Service Design
CX Design
Systems Thinking
Brand Experience
Filo Lasa
Connecting brand, operations and service design to create a more seamless hospitality experience.
Industry
Hospitality / Retail
Role
Senior Product &
Service Designer
Timeline
11 months
As Filo Lasa grew across multiple locations, the customer experience and operational systems needed to evolve with it. Inconsistent processes, manual workflows, limited POS capabilities and unclear in-store communication created friction for both customers and staff.
The challenge was to create a more connected experience across the brand, physical stores, digital touchpoints and day-to-day operations, while building a foundation that could scale as the business grew.
I mapped the end-to-end customer and operational experience, identifying opportunities across service flow, POS, rostering, digital signage, branding, packaging and physical store environments.
I introduced Square POS and digital rostering, transitioned manual menus to remotely managed digital signage, developed a scalable brand system and redesigned store layouts and customer touchpoints to improve visibility, ordering and collection.
Filo Lasa evolved from a collection of individual customer and operational touchpoints into a more connected hospitality experience. New systems improved operational efficiency, order accuracy and the ability to make real-time updates across locations, while the refreshed brand and store environments created greater consistency and visibility.
The project also established a scalable foundation for future locations, demonstrating how product, service and systems thinking can be applied beyond traditional digital products.
Let's dig deeper.
Mapping the Customer Journey
I mapped the end-to-end journey to understand where customers encountered the brand, where friction occurred and where improvements could have the biggest impact.
Rather than solving each touchpoint independently, I looked for ways to connect them into one consistent experience.
Building the Brand
The brand needed to balance Filipino identity with a contemporary Australian hospitality environment.
I developed a visual direction built around warmth, energy and familiarity, creating a system that could work across physical and digital touchpoints.
This extended beyond the logo into typography, menus, packaging, signage, social content, photography and the overall customer experience.
Modernising the Operations
As the business expanded, the existing POS system became a constraint.
I led the transition to Square POS, introducing a more capable operational system across sales, rostering and timekeeping.
This gave the business better visibility into day-to-day performance while reducing manual processes and creating a stronger foundation for future growth.
Improved order accuracy and transaction speed during peak service periods
Making Menus More Flexible
Previously, menu boards had to be manually updated, this made changes to pricing, promotions and availability slow and inconsistent.
I introduced a digital signage system using Able Sign, allowing menus to be managed remotely.
This meant updates could happen in real time across locations allowing for instant price changes, promoting seasonal products or removing unavailable items.
Real-time updates for pricing, promotions, seasonal items, and availability
Designing the Physical Experience
The physical stores needed to work harder for both customers and staff.
I redesigned two locations with a focus on visibility, navigation and service flow.
Clearer ordering and collection points helped reduce confusion, while stronger signage and visual hierarchy made the brand easier to recognise within busy shopping centre environments.
New signage, recognisable and visible from anywhere in the food court
Blacktown
The Blacktown redesign focused on improving visibility and making the store easier to understand from across the food court.
New signage created a stronger visual presence while clearer customer touchpoints helped communicate where to order and collect.
The store became easier to see, understand and navigate.
Transforming an existing store front at Westfield Penrith to the new Filo Lasa Brand
