JackElderDesign
JackElderDesign
JackElderDesign
Wagamama website redesign
Wagamama website redesign
Wagamama website redesign
01
01
RESPONSIBILITIES
UI
UI
UX
UX
ART DIRECTION
ART DIRECTION
DELIVERABLES
Responsive website
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INTRO
The Japanese high street restaurant chain wagamama came to Born to reimagine their .com experience. With a lack of growth in recent years, wagamama needed to refresh and optimise their online offering.
The Japanese high street restaurant chain wagamama came to Born to reimagine their .com experience. With a lack of growth in recent years, wagamama needed to refresh and optimise their online offering.
The existing experience had become stale, and poorly managed - leading poor customer retention, low functionality and a brand message which was failing to resonate with the target consumer.
The existing experience had become stale, and poorly managed - leading poor customer retention, low functionality and a brand message which was failing to resonate with the target consumer.
PROJECT CHALLENGES
Establish an online brand identity which resonates with core demographics
Establish an online brand identity which resonates with core demographics
Accelerate sales with all new Click & Collect functionality
Accelerate sales with all new Click & Collect functionality
Create a future-facing design system from he ground up
Create a future-facing design system from he ground up
Deliver out-of-scope UX design thinking
Deliver out-of-scope UX design thinking
KEY DEMOGRAPHICS
Keeping in mind these four target demographics was key to creating a website that would appeal to those using not only in a functional sense, but also one that would elevate and uphold the wagamama brand.
Keeping in mind these four target demographics was key to creating a website that would appeal to those using not only in a functional sense, but also one that would elevate and uphold the wagamama brand.
01
Student Z
Younger customers found in larger cities, often students. These customers are digital natives living active lives both online and offline,.
02
Family Loyalists
High frequency diners who visit wagamama as part of a broad repotoire of branded restaurants.
03
Fuss free Weekenders
Mid-aged, mid income customer who tend to use wagamama sites in cities.
04
Prospourous Pensioners
Typically visiting Wagamama in a large provincial cities at weekends. These customers make healthier choices and are less tech-savvy.
LOUD QUIET LOUD
Moments of playful, expressive typography which reference a brutal aesthetic were paired with powerful brand imagery to create a bold visual language - one that was aimed at younger, key demographics but never so much it would alienate other target audiences.
In areas where more functional, efficient design was called for a Swiss style inspired typography and layout was introduced.
Moments of playful, expressive typography which reference a brutal aesthetic were paired with powerful brand imagery to create a bold visual language - one that was aimed at younger, key demographics but never so much it would alienate other target audiences.
In areas where more functional, efficient design was called for a Swiss style inspired typography and layout was introduced.
Wagamama is all about passion and energy in their food - motion was experimented thoroughly throughout the process to articulate that energy and passion and draw attention to key areas of the design.
Wagamama is all about passion and energy in their food - motion was experimented thoroughly throughout the process to articulate that energy and passion and draw attention to key areas of the design.
ALL NEW CLICK & COLLECT
FUNCTIONALITY
ALL NEW CLICK & COLLECT FUNCTIONALITY
ALL NEW CLICK & COLLECT FUNCTIONALITY
With the company's growth not quite matching it's projections in recent years focus was put on creating a best-in-class Click and Collect process.
When designing this functionality it was essential we made for a quick and effortless journey from deciding what products the user wanted right through to purchasing.
With the company's growth not quite matching it's projections in recent years focus was put on creating a best-in-class Click and Collect process.
When designing this functionality it was essential we made for a quick and effortless journey from deciding what products the user wanted right through to purchasing.
Design System
A comprehensive design system was created along with extensive documentation. This framework allowed for us to express the heart and soul of our visual language and act as a source of truth for the wagamama.com experience
A comprehensive design system was created along with extensive documentation. This framework allowed for us to express the heart and soul of our visual language and act as a source of truth for the wagamama.com experience
IN CONCLUSION
It was great working on such a fast paced, exciting project. The team really place to tackle some of the challenges along the way.
It as a fully collaborative project, harnessing a great relationship with the client to achieve our intended goals.
It was great working on such a fast paced, exciting project. The team really place to tackle some of the challenges along the way.
It as a fully collaborative project, harnessing a great relationship with the client to achieve our intended goals.
