E-COMMERCE - FOOD

WEBSITE REDESIGN & RELAUNCH

Work with the executive stakeholders from parent company, The Culinary Edge, to create new website and launch

Problem Statement

To bring forth a new and refreshed digital experience for Starbird Chicken’s website that is fully reflective of the brand mission and tells the brand narrative. Along with visual appeal, there is an opportunity to build a flexible design architecture that will scale in relation to the continued growth of Starbird. The executive leadership at Starbird realized that they needed both the art and science of user experience to help them move towards their goals of brand and business expansion.

Goals & Purpose

The goal was to evolve their website to afford a new look and feel, redesign and partner with Starbird to increase customer engagement through a redesigned site architecture while maintaining brand standards and guidelines. The idea was an evolution, not a full revolution of their customer facing website.

Project Results

Successful collaboration and planning between executive stakeholders, product, sales, design and technology led to a successful relaunch of their branded website. The work is on-going as they have moved towards an innovation phase for their brand.

Projects Phases

My Project Role(s)

  • UX Director

  • UX Architect & Strategist

  • Interaction Designer

  • Sales & Communication

01

Design Architecture

We made improvements to their design architecture by first assessing their data analytics on what was most important to the customer and most of all what was driving revenue for the firm. The analytics were assessed to data-inform the design architecture and information hierarchy. We also redesigned their primary and secondary navigational structures to afford acceleration towards food and beverage sales completion.

Project Phases

My Project Role(s)

  • Head of User Experience

  • UX Architect & Strategist

  • UX Evangelist

  • Interaction Designer

  • UX Prototyper

  • Visual Designer

  • Design Mentor

  • Sales & Communication

  • AGILE Project Manager

  • Product Innovator

02

UX Design / Content Strategy

Provided UX design based on best practices and implemented the content strategy based on an information hierarchy derived from the collected data analytics about the customers, their behaviors, primary site goals and habituations.

Project Phases

My Project Role(s)

  • Head of User Experience

  • UX Architect & Strategist

  • UX Evangelist

  • Interaction Designer

  • UX Prototyper

  • Visual Designer

  • Design Mentor

  • Sales & Communication

  • AGILE Project Manager

  • Product Innovator