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Client: Earth, Wind & Flour
Description:
Website for Earth, Wind & Flour restaurant, family Italian restaurant in Santa Monica since 1981.
The restaurant that I chose for redesigning their website is Earth, Wind & Flour. It is a family Italian restaurant founded in 1981 in Santa Monica. The restaurant is full of memories which you can see and feel when you walk in. I believe that their website though does not have the same meaning. I think that the concept behind the design of the whole brand should show how old and full of memories the restaurant is. First thing that the user sees is the home page which does not give enough information about the place, there is navigation bar which is set in too small point size to take users attention, the logo is almost the same color as the background and it is hard to recognize. The order of the navigation bar is something else that I do not think that it is work because the menu button is the last one even though this would be one of the first thing that the costumer would need. Scrolling down, the user is able to receive more information about the story of the restaurant and there is another navigation bar with menu page, hours, contact, and Facebook like button which appears as the same weight as the other menu, hours, and contact which should not be the case. The whole website contains three photos which do not feel as part of the restaurant and the atmosphere when you visit it, this is something that I believe that should be changed as well as more information and interaction with user.
Competitive Analysis:
The website of this restaurant begins with the reservation option and it is well shown the ambient of the place. User could receive any information via the top navigation bar which order is easy to follow.
First thing that the user sees and he/she has been informed when open this website is that restaurant is family driven and gives the feeling of home and homemade food which is one of the benefit of its design. The navigation bar on the top gives opportunity for the user to reach the most important subpages such as locations, menu, order online. The design is simple and easy to understand.
The website is a little bit busier than the other two but it shows the atmosphere of the restaurant and served food. Again the top navigation bar helps the user go to the most important information. Here the different is the slide show on the home page which gives opportunity for emphasis different accents as new location or changes in the menu.
Goals & Target:
More customers dine in (lunch time)
Audience:
Persona I:
Jenny Smith (stay-at-home mother)
Age: 32
Hometown: LA
Food diet: Gluten Free
Needs: To review the menu; To check the catering options;
Persona II:
Mattew Willson (student at SMC)
Age: 23
Hometown: New York
Food diet: Omnivore
Needs: To order online quick and easy; To check the weekly special; To check the social media of the restaurant.
Persona III:
Ashley Willrose (working mother)
Age: 36
Hometown: LA
Food diet: Vegetarian
Needs: To review the menu; To check the catering options; To order online