The site was designed mobile first since 68% of Jack in the Box traffic came from various mobile platforms. We started with a landscape tablet orientation and iterated down to mobile translations, prior to even looking at how interactions would happen on desktop. The 50-50 split is interesting because it allowed us to bring a large amount of content, higher-up on the screen; hero, glamor-shot, primary navigational items—left. Secondary, images, content, CTAs—right. Food, first. All the other noise, content and promotional space is secondary.