FIORE PIZZA
FIORE PIZZA
FIORE PIZZA
Culinary Crafts
The Problem:
Culinary Crafts is Utah's premier catering company. They've won 16 “Best of State” Awards for Catering. They are known for creating a unique experience with the best foods you'll ever taste. Presentation is extremely important. They've built their reputation and brand around around it. The problem was their current website didn't reflect that experience. They had been recognized with numerous awards, but when people went to their website, that level of craft wasn't being communicated. Here are some screenshots of their old site.
Research
We wanted to redesign the experience to create something more elegant to achieve their business goal, but I also wanted to create a delightful experience for their users. In order to gain this insight, I looked at the problem through two of their most popular users: people looking to book a wedding and people looking to book a corporate event. I thought the experience would be different for each person so I began to ask people who were in those types of scenarios. This is what I found out from people who booked a caterer for a wedding:
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People booking weddings wanted to create a memorable experience to last a lifetime.
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People booking weddings wanted their guests to remember something unique
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People booking weddings wanted those details handled so they could focus on making memories with family and friends. They didn’t want to worry about food. It was their special day.
Here is what I learned about people booking a caterer for a corporate event
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People in charge of booking corporate events wanted to look good in front of their boss
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People in charge of booking corporate events wanted to create a rewarding experience for their staff. They wanted to express how much they cared for their employees.
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People booking corporate events wanted to show their boss they saved money, but they didn’t want it to look cheap.
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Customer service was also important to them. Some people noted that some caterers weren’t very friendly and even though they were cheaper, they never hired them again.
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With those things in mind, I set out to create two different experiences. I looked at telling those two different stories through design. First, I looked at the wedding experience. The current design wasn’t telling that story that resonated with users.
Weddings
When redesigning the wedding section, we first started looking at what was currently being communicated.
When we looked at what people were saying was important to them when booking a wedding, a felt their previous site was missing a lot. Also, showing off Culinary Craft’s unique and elegant catering services weren’t being represented. We set out to tell that perfect day and how Culinary Crafts would provide that experience. Here is the design I came up with:
I wanted to create something elegant so I started with typography to tell that. The gold font paired with either a cream or black background offered that experience. I also used a body text that was more classy but still maintained its readability.
The previous design had no headlines and no text hierarchy. I changed that up by writing some headlines that connected to what people mentioned was important to them when booking a wedding. My goal was to tap into a more emotional experience.
Corporate events
When designing the corporate experience, We looked at what was important to users when booking a corporate event. Users wanted to look good in front of their boss and they wanted to book something unique that employees would remember. We looked at the previous experience and analyzed what was being communicated. Here was the old design:
The first thing we looked at was the top image. It was wasted real estate. It was taking up all this room and wasn’t showing off any food or the unique experience that Culinary Crafts provided. We decided to use an image that more represented that experience. Then we proceeded to really tell the Culinary Crafts story and create that rich experience. Here's what we came up with:
