Celebrate Festival Inc
How can we solve low conversion rate for a restaurant supply company's website?
Role
UX Designer
Timeline
3 months
Team
1 PM, 1 Founder
Platform
Website
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Summary
Improving usability through a lo-fi website redesign.
Celebrate Festival Inc is a specialty restaurant equipment and supply company.
I worked with them to address low conversion rates and poor usability on their Shopify site, and to position the business for expansion into broader markets.
I created lo-fi wireframes for a site redesign, informed by a UX audit, competitor analysis, and e-commerce best practices, and later handed off to the marketing team for hi-fi execution.
●
Summary
Improving usability through a lo-fi website redesign.
Celebrate Festival Inc is a specialty restaurant equipment and supply company.
I worked with them to address low conversion rates and poor usability on their Shopify site, and to position the business for expansion into broader markets.
I created lo-fi wireframes for a site redesign, informed by a UX audit, competitor analysis, and e-commerce best practices, and later handed off to the marketing team for hi-fi execution.
●
Summary
Improving usability through a lo-fi website redesign.
Celebrate Festival Inc is a specialty restaurant equipment and supply company.
I worked with them to address low conversion rates and poor usability on their Shopify site, and to position the business for expansion into broader markets.
I created lo-fi wireframes for a site redesign, informed by a UX audit, competitor analysis, and e-commerce best practices, and later handed off to the marketing team for hi-fi execution.
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Problem
A poor experience led to poor sales.
Celebrate Festival Inc's website suffered from poor UX, leading to low customer conversion.
According to the founder, customers often struggled to navigate the site's confusing menus and dense layouts, making it hard to quickly find the right products.
●
Problem
A poor experience led to poor sales.
Celebrate Festival Inc's website suffered from poor UX, leading to low customer conversion.
According to the founder, customers often struggled to navigate the site's confusing menus and dense layouts, making it hard to quickly find the right products.
●
Problem
A poor experience led to poor sales.
Celebrate Festival Inc's website suffered from poor UX, leading to low customer conversion.
According to the founder, customers often struggled to navigate the site's confusing menus and dense layouts, making it hard to quickly find the right products.
What were the business goals?
What were the business goals?
What were the business goals?
Improve upselling to increase total revenue per cart order.
Streamline product navigation, making it easier for the founder to share products with customers.
Increase conversion, turning more visitors into paying customers.
Balance audiences, keeping the core Indian restaurant base while expanding to broader markets.
Improve upselling to increase total revenue per cart order.
Increase conversion, turning more visitors into paying customers.
Streamline product navigation, making it easier for the founder to share products with customers.
Balance audiences, keeping the core Indian restaurant base while expanding to broader markets.
The main challenge:
How might we help restaurant owners quickly find what they need while highlighting relevant opportunities to increase order value?
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Research
When surveys failed, we pivoted to audits and competitive insights.
We first started by emailing existing customers to get their opinions on the site experience. Unfortunately, these emails didn’t yield any responses.
Instead, I pivoted to faster and more actionable methods for feedback, like a UX audit to surface immediate usability issues, and a competitive analysis against 4 leading competitors.
Our competitive analysis and UX audit revealed three key issues.
●
Research
When surveys failed, we pivoted to audits and competitive insights.
We first started by emailing existing customers to get their opinions on the site experience. Unfortunately, these emails didn’t yield any responses.
Instead, I pivoted to faster and more actionable methods for feedback, like a UX audit to surface immediate usability issues, and a competitive analysis against 4 leading competitors.
Our competitive analysis and UX audit revealed three key issues.
●
Research
When surveys failed, we pivoted to audits and competitive insights.
We first started by emailing existing customers to get their opinions on the site experience. Unfortunately, these emails didn’t yield any responses.
Instead, I pivoted to faster and more actionable methods for feedback, like a UX audit to surface immediate usability issues, and a competitive analysis against 4 leading competitors.
Our competitive analysis and UX audit revealed three key issues.
First issue: a confusing visual hierarchy.
First issue: a confusing visual hierarchy.
First issue: a confusing visual hierarchy.
Issue #2 was the missed opportunities on the homepage.
Issue #2 was the missed opportunities on the homepage.
Issue #2 was the missed opportunities on the homepage.
Finally, issue #3 was on the confusing ordering of the menu bar.
Finally, issue #3 was on the confusing ordering of the menu bar.
Finally, issue #3 was on the confusing ordering of the menu bar.
From research and founder alignment, I set three clear goals:
From research and founder alignment, I set three clear goals:
From research and founder alignment, I set three clear goals:
Enhance usability, helping users quickly find what they need, reducing drop-offs.
Enhance usability, helping users quickly find what they need, reducing drop-offs.
Enhance usability, helping users quickly find what they need, reducing drop-offs.
Increase upselling, encouraging add-ons in and across pages to raise cart value.
Increase upselling, encouraging add-ons in and across pages to raise cart value.
Increase upselling, encouraging add-ons in and across pages to raise cart value.
Restructure categories, organizing products in familiar ways while allowing for growth.
Restructure categories, organizing products in familiar ways while allowing for growth.
Restructure categories, organizing products in familiar ways while allowing for growth.
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Ideation
My first step was to simplify navigation.
Given the marketing team's plan to lead the hi-fi phase, I focused on creating a robust, lo-fi framework that they could easily build upon.
I first restructured the sitemap to simplify navigation and reduce drop-offs, pairing it with research-informed heuristics the founder could use to scale the system for future updates.
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Ideation
My first step was to simplify navigation.
Given the marketing team's plan to lead the hi-fi phase, I focused on creating a robust, lo-fi framework that they could easily build upon.
I first restructured the sitemap to simplify navigation and reduce drop-offs, pairing it with research-informed heuristics the founder could use to scale the system for future updates.
●
Ideation
My first step was to simplify navigation.
Given the marketing team's plan to lead the hi-fi phase, I focused on creating a robust, lo-fi framework that they could easily build upon.
I first restructured the sitemap to simplify navigation and reduce drop-offs, pairing it with research-informed heuristics the founder could use to scale the system for future updates.
Here were the new research-backed heuristics for the navbar:
Here were the new research-backed heuristics for the navbar:
Here were the new research-backed heuristics for the navbar:
Limit second-level categories (categories that appear on menu hover) to 4–6
Add redundancy between list items to increase customer discovery
Use a “More Items” section to avoid overload but keep popular items visible
Hide third-level categories from hover to reduce content overload
The next step was to rearrange the sitemap itself.
The next step was to rearrange the sitemap itself.
The next step was to rearrange the sitemap itself.
Working on the wireframes was the main goal.
I designed lo-fi wireframes making sure to incorporate:
Upselling opportunities (e.g., featured add-on sections)
Cleaner CTAs like “Call Now” (during open hours) or “Email Now” (after hours) for better accessibility
Consistent design system across carousels, headers, and footers to reduce rework
I also kept close collaboration with the development team to validate technical feasibility. This ensured every proposed change was realistic within Shopify’s constraints.
Working on the wireframes was the main goal.
I designed lo-fi wireframes making sure to incorporate:
Upselling opportunities (e.g., featured add-on sections)
Cleaner CTAs like “Call Now” (during open hours) or “Email Now” (after hours) for better accessibility
Consistent design system across carousels, headers, and footers to reduce rework
I also kept close collaboration with the development team to validate technical feasibility. This ensured every proposed change was realistic within Shopify’s constraints.
Working on the wireframes was the main goal.
I designed lo-fi wireframes making sure to incorporate:
Upselling opportunities (e.g., featured add-on sections)
Cleaner CTAs like “Call Now” (during open hours) or “Email Now” (after hours) for better accessibility
Consistent design system across carousels, headers, and footers to reduce rework
I also kept close collaboration with the development team to validate technical feasibility. This ensured every proposed change was realistic within Shopify’s constraints.
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Solution
Bringing it all together.
The final outcome was a full set of lo-fi wireframes that:
Streamlined navigation so customers could reach products faster
Introduced upselling opportunities to raise cart value
Improved category organization to match customer expectations
Provided a scalable design system and wireframes for hi-fi implementation.
●
Solution
Bringing it all together.
The final outcome was a full set of lo-fi wireframes that:
Streamlined navigation so customers could reach products faster
Introduced upselling opportunities to raise cart value
Improved category organization to match customer expectations
Provided a scalable design system and wireframes for hi-fi implementation.
●
Solution
Bringing it all together.
The final outcome was a full set of lo-fi wireframes that:
Streamlined navigation so customers could reach products faster
Introduced upselling opportunities to raise cart value
Improved category organization to match customer expectations
Provided a scalable design system and wireframes for hi-fi implementation.
The new homepage boosts conversion and credibility by integrating high-impact promotions, curated product discovery, and prominent social proof.
The new homepage boosts conversion and credibility by integrating high-impact promotions, curated product discovery, and prominent social proof.
The new homepage boosts conversion and credibility by integrating high-impact promotions, curated product discovery, and prominent social proof.
The new category page streamlines navigation and product discovery through a structured hierarchy, clear visual cues, and multiple discovery paths.
The new category page streamlines navigation and product discovery through a structured hierarchy, clear visual cues, and multiple discovery paths.
The new category page streamlines navigation and product discovery through a structured hierarchy, clear visual cues, and multiple discovery paths.
The new product page maximizes sales and leads through integrated cross-selling, prominent contact methods, and a high-density information layout.
The new product page maximizes sales and leads through integrated cross-selling, prominent contact methods, and a high-density information layout.
The new product page maximizes sales and leads through integrated cross-selling, prominent contact methods, and a high-density information layout.
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Reflection
What was the outcome?
The final wireframes were delivered to the marketing and development teams for hi-fi implementation and execution.
While the site is awaiting launch, the founder was extremely satisfied with the work completed, expressing confidence that the new design will significantly improve user experience and conversion.
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Reflection
What was the outcome?
The final wireframes were delivered to the marketing and development teams for hi-fi implementation and execution.
While the site is awaiting launch, the founder was extremely satisfied with the work completed, expressing confidence that the new design will significantly improve user experience and conversion.
●
Reflection
What was the outcome?
The final wireframes were delivered to the marketing and development teams for hi-fi implementation and execution.
While the site is awaiting launch, the founder was extremely satisfied with the work completed, expressing confidence that the new design will significantly improve user experience and conversion.
What did I learn?
While there were some setbacks, such as the founder’s limited availability and the lack of direct user surveys, I'm extremely proud of the work I delivered.
This project helped me grow how I communicate and justify design decisions. Direct communication with the founder taught me to explain not just what I designed, but why it mattered for the business and itsusers.
What did I learn?
While there were some setbacks, such as the founder’s limited availability and the lack of direct user surveys, I'm extremely proud of the work I delivered.
This project helped me grow how I communicate and justify design decisions. Direct communication with the founder taught me to explain not just what I designed, but why it mattered for the business and itsusers.
What did I learn?
While there were some setbacks, such as the founder’s limited availability and the lack of direct user surveys, I'm extremely proud of the work I delivered.
This project helped me grow how I communicate and justify design decisions. Direct communication with the founder taught me to explain not just what I designed, but why it mattered for the business and itsusers.
Next steps?
In terms of next steps, I’d start conducting usability tests and user research to balance the consideration between business goals and customer perspectives.
Once launched, we also plan to monitor the cart abandonment rate and average session duration to validate these changes.
Next steps?
In terms of next steps, I’d start conducting usability tests and user research to balance the consideration between business goals and customer perspectives.
Once launched, we also plan to monitor the cart abandonment rate and average session duration to validate these changes.
Next steps?
In terms of next steps, I’d start conducting usability tests and user research to balance the consideration between business goals and customer perspectives.
Once launched, we also plan to monitor the cart abandonment rate and average session duration to validate these changes.