Piero's Italian Restaurant
Client
My Role
UX Design Lead
Duration
3 Months
Tools
Figma, Miro, Jira, Adobe, JASP
Project Overview
In this project, an Agile methodology was employed to create a website for a prestigious Italian restaurant in Las Vegas. Services included user research, interviews, designing mockups, theme development, coding, mobile-first design, Wordpress configuration, blog creation, and Open Table integration. Other tasks involved creating a sales pitch deck & other marketing materials, reconfiguring Google Analytics and SEO, implementing leads and conversion tracking, and managing the website launch, QA testing, and post-launch fixes. I led the design and development effort, managed stakeholder relations, and managed a Jr. UX Designer.
Problem Statement
How might we create a website for Piero's that entices new customers, enhances customer satisfaction, and increases online conversions?
Role & Responsiblities
In the project's initial phase, I analyzed data and conducted user interviews to establish context and identify common issues. While managing a Jr. UX Designer, I led research, a competitive analysis, and collected feedback to create user personas and empathy maps. This informed brainstorming for design options, user flow testing, marketing material generation, and wireframe design in Figma. Finally, I developed the website for Wordpress integration.
Agile Development Process
Agile scrum methodology was utilized for the management of this project. This involved dividing the design and development processes into separate sprints of 14 days each. This approach helped us to prioritize the most important tasks for the website launch, facilitate better communication and adaptability between the team, stakeholders, and clients, and ensure that the team met agreed upon milestones.
4 Major Features
1. Menu
Discover a mouthwatering selection of authentic Italian dishes with a modern twist at Piero's Italian Restaurant. From classic pasta favorites to chef's specials, Piero's diverse menu is authetic, award-winning, and accomodating to all dietary needs.
2. Online Booking / Reservations
Skip the hassle and secure your spot at Piero's Italian Restaurant with this convenient online booking system. Whether you're planning an intimate dinner for two or a gathering with friends, easily reserve your table through OpenTable and ensure a seamless dining experience.
3. Piero's Story
Immerse yourself in the rich legacy of Piero's Italian Restaurant, a cherished hangout for Las Vegas locals, esteemed politicians, A-list celebrities like the Rat Pack, and even legendary mobsters. As the backdrop to iconic moments in entertainment history, including scenes from the movie Casino, Piero's transports customers to a bygone era of old school Vegas.
4. Amenities & Map
Explore Piero's exclusive amenities, ranging from elegant private dining rooms for intimate gatherings to a well-stocked bar where the spirit of the Rat Pack lives on. Navigate the city's historic and culinary landscape with our detailed map, guiding you to the heart of this timeless Las Vegas gem.
The Design Process
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Discovery
In the "Discovery" stage of Piero's website design process, a thorough competitor analysis was conducted to understand the digital landscape and uncover valuable insights. User surveys were then distributed to both Piero's customers and Las Vegas tourists, providing a broader understanding of user preferences and expectations. The collected data was analyzed to identify common themes and insights, forming the foundation for the subsequent stages of the design/development process.
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Define
During the "Define" stage of the website creation for Piero's Italian restaurant, we focused on understanding user themes and insights to inform the design process. By conducting user research and interviews, we developed user personas, representing the target audience. With these personas in mind, we then crafted a concise problem statement that outlined the specific challenges the website design aimed to address, ensuring a user-centered approach to the project.
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Ideate
The "Ideation" stage of the website creation process for Piero's saw the team participating in facilitated brainstorming sessions to generate innovative ideas. We then organized the gathered information and identified key user tasks to ensure a user-centered design approach. By drafting user journeys, we were able to visualize the paths users would take on the website. Additionally, we thoroughly evaluated web hosting options to choose the most suitable solution for the project's needs.
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Design
In the "Design" stage,the team developed initial design ideas and translated them into sketches based off the research findings and theme development. Moving forward, we started with simple sketches of the UI, moved on to wireframes, and then created low- and high-fidelity mockups in Figma, ensuring WCAG 2.0 compliance for accessibility and responsive design across devices. Prototypes were then initiated in Figma to visualize the user journey and refine the design further.
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Testing
The "Testing" stage of the website creation process for Piero's Italian restaurant involved rigorous evaluation to ensure optimal user experience. Usability testing was conducted with real users, gathering valuable feedback and insights. A/B testing was employed to compare different user flows and identify the most effective design choices. The website's impact was remarkable, resulting in a significant increase in table reservations and event bookings. Additionally, Piero's achieved high organic SEO rankings, ranking prominently as the 3rd best Italian restaurant in Las Vegas without paid advertising.
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With More Time...
With more time available, I would focus on the following key aspects:
Develop a Secondary Persona:
Expand user focus by creating a secondary persona, allowing for more feature development tailored to their needs.Test Impact of Google Ad Words Campaign:
Investigate how a Google Ad Words campaign would affect website visibility and search rankings, improving online presence.Additional Research into Customer Segments:
Conduct further customer research for valuable insights into preferences, aiding in menu planning, targeted marketing, and an enhanced web experience.
Reflections
- Captures the essence of Piero's authentic Italian cuisine, tradition, and family values
- Design mockups, developed site theme, and code implementations
- Mobile-first development and WordPress configuration
- Open Table API and Gift Local integration
- Creation of a Piero's pitch deck for sales presentations
- Reconfiguration of Google Analytics, SEO, and search console
Want to work with me?
Feel free to contact me!
