As a result of a Squarespace template built quickly, the previous website lacked originality in navigation structure, user guidance, and clear call-to-action, among other essential elements.
My approach involved starting from scratch, but maintaining the general website structure, analyzing the competition, identifying the target audience, and creating a website more aligned with users' needs. A new look was established for Little Lady Chef as well.
As part of my research, I googled Chefs within Annie's (the Chef behind Little Lady Chef)area, and I found that there were very few personal branding, originality, and user experience best practices. In order for Annie to stand out, I wanted to help establish and maintain a strong brand, and ensure that the user may navigate around the website easily.
As a result of my research, I was able to define two main user archetypes depicting the goals and frustrations of the users. These behavior archetypes helped me define the website roadmap and content strategy.
To improve the redesign, I started from scratch and built upon the foundational structure; the website was simpler, but I wanted to emphasize CTAs throughout the website to better guide visitors through the process of enquiring about the Little Lady Chef services.
After ideating, these were the final deliverables on the low-fidelity wireframes.
Having highlighted the most important information above the fold, I wanted the rest of the page to be a sneak peek at Little Lady Chef.
Here is the chance to tell the visitor a little more about the chef. As soon as they've read about her, users are encouraged to check out her recipes.
The Little Lady Chef is listed in a clean, minimalistic, and easily scannable layout, with images supporting the copy and enticing the users to trust in her competence.
With a unique and playful layout, viewers are able to find their desired sections based on what food they enjoy.
The final deliverables included 7 pages designed and developed in Squarespace 7.1, including responsive screens for iPad and mobile.
Since the launch of the website there has been an increase of 82% visitors with a conversion rate of 11%, inquiring about Little Lady Chef’s services.