In 2022, I successfully redesigned Sano's website to accommodate their expanding business needs, focusing on improving usability across their 5 branch locations. The project required an ability to handle complex information architecture and multi-location business requirements.
Upon joining Sano full-time, in 2024, I used my deeper understanding of the brand values and enhanced design expertise to propose and lead a comprehensive website redesign, aiming to create a more sophisticated digital experience that would better align with the company's brand values & business objectives.
Core to this website redesign was encouraging a product and brand focused mindset, and implementing this accross the digital experience of the business, accross all touchpoints. This meant discovering & prioritising the brand story, and the value of the product. This is to encourage brand awareness and brand loyalty, which are key for scalability and a potential business sale.
Through strategic consultations with directors, I identified key opportunities for improvement and brand storytelling. The discovery phase revealed several critical insights:
Managing information architecture for five branch locations could have led to inconsistent navigation and confusion for users. I resolved this by conducting usability testing to identify pain points and designed a scalable, location-specific navigation system. This ensured users could easily find relevant information for their nearest branch while maintaining a cohesive brand experience.
Managing information architecture for five branch locations could have led to inconsistent navigation and confusion for users. I resolved this by conducting usability testing to identify pain points and designed a scalable, location-specific navigation system. This ensured users could easily find relevant information for their nearest branch while maintaining a cohesive brand experience.
Balancing brand storytelling with functional priorities like corporate bookings and to-go orders could have resulted in cluttered or unfocused pages. I addressed this by creating clear content hierarchies, prioritizing critical business functions while embedding brand storytelling in high-impact areas, such as hero sections and product pages. This approach aligned user needs with business goals.
I employed an iterative design process, beginning with low-fidelity wireframes to explore various layout solutions and user flows.
To enhance the visual impact, I curated existing professional photography assets and directed the production of a custom landing page video.
I then developed comprehensive high-fidelity wireframes to establish a solid design foundation before moving into development.
Following the creation of detailed prototypes, I led collaborative reviews with the management team to refine messaging and ensure alignment with business objectives, particularly for the To Go and Corporate sections.
I successfully implemented the design using Webflow, ensuring responsive design principles and mobile optimisation. The final website can be viewed here.
The project includes ongoing optimization through planned testing with key stakeholders and target users, and further data-driven design improvements as post-launch feedback is gathered.
With 5 locations, the structure of the website was a tricky design challenge. After iterating several solutions, I settled on the structure above - where the key information is available right away, without detracting from the look and feel of the website.
To better convey the brand vision, the homepage should not be too cluttered. To do this, I commissioned a video to be made for the homepage, and designed a burger menu.
Customer testimonials are key to brand success, so I carefully selected & designed a page to display the best reviews.
"Our Story" section telling the story of the brand, accompanied by a carefully selected image that tells the story of the brand. This page is aimed at journalists & other press specialists, to ensure any coverage aligns with Sano's brand vision
I have used my understanding of how people interact with the digital to craft a digital presence that connects with our customer base in a unique way, increasing engagement by 150% in the first 3 months.
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