Improve bounce rate by simplifying page organization and navigation
Reduce load time with smaller sized media assets
Integrate new reservation tool from lnfor
Emphasize brand's fun and excitement through stylization and hover animations
Provide easy steps for ongoing maintenance and content management
I looked at two brands at my own selection (Puttshack and Topgolf) and two from the client (Pinstripes and Bartaco). We cross-compared homepage treatment, navigation, number of pages, etc. to better understand what design decisions could help us achieve the goals for the project.
We asked the client about the occasions that brought guests into their locations, and which instances brought in the most revenue. From these conversations, we identified and defined three personas to help guide design decisions for the website.
We created user flows for each persona to anticipate each navigational trigger that would get the user to the information they were seeking. We also included an additional flow for site visitors seeking career opportunities.
The length of the design process is always variable, depending on the needs of the customer. In most cases, I strive to iterate off of real user feedback, setting up moderated or unmoderated tasks to test partial prototypes for usability and comprehension.
At the prototyping stage, I'm working closely with devs to ensure that expected behavior isn't only shown through the design, but annotated and documented for their reference as they bring the design to life.