Led UX design and concept strategy in collaboration with product and marketing partners to explore integrated social advertising tools within the Popmenu platform.
Restaurants increasingly relied on social media for customer engagement and promotions, but lacked a cohesive way to manage social ads alongside their core menu and marketing workflows. Existing tools were fragmented, causing extra work for operators and disconnects between online ad performance and restaurant systems. The project aimed to explore whether integrated social ad capabilities could deliver value and encourage stronger customer engagement.
I started by identifying common restaurant advertising use cases and workflow pain points. Through stakeholder conversations and competitive exploration, I mapped the end-to-end process restaurants used for creating, launching, and tracking ads. Using Popmenu’s design language and modular patterns, I developed early ad management concepts that could tie directly into existing marketing and guest engagement workflows.
The concept provided product leadership with a structured vision of how social advertising could be embedded within Popmenu without overwhelming users. While not immediately shipped as a standalone product, the exploration influenced internal prioritization discussions around marketing automation and helped shape future engagement tool expansions.
Initial social ad creation interface with scrolling settings, ad preview, and publishing capabilities
Early concept for ad performance summary, emphasizing clarity around cost and results.
Early discovery whiteboard session based on user feedback and determined need
User flow prototype with key screens and interactions