Redesign Of Website “Wagamama”: Assignment Report

Introduction

Having a website and, in general, an online presence strategy allows you to market a business online. There is a variety of marketing strategies that can be used to advertise and market a business. A website is vital because it helps establish credibility as a business. Therefore, this assignment will focus on research problems found in the online address ‘Wagamama.com.cy.’ The problems that will be stated and found will be mentioned in this document, the reason why they are bad for business and also the continuation of the project about re-creating those sections into a more professional background for a well-running restaurant. However, the entire project will remain only in the boundaries of UCLan Cyprus. The main problem is that the existing website is not updated, not well structured, and confusing. The website was created in 2007 with HTML/CSS ( Unknown Company) and has been updated in a total of 97 times for the past 13 years. Through research that has is done, the website was never updated when it comes to design, but only to insert or change links and images.

Objectives

The functionality objective I want to succeed in this project is for users to be able to scroll through the page and find what they are looking for without having their attention on other things that are not needed. One experience objective is to create a design that is simple and clean (UX/UI) in order for the users to find it easier to navigate through the website and find what they need.

Competitor Analysis

After researching competitors of this website, since there are many fast-food restaurants, the main ones are counted down to 10. On the first 3 top competitors, we have SONIC, PREZZO, and FIVE GUYS. Reportedly, these three companies have much traffic in their websites which in that case, it is a disadvantage for Wagamama.

User Goals

First goal is to create a website without too many distractions for users to be confused, such as images or unnecessary text. Then, the second goal is to showcase some best selling foods for users to see and possibly give them a craving to taste them. Furthermore, it enables the users to find what they are looking for, fast, easy without having to worry about being Vegetarians/Pescetarians.

Scenario

A person gets home from work or school, and it is Friday, which means they want to dine outside. They call a group of friends to see who is available and they set up a meeting at a restaurant which will then be followed by a movie. Since they all agree they are looking for a restaurant close to their area which has some exotic food. Once they enter the homepage for their final decision, they can see the restaurant’s menu with the touch of a button. If, however, the person is new to the restaurant, they can quickly scroll through the homepage to learn everything they need about the company and the food that is provided. Once they decide on the meal, they can quickly press ‘Find Us.’ on the menu bar to find the nearest restaurant in order to get there quickly. Once everything is good, they are ready to go.

Personas

Personas are crucial to the success of everything, such as a product or a website. They drive design decisions by taking everyday user needs and bringing them to the forefront of planning before the work of the design has started. Personas provide the designers a face to the user story, creating more understanding and empathy about the person.

When the research was done, i concluded that in this case, it comes down to who likes Chinese food. There are no restrictions when it comes to age, work, or anything else, besides food. With that in mind, I went and created a few personas before the design begun in order to be able to present the abovementioned statement.

Early Ideas/Brainstorm (Wireframes)

Some initial ideas created in order to decide on a landing page structure that is way easier to navigate. These wireframes are made with ‘wireframe.cc.’

Branding

In the past, branding referred to just putting a label on a product, company asset to indicate that it belongs to a person or a company. Brand marketing promotes products or services in a way that highlights an overall brand. The goal of brand marketing is to link an identity, values, and personality with communications to your audience. Essentially, a brand is the bridge between a product and a customer. The word Wagamama (わがまま) is Japanese for ‘self-indulgent,’ ‘self-centered,’ ‘disobedient,’ or ‘willful’ and is most often translated by the brand as ‘naughty child.’ Wagamama brands itself as following the process of kaizen.

Now, a logo such as Wagamama is known all over the world, and it is distinctive enough to be recognized quickly and simple enough to work across multiple media. It is a good logo because it is a point of recognition for clients and an essential foundation for the branding of a company. The visuals of the logo ‘Wagamama’ are also crucial since visuals and imagery should be appropriate for your company to avoid any discrepancies or confusion. All colors, shapes, images, and fonts must be consistent with the idea that is to be communicated. A logo must deliver the right message about a company, which in this case, they do.

In this case, it was decided that the ‘Wagamama’ logo will not be touched since it is the entire brand of the company known almost all over the world, however, a few colors were changed to match the brand and make the website look more lively than it used to. The color scheme is as follows.

Final UI Prototype

The fully functional prototype has been created with Figma (Online Prototyping Tool), which is free for everyone. However, since the images could not be downloaded due to quality reasons and looked very pixelated and unprofessional, the decision was to create an account for moderators to view the prototype using that account. The account is [email protected], ‘and the password is : ‘assignmentpurposes.’ These are created in case the moderators do not want to use their credentials to view the prototype, but if there is not an issue with mailto:[email protected]

mailto:[email protected]

entering their google credentials, then there should not be any problems. The link to the prototype is

https://www.figma.com/proto/r5P7jtsalhAMZbwQPWd2Tc/Untitled?node-id=3%3A0&scaling=min-zoom.

Final Testing/Evaluation

Once everything was finished a user test took place in order to get some feedback about basic functionality as well as navigation. When it comes to navigation the users where able t o find what they were looking for quickly and with ease. The challenge that were placed on people was simple to achieve. It was simply a find a desired food, and the place/details nearest to them. All of them achieved it with a few seconds difference and the feedback was as they mentioned ‘straightforward”.Most of them even took more than 10 seconds to complete the challenge since they scrolled through the homepage to see how it looks. A stopwatch was used to record the time it took for them to finish the challenge through an online meeting since COVID19 requires social distancing.

People Time Achieved

• Person 1 15 Seconds Yes
• Person 2 22 Seconds Yes
• Person 3 7 Seconds Yes
• Person 4 13 Seconds Yes
• Person 5 24 Seconds Yes

References

1. Rebrandly Blog. 2020. What Is Brand Marketing? – Rebrandly Blog. [online] Available at: [Accessed 26 April 2020].
2. En.wikipedia.org. 2020. Wagamama. [online] Available at: [Accessed 26 April 2020].
3. Chrysalis Communications. 2020. The Importance Of Logo Design For Business | Chrysalis Communications. [online] Available at: [Accessed 26 April 2020].
4. Pesola Media Group. 2020. Branding | Brand Identity & Logo Design | Pesola Media Group. [online] Available at: [Accessed 26 April 2020].