Project Background

As part of an ongoing effort to position Disheey as a leading solution in the restaurant industry, I undertook a major redesign of the company's website. The original website contained some visual, structural, and content-related shortcomings which were greatly impacting the user experience and engagement. The website redesign aimed to enhance the user journey, improve content clarity, and increase engagement through a more cohesive and strategically structured online presence.

Skills

User research

Information Architecture

UI/UX Design

Wireframing

Prototyping

Usability Testing

My Roles & Responsibilities

As Disheey’s Product Designer, my roles and responsibilities on this project included:

User Research & Analysis
- Planned and conducted in-depth user research, including interviews and usability testing, to identify key pain points and opportunities for improvement.
- Analyzed feedback from restaurant owners, managers, and staff to understand their needs and expectations.
Wireframing & Prototyping
- Created wireframes and interactive prototypes to visualize the new website structure, simulate user interactions, and test design concepts.
UI/UX Design
- Led the design of the new website’s user interface, including refinement of the website copy and selection of typography and imagery that align with Disheey’s brand identity.
- Designed responsive layouts for desktop, tablet, and mobile devices, ensuring a consistent and optimized experience across all platforms.
- Focused on enhancing usability by designing intuitive navigation and clear calls to action, making it easy for users to find information and take action.
Collaboration with Cross-Functional Teams
- Worked closely with the development team to ensure that the design vision was technically feasible and implemented accurately.
- Incorporated feedback from the CEO, CPO, and other stakeholders to refine the design, ensuring it met business goals and user needs.
Testing and Iteration
- Regularly updated and iterated on designs based on user feedback, usability testing, and team input.
- Adapted designs to accommodate technical constraints, ensuring a balance between aesthetic appeal and functional requirements.
Design Documentation & Handoff
- Prepared detailed design specifications and guidelines for the development team to ensure a smooth handoff and accurate implementation.
- Documented design decisions and processes for future reference and to support ongoing improvements.

The Challenge

<aside> 💡 How can we effectively showcase Disheey’s value proposition and enhance user experience and engagement on their company website?

</aside>

Why we chose to address this problem:

The original website, while functional, suffered from a lack of visual hierarchy, an overwhelming color scheme, and scattered content layout, which contributed to poor user navigation and diminished the impact of Disheey’s value propositions. Additionally, the messaging, though informative, was not concise or immediately engaging, leading to potential user drop-off. The call-to-action elements were also not optimally placed, risking missed opportunities for conversions.

Disheey Website (Old Version)

The Goal

<aside> 💡 Undertake a comprehensive redesign of Disheey’s website by optimizing the user journey, improving content clarity, and creating a more cohesive and strategically structured online experience that effectively communicates Disheey's value proposition and enhances user engagement.