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WHY THIS SITE IS NEEDED?
In 2021, Fusion Sushi House restaurant made its debut during the peak of the COVID outbreak in Vietnam, offering exclusively take-out services. The owner reached out to me, highlighting the necessity for a website to spearhead marketing efforts and attract customers.
MY ROLE
From start to finish, I was in charge of the visual design, user testing, and development phases of this project. Also, collaborated closely with a food photographer and a copywriter.
TOOLS USED
Understand the business
I conducted stakeholder interviews with the restaurant owner and their marketing staff to gain a comprehensive understanding of the situation.
Know “thyself” and your “competitions”
Analyzing local competitors helped me form a solid understanding of what has already been accomplished and identify areas for improvement in terms of visual and user-centered design.
WHERE DO I START?
Key observation
Strengths
- Most websites display advertisements and promotions in the hero area to drive sales
- Every websites have direct CTA contact button in bottom left corner.
- Some websites have multi-lingual option.
Weaknesses
- Limited typography choices, mainly sans-serif.
- Poor utilization of negative space across most websites.
- Content overload leading to a lack of visual hierarchy.
- Numerous subpages with incomplete content due to templated sites.
MY STRATEGY
Content Prioritization
Based on the interview, prioritizing promotion and ordering process, I structured the information architecture around these two primary goals.
Simplified Navigation
At 40 years old, our users deserves navigation menus on mobile devices that are intuitive and straightforward.
Accessibility consideration
I also prioritize designing high-contrast modes and scalable font sizes to enhance inclusivity and accommodate varying visual preferences.
SIMPLIFIED NAVIGATION
HIGH CONTRAST PALETTE
HI-FI WIRE FRAMES
SOLUTION
Home page
UX & information architecture
HEADER
Nav bar & multi-lingual button.
Slider for announcements/ advertisement.
BODY
On click, the arrow button moves to the area of popular dishes.
Abstract animation
Order now CTA
(Generate leads that enhance sales and revenues for the restaurant)
Popular dishes
(Story telling using photoshop and animation.)
Go to menu CTA
Promotions slider
Reservation CTA
FOOTER
Contact form/ contact information
(Get greater insight into users/allow people to contact directly)
Back to top button
USER TESTING
Although the website was launched in May 2021. My design process has not stopped since design is an iterative process.
I collected a lot of useful data thanks to third party tools such as Hotjar and Google analytics which were implemented on the website.
I studied the recordings, heat maps, behaviors flows, site analytics and other useful metrics to improve the user experience.
ITERATION
After analyzed user behavior on Hotjar.
I learned that navigation to the menu was not efficient.
On the menu page. To access the menu, users must click on the square photo.
This required an additional click for users.
Why not include the menu pdf right on this page?
ITERATED MENU PAGE
Not only does the iteration directly takes users to the menu file, it also allows them to place an order or make a phone call immediately, which increases sales and revenue for the restaurant.
Thank you for your time :)
RESULTS & IMPACT
The website helped the business to engage more customers as well as promote its delicious fusion cuisine.
Here are the data of the first 3 months that was properly analyzed.
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