The website for St. Louis Bar & Grill, a Canadian sports bar chain, was outdated and not cohesive, and it wasn't keeping up with their competitors in the industry. They reached out to me to completely redesign the look and functionality of the site, specifically the home page, menu pages and a new "Who We Are" page, as well as the overall look and feel of the site.

I first began this project with a strategy session with the St. Louis team to discuss their goals for the website, and what was and was not working with their current site. They expressed that the current site was "generic" and "outdated", and not aligned with the St. Louis "Devilishly Good" brand. They also wanted to prioritize the mobile design, as they found that is where most of their users were accessing their site.

We also discussed which pages on the current site were the most popular, therefore what their audience was most interested in. They wanted to rehaul the structure of the site and the navigation items to reflect what information the user actually was looking for.

Next, I conducted a light site audit of the current site to note on any concerns with broken links, incorrect page titles, live text, and more. I went through the seven primary sections of the site and created a Google spreadsheet with my findings, and my suggestions for next steps in the redesign.

I also researched into the website design of their direct competitors, plus inspiring websites from other companies in the industry. I created a Google slides presentation for each, noting the different inspiring elements of the websites I found.

Now that we had the strategy & research work done, I moved onto creating a sitemap and wireframes for the new website. Because the team wanted to restructure the flow of the site as well as a new look, this step was essential in figuring out home page structure and what pages should be prominent on the navigation bar.

Creating these were really helpful not only for blocking out the design elements, but also to determine the new structure of the site.

I wanted the revamped site's look and feel to reflect the fun, bright and "Devilishly Good" brand that St. Louis has. I included their brand fonts and colours, and focused more on larger food photography to showcase what they're known for – great wings!

I redesigned the home page, menu pages and created a new "Who We Are" page, as they previously didn't have one. I also provided them with an asset library, so they could create new pages in the future that aligned with the same look and feel.