Michelle's Magical Website

✿ Project One: Market Research ✿

The website I chose to redesign is:

Dave's Hot Chicken
Visual Design
  • The “order now” calls to action first due to contrast with the navigation bar.
  • There are a lot of navigation tabs, might be hard to find the menu
  • The menu is not the focal point
  • The home page of the website are images of their food, would like to see some text on the food that is being shown
  • The ordering typeface is hard to read as it appears chopped off
  • Once in the ordering process, the logo does not take you back to the homepage
  • There is no sign-in or sign-up on the front page only when ordering
Content
  • There are a few images that are enlarged on the homepage displaying their food
  • The menu is not integrated into the website itself it is only an image
  • They have a merch page that is separate from the main website
  • There order now, our story, menu, merch, social, press, locations, franchising, joining, and contact page
  • There are not many images in the menu itself
Navigation
  • The navigation is very functional on all pages
  • There are a lot of tabs to click on in the main NAV there are in total of 11 tabs
  • One of the tabs takes you to a different website
Functionality
  • Everything seems to be working fine except after entering “Order Now”
  • Once entering the Order Now page the logo does not take you back to the home page
Community Building (social media)
  • Seems to be very present on social media
  • Instagram Link is the call to action on the front page which makes it seem that they really want customers to follow up with them on Instagram specifically
  • They have about 13 press interviews/articles on the restaurant

Goals and Target Audience

What are the client’s business goals for the site?
A: Based on the website content the main goals would be to increase their presence on social media and create and keep increasing locations.
Who is the target audience?
A: Any customer who enjoys hot chicken and/or spicy foods
What questions need to be answered in order to complete this project?
A: How can the website appeal more to the customers? How could the navigation be minimized for customers coming on the site to only order? What will the rebrand be and what color scheme will it consist of?
What tasks do we need to complete in order to successfully design this website?
A: Creating a new logo and name. Organizing information to try to make the menu the focal point. Creating a new color scheme to match the restaurants new branding.
What issues need to be solved?
A: Finding a way to reorganize the navigation tabs and simiplying the main navigation tabs.Creating a menu that is embedded into the website.
What is our schedule?

Competitive Analysis - Website 1

Howlin'
Visual Design
  • Heavy contrast on the website with the use of a darker color scheme
  • Looks overall modern and simple. Not overwhelming to the eye
Content
  • Home page contains lots of images on their food, locations, about us, menu, shop, and contact
  • Images are all high quality and nothing looks outdated
Call to Action
  • The main call to action is the pop up to postmates and the second is “Set up a pre-order”
Navigation
  • Easy to navigate, the website nav pops out to the right
  • There is a hamburger icon as the menu pop-out
Functionality
  • Everything works except for when clicking the menu
  • After clicking the menu it restarts you back to the homepage
Community Building (Social Media)
  • They have social media such as Facebook, Instagram, Twitter, and Yelp
  • They have a good and updated social media presence

Competitive Analysis - Website 2

Angry Chicks
Visual Design
  • The color scheme is very similar to Howlin’
  • They have a darker color scheme
  • Seems filled with lots of content
Content
  • Content consists of location posters, videos, menu, yelp reviews, and social media
  • The menu is embedded on the website however it does now show prices
Call to Action
  • The focal point of the website is in the middle billboard showing the locations as well as the top corner that shows order takeout and order delivery
Navigation
  • Good navigation there are no broken links. Everything seems to work fine
Functionality
  • Everything is functioning fine in the website and every page is linked
Community Building (Social Media)
  • They have social media such as Facebook, Instagram, and Yelp
  • They are big on showcasing their other new locations

Competitive Analysis - Website 3

The Kluckin Chicken
Visual Design
  • Lighter color scheme, using white, yellow, and red
  • The images however look muddy because they are fighting with the text on top of the images
Content
  • The content consists of about us, menu, locations, and online ordering
  • The images are now appearing in the homepage
  • The menu does not have any images on it to show the customer what it is they are eating
  • The menu also seems pretty basic
  • The logo is quite overwhelming and hard to read
Call to Action
  • Call to action is the order now on the top right corner
  • The secondary call to action would be the options for ordering take out, like uber eats, post mates, and door dash
Navigation
  • Navigation is easy to use and straight forward, there are not a lot of tabs nor are therebroken links
Functionality
  • Everything seems to work functionally fine
  • The logo does not take you back to the homepage
Community Building (Social Media)
  • They have social media such as Facebook and Instagram and seem to be present in them

Competitive Analysis - Website 4

Hawaiian Hot Chicken
Visual Design
  • Consists of a dark color scheme using yellow and black
  • Seems like a simple website not many nav features
Content
  • There is not much content only the FAQ, menu, and locations
Call to Action
  • The call to action is the order now button located in the top right corner, there is contrast with this, and the background
Navigation
  • There is no navigation on the website only to enter the delivery page or order now page which is the same link to both
Functionality
  • All the links that are shown on the website work fine
  • There are some repetitive links however
Community Building (Social Media)
  • The website only shows an Instagram page however it has not been updated in over two years
  • Overall does not seem to be big on their social media presence