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Grub Lab
Onboarding designed to scale.
PROTOTYPE
USER EXPERIENCE
UI DESIGN
DESIGN SYSTEM
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OVERVIEW
Grub Lab is an Australian startup reinventing the traditional kids’ menu into an in-venue engagement platform for restaurants, partnering with major entertainment brands to bring families back to the table.
Fresh from a $6 million raise to accelerate its expansion into the United States, Grub Lab was ready to grow fast, but every new venue was still being onboarded by hand. To scale, they needed a self-onboarding experience that lets venues sign up and get started on their own. User experience was brought in to make sure that journey felt seamless from start to finish, and converted at every step.
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PROJECT OVERVIEW
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WHAT WE DID
In four days, we turned Grub Lab’s manual onboarding into a self-serve experience designed for growth. Venues can now move through sign-up end to end on their own, with every step shaped for clarity and conversion.
Grub Lab received a complete design system and a high-fidelity Figma file, ready for the development team to implement. With the foundation in place, Grub Lab can welcome new venues at scale while keeping every first impression polished and consistent.
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OUR PROCESS
User flow
We mapped the end-to-end onboarding journey, shaping every step around what venues need to get started quickly and confidently.
Design system
We set up a design system early, giving the experience a consistent foundation and speeding up every screen that followed.
Prototype and approval
We prototyped the flow in V0, letting the Grub Lab team click through the real experience and approve the direction within days.
High-fidelity design and handover
We refined the approved flow into high-fidelity designs in Figma and prepared everything the development team needed to implement it.
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CLIENT FEEDBACK
Penny took my vision for what we were trying to achieve and turned that into a tangible user experience flow with amazing on brand UI elements and design system.
Chris Hildebrandt
ex-CTO of Grub Lab of
Grub Lab
Impressions worth remembering
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