Fare Fine Foods
Project: Re-design a website for a small local catering and meal service business
Client: Fare Fine Foods
Goal: Re-design the FFF website to optimize the user experience and gain more customer purchases.
Fare Fine Foods is a local business that focuses on healthy organic meals that are freshly prepared and then flash frozen for people to take home.
After conducting an interview with the business owner about the goals of her business and what she felt was working and what wasn't, I went ahead and did a bit of exploration of my own on the site.
Bringing new life to the old logo.
Examining the site for areas that need improvement.
Upon exploring the website I found that I could make some improvements to the ordering flow and process. For example, when I went to check out the site's menu, nowhere could I add anything to my cart or make an order.
The prices were available as well as the descriptions but to place an order or add something to my cart I had to go to the "Order Online" tab within the navigation bar.
Sketching a new direction for the website.
I drafted up some wireframes with multiple options to how the home page could work
Iterating on a design for the website.
I then drafted my wireframes into lo-fi versions for the owner. After completing some user testing these two were anonymously the most valuable to people. Version 2 was just a different layout than version 1 but version 1 seemed to feel the most familiar to people.
After some further discussion, I decided the best course of action was to remove the home page entirely. For this design and the value proposition, it seemed most important to showcase the menu so the home page was removed from the navbar. I also added a page dedicated to catering in the final hi-fi version navbar.
Before and after.
New home page
Pop out menu and order card
The old our vision page
The new our vision page
Old blog page
New blog page
Old contact page
New contact us page
Information in order of importance
I added a page dedicated to catering. A place customers can go if they are only looking for food for an event.