SuperPretzel is an iconic Philly brand. Their new brand positioning pluses up the nostalgia and challenges Pretzel lovers to make every moment super. Our goal was to refresh their website to take their aesthetic from 2010 white and light blues to something new. I took the updated brand and brought it to life for digital - with fun UI design, animations, and easter egg micro interactions that felt so true to their brand - never shy and fun just because.

Lead Digital Designer // Usability Audit //Web Design //Character Animation // Micro Interaction Prototyping // Digital Style Guide

Process

This site didn't begin in wires because it was scoped as a reskin of their existing site. We began this process by conducting a usability audit, which included recommendations to improve the experience. In the design phase, we created 2 variations - one that used the exact same site structure and functionality, and one that was a higher dev lift, but made improvements based on our usability and content strategy recommendations. We were ultimately able to land on the higher lift option that could make the site shine.

Micro Interactions

We wanted the experience to be filled with as much fun as possible. We prototyped micro animations extensively and added easter egg character animations - from hidden tummy rumbles to hover states.