ABOUT THIS PROJECT

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.

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.

Industry

Industry

Restaurant & Dining

Restaurant & Dining

Scope

Scope

UX audit, Redesign, Performance Optimization, Conversion Improvement

UX audit, Redesign, Performance Optimization, Conversion Improvement

Timeline

Timeline

32 Weeks

32 Weeks

BBQ website mockup

The Challenge’s

Users struggled with usability, slow bookings, weak visuals, and poor mobile performance, leading to high drop-offs.

Poor UX, slow bookings, weak visuals.

Background

High Bounce Rate

Users left the site without engaging further, pointing to poor usability and unclear navigation.

Low Booking Rate

Table reservation processes were overly complex and slow.

Poor Mobile Experience

Mobile responsiveness issues led to misaligned elements and slow page load times.

Visual Disconnect

Outdated visuals and inconsistent branding lacked a lively dining appeal.

A man deep in thought
A man & woman sitting in front of the laptop
A man sitting in front of the laptop
A man sitting in front of the laptop

  • The

  • goals

  • the

  • goals

  • The

  • goals

  • the

  • goals

  • The

  • goals

  • the

  • goals

  • The

  • goals

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Our Goals

Improve performance, increase bookings, enhance usability, strengthen brand experience, and deliver seamless, responsive mobile-first interactions.

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Reduce Bounce Rate

Momentum-First Match Screen

Improve website performance metrics (bounce rate, new user acquisition, returning user engagement).

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Momentum-First Match Screen

Improve website performance metrics (bounce rate, new user acquisition, returning user engagement).

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Increase Booking Rate

45-Component Design System

Reflect the brand's lively dining ambiance visually.

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45-Component Design System

Reflect the brand's lively dining ambiance visually.

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Enhance Connectivity

Progressive Profile Creation

Enhance usability with a clean, intuitive interface.

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Progressive Profile Creation

Enhance usability with a clean, intuitive interface.

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Improve Mobile Experience

Behavioral Chat Triggers

Ensure mobile responsiveness and accessibility compliance.

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Behavioral Chat Triggers

Ensure mobile responsiveness and accessibility compliance.

Barbeque Nation Malaysia website on tablet
Logo profiles
Smile Logo
A girl sitting on the laptop

Outdated Aesthetics: The website’s design lacked vibrancy, inconsistent branding, and low-quality visuals.

Poor Navigation Structure: Essential information such as menu, offers, and outlet locations was hard to locate.

Static Content: The Absence of interactive elements like live availability updates or dynamic offers.

Complex Booking Flow: Users struggled to complete table reservations due to an unintuitive, multi-step process.

No Personalization: All users saw the same static content, regardless of their location or preferences.

The Issues We Found

Mobile Responsiveness: Elements like buttons and forms were misaligned or difficult to interact with on smaller screens.

Slow Load Times: Large image files and unoptimized code led to sluggish performance, especially on mobile.

Cluttered Layouts: The Pages appeared busy, with excessive text and unstructured elements.

Accessibility Barriers: Missing alt text, low contrast ratios, and unclear CTAs made the website less inclusive.

A man and woman discussion
A girl sitting on the laptop

Slow Load Times: Large image files and unoptimized code led to sluggish performance, especially on mobile.

No Personalization: All users saw the same static content, regardless of their location or preferences.

Poor Navigation Structure: Essential information such as menu, offers, and outlet locations was hard to locate.

Accessibility Barriers: Missing alt text, low contrast ratios, and unclear CTAs made the website less inclusive.

Mobile Responsiveness: Elements like buttons and forms were misaligned or difficult to interact with on smaller screens.

Complex Booking Flow: Users struggled to complete table reservations due to an unintuitive, multi-step process.

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.

The Issues We Found

Static Content: The Absence of interactive elements like live availability updates or dynamic offers.

A man and woman discussion

We identified usability issues, outdated design, slow performance, poor accessibility, and lack of user engagement.

Redesign Approach

We combined UX research, intuitive UI design, performance optimization, and mobile-first strategy to deliver seamless user experiences.

Addressing Icon

Addressing UX Audit Findings

A girl sitting on the laptop

  • 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.

Addressing Icon

Addressing UX Audit Findings

A girl sitting on the laptop

  • 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.

Enhancing icon

Enhancing Visual Design

Enhancing icon

Enhancing Visual Design

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Performance Optimization

File setting icon

Performance Optimization

Adding icon

Adding Value Through New Features

Adding icon

Adding Value Through New Features

Design System

We created a scalable design system with consistent components, typography, colors, ensuring efficiency and seamless user experience.

Hex | #FF6200

Hex | #FDB913

Hex | #30FC45

Icons Image
Inter images

Regular

Medium

Semi-bold

Bold

Smiling restaurant chef with folded arms
Barbeque Nation exclusive deals page on laptop

Redesign Implementation

Background
Arrow Icon

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.

Smiling restaurant chef with folded arms
Data image

Launch Strategy

Phased rollout with analytics monitoring to assess the impact of changes in real time. Integrated tools for continuous feedback collection post-launch.

We executed wireframing, prototyping, mobile-first development, usability testing, and phased launch strategy to ensure seamless, validated, and performance-driven redesign implementation.

Pages Performance

Before/After Redesign Comparison

Page

Homepage

Restaurant

Happiness Cards

What’s on BBQ

Category

Before

28%

14%

42%

42%

24%

After

93%

88%

96%

95%

87%

Barbeque Nation website mockup on tablet

The Results

Redesign improved engagement, increased bookings, reduced bounce rate, and delivered faster, smoother user experiences.

Smiling restaurant chef with folded arms

Mobile Traffic

50% Faster Load Times And Improved Layout Usability Led To 60% Higher Mobile Engagement.

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Booking conversion image
Returning users image
Users engagement image
Smiling restaurant chef with folded arms

94% Faster to Use

94% found the new website easier to use and visually appealing.

According to Google Analytics Before vs After

Barbeque Nation website performance score before optimization
Barbeque Nation website performance score after optimization
Barbeque Nation website performance score before optimization
Barbeque Nation website performance score after optimization
Barbeque Nation website performance score before optimization
Barbeque Nation website performance score after optimization
Barbeque Nation website performance score before optimization
Barbeque Nation website performance score after optimization

BEFORE

AFTER

The Barbeque Nation redesign bridged offline experience with digital presence, improving performance, engagement, and satisfaction through user-centric design, while delivering a vibrant, seamless, intuitive experience that supports stronger conversions and future growth.

Barbeque Nation website mockup on tablet

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