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Overview
Barbeque Nation, a pioneer in live-grill dining experiences, offers a memorable in-restaurant experience to its customers. However, its website fell short of providing the same seamless and delightful digital journey. To address issues such as high bounce rates, low conversion rates, and inconsistent usability, we conducted a comprehensive UX audit and implemented a redesign focused on optimizing performance and user experience.
Why Redesign?
What We found
Usability Issues
Complex Booking Flow: Users struggled to complete table reservations due to an unintuitive, multi-step process.
Poor Navigation Structure: Essential information such as menu, offers, and outlet locations was hard to locate.
Visual Design Gaps
Outdated Aesthetics: The website’s design lacked vibrancy, inconsistent branding, and low-quality visuals.
Cluttered Layouts: The Pages appeared busy, with excessive text and unstructured elements.
Performance & Accessibility Concerns
Slow Load Times: Large image files and unoptimized code led to sluggish performance, especially on mobile.
Mobile Responsiveness: Elements like buttons and forms were misaligned or difficult to interact with on smaller screens.
Accessibility Barriers: Missing alt text, low contrast ratios, and unclear CTAs made the website less inclusive.
Lack of User Engagement
No Personalization: All users saw the same static content, regardless of their location or preferences.
Static Content: The Absence of interactive elements like live availability updates or dynamic offers.
redesign approach
Addressing UX Audit Findings
The UX audit findings guided our redesign decisions:
Streamlined Navigation: Redesigned the menu structure to ensure users could quickly find key features (e.g., reservations, menu, offers).
Optimized Booking Flow: Simplified the table reservation process with a step-by-step guide and live availability updates.
Feedback and Validation: Incorporated real-time feedback mechanisms to reassure users during actions like booking or submitting forms.
1
Enhancing Visual Design
Modernized Aesthetics: Used a vibrant color palette, high-quality food images, and clean typography to reflect the lively dining atmosphere.
Consistent Branding: Ensured uniformity in colors, fonts, and imagery across all pages.
Decluttered Layouts: Simplified content presentation for better readability and visual hierarchy.
2
Performance Optimization
Compressed images and minified code to achieve faster load times.
Implemented responsive design principles to deliver a seamless experience on all devices.
Enhanced accessibility with proper alt text, improved contrast, and keyboard navigation support.
3
Adding Value Through New Features
While staying true to the core purpose of the website, we introduced minor features to enhance usability:
Interactive Menu: Added filters for vegetarian, non-vegetarian, and dietary preferences.
Live Offers Section: Created a dedicated space for time-sensitive deals and promotions.
Enhanced Locator Tool: Improved the outlet locator with search-by-city functionality and map integration.
4
Redesign Implementation
Wireframing
Low-fidelity wireframes helped visualize the revised navigation and layout.
Prototyping
High-fidelity prototypes simulated the updated booking flow and menu browsing experience.
Development
Adopted a mobile-first development approach to cater to the majority of users.
Testing
Conducted usability testing sessions with target audiences to validate changes before launch.
Launch Strategy
Phased rollout with analytics monitoring to assess the impact of changes in real time. Integrated tools for continuous feedback collection post-launch.
Results & Success Metrics
Bounce Rate
38
%
Decreased By
Bounce Rate
45
%
Increased By
Bounce Rate
27
%
Improved By
Bounce Rate
32
%
Increased
Mobile Traffic
50% faster load times and improved layout usability led to 60% higher mobile engagement.
Customers
94%found the new website easier to use and visually appealing.
4.8
+
With Over 100+ successful project
Before & After
According to
Redesign Comparison
Pages Performance
Page
Homepage
Restaurants
Catering
Before
28%
14%
42%
42%
24%
After
93%
88%
96%
95%
87%
Conclusion
The redesign of Barbeque Nation's website successfully bridged the gap between their exceptional in-restaurant experience and their online presence. By addressing UX audit findings and focusing on user-centric design, the project delivered measurable improvements in performance, engagement, and satisfaction. The new website not only reflects the brand’s vibrancy but also provides a seamless, intuitive, and delightful experience for users, setting a strong foundation for future growth.
