Private Chef Company
Redesign a private-chef's website, pivoting from in-person classes and outdated design. The new website needs to support private-chef customers and generate business online.
Ariel's Business Needs:
1. Provide services to her customers online
2. Restructure Healthy Creation's Flavorgasm Donuts - Donut of the Month Club.
3. Time-saving solutions for managing messages and phone calls regarding meal planning.
4. Showcase Healthy Creation's services in a digestible source of useful information during each point of contact.
5. Serve her community, through a community food box partnership aiding families affected by the pandemic.
A Bird's Eye View
By consolidating and reorganize the current service structure, pairing similar website content, visitors are able to clearly navigate the website without the additional cognitive load. Allowing Healthy Creations' customers to continue business with Ariel online despite Covid-19 restrictions, without making multiple clicks getting lost trying to navigate the website. Which Frees up Ariel from answering phone calls, and questions for more time to prepare meals and volunteer her services to the community.
Healthy Creations Landing Page Before Redesign
Healthy Creations Landing Page AFTER Redesign
I conducted industry research, content audit, SEO optimization, persona creation, business strategy, mood board, logo creation, and final design. The rebrand and Low-fidelity mockups were co-collaborated between myself and Lori Yeh, UX Designer. I performed and created the final website mockup design, tailored solutions to Healthy Creation's adaptive business model which altered from our initial mockups. I implemented product collections, website automation, and suggested strategies according to Healthy Creation's business needs and online social media platforms.
A revised solution for meal plan packages was required. I created sustainable meal cards Ariel can customize and manage. A new consultation form was implemented that collects customer preferences based on Ariel's seasonal menu, saving Chef Ariel time managing her business.
Research & Discovery
Understand Healthy Creation's' business needs, service operations, and identify customer base.
Audit Healthy Creation's current website, tend to any low hanging fruit, which included typos, and removing duplicate content that did not add value towards Ariel's goal of obtaining a clean clutter-free website.
Compare & analyze similar business models, explore business mechanics and concepts.
To understand Ariel's current website structure I constructed a site map focusing on the consolidation of like services, removal of duplicate menus, navigation, and replacement of new services.
A new site map was organized and developed integrating new and previous services, eliminating customer confusion and cognitive load when using this site.
Extracted Healthy Creation's website copy, menus, and informational text.
The Customer Experience
Align Healthy Creation's customers' goals with the website design, teasing out each persona catering to their dietary needs and preferences. Ensuring primary customers have all decision-making components available.
Create clear, concise communication providing website visitors information required to navigate and determine the best services offered for each individual customer.
Catered to the busy individual who has no time to waste on multiple clicks or time to cook.
Serving clients a spoonful of cultural meals in addition to a fresh new website design.
Food education and guidance towards fitness goals, and meals that cater to dietary restrictions.
Examine catering, meal box services, and other food industry websites.
Compare & analyze industry trends, similar business models, explore business mechanics and concepts.
Become familiarized with industry terms and language, like Baker's Dozen.
Research shows that 73% of customers in 12 countries say that customer experience is the most important factor in their purchasing decisions.
Ideation & Prototype
Repackage Healthy Creations in-person services to an online service where Healthy Creations can still profit due to Covid-19.
Create a cohesive experience and structure for Healthy Creation's customers, providing seamless page transitions and guidance of Healthy Creation's process & operations.
Develop a new automated and sustainable business flow for Healthy Creations.
Establish a creative way to continue Ariel's passion to educate her clients to understand the cultural aspect of food and how food can be used to heal the body.
Consolidate offered services duplicated on the website, creating a cleaner, and accessible website for customers.
Construct Meal Plan cards that provide enough details an interested customer would need to locate & forge a decision with.
Compose a new way of showcasing Flavorgasm donuts, condensing the menu to reflect seasonal and most popular donuts.
Generate an automated response trigger system Ariel can manage, saving her time in responding to customers. Helping Ariel get back to her craft.
Healthy Creations Landing Page