Designing Attention
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[Colorado, 2024]

Shaping Engagement: Digital Marketing

Marketing & UX Intern — Teriyaki Madness

Overview
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I worked on improving how customers engage with Teriyaki Madness’s digital presence across both the mobile app and digital channels. The goal was to reduce friction in the ordering process, clarify reward logic, and better understand engagement behavior from social media and previous marketing campaigns.
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prototypes of design for app
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Approach
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I analyzed the mobile ordering flow using app reviews, internal feedback, and engagement data to identify areas of confusion and redundant interactions. This included mapping the full ordering path and isolating steps that repeated actions or slowed down the process.

Additionally, I reviewed email and push campaign performance to understand how timing and content affected engagement. I worked with the social media team to track feedback trends and engagement patterns, and audited website accessibility and metadata to improve clarity and search visibility.
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Key Improvements
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  • Reduced redundant steps in the ordering and checkout flow.
  • Clarified reward structure.
  • Simplified menu layout and item customization
  • Identified engagement timing patterns in email and push campaigns.
  • Supported social content and feedback tracking to better understand user response.
  • Improved accessibility and metadata structure across web pages
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Reflection
This experience was another reminder of how behavior is driven by the structure of digital environments. Even small changes to the flow of ordering, rewards clarity, and messaging had a significant impact on how well people were able to move through the system.

Analyzing engagement metrics for emails, pushes, and social media showed a similar effect. The best engagement was not always driven by the size of the campaign or promotion itself but by small changes to the timing, wording, and presentation of the message. Engagement involved understanding those small changes and their relationship to the system's structure.
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