Without sacrificing visual appeal, we wanted a user experience that was simple, sleek, but welcoming. By using imagery with neutral tones, we were able to create a sense of warmth, while maintaining a clean layout for simple navigation.
Instead of jamming the info above the fold, we decided again to let the imagery speak for itself, allowing for a natural flow of content as the user scrolls down the page. Symbols as signifiers were used in the top menu bar to maintain cleanliness.
The goal for this project was to create a seamless user experience by designing a product with intuitive affordances. The site is sleek and modern, but the dynamic imagery conveys a story to create an emotional connection with the guest. The natural colour palette is inviting and warm, alluding to the textures found in the restaurant.
When designing the interface, usability was a key component, as their customers span across a range of age groups. An emphasis was placed on the traditional and homestyle factor of the brand—a driving force behind the company’s success. We did this by highlighting certain specialties of the restaurant, such as their take-home products.
The original site was cluttered and lacked a cohesive schema. To rectify the issue, our intensive wire-framing process called for complete re-organization of the contents and replacing many of the text-heavy areas with symbols that provide much better signifiers for affordance. The goal was to maintain the homestyle integrity of the restaurant, while reinventing it as something more modern and aesthetically pleasing.
An integral part of our process consisted of mapping out user needs, which we did so by creating empathy maps. As part of our understanding of the market, it was crucial to recognize who our customer base was, what they would feel and how they would want to navigate the site. By determining pain points and emotional factors, we were able to effectively inform our design choices.