Visual Identity, UX, UI



Futari (translation: “Two Guys”) is an asian inspired Street Food pop up by Marcus Cooks and Steven Ramen. Focusing on using quality, locally sourced ingredients to create asian inspired dishes. Futari’s operating model focuses on limited time pop up dining experiences, partnering with restaurants to open for one weekend only on a city by city basis.


With no online presence outside of Instagram, Futari’s entire booking system is managed through direct messaging across multiple platforms. Not only does this provide a heavy time cost to be managed, it also adds a high friction and multi-phased process for for the user.

Project Goals

Visual Identity

After a discovery phase of mood boarding and iterations, the Japanese translation for “Futari” was used as the basis the brand mark, recreated with a Sakura brush pen and combined with Adobe’s Garamond Premier Pro Display.

Identifying the User Persona and defining the MVP

Instagram is Futari’s primary online presence, and as such is the only source of analytical data available to them. Using this as a starting point to create our user persona “Mike”. Next I implemented a semi-structured survey as part of the booking confirmation at the next available pop-up to identify pain points.

As suspected, the booking process was at the centre of the feedback with over 80% of surveyed users expressing a need for a quicker and easier way to book a table. Whilst users did like the ability to speak directly with someone to resolve issues around booking, embedding the entire process in a one to one interaction meant a simple process like booking a table often spiralled into a stressful or frustrating roadmap of steps with an ever expanding scope.

Mike Carpenter

London, UK

User Flows

Next I looked at the fundamental steps of the existing booking process to identify areas of improvement. In a best case scenario, a user could book a table in 4 steps. However, in the current booking system this often expanded to many more due to two things. Firstly, the conversational nature of the process lends itself to be a back and forth conversation rather than a series of tasks to complete.

Secondly, users often came back to direct messaging to make further enquiries or find out more information. The process also relies on the availability of someone to reply to the user, which isn’t always possible right away.

Site Map

After identifying the ideal user flow, I created a site map to make sure the focus remained on the booking process. For Futari’s users, the MVP can be delivered in a total of just 6 pages.

Paper Prototyping

I organised a small test group to identify any potential friction in the booking process, follow up email confirmation of a booking and the option to add the booking to the users calender app were identified as useful features to reduce cancelation rates.

Wireframing & Digital Prototype

Taking the discoveries from the paper prototyping stage, I collaborated with the client to iterate solutions to our users problems, progressing from digital wireframes to a digital prototype for testing and refinement. Taking the visual identity and applying across a range of components I also delivered the small beginnings of a visual design system that will unify their visual communication.


By focusing on users needs and improving the booking process, the rate at which pop-ups sold out increased by 40%. It also streamlined the process for the client by significantly decreasing the amount of time required to manage bookings manually. A custom ecommerce solution was considered for the booking process but to keep costs within budget and we used Resdiary, customising their widgets to fit Futari's brand.