Redesign existing website for Reimpact Startup Summit which included marketing material, style guide and a brand icons set.
Existing web site traffic 20 web/80 mobile split. The stakeholders didn't have resources to create an app, so I focused on creating a responsive website because the mobile traffic was high.
Increasing sign ups for the Summit.
Based on the current web traffic split I designed a responsive web site to drive more sign ups for the Summit.
The product experience was heavily influenced by the UN’s Sustainable Development goals. I leveraged their color palette and iconography for consistency & easy visual recognition within the industry.
Design elements in the product Consistent CTAS to simplify the conversion process.
Distinct visual elements that align with Reimpact’s logo.
Clear groupings for purchasing passes to the summit to drive.
A contact form for site visitors to leave their contact info & ask questions or subscribe for more event details.
The decision to design a responsive website will more traffic, specifically mobile traffic given our understanding of the current 20/80 split in favor of mobile at the beginning of the project.
We aim to drive more traffic because we believe that higher traffic leads to increased registration & ultimately revenue for the event.
Is building a native mobile app (although more resources are required) a better investment than responsive web? You can use the app during the summit, you can leverage mobile notifications, and it’s faster to find the mobile app on your phone vs. typing in the URL every time.
My first idea of making the website better was to add an opportunity to make an order directly through their website. I thought it would be less confusing to people to stay on the main site to make an order.
I’ve started working on this project right when we all were in our first weeks of shelter-in-place rules. That’s why I decided to conduct a survey to understand how people want to order their food in this new environment.
I did a research on Facebook to find out groups with people talking about their food delivery experience.
I put there most important questions, like how often they still have food from restaurants, whether they prefer take out or delivery, what could affect their choice and which order services they prefer.
"Firstly, people have no preference between delivery or take out"
"Most of the responders use Google Search or Yelp to find restaurants and make an order"
"It should be crucially important that the restaurant page looks good"
I decided to select a smaller group of people and interviewed them to get more quality information.
I had many valuable answers, but there was one very special that helped me to understand how I could make that website better.
The main concern from all those people I talked to was the lack of real life experience.
That’s why it was very important to re-create that environment on the website, to make people think they are almost in that restaurant. The best way to achieve that is to add visual information. In my case it were photos of most popular positions from menu.
There were two other popular sushi restaurants in my area. I also decided to add one more restaurant from a similar cuisine that had a pretty good website.
One of the main results from it was that some of those restaurants had the opportunity to make orders directly from the website.
This correlated with the survey results and could be really a good point for my website design, but as I had no chance to talk with the stakeholders I decided not to proceed this way. There could have been business reasons to have partnership with Grubhub.