Before pushing a single pixel, we conducted preliminary research to better understand our audience and how they were using both Uncle Julio’s site and the sites of their competitors. Building on these rich insights, we were able to streamline content and navigation to create a site that’s optimized for the actual needs and behaviors of the end-user. And, using hand-drawn textural design elements, the site now looks and feels handcrafted while matching the rustic-modern aesthetic of Uncle Julio’s dining rooms.
We conducted a full audit of their existing site and identified inconsistencies, friction in the user experience, and repetitive content.
Our research revealed Uncle Julio’s audience includes a segment that we’ve defined as “luxury lite.” To reach these more affluent consumers who appreciate elevated experiences, we needed to overhaul their website’s styling to utilize a more premium look and feel.
Building on our research, we mapped out the most important pages of the site and tailored the menu so that it’s intuitive and simple for visitors to find what they’re really looking for.
To elevate Uncle Julio’s brand, we designed a style guide with extensible elements that could be used both in the site’s redesign and serve their ever-expanding locations and innovative new dishes.
Since 75% of Uncle Julio’s traffic comes from smartphones and tablets, every asset on their new site is automatically tailored for mobile interfaces to ensure performance without sacrificing experience.
To instantly give site visitors a sense of the dynamic atmosphere and tableside experiences that await in Uncle Julio’s, we used videos site-wide that showcase unique dining moments — and these videos play seamlessly on mobile, something found on few competitor sites.
From intuitive natural language reservation forms to individual restaurant pages that remember your location, Uncle Julio’s new site is full of elements custom built for their visitor’s unique needs.