Serving Healthy Food to the Capital Region
Challenge
Bowled Co. was rapidly expanding its business from adding franchises all over the Capital Region to out of state. They needed a website that would reflect their fresh in-store vibe and provide a more streamlined online ordering experience for customers.
Objectives
Design a website that reflects their bold and fresh in-store experience
Encourage residents of the Capital Region to make healthier choices
Provide a seamless bridge for customers to view their full menu and place an order via 3rd party web app
Project Scope
Website Redesign
Tools
Figma, Photoshop, Illustrator, InDesign, WordPress CMS, HTML5, CSS3, Asana
Role
UI/UX Designer (In-House)
Duration
2 Months (60 hours)
A Bold Strategy
Organic Traffic
I collaborated with our in-house SEO team to ensure that the finished product would address the needs of both the business and the user. They came up with a strategy to help increase organic growth through keyword research and wrote copy for all pages in sitemap below. This helped me get a better understanding of what content needed to be included on each page while I worked on the information architecture.
Built for Growth
As mentioned previously, Bowled Co. was experiencing rapid growth. They have been adding new franchises both locally and out of state. Their new website would need to have the capability of growing with the franchise by displaying their new locations and tap into those markets. To address this, we created location pages with keyword-rich copy that would help the website's ranking for each location. Adding new locations to the website was seamless both on the backend and frontend, allowing the website to grow with Bowled.
Versatile Menu
Like the strategic location pages, adding, removing, or changing menu items was also a breeze. I designed the menu layout to have the ability to add as many items as they like while remaining easy for the user to digest. Based on my design, our development team created a user-friendly backend that would allow us to edit any menu item name, ingredients, allergens, and price with the click of a button. Lastly, I designed accessible icons to indicate whether an item was Vegan or Gluten-Free.
Responsive UI Design
Along with the ability to grow alongside the business and a simple user journey for placing an order or viewing the menu, I made sure the interface lived up to their bold standard. I designed a parallax effect that was derived from their logo's colors and form. Conveying this idea to the client and development team would be difficult without a visual example, so I created a prototype in Figma. I also put together an animated PNG showing each step of putting together their açai bowl. The main focus of the UI was what customers were looking for: their delicious menu items. My goal was to create an experience where it was as if they were in one of their restaurants watching their bowl be built right in front of them.
Content Management
In addition to designing the website, I was also responsible for uploading graphics, copy, menu information, and more. I ensured that all images adhered to best practices and that the website was optimized for SEO by uploading metadata and copy written by the SEO team.
Nutrition Facts
Bowled wanted to include a document detailing all allergens and nutrition information for each of their ingredients and menu items. I designed an aesthetically pleasing, easy-to-read chart in InDesign.
A Fresh New Look
We delivered an online experience as fresh and fun as their in-store one. Not only was the redesign successful, as Bowled Co. saw an immediate increase in traffic by over double their old website. Now anyone can get their hands on a healthy, delicious bowl whether they're a regular or just stopping by.
Live Bold. Eat Bowled.
This project was perhaps my most rewarding yet. I was able to push my creative limits to new levels and am grateful for the opportunity to work with such a fun client. Additionally, we won an award at the 2023 Capital Region MARCOM Awards. I could not be prouder of what we accomplished together, and I am honored to be a part of the Bowled Co. mission to serve fresh, healthy food to the Capital Region and beyond. Thank you for reading.
