Project Type: Web Design
Role: Co-Web Developer
Unsolicited Client: Luci’s Chicken N’ Rice
Skills:
- Market research
- UX research
- Graphic design
- UX design
- SEO strategy
- Web design
Summary:
As a growing local franchise, Luci’s Chicken N’ Rice is well known in the area. Their four locations served a variety of fried foods across DFW.
As a class project, I worked with my developer partner, Daisy Castillo, to create an online presence to connect their locations and represent their brand image.
My Responsibilities:
During this project, I was responsible for the UX design and information architecture of the website.
Overview
Background:
Luci’s Chicken N’ Rice is a North Texas fast food restaurant that was launched in 2009.
Over the years, they have expanded from a single location to five locations across the DFW metroplex. They operate individually without any online presence or technology integrations.
The Challenge:
Luci’s Chicken N’ Rice has grown a large following among their individual locations. It is common to see a line wrap around the building on a Friday evening. However, they have not utilized the advancements in technology and brought their business online. Our goal was to create a website that would distinguish them from the competition, enable customers to connect with the company and allow online ordering.
Research
Competitive Analysis:
I next turned to study competitors to get familiar with fast food websites and online ordering platforms. I have studied the following websites, taking notes for Luci’s: Wendy’s, Chipotle, McDonalds and P. Terry’s.
The insights that I’ve gained from this analysis:
- Menu/Order button in the top navigation layer
- Have the contact information for each location organized
- Live updating order sidebar for customers to track their order and total
User Personas:
Meet Corey
Goals/Needs:
- Maintains a strict time schedule with school and work
- Orders food for specific time
- Fast food is a convenient option for on-the-go
Pain Points:
- Has accidently order online from the wrong location
- Usually uses the drive-thru for convenience
Meet Melissa
Goals/Needs:
- Make sure that her family has everything they need and want
- Has a full-time job
- Looks for compromises to balance work and home life
Pain Points:
- It is difficult to pick up a large family order through the drive-thru
- Does not download apps for restaurants
Information Architecture
Sitemap:
Cross-promotion is an important part of the website strategy, so the sitemap includes the main navigation pages as well as secondary links and call-to-actions.
User Flows:
To create a well-informed food ordering system, I analyzed the user flow and created this diagram to see how users would navigate the website.
Low-Fidelity Wireframe:
The Solution
Brand System:
Website & Branding:
