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.
Hypothesis
There is low customer loyalty and slow increase in bookings, due to the fact that their website does not reflect the level of quality that is reflected on their social media and at the restaurant.
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, being 60% of them men, 40% women, between the ages: 30-60.
Benchmarking
Research Results
Empathy Map
User Persona &
Scenario
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.
Customer Journey
Sitemap
User Flow
Wireframe
UI Kit
Look & Feel
Desktop
Móvil
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.