Project One: Research

Market Research for Website Overhaul of PDC

Objective:

To drive client sales through marketing of 1921 Club, the ability to book reservations online and promote late night delivery.

Target Audience:

Lovers of classic gourmet meals in an historic setting. Perk alert - Open 24 hours a day and late night delivery available.

What works:

The website features a lot of content. There are call to action buttons, and there is a regular online presence on selected social media sites.

What doesn't work:

The navigation is unnatural and the layout is poor. The content is cluttered without clear separation or space. The call to action buttons are set awkwardly to the right scroll bar. Text is hard to read and menus can be condensed.

What issues need to be solved:

Poor formatting of text and content needs to be corrected by cutting down and prioritizing key topics and eliminating redundant text. The poor navigation can be corrected by bringing the navigation bar to the top or the left side and placing the call to action buttons in a more natural area such as set to the top navigation bar.

What tasks need to be completed to redesign the site?

-Create and link online reservation widget such as Open Table.
-Streamline the navigation bar by prioritizing topics.
-Create a more compact layout the requires less scrolling.
-Reduce and prioritize text content.

What questions need to be answered to complete this project?

Does the front desk have access to system that can access Open Table? Can we prioritize marketing over content? How can we effectively modernize this website without losing the historic charm?

What is our schedule?

We have 14 weeks to complete a fully repsonsive user friendly site.