01.Understand
Introduction
Barbaros Smokehouse Bbq, is the first smokehouse in Valencia. Behind the restaurant, we have three partners, who love smoked and grilled meat and decided to be pioneers as the first smokehouse here in Valencia. They take care of the quality of the food to the smallest detail, this is reflected in the smoked technique that they use, which takes 12-14 hours.
Problem
There is a gap between the experience of going onto their website, and the experience at the restaurant or on their social media which both have top quality. There is no correlation between these two phases of the user experience, because their website lacks of brand identity and does not reflect the high level of professionalism, quality and service that is experienced at the restaurant and on their social media.
02.Research & Empathize
Hypothesis
A low loyalty and slow increase in reservations, because the website does not reflect the level of quality that is reflected on their social media and the experience at the restaurant. In the interviews what I seek is to evidence their booking process, what they connect with the design of the website of a restaurant, what they look for when booking online and what are their channels of contact with the restaurant.
Benchmarking
Research Approach
In order to understand in-depth what happens at the restaurant, I first met with the stakeholders and workers of the restaurant, then I conducted a series of interviews with both new and recurring customers, in total 15 customers were interviewed, 60% of them being men and 40% women, between the ages: 30-60.
Research Results
Insights
These are the most significant points that have been discovered during the research phase. These points should be taken into account in the structuring and design of the website.
Empathy Map
In this phase, I conduct an in-depth exercise to fully understand and empathize with users' behaviors, needs, and desires.
03.Define
User Persona & Scenario
Skip to Prototype
Customer Journey
This is the customer journey before, during, and after using the website. This helps us identify pain points to alleviate them and make the design more efficient by anticipating user needs and ensuring a user-centered experience.
Solution
Redesign their current website, and design a website that reflects the level of their food quality, service and identity of the restaurant being the first smokehouse in Valencia. Give a 360° degree experience from start to end, this will allow them to build loyalty quicker to their users and at the same time provide the same experience to users: from the first contact they make with the brand on social media, to when they go on the website to see the menu and make a reservation, to finally have the full experience at the restaurant.
04.Ideate
Sitemap
Here, we define the information architecture, strategically placing CTAs (Calls to Action) and organizing the website content to optimize Google ranking and the workflow during both the design and development processes.
User Flow
This is the sequence of actions that users take within the website. Mapping these actions is essential for optimizing interactions and navigation, making the website more user-friendly and increasing conversion rates by strategically positioning CTAs.
05.Prototype
Wireframe
UI Kit
Look & Feel
Desktop
Mobile
05.Test
Tests & Conversion
It was recommended to the client to do follow-up actions after the launch of the website through Google Analytics, performing A/B Tests and analyzing user sessions in Hotjar in order to see the real behavior of users, improve their experience and increase conversion through bookings.