© Ben Design Portfolio
In collaboration with Zagat 30 under 30 and Michelin Bib chef Boby Pradachith to redesign his professional website for his pop-up event series Amone.
This case study explores the process and early stages of this digital product.
01 Empathize
Assess the issues by deeply understanding the business problem, your target users and their needs through activities like market and UX research, and synthesizing gathered insights to inform your design approach.
02 Define
Define the problems, goals, and boundaries based on what was learned about our users, refining the focus and aligning on design scope, deliverables, and timelines.
03 Ideation
In the ideate stage, brainstorm ideas, challenge assumptions, and craft solutions, producing design artifacts such as wireframes or mockups to visualize concepts.
04 Design
Produce designs into tangible mockups and prototypes, emphasizing the connection of design flows and how they address user needs.
05 Test & Refine
Iteratively test and refine designs based on user feedback to ensure continuous improvement and refinement throughout the design process.
Conducted an immersive workshop session to define clear objectives and strategies, aligning the website's direction with his vision and goals.
Defined a distinctive brand identity that authentically reflects Boby's cultural heritage and culinary expertise, incorporating visual elements and storytelling techniques to resonate with his target audience.
“Inspired by the concept of "Amone," which pays homage to Boby's grandmother and her legacy of Lao cooking and hospitality, our design concept reflects warmth and community while embracing Boby's first-generation identity.”
Conducted a comprehensive audit of existing content, evaluating its alignment with Boby's brand identity and messaging, and strategized on content optimization for improved engagement and conversion.
The examination of the current website design involved thoroughly assessing its functionality and design elements to pinpoint areas of friction and identify opportunities for enhancement, ensuring a seamless user experience.
Analyzed competitor websites for inspiration, identifying best practices and innovative design elements to incorporate into website.
Early Stage Layout of Sitemap and Content
Compared to the original sitemap (figure 1), the redesigned sitemap (figure 2) has a layout that provides users with a better browsing experience, offering a wide range of choices upon their initial visit to the website. The homepage prioritizes brand storytelling, streamlining Boby's biography, and prominently featuring other essential menu pages.
Produced mid-fidelity design prototypes to visualize and iterate on design concepts, allowing for efficient collaboration and feedback between the team and Boby to refine the website's look and feel.
The redesigned website significantly enhanced user experience, resulting in increased email newsletter sign-ups, access to request private dinners, private dinner request conversions, and brand recognition, positively impacting Boby's online presence and business growth.
“Ben highly exceeded my expectations as we were going through step-by-step in the website development with his extensive knowledge on design”
BOBY PRADACHITH
CHEF & OWNER
AMONE
Throughout the project, I found the experience both rewarding and insightful, and gaining valuable lessons to inform future projects.
