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Business Type
Restaurant, Brick-and-Mortar
Backstory
Clover Food Lab is a beloved Boston-based vegetarian fast food restaurant. They grew locally at a fairly slow pace in their first 10 years. When they decided to expand, they needed to completely rethink their online presence, starting with their website.
My Role
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Conducted a comprehensive UX audit of the Clover site
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Eliminated redundancy within the site map
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Completely reimagined the information architecture of the site, created wireframe mockups of the new concept
Approach
Working alongside a team of visual, brand, and UX designers at Rise and Co., I first evaluated the existing, decade-old website and compared it with the knowledge I had of the Clover Food Lab customer experience. My goal was to elevate the website UX to the level of the in-restaurant experience, and in turn increase brand loyalty and online order transaction volume. The Clover team informed me that the text-heavy feel of their website was important to their brand, so I was sure to preserve that in my reimagined website architecture while still prioritizing modernization and ease-of-use.
Results
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200% increase in page views in first year
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100% increase in site visit time in first year
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Enhanced Clover Food Lab brand
Old --> new. Creating a simplified nav bar, reducing distraction, eliminating redundancy, and highlighting actionable website elements dramatically increased user engagement.
Whereas the previous site lacked any meaningful CTAs, I was sure to include prominent actionable elements in order to encourage user engagement and conversion.
The numbers speak for themselves. The website overhaul had a meaningful impact on Clover's traffic, and thus their business.
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