Pesonna Kitchen
Client Info
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Pesonna Kitchen is dedicated to providing healthy catering services for businesses.
Category
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Brand Design, Landing Page
Goals
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To enhance user convenience in placing orders and to streamline the administrative tasks of adding, editing, and removing products, catering to marketing requirements as well.
Role
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UI/UX Designer
Duration
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Aug 2021 - Sep 2021
Status
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Done
Understanding The Challenge
Showcasing User-Centric Design: Indonesia's Healthy Food Experience
After conducting interviews with clients, it was clear that they desired a visual identity distinct from other health-focused eateries. The restaurant's menu features healthy Indonesian dishes as the recommended options, along with a selection of international offerings.
After conducting interviews with clients, it was clear that they desired a visual identity distinct from other health-focused eateries. The restaurant's menu features healthy Indonesian dishes as the recommended options, along with a selection of international offerings.
Creating Simplicity and Friendliness
Their focus was on catering to health-conscious individuals spanning across generations, from Gen Z and Millennials to Gen X and Baby Boomers. The clients required a straightforward interface with a limited number of menus to prevent overwhelming website visitors.
Their focus was on catering to health-conscious individuals spanning across generations, from Gen Z and Millennials to Gen X and Baby Boomers. The clients required a straightforward interface with a limited number of menus to prevent overwhelming website visitors.
Competitor Analysis
REMEMBER: Every brand has its distinct business goals. I will craft this design with a focus on achieving Pesonna Kitchen's business objectives while ensuring user-friendliness for all.
I selected prominent websites within the Healthy Catering category as design references, and I've highlighted three of them below. Click on the links to access the analysis:
Proposed Features
Simplicity and Friendliness
The catering business model typically involves orders placed by a company representative, often for lunch, meetings, and events. It's possible that orders from a single company may vary based on the event, or due to changes in personnel.
To simplify the process for users to understand the website's flow:
1) Browse the menu
2) Choose desired products
3) Specify quantity of products
4) Provide customer's name, company address, and the customer's cellphone number
5) Click 'Order'
The catering business model typically involves orders placed by a company representative, often for lunch, meetings, and events. It's possible that orders from a single company may vary based on the event, or due to changes in personnel.
To simplify the process for users to understand the website's flow:
1) Browse the menu
2) Choose desired products
3) Specify quantity of products
4) Provide customer's name, company address, and the customer's cellphone number
5) Click 'Order'
Simplifying Menus and Amplifying Call-to-Action
Based on the outcomes of competitive analysis, a website featuring clear, concise, and informative content significantly aids users in making swift decisions. Here, I present the proposed menus for the website:
1) Home:
Fulfilling promotion requirements and providing service information.
2) Menu:
Here's the primary website flow where you can browse and order products.
3) Contact:
To facilitate further user engagement, which is equally important, I will enhance the visibility of CTAs by emphasizing elements like pricing, buttons, categories, and more.
Based on the outcomes of competitive analysis, a website featuring clear, concise, and informative content significantly aids users in making swift decisions. Here, I present the proposed menus for the website:
1) Home:
Fulfilling promotion requirements and providing service information.
2) Menu:
Here's the primary website flow where you can browse and order products.
3) Contact:
To facilitate further user engagement, which is equally important, I will enhance the visibility of CTAs by emphasizing elements like pricing, buttons, categories, and more.
Information Architecture
Information Architecture
Taking into consideration the features and content, I proceeded to develop the website's structure.
View Information Architecture
Taking into consideration the features and content, I proceeded to develop the website's structure.
View Information Architecture
Design
Next up, I dived into crafting the design! The standout source of inspiration? The iconic banana leaf! Big kudos to the banana leaf (a true representative of Indonesian culture) for fueling this creative endeavor.
View Full Design
Next up, I dived into crafting the design! The standout source of inspiration? The iconic banana leaf! Big kudos to the banana leaf (a true representative of Indonesian culture) for fueling this creative endeavor.
View Full Design
Visual Style Guide
Evaluation
Reflection
I put my heart into my initial design project and gained a wealth of knowledge. Moving forward, I aspire to engage in usability testing with stakeholders and perform QA on the developed UI. I look forward to the chance to collaborate with them again and enhance communication.
I put my heart into my initial design project and gained a wealth of knowledge. Moving forward, I aspire to engage in usability testing with stakeholders and perform QA on the developed UI. I look forward to the chance to collaborate with them again and enhance communication.
The Vital Essence of Collaboration
Achieving aligned goals necessitates cooperation, as it paves the way for shared expectations. Alongside collaboration, effective communication stands as the cornerstone of project success.
Achieving aligned goals necessitates cooperation, as it paves the way for shared expectations. Alongside collaboration, effective communication stands as the cornerstone of project success.
Eliminating Wait Times
Awaiting a response from the admin can be quite time-consuming, particularly during urgent situations. We also understand that the admin cannot always instantly respond to messages and process orders. This website presents a solution that benefits both users: ensuring time efficiency and enhancing work effectiveness – aspects highly valued by users.
Awaiting a response from the admin can be quite time-consuming, particularly during urgent situations. We also understand that the admin cannot always instantly respond to messages and process orders. This website presents a solution that benefits both users: ensuring time efficiency and enhancing work effectiveness – aspects highly valued by users.
Complementing a Strong Website with Effective Advertising
A well-crafted website requires effective advertising support. To identify the most suitable marketing strategies, I conducted a comparison of two popular healthy catering websites using Google Analytics data:
A well-crafted website requires effective advertising support. To identify the most suitable marketing strategies, I conducted a comparison of two popular healthy catering websites using Google Analytics data:
A) Gorry Gourmets
B) Burgreens
The insights derived from Google Analytics regarding the advertisements on the two websites reveal distinct characteristics.
Burgreens with its visually appealing website and enticing products, particularly caters to burger enthusiasts and vegetarians, especially among the millennial and Generation Z demographics. Remarkably, Burgreens relies solely on organic marketing efforts through its website and places a strong emphasis on building its Instagram audience.
On the other hand, Gorry Gourmets employs a combination of paid advertising and SEO strategies. They also actively market their products on Instagram. Furthermore, Gorry Gourmet's presence on various marketplaces and online platforms allows them to reach a diverse user base from all corners.
Each approach has its own set of advantages and drawbacks, with the choice of marketing strategy being contingent upon the specific business goals pursued.
Burgreens with its visually appealing website and enticing products, particularly caters to burger enthusiasts and vegetarians, especially among the millennial and Generation Z demographics. Remarkably, Burgreens relies solely on organic marketing efforts through its website and places a strong emphasis on building its Instagram audience.
On the other hand, Gorry Gourmets employs a combination of paid advertising and SEO strategies. They also actively market their products on Instagram. Furthermore, Gorry Gourmet's presence on various marketplaces and online platforms allows them to reach a diverse user base from all corners.
Each approach has its own set of advantages and drawbacks, with the choice of marketing strategy being contingent upon the specific business goals pursued.
