Project overview

This project as part of a web design course at University of Greenwich. This projected aimed to design a website for a cheese shop with the aim to create awareness about the company and drive traffic from the website to the shop. We were given a small brief explaining the brand voice of the company. This project focused on good web design, UX principles and marketing strategies to drive in store traffic.

Problem statement

Many local businesses struggle with attracting foot traffic in an increasingly digital world. Aston’s cheese needed a website that could:

• Showcase its product range and selling points.
• Provide an easy way for customers to learn about promotions and events.
• Drive visitors to the physical store.

Research and Planning

• Competitor analysis: looked at similar website for inspirations
• User research: identified what customers look for when visiting a food related website.
• Wireframing: Created a low fidelity sketch to map the website layout.

To ensure strong user experience, I decided to include simple aesthetic design that highlights the products, a clear navigation to help users find the information needed quicker, integration of google map to encourage the visitors to go to the store.

Solutions

Key features of the website

• Clean and elegant images
• About us page with the store hours of operation and location
• Event page to highlight special offers.

Challenges

• Design Challenge: Ensuring the site was visually appealing while maintaining fast load times.

Solution: Optimized images and used a lightweight CSS framework.

• User Engagement Challenge: Encouraging users to visit the store instead of just browsing online.

Solution: Added store-exclusive promotions and a location-based “Visit Us” pop-up.

• Navigation Challenge: Balancing aesthetics with an intuitive layout.

Solution: Used a simple menu structure with clear categories.

Results & Expected Impact

Since this was a university project, there may not be real-world results, but you can outline the expected impact based on good design principles.

Expected Results

• Increased foot traffic due to better online visibility.
• Improved brand image with a modern, well-structured website.
• Higher customer engagement through promotions and email marketing.

Future Improvements

• Adding an online reservation system for cheese-tasting events.
• implementing SEO strategies to improve search engine rankings.
• Developing a loyalty program through the website.
• Create a Call-to-actions (CTAs)