What makes Jollibee’s customer experience so effortless? The answer lies in thoughtful design. Just like great UX, it ensures every step feels natural, predictable, and frustration-free.
Great UX ensures every step of an interaction is smooth and intuitive, just like Jollibee’s structured ordering experience. A well-designed product guides users effortlessly, allowing them to complete tasks without confusion or frustration.
Shannen Yu Sapar, co-founder of UX Davao, explains that good UX should be as predictable and familiar as walking into Jollibee. Every step, from placing an order to receiving your food, is intentionally designed to be intuitive, a principle that applies just as much to digital experiences.
Why Jollibee is the Perfect UX Analogy
A well-designed user experience ensures that users never feel lost or uncertain. Shannen uses Jollibee as an analogy to explain how UX should function smoothly from start to finish.
“I always use the analogy of a Jollibee restaurant when I try to explain what UX is.”
Jollibee, a beloved Filipino icon, offers valuable insights into UX design, demonstrating how seamless customer experiences translate effectively into the tech world.
“When you're in a restaurant, or let’s say Jollibee, for example... even before you enter, you can already smell the Chickenjoy from outside, right? So when you enter, you're greeted by the security guard, then you go to the counter, you get into a line, then a cashier takes your order.”
Every step in the Jollibee experience is designed to be familiar and free of unnecessary friction, just like good UX should be.
How This Relates to UX Design
Shannen’s analogy highlights that good UX, like Jollibee’s customer journey, should be designed to feel repeatable and seamless for users.
“When you enter Jollibee, you already know you’re going to be greeted by the security guard... All those little touchpoints are experience design, or to some point, also related to service design.”
For digital products, this means designing clear user journeys, where each interaction feels natural and expected. Users should not have to guess what to do next.
Key UX Lessons from Jollibee
- Predictability Creates Comfort
People return to Jollibee because they know what to expect. Similarly, a digital product should have consistent navigation, layouts, and interactions to build user confidence. - Guidance Without Overwhelming Users
Jollibee’s setup naturally leads customers through the ordering process. Shannen Yu Sapar explains that Jollibee’s structured customer journey is a great analogy for UX, where every step should feel familiar and intuitive. - Seamless Experience from Start to Finish
Just as Jollibee ensures a smooth process from walking in to receiving food, a product should provide a frictionless experience from onboarding to task completion. - Emotional Connection Matters
A well-designed UX, like Jollibee’s customer journey, makes users feel comfortable and in control, fostering a seamless experience.
Final Thoughts
Good UX is not about flashy design. It is about making interactions effortless and enjoyable. Just like Jollibee, a well-designed product should make users feel comfortable, guiding them smoothly through every step without confusion.
“It’s a conscious system built in place to improve the experience of the customers who are interacting with your product.”
Through leaders like Shannen, the UX field in the Philippines continues to grow with both clarity and community. And by following these principles, businesses can design experiences that are as intuitive and satisfying as ordering a Chickenjoy meal.
