Restaurant web design

overview

A local restaurant wants to increase traffic on its website. Google Analytics show that almost 80% of visitors to their site do not place an order. The website has good traffic but that traffic is not leading to sales. The purpose of the project is to redesign the website to convert more visitors to customers.

My roles

As the lead product designer and UX researcher, I conducted extensive research. I aimed to find the best way to resolve the problem.

Project Objectives

• Upgrade SEO to target audience
• Increase website visitors to customers
• Streamline restaurant’s takeout menu to reflect online ordering option

Challenges

• Understanding the restaurant’s online ordering process
• Defining the audience
• Understanding the level of technical expertise of the audience

Approach and Process

The design thinking methodology was employed. The restaurant’s message of producing quality take-out food with an efficient ordering process is not being conveyed.

Key Contributions

The mixed-methods approach was used to help guide the rebuilding of the website. A study published in the Pacific Asia Conference on Information Systems found that consumers prefer product photos with specific characteristics. These include a larger key object, warmer colors, and higher contrast. These preferences positively affect purchase intentions, highlighting the importance of well-designed product images in e-commerce. According to a 2018 survey by Field Agent, 83% of U.S. smartphone users found product images and photos to be “very” or “extremely” influential in their purchasing decisions. Another study reported that 62% of consumers are more likely to buy a product if they can see customer photos. Viewing customer videos also increases their likelihood of purchasing. This emphasizes the role of user-generated content in influencing purchases. Research appeared in the Journal of Retailing and Consumer Services. It examined the effects of pictures and food names on menu evaluations. The results showed that adding pictures to common descriptive food names positively affects consumers’ attitudes. This suggests that visual cues can enhance the appeal of new or unfamiliar foods. A study explored online food delivery systems. It found that the type of picture shown to consumers had an effect. It influences their intentions to purchase. Specifically, appealing images can persuade consumers to try new foods when ordering online. These studies highlight the need to incorporate high-quality images in online platforms. Such images enhance consumer engagement. They also drive sales in retail and food service platforms.

Outcomes and Impact

Key Takeaways

The enhancements led to a 60% increase of visitors who ordered something.

Tools and Technologies

Figma, Trello, and Qualtrics

Stakeholders and Collaboration

The following shows the stakeholders. I looked at online reviews of the restaurant. I wanted to gauge how the customers felt about the restaurant. I also assessed the online ordering process. I had the servers and managers complete A/B testing using Qualtrics. This led to consistent communication with the owner of the restaurant and the managers.