We modernized the restaurant's digital experience while carefully preserving its authentic charm. The legacy website and menus had several critical limitations, including an outdated visual design with poor mobile responsiveness, a separate mobile version that only worked on specific devices and viewports, fragmented navigation with unclear hierarchy, and low menu readability due to inconsistent formatting. There were no prominent calls-to-action for delivery or reservations, limited storytelling around the pub's rich heritage and community role, and no scalable system for seasonal updates or promotions. Most significantly, the site created an operational bottleneck as owners and staff could not update menu items or prices without technical skills or HTML knowledge, resulting in delays and missed opportunities.

Our goals were to create a modern, fully responsive website with clear and intuitive navigation while designing print and digital menus that are highly scannable, visually appetizing, and true to the restaurant's brand. We focused on improving conversion paths for delivery orders and event bookings, prominently showcasing featured dishes, live music, and sports promotions. A flexible design system was implemented to enable seamless seasonal updates and specials, paired with an easy-to-use menu management system that allows owners and staff to independently update items, descriptions, and prices without any technical or HTML knowledge.

The new printed menus feature a reorganized structure with clear sections for Sandwiches & Burgers, Entrées, and Flatbreads. We applied consistent formatting—item name, description, and price—all aligned for effortless scanning, supported by strong visual hierarchy through bold titles, readable fonts, and generous spacing. Brand integration is reinforced with the pub logo, signature color palette, and appetizing photography, while clear callouts highlight customization options such as substitutions and add-ons. Prominent CTAs guide guests toward delivery, social media, and reviews. A branded QR code on every menu links directly to the full online menu, offering larger text, adjustable zoom, and improved readability for guests with visual impairments.

We led the end-to-end redesign of St. James's Well's digital and menu experience. This included conducting the initial UX audit, defining the content strategy, and establishing the full information architecture for the new website. I designed all low-fidelity wireframes and high-fidelity responsive layouts, ensuring the visual direction remained true to the pub's authentic brand and warm atmosphere. On the menu side, I completely redesigned the print and digital menu system with a clear hierarchy, consistent formatting, and a highly scannable structure. I also implemented a QR code–driven online menu experience that offers improved accessibility through larger text and zoomable layouts. In addition, I built a simple, non-technical content management workflow that enables owners and staff to easily update menu items, prices, and specials without any HTML knowledge or external support. Throughout the project, I collaborated closely with the owners, incorporating their feedback to refine the experience and ensure it strengthened both customer engagement and day-to-day operations.

The redesign delivered improved readability and greater menu engagement through stronger brand storytelling via thoughtful visuals and layout. Delivery conversions increased with seamless SkipTheDishes and Uber Eats integration, while streamlined systems made updating specials and seasonal offerings fast and effortless. The new experience has earned positive feedback from both longtime regulars and new guests alike.

This project successfully blended rich hospitality storytelling with clean UX clarity. I created a cohesive system that is easy to update, intuitive to navigate, and authentically true to the pub's personality — helping St. James's Well thrive both online and in person.