Baskin Robbins

At Tillster, I served as the principal designer for Baskin-Robbins' full digital redesign — a brand that had been a Tillster client for five years and was ready for a complete overhaul. The redesign spanned web and mobile, encompassing the full customer journey from flavor discovery through checkout, loyalty, and a first-of-its-kind photo cake experience.

The result: a 30% increase in online orders.

Year
2023 - on going
Client
Baskin Robbins
Role
Ux/ui designer
Problem

How do you get people to fall in love with ice cream again online?

Despite a beloved brand and an extensive flavor catalog, users were consistently ordering the same two or three ice cream flavors online — and rarely exploring beyond them. Data confirmed what user testing made obvious: the existing 'swim-lane' layout showed only three items at a time, and while users could swipe to see more, most relied on side arrows instead. The repetitive clicking created fatigue, killed curiosity, and turned what should have been a playful experience into a chore.

Solution

Users are consistently selecting selecting the same ice cream flavors in online orders

The entire customization page was redesigned to enlarge the photo of the cake and showing all the customization options above the fold in a mobile device.
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I redesigned the flavor discovery experience to invite exploration rather than reward habit. The new layout gave flavors room to breathe, reduced reliance on repetitive navigation, and surfaced the catalog in a way that felt generous rather than limiting.

Designing a first-of-its-kind edible photo printing experience for a millenial-focused brand

I drew design inspiration from the Nintendo Game Boy. Baskin-Robbins' core audience of millennial parents grew up with that aesthetic, and the chunky, playful interface language made the customization process feel fun and nostalgic rather than transactional. It turned a potentially confusing product into one of the most memorable moments in the entire experience.

The full redesign
Solution
  • End-to-end web and mobile application design
  • Payments flow — streamlined for speed and trust
  • Loyalty experience — rewarding repeat customers without adding friction
  • Designed for two fulfillment realities: Order-now products and 24-hour custom cakes — seamlessly unified in one experience.

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Wrapping it up

Outcomes from this project

"Designing for Baskin-Robbins taught me that the biggest UX problems aren't always visible in the interface — sometimes they're hiding in the data. A 30% lift in orders didn't come from making things prettier. It came from understanding why people stopped exploring and removing the thing that was stopping them."
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Visit live project
Order.baskinrobbins.com
         Agencor has breathed new life into our brand. Their innovative designs have set us apart in a crowded market. They're not just designers; they're brand architects. Agencor has given us a competitive edge and brought a fresh perspective to our marketing strategies.
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David Brown
Lead designer, Outwave
         Agencor is an absolute game-changer. Their keen understanding of design and branding transformed our company's identity. They grasped our vision effortlessly, and their work spoke volumes about our brand. Agencor doesn't just design; they strategically create. Working with them was an enlightening experience.
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Terra Garcia
CEO, Equiflex
         Agencor consistently exceeds our expectations. Their commitment to excellence is evident in every project. They've elevated our brand's creative presence and set new standards for design. Agencor is more than an agency; they're true collaborators.
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James Anderson
Design lead, A&G Global