Project Type
Landing Page Concept
Role
UX Designer (2 Months)
Services Provided
UX Research
Wireframing
Branding
Tools Used
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Designed a high-fidelity landing page for a luxury West Indian restaurant, prioritizing user-centered design.
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Developed several assets (style guides, logos, high-fidelity mockups) for the restaurant, ensuring consistent branding.
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Interviewed Caribbean and non-Caribbean users to define brand identity, target audience, and restaurant atmosphere.
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Provided user-friendly solutions for online ordering and real-time reservations
The Problem
West Indian cuisine is simply not popular or accessible outside of Caribbean communities on the East Coast. This creates a unique market opportunity:
There is a high demand for Caribbean culinary experiences, but a severe lack of accessible, premium venues to fulfill it.
The Research
I needed to communicate with users directly to find the ideal customer base, and ascertain clear wants for this cuisine.
I conducted interviews with users between the ages of 20-35, discussing their eating, travel & dining preferences. Some questions included:
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What's your opinion on Caribbean cuisine?
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What was the BEST restaurant experience you've had so far?
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When you think "getaway" or "escape" what comes to mind?
Key Insights
Studies shown that the sample of users:
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Generally enjoy West Indian cuisine whenever they have access to it.
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Prefer to eat at later times of the day; dining out in evening hours.
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Appreciate restaurants that offer them an exceptional ambience
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Love to travel to destinations with tropical climates for a getaway.
These questions made clear this shouldn't be just a Caribbean restaurant, but could very well be someone's defining experience with West Indian culture. From there, I asked myself:
What would the definitive, premium West Indian dining experience look like?
After speaking with potential clients, I leaned into competitive analysis of different restaurant/lounges and their websites.
Meet the User
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The Designs
Ver. 1 Wireframes
The foundations for Golden Point began here, where users can view a menu, make orders for delivery/carryout, and book reservations via a "quick scheduler" without needing to leave the homepage.
Ver. 2 Wireframes
The most important updates here were the copy for the landing page being drafted and the information hierarchy established.
Moodboard
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From here, Golden Point's visual identity began to take shape, and from several moodboards came a complete style guide.
Logo Concepts
My first iterations of Golden Point's iconography started with a simple idea, a minimalist, modern approach to the Golden arrowhead, the heart of Guyana's flag and the namesake of the brand. I knew from the beginning that I wanted a golden arrowhead to represent the brand. With the second set of designs, I started to nail down a sleeker, elegant look befitting the brand's premium presentation
The Results
Final Style Guide
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Next Steps & Conclusion
For future updates, I'd love to flesh out this project beyond a landing page, and turn Golden Point into a not just a website, but a experience with a physical presence as well. Some ideas that immediately come to mind are:
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Menu Mockup with Illustrations
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Implementing new About Us, Contact, & Locations Pages on Website
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All New 'Pantry' online shop with Shippable Products nationwide.
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Branding Concept for a Mobile Food Truck visiting cities across the country.
With a strong visual presentation, it was an enjoyable experience bringing Golden Point to life. It remains one of my favorite projects to this day, as it was one of the first experiences where ideas turned from 0 to 1.
