooth rollout.
Texas Roadhouse is a down-home celebration of hearty meals, big flavor, and genuine hospitality. Famous for hand-cut steaks, fresh-baked bread, and a lively, welcoming atmosphere, the brand brings the spirit of a Texas roadhouse to every table. With a focus on quality, comfort, and community, Texas Roadhouse is all about making people feel at home—whether they’re diving into a loaded baked potato or line dancing in the aisles.
From Static
to Smart
To better reflect the in-restaurant experience Texas Roadhouse guests know and love, we reimagined the Product Detail Pages (PDPs) from static, one-dimensional screens into immersive, step-by-step ordering flows. Our goal was to bring the warmth, personality, and guest-first ethos of the dining room into the digital experience. I led the visual and UX redesign, focusing on intuitive navigation and intentional pacing that mimics the personalized feel of ordering with a server.
Each step walks the user through meal customization—like steak temperature, sides, and add-ons—in a way that feels both fun and familiar. The result is a more engaging and satisfying digital ordering journey that honors the brand’s values while improving usability and conversion.
