Post-Conversion Engagement Inspired by Icelandic Pizza
Project Overview
When exploring ways to strengthen customer engagement for tourism-focused food brands, I developed a post-conversion experience concept for Jam & Crust, a fictional Icelandic pizza restaurant known for its signature black sand crust and redcurrant jam. The design challenge: how to maintain connection with customers after their initial purchase for the purposes of brand awareness and customer loyalty.
Design Problem
Tourist-oriented businesses often struggle with retention because the transaction ends as soon as the trip does. But brand connection doesn’t have to. The question became: How can we turn a single purchase into an ongoing story?
Objective
Create a sign-up page for the restaurant’s newsletter, The First Bite, integrated directly into the mobile order flow. The goal was to keep users engaged post-transaction without disrupting their sense of completion.
1. Research and Discovery
I started by identifying what users expect from a newsletter sign-up page:
A clear reason to sign up
Transparency about what they’ll receive (frequency, topics)
A direct opt-in and visible opt-out option
A clean, scannable layout with one clear action
Next, I focused on context: these are travelers, not locals. They’re excited, likely waiting on food, and open to a lighthearted invitation that feels like a continuation of their trip. Specifically, not another marketing form.
2. Concept Development
I drafted placeholder copy to map structure and spacing before refining tone.
Each block served a specific role:
Acknowledge completion: “It worked! Your order’s in.”
Shift focus: “Flavor is on the way.”
Introduce next step: “While you wait, explore Iceland through food.”
Call to action: “Join The First Bite—your weekly food guide.”
I used language that mirrors travel experiences (“join,” “tour,” “guide”) to maintain thematic cohesion.
3. Visual Design
Brand colors:
Rose Fog (#DDB6A7)
Buccaneer (#6C3130)
Fonts:
Heading: Barrio
Subheading: Bellaboo
Body: Quicksand
I created branded screens in Canva to illustrate hierarchy, accessibility, and CTA emphasis. The “Join Us” button uses the darker Buccaneer red for contrast, while the “No Thanks” option remains visible but visually de-emphasized—acknowledging user autonomy without diluting the preferred path.
4. Iteration
Across three drafts, I refined both structure and tone:
First draft: informational but stiff.
Second draft: friendlier, emphasized local tone.
Final version: conversational, visually balanced, integrated with confirmation flow.
Screens included: typography/color reference, element breakdowns with annotations (“acknowledge,” “invite,” “confirm”), and sequential mockups for progression.
5. Outcome
The result is a post-purchase touchpoint that:
Reinforces brand identity and tone.
Encourages optional engagement without friction.
Turns a one-time customer into an ongoing audience member.
It reframes “conversion” as the midpoint of connection.
Reflection
This project reminded me that good design doesn’t stop at checkout. The real loyalty work happens afterward. When brands consider how to guide users beyond the sales they’re investing in their long-term brand awareness strategy.
