To create an intuitive and competitive digital experience for Love Baked Wings, I analyzed three competitors, both direct and indirect to fully understand industry standards, user expectations, and areas for improvement.

By evaluating their features, user flows, and branding consistency, I identified key strengths to incorporate and opportunities for improvement. This research directly steered my design decisions, ensuring that the new website offers a seamless ordering process, engaging menu experience, and clear call-to-actions that drive conversions.

I conducted guerrilla research by engaging friends and family from diverse backgrounds to understand how users navigate food delivery and pickup websites. This rapid and informal approach provided valuable feedback on usability, helping me identify all of the pain points in menu selection and the overall ordering process. These insights helped mold my user personas, ensuring that the redesign directly addressed real user needs.

Based on guerrilla research and a website audit, I've learned that prioritizing clear visuals, easy navigation, and detailed information is crucial for enhancing the user experience. Simplifying menus, improving the ordering process, and implementing user-centric design principles can make the experience seamless, intuitive, and engaging. Additionally, regular usability testing is essential for validating decisions and gathering valuable feedback.

I've identified key areas for enhancing the user experience. Here are the changes we can implement to improve usability and engagement:
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1. Seamless Ordering Process: Implement an in-house food ordering user flow instead of relying on a third-party websites, optimizing the interface for a smoother experience.
2. Intuitive Navigation: Introduce a traditional navigation bar that seamlessly integrates with user practices, featuring clearly defined buttons and intuitive design elements to minimize accidental clicks.
3. Efficient Menu Browsing: Enhance menu navigation efficiency by organizing items based on food types and incorporating search filters for quicker item discovery, ultimately saving users time and effort.
4. Visual Transparency: Enhance decision-making by incorporating clear photos of food items, meeting users' need for dietary transparency.
5. User-Centric Design & Development: Focus on a user-first approach while ensuring the website’s layout, features, and functionality align with users’ needs, preferences, and behaviors, while also optimizing interactions and performance.

This visual map provides a comprehensive overview of the pages that will be included in the new website design. By contrast, the previous website featured only a single landing page, which anchored to specific sections and redirected users to a third-party food ordering provider. This caused friction in the ordering process and lacked engagement.

Building upon research findings and with a focus on enhancing user experience, key modifications include the integration of an in-house food ordering system, the categorization of food items, and the introduction of quantity and add-on options to enhance a faster checkout process.

After finalizing the site map and wireframes, I revamped the website's visual elements. Recognizing the power of color, I opted for more warm tones like reds, yellows, and oranges to stimulate appetite and create a welcoming atmosphere. Unlike the previous palette of blues and oranges, these colors were chosen specifically to evoke hunger and excitement, while building a stronger emotional bond with our users. By utilizing warmer hues, the redesign aims to attract users to explore the menu and leave a lasting impression.

After finalizing the mid-fidelity wireframes and style guide, I transitioned into crafting the high-fidelity screens showcasing food images and descriptions, improved color contrast, legible text, enhanced navigation, and interactive elements—all seamlessly integrated with in-house operations. Below, you'll find the redesigned Love Baked Wings featuring the updated aesthetic and user experience, including the incorporation of the Manrope font for a modern touch.

View Prototype

After completing the design phase, I brought the new redesign to life using HTML and CSS, leveraging my knowledge and expertise in web development. The result? A polished, user-friendly interface that perfectly captures the vision and aesthetic of the redesign! This project reignited my passion for both the technical and design portion of development, motivating me to pursue more projects in the future.

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