modest menu · 2022 · mobile ux
Modest Menu
A restaurant menu app built on a single principle: get out of the way. Monochrome, quiet, structurally precise. No flourishes, no over-designed states — just content organized so carefully you stop noticing the interface. A study in subtraction.
Role
Strategy • UX • UI • Design
Platform
Figma
Year
2022
industry
Hospitality
001 _ Problem
Mobile restaurant menus tend to overemphasize visual design and branding over foundational structure.
002 _ approach
Reduction to essential information while using color only decoratively, not semantically.
003 _ outcome
Structural and strategic blueprint addressing accessibility and information architecture.
visual design
Visual hierarchy within a monochrome color palette.
By exclusively leveraging font weight and opacity, rather than color, the visual hierarchy ensures inclusive design. This approach enables users with color perception challenges to navigate the app effortlessly.
color strategy
Color playing a complementary role along the UI.
retention
Daily Deals display discounts, addressing returning customers.
business considerations
Design decisions highlight User and Business Goals.
business goal 01 _ Daily deals
Today’s daily deal is clearly visible, encouraging customers to use the offer in order to drive revenue.
business goal 02 _ Dish numbers
The numbering of the dishes increases ordering speed, allowing large groups of people to order efficiently.