Project Overview
SECTOR: Entertainment and hospitality industry
METHODS: Double Diamond –Research–MVV-SWOT–Usability Testing –Experience mapping–User Persona–HMW –BMV- VPC
CHALLENGES: To Rebranding the website in a way that promotes the goods and match the atmosphere.
TEAM: 2 people
TIMEFRAME FOR THE PROJECT :4 weeks
Introduction:
You recently recalled that you spotted a great club in your social media alerts and now you want to go out for a
Friday beverage. When visiting their website, it is quite difficult to perceive the location, the ambience, or even
the actual building. You are no longer sure about this bar, so you change your mind.
Doesn't that look like a wonderful digital greeting? What can be done to attract and hold visitors' interest, how
can the location be presented to them, and how can they be informed about it?
Project Summary
THE CLIENT: Madam Cuba is a Latino-American themed night club located in the heart of
Aarhus. The unique feature of Madam Cuba’s products is that they have their own recipes for
the cocktails and they create them themselves, including variety of alcohol and non-alcohol
drinks. They also offer a creative Cocktail workshop, where you have the chance to learn how
to make such amazing cocktails that afterwards you will be able to make at home!
THE AUDIENCE: All website visitors seeking information on cost, location, discounts and events.
THE PROBLEM: What changes can be made to the website to increase user engagement and
shorten the time it takes for visitors to locate what they're searching for in real life situation?
Main Methodology
The Double Diamond and Design thinking methods were used to manage our project; they
allowed us to move forward and back through all stages in a non-linear, iterative approach
that helped us understand users, question ideas, reframe challenges, and come up with a
solution to prototype and test.
Desk Research
Research came first in the process of creating the new website. For the digital solution, we
made an effort to gather as much relevant information as we could. Our team employed a
few different types of research, including Segmentation study, Academic research, Google
investigation, and the Matrix method. Before finding information for the sales of various
items and the preferences of the customers, we first checked the competency, the
industry, and the target audience.
FINDINGS ABOUT COMPANY:
•using locally sourced, premium ingredients
•Growing number of bars
•Offering wide range of cocktails
FINDINGS ABOUT COMPETITION:
•Liquor.com
•Gedulgt.dk
FINDINGS ABOUT TARGET AUDIENCE:
•Typically in their
•Higher income
•Interest in cocktails and socializing
MVV and SWOT
Our use of this methodology is primarily driven by four factors:
strategic clarity, inspiration and motivation, a decision-making
framework, and cultural development. In essence, the approach
aids organizations in expressing their identity, mission, and
guiding values.
Utilizing a strategic planning tool, we evaluated their
opportunities and threats from the outside as well as their
internal strengths and weaknesses. Strengths, Weaknesses,
Opportunities, and Threats, or SWOT, is an acronym. It allowed
us to:
•Leverage their strengths to capitalize on opportunities.
•Address weaknesses that may hinder their ability to seize
opportunities.
•Develop strategies to mitigate or counteract threats.
•Leverage strengths to mitigate the impact of threats.
FINDINGS:
•Prime Location in a High-Traffic Area, Skilled Bartenders and
Friendly Staff, Effective Happy Hour Promotions
•Limited Seating Capacity, Dependence on Alcohol Sales
•Expanding the Cocktail Menu to Attract visitors, Promoting
Delivery Services for Alcohol Sales
•Increased Competition from New Bars or Nightlife Trends,
Rising Operating Costs (e.g., rent, utilities, insurance)
Field Research
In order to help us with our thinking process, we compiled the outcomes of our interviews into a grid
and guide.
FINDINGS: the interviews confirmed our desk study that individuals visit bars for the conversation and
the good beverages.
Desk Research
After gathering all the necessary data, it's time to hone and reorganize our
concepts, beginning with segmentation and user persona creation. We can
better understand our target audience and all of its nuances by creating
them.
We included our bio, business objectives, motivations, frustrations, and
goals so as to give our persona a living representation.
FINDINGS: To summarize our findings, we compiled and used all the data
that we had collected.
How Might We
We established a FigJam board where everyone can vote on the greatest ideas, the largest obstacles, the priority, and the viability of each
concept to ensure that we are concentrating on the appropriate ones before building prototypes.
FINDINGS: our focus will be on- price list, drink recommendations, location, discounts and navigation trough the website.
List of Requirements
Our goal is to create a complete list of needs using a methodical approach that takes into account our objectives, difficulties, and
possibilities. This approach makes sure that our needs are strategic, tackling problems and seizing opportunities. Through this procedure,
we produce a useful needs list.
Home page: Visuals, About the bar, Discounts, Promoting workshop and Mobile bar, Location, Contacts, Working hour
Menu page: Discounts, Filter, Beverages and prices, Location, Contacts, Working hour
Ordering page: Discounts, explanation how it works, Beverages and prices, Summary of your order Location, Contacts, Working hour
Mobile bar page: Visuals, About the mobile bar, Reservation, Location, Contacts, Working hour
Cocktail workshop page: Visuals, About the workshop, Reservation, Location, Contacts, Working hour
Table booking page: Visuals, Form, Terms and Conditions, Location, Contacts, Working hour
Conceptualize - Summarize
Having segmented our audience, crafted personas, brainstormed features, organized them into a list of requirements, and validated them
through card sorting and user flow testing, we are now poised for the development phase. With the features in hand, it's time to bring
them to life. Following a comprehensive analysis of our mapping efforts, we have a well-defined vision of the components that should
constitute our website.
Beginning with low-fidelity wireframes, we created every sort of wireframe while being open to suggestions from our user testers. The
search for a workable solution that synchronizes design and functioning involved back and forth movement.
FINDINGS: People felt lost since they couldn't see the arrow well in the initial portion of the website, and others who did saw it said that it
was a button.
Overall, the feedback was positive, so continue to be creative and incorporate the colors, typography, and other elements that our
customer asked. Of course, testing time had come again, but this time it was for the Hi-Fi.
FINDINGS: The only criticism we received was that the photographs we chose had a very high contrast due of the gloomy theme of the
solution. Of course, we took this into consideration afterward and retouched the photos.
Prototyping
Having segmented our audience, crafted personas, brainstormed features, organized them into a list of requirements, and validated them
through card sorting and user flow testing, we are now poised for the development phase. With the features in hand, it's time to bring
them to life. Following a comprehensive analysis of our mapping efforts, we have a well-defined vision of the components that should
constitute our website.
Low
Fidelity
Prototype
Low
Fidelity
Prototype
Design
System –
Components
WordPress
WordPress will enable us to implement our solution. Anyway, the alignment and functioning were really problematic for us. The software
added a small variation to the design as well.
Criticize
Even though we were able to find answers for all of our problems and the customer was satisfied with the outcome, if I could go back in
time, I would begin by creating a rigorous time management schedule. Additionally, I think that both prototypes and a great deal of design
prospective may be updated. My aim will be the interaction between the user and the solution regardless of the device, and I'm confident
that this can happen based on a decent UI and UX system if I get the chance to work on a similar situation in the future.
