Steak & Whisky
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Steak & Whisky is a casual fine-dining restaurant located in Hermosa Beach serving a carefully curated menu of American surf & turf cuisine, or (as they describe their business) a Californian take on the American Tavern. I'd like to elevate the users experience, as well as increase SEO by developing a visually pleasing, easy-to-use, and semantic-friendly website. Because of legalities revolving around the usage of the establishments business name, I will rename their business STK&WHSKY, or possibly MEDIUM RARE. The current website has many errors in terms of UI/UX such as having the menu in image format, and no home button, as their demographic may involve an older audience--implying that older audiences would find it more difficult to utilize the website to book a table or find more information.
Competetive Analysis
The Palm, Beverly Hills
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The Palm in Beverly Hills is similar casual fine-dining steakhouse in comparison to Steak & Whisky. This website may not be the best example in terms of readibility, however, the information architecture and content are structured in a way where it's easier to navigate and understand. The menu is quite great--not in pdf or image format which makes it easier for the user to understand. Also, the in terms of disability and semantics, a typed out menu is more effective.
The Jar
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The Jar Restaurant is a modern American chophouse primarily speacializing in braised, broiled, and sauteed dishes. They are similar in terms of dining, however different in cuisine. The website delivers a clean and easy-to-read interface. The sticky menu help keep navigation in tact. The drop-down menus make it easier to divide the lengthy content into sections that are easy for the user to navigate. Good information architecture.
Monty's Steakhouse
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Monty's Steakhouse has a modern-type interface, but has one minor issue--their logo image file is corrupt or not available. However, their website is engaging and divides up the information for better navigation. Their "Order Online" call to action is great, however, such UI could lead the user to ordering online rather than booking a reservation. The hierarchy of the content here is great, as well--able to identify groups of information for quicker readability.
Goals & Target Audience
Goals
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1. Increase readibility and legibility of written content
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2. Establish a prominent and engaging navigation
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3. Organize IA into sections easier for the user to understand and navigate
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4. Develop a written menu; get rid of menu in image and pdf format to increase SEO through semantics
Target Audience
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The target audience are made up of working professionals between the ages of 24 to 55 years of age, of whom like steak and whisky. Although they pride on being a Californian take on the modern American Tavern, implying the first demographic are locals, this also implies the second demographic would be tourists of whom are food and beverage enthusiasts interested in pairing. Our client's don't highlight the food as much as they should, seeing that the imagery looks more delicious and inviting than the written content provided. Highlighting their cuisine could pull in more customers, or foodies, in particular.