Grill’d engaged Deepend to revitalise their online presence with a new website and a matching mobile site, catering to the growing number of users accessing their platform via mobile devices.

Empathising with Users
We began with user research to understand customer needs and behaviours, focusing on ease of access to menus, location information, and program sign-ups. Using personas representing Grill’d’s core user groups, we ensured the solution addressed their expectations. User journey mapping highlighted critical touchpoints, while contextual inquiry offered insights into how customers interacted with the current platform.

Defining the Problem
A clear problem statement was developed: to create a visually cohesive, user-friendly digital presence for Grill’d while integrating seamlessly with their existing CRM system. How Might We Questions (HMWs) framed our exploration of design opportunities, and we set goals and objectives to enhance both usability and aesthetic appeal across devices.

Ideation
During brainstorming sessions, we identified opportunity areas such as improving mobile usability and integrating a consistent brand aesthetic. Leveraging affinity mapping, ideas were grouped and refined into actionable solutions. Concept sketches helped visualise the proposed design elements, ensuring alignment with Grill’d’s hand-crafted aesthetic.

Prototyping
We created wireframes to map the website’s structure and key features. High-fidelity mockups incorporated Grill’d’s signature ‘hand-made’ style, using imagery and design elements that mirrored their restaurant branding. Clickable prototypes enabled us to test navigation and functionality, transitioning from low-fidelity drafts to polished, high-fidelity prototypes that reflected the final design.

Testing
Usability testing was conducted to ensure customers could seamlessly access key features like menus, locations, and the Local Matters Charity Program. A/B testing compared design variations, and feedback loops allowed for continuous improvement. A final heuristic evaluation validated the design’s usability and consistency across platforms.

Implementation
The project was implemented with a focus on seamless CRM integration, preserving Grill’d’s database of Local Matters charity members and email lists. The mobile site employed a ‘fly-out’ menu solution inspired by social media platforms, maximising on-screen space and enhancing usability with large, touch-friendly buttons. A comprehensive design handoff ensured developers had clear guidelines for execution, supported by a style guide/design system. The result was a responsive design that maintained the look and feel of the desktop site while optimising the experience for mobile users.

By integrating functional requirements with Grill’d’s unique aesthetic, we delivered a cohesive digital experience that reflects the brand’s values and enhances customer engagement across all platforms.