When you’re vetting creative partners, you don't need to know if they can code a database; you need to know if they can design a menu that psychologically compels someone to add fries. Ask these questions to separate the artists from the conversion experts:
1. 'How do you design for 'Thumb Zones' on mobile interfaces?'
The Test: Most people order with one hand while walking or holding a bag. If their 'Add to Cart' button is in the top-left corner (the hard-to-reach zone), they fail.
2. 'Do I get the raw design files (Figma/Sketch) or just the final build?'
The Test: You need the source of truth. If they only give you the finished site, you can’t make design tweaks later without hiring them again. You want the assets.
3. 'How do you visually distinguish allergen information to prevent liability?'
The Test: A tiny 'v' icon isn't enough. Look for a designer who prioritizes safety in the visual hierarchy—using distinct colors or clear toggles that are impossible to miss.
4. 'How does your design handle 'Empty States' or 'Sold Out' items?'
The Test: Bad design just greys it out or removes it. Good design suggests an alternative. 'Sold out of Ribeye? Here is the Porterhouse.' The UI should keep the sale alive.
5. 'What is your strategy for 'Perceived Performance' while the site loads?'
The Test: Users hate spinning wheels. A pro designer uses 'skeleton screens' (grey placeholders) to make the site feel instant, even if the data is lagging.
6. 'How do you art direct food photography for small screens?'
The Test: A wide landscape shot of a banquet looks like a mess on an iPhone. They should talk about close-ups, texture, and vertical cropping that make the food pop on mobile.
7. 'How do you design the checkout flow to reduce cart abandonment?'
The Test: The answer should be 'Guest Checkout.' If they design a flow that forces a user to create an account before buying, they are killing your conversion rate.
8. 'How do you handle variable menu lengths in the layout?'
The Test: Your brunch menu is short; your dinner menu is long. If the design breaks or looks empty when the content changes, it’s a rigid template, not a custom solution.
9. 'How do you ensure the design remains consistent when we hand it off to developers?'
The Test: They should mention a 'Design System' or 'Style Guide'—a rulebook for fonts, colors, and buttons so your developers don't accidentally ruin the brand.
10. 'How do you use color psychology to influence appetite?'
The Test: Red and yellow trigger hunger (think McDonald’s). Blue suppresses it. If they suggest a cool blue palette for a burger joint, they don't understand the biology of food marketing.
