ZeroCater Marketing Website
About ZeroCater
With a mission to build a better workplace through food, ZeroCater is on the path to becoming the #1 food company serving the workplace. Founded in 2009, ZeroCater has become a leading provider of office catering and snacks, serving companies of all industries including Pagerduty, Salesforce and Cisco Systems.
Background
We needed to redesign our company website in order to bring freshness to our brand and introduce the new product(Dashboard).
Responsibility
UX/UI, Visual Design, Prototype, User Test
Problem
Missing Contents
We launched a new dashboard that provides a personalized experience that gives our clients full visibility into their company’s food program. We had to find a way to introduce the new system on our website.
Unintuitive UI
Inconsistent layout, imagery, typography and UI components caused poor user engagement and confusion. The traffic and the conversion rate decreased.
Information Overload
Too many unnecessary texts and imagery made users to lose interest.
Goal
New Contents
Redesign the website with the latest contents.
Unified Design System
Create a new style guide that can be used for the website and the dashboard. Lead the direction for our design team to ensure consistency and accuracy.
Simplified Information
Simplify the information by removing all of unnecessary texts and images.
Process
Step 1Sitemap
We came up with the new sitemap for the company’s website. I worked closely with the product marketing team to provide a great user journey.
Step 2New Contents & Wireframes
I had to find a way to introduce our new product onto the company’s website. This problem required that I work closely with the product marketing team. Our team created the documents that has all of the new contents and I created the wireframes based on the documents.
Step 3Visual Design
I redesigned the website with the new UI components and the supporting images based on the new style guide.
Step 4Prototype
I created InVision prototype for user testing.
Step 5User Test
Our design team collected feedbacks from the clients and the product/engineering team. I made design updates based on the feedback.
Step 6Finalization
I handed off the final design to the engineering team. We had daily/weekly meetings to make sure everything works perfectly.
Supporting Graphics
The new incorporated system worked based on ratings and feedback from clients. In order to introduce ZeroCater as a tech-driven catering company, I came up with the 50(Food):50(Tech) concept for the supporting images and css animations.
Final Design
Result
Traffic(45% up) and conversion rate(35% up) increased significantly.
The website has strong brand identity & message.