Damn Delicious

Hospitality Consulting

Role

That's Damn Delicious needed to update their web experience to be modern, intentional and easy to understand. Providing details and clear call to action options will benefit the user experience and increase site engagement

Research, Information

Interaction & Visual Design

A service providing innovative and strategic ideas to the hospitality industry in NYC

Goal

Redesign the flow to contact the business owner, display clear contact and service information and update the site experience overall to increase user engagement

Problem

That's Damn Delicious was experiencing a high bounce rate from their website, nearly 85% of visitors were leaving or idle without visiting more than one page. I formulated the hypothesis, because of the poor information architecture and the poor representation of a hospitality consultant site, visitors were confused and left the site.

Discovery

A competitive analysis of 3 local competitor websites helped to identify trends, typical information provided and noticeable features to implement. A high-end hospitality group, a sports bar and restaurant focused group and a personal chef consultant. I was able to identify similar features and important changes to adapt to the Damn Delicious site.

Competitor features idenitified to be useful

Images of food/restaurant & owner
Clear CTA
A menu option for site users

Defining terms for a hospitality consultant website
Contact and social media buttons
HQ images and menus for easier navigation

Design

Concluding the research, I created lo-fi designs with the following changes:

Navigation bar implemented with clear call to actions
Menu feature added
Contact button added on home page
Contact and social media information added to footer

Results

Lo-fi designs were incorporated into the final product displayed below. A recent site report indicated a decrease in bounce rate. Visitors appear to be engaged and interested with the updated features added to the site.

Link to website

Next steps

Build a marketing plan to increase site visits from web searches, Facebook ads, Instagram, etc.
Monitor the following site metrics:
- new and repeated visitors
- duration and page views of user visits
- Messages received

What I learned

Properly displayed information can help increase user engagement for your website
Having HQ photos clear CTA options will increase user trust of the site
Not all competitors are the same, understand your user before comparing

Thank you for visiting

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