Increasing a Restaurant’s Revenue by 59%
A rebuilt information architecture, A/B tested prototypes and a culture-led visual design that lifted revenue 59%.
Local Vietnamese restaurantRestaurants and hospitality
What the Work Moved
- Revenue increase
+59%
Revenue increase
- Visitor increase
+36%
Visitor increase
- Online orders increase
+22%
Online orders increase
Introduction
Our client was a local restaurant owner who wanted a custom website. It needed to build on the restaurant’s aesthetic while improving the online ordering experience.
That meant a full website revamp with a new, strategic approach to the customer journey, so we paired a brand enhancement with a new strategic approach for the site.
Challenges
The client had an existing website, but our audit found no established layout and no brand cohesion. We were challenged with building a site that drives traffic to their online ordering platform while showcasing the restaurant’s ambiance. Menu items and content had to be easy to update at a moment’s notice, and the client was struggling to add new food items, so we proposed a platform with easy content management.
Solution
We started by redesigning the structure to streamline the user experience, prioritising what users actually wanted to see: the menu.
We created two design solutions to test which one users preferred, and moved forward with the design that highlighted menu items on the home page. The rest of the design focused on funnelling users to the ordering platform.
Food and online orders are the core feature of any restaurant website, so we built a menu users can filter by category, linked to an external platform for online orders, pickup requests and delivery.
Website development
- Rebuilding the information architecture: mapping the current structure made it immediately clear the site was not funnelling users to an end goal, so we built a new architecture around the menu, catering and online ordering.
- Brainstorming: we drafted low-fidelity prototypes to test the assumptions we had made.
- Rapid A/B testing: we built a test with a series of questions and a task to compare the two prototypes and make the design decision on evidence rather than assumption.
Visual design
It was important to the client that the website communicated the restaurant’s authentic Vietnamese cuisine. We read through Vietnamese culture articles, observing how the culture evolved over time, in order to build an interface that felt like an extension of the restaurant. We picked elements from Vietnamese culture and wove them into the style guide.