What is Fragole Ristorante?

“Fragole Ristorante” (a.k.a Fragole (prounounced: “frá.go.lay”)) is a popular Italian restaurant in Brooklyn, NY. It is known for its comforting home-cooked food, rustic ambience, and beloved and welcoming staff. Through meticulous research and thoughtful design I developed and launched a responsive new website that meets the needs of Fragole and its customers.

User Interviews & Surveys

I began my research into the world of Italian dining by conducting user interviews. My findings provided me with qualitative insights into pain points and goals for users. I then collected a round of user surveys which provided me with quantitative data for ordering habits and reservation preferences.

Qualitative

Quantitative

Competitor Analysis

Fragole is situated in a historically Italian neighborhood in Brooklyn. Their location makes for a lot of competition but at the same time provides multiple insightful data points from other nearby Italian restaurants. My designs were informed by the best aspects of these restaurants and their websites.

User Flow

I created a user flow diagram to optimize and streamline how users might experience Fragole’s new website.

Personas

From my primary research, user interviews and user surveys, I created two personas that I felt accurately represented Fragole’s target users. My future designs were informed by these personas.

Sketches

Next, I drew a series of sketches to help me visualize my layout, content and structure.

Design

Logo Redesign

As part of my stakeholder analysis, I proposed the idea of a new logo for Fragole. The idea was well received and based on the feedback I got from the owners over multiple new logo iterations, I submitted my finalized version, as shown below.

Menu Redesign

The owners also requested a menu redesign as part of my process. Based on my competitor analysis, stakeholder analysis, and user interviews I redesigned all of Fragole’s menus for better consistency and theme, improved grammar, legibility, and brand representation.