Brief

Redesigning of Hugo's website, matching the tone of the brand and making the user journey more streamline.

services

Web design, branding, photography

Timeline

2023 - 2024

About the project

The case involved redesigning Hugo's website, reinventing the photography style, and update the visual guidelines. reate a steamline website that covers all offers by Hugo Steakhouse

My Role

The project was executed while I had a permanent position at Hugo Steakhouse. LOREM IPSUM

Solution

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01 issues to address

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Hard to navigate Hugo Steakhouse offers a wide variety of services; restaurant and dining, bowling and other physical activities, as well as nightclub and concerts.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam. wide variety of services; restaurant and dining, bowling and other physical activities, as well as nightclub and concerts.

Outdated Hugo wanted an updated look and a design that felt appropriate for their different kinds of audiences, those looking to bowl, and those looking to dine or dance. The old website was very outdated, and did not represent the brand in it’s current form.

The same went for the brand guidelines - much of the old profile had lost its use, and included a variety of patterns like tiger stripes and leopard spots, and several illustrations like banners and ornamental elements. The only colour that was still in use and established was a redish purple.

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The main issues with the old web site was outlined by informal conversations with staff representatives, and customers.

02 customer journey map

journey mapping

Since Hugo offers several different services, such as bowling and activities, restaurant, and nightclub and entertainment, it was cruical for all parts to have equal space on the website, and to connect all sub-pages by internal links.

I also mapped out the user journey from different entry points. From return customers entering the website directly, to novice visitor entering from search engines.

Scenarios

(1) Find menus

Expectation

Clear overview of benefits, and easy application use.

Scenario 1: Find menues

One of the targets for the redesign was to be able to upsell menu packages when users booked activites.

Scenario 2: Make reservation

One of the targets for the redesign was to be able to upsell menu packages when users booked activites.

Scenario 1: Find menues

One of the targets for the redesign was to be able to upsell menu packages when users booked activites.

Scenario 2: Make reservation

One of the targets for the redesign was to be able to upsell menu packages when users booked activites.

Sketch: Site map Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus.

Updated brand guidelines Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus.

Hugo was already an established brand in the region. As such, no major changes was to be made to the overall branding. I added and updated visual elements in line with previous design initiatives, to keep a consistent and common thread across the different channels.

Most of the profile was not in use, as the complete version included lots of patterns like tiger stripes and leopard spots, and several illustrations like banners and ornamental illustrations. What was used in moderation was some of the illustrations (fig. 2-7), and purple as primary colour was used loosely, the other colours had lost their use along the way.

I opted to simplify the profile, I wanted to add some new elements and give the profile a well needed refreshing - as the profile itself felt very outdated. The only font in use was Futura PT Book.

I added and updated visual elements in line with previous design initiatives, and to keep a consistent and common thread across the different channels.

04 Deliverables

Deliverables include a responsive and interactive website with clear navigation and structured content. Easy to get an overview of offers, and to find relevant information without hassle. The website harmonizes with other channels via the updated and refreshed visual profile. The updated brand guidelines -------- distinct and

Deliverables include a responsive and interactive website with clear navigation and structured content. Easy to get an overview of offers, and to find relevant information without hassle.

The website harmonizes with other channels via the updated and refreshed visual profile. The updated brand guidelines -------- distinct and

The beige color and the fonts were already established by the graphic profile. A new element that I introduced was a squircle. Derived from the rhombus shape of Hugo's logotype, the squircle would serve as a unique identifyer for Hugo's precence online and is directly linked to their visual language. It was since implemented on the social media templates as well.

The final design features a responsive and interactive web page, with a distinct feel and style. The dark and classy elements of the design mimicks the high end air of the restaurant section, while still feeling modern and engaging to users seeking to book bowling, or looking for information about the nightclub, and thus caters to both types of concsumers.

Hugo Steakhouse

01 issues to address

02 customer journey map

03 Design decicions

04 Deliverables

Rekindle

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Hugo Parkfestival

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