Anthony's Kitchen Design Challenge
- Figma
- UX/UI Design
- Marketing and Branding
Overview
This design challenge is part of my Web Design and Usability course from NAIT's (former) Digital Media and I.T. program.
Challenge Statement
"Anthony would like you to design a landing page that would help engage visitors enough to regularly use his website for their recipe needs."
Ideation
On my research phase, I looked at popular recipe sites (like Tasty) and noted some design patterns. The websites I used for inspirations had common patterns like friendly faces, mouth-watering food images, recipe categories, and featured recipes from contributors.
And to keep the users engaged and encourage regular visitation, I decided to implement sections on the landing page that can potentially increase conversion. Sections include...
- Weekly Featured Recipes
- A call-to-action for users/community members to submit their recipes
- Recipe catalogue section
- A brief introduction to Chef Anthony
Branding
My branding goal for Anthony's Kitchen is to evoke a sense of warmth, approachability, and trust. Hence, I opted to use a friendly second-person voice for the heading texts as if Anthony itself is talking to the users.
Logo Story
The logo features the brand name “anthony’s kitchen” in a cursive font like it was handwritten. It evokes a sense of "personal touch", which reflects the overall purpose of the website— a platform where people can share their personal recipes. Behind the text is a chef’s hat adding a playful visual cue that signals that the website is all about food.
UX/UI design process
For the visual communication, I used warm pastel colors for a minimal and clean look. I also incorporated a lot of organic shapes to bring softness to the UI.
To increase conversion and enhance user experience, I included call-to-actions such as...
- Encouraging users to view the featured recipes of the week
- A button to take users to a page where they can submit their own recipes
- A section where users can browse recipes by categories or instantly search for a specific dish
- A brief introduction to Anthony and his achievements, prompting users to go follow his instagram page
Results
Long story short, I got an A for this project and compliments on the attention to detail 😎
Here is a preview of the desktop wireframe
Yes! It is also mobile friendly. Full project here
