Background

Opening its doors in 2011, The Bar at 327 Braun Court has been a hidden gem in Ann Arbor for the past decade. It's one of the last remaining bars in the Kerrytown Area of downtown Ann Arbor. The owner, Eric Farrell, has kept the doors open during COVID-19 through countless challenges. It offers high-end cocktails in a very hidden and intimate setting.

As the bar reconstructs its kitchen, they are expanding it to include appetizers, ice cream, and pizza. Since its opening the bar has not been able to give attention to its rather simple website due to funds and time. A few years ago it invested in an e-commerce pre-built website template, but it limited the design and story of the bar.

The vision is to redesign the website for both mobile and desktop screens to increase sales and optimize it for ordering food.
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The Bar at 327 Braun Court hopes of being a third space: "a place that isn’t home, or work. A place without TV, but with great music and lighting where you could meet and TALK with friends without the distractions of the outside world."
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- Eric Farrell (owner)

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Evaluating the current website

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So, what now?

Completely revamping the bar's digital experience for both mobile and desktop screens will:
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1.     Improve chances of increasing sales,
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2.    Provide a better resource with the bar’s information
      (including an expanded menu)
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3.    Allow customers to order online for pickup.
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RESEARCH

Client Interview Insights

Competitive Analysis

After analyzing popular local restaurants in Ann Arbor and other well-known chains, I was able to gather a set of features that these websites each contain. After reviewing the Baymard Institute research guidelines, I was able to identify things to avoid and things to implement for a website focused on ordering food.

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Persona

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TIME TO REDESIGN

Online Checkout Experience- User Flow

The way the current website is set up does not allow its users to view a menu or make an order online. After researching other websites, I came up with the user flow of the added ordering feature I plan to implement.

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Visiting the Bar
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After visiting the bar, I was able to talk to the owner about what he envisions for his business and what he wishes to be conveyed through the redesign. I was also able to get a sense of the vibe and get inspiration for the things I wanted to bring into the redesign. With this, I was now ready to work towards a solution!

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Sketching out New Pages