tang
together
responsive website
case study
tang
together
responsive
website
case study
tang
together
responsive
website
case study
My Role
My Role
• UX Researcher
• Product Designer
• Photographer
• Web Developer
timeline
timeline
80 Hours
Project overview
Project overview
tools used
tools used
Figma
Framer
Photoshop
Lightroom
Tang Together, a Korean soup restaurant, recently made its debut in Las Vegas, NV. Founded by Kate Choi and her family, this venture represents their first foray into the highly competitive restaurant industry. Determined to establish a foothold in this market, they are actively seeking budget-friendly solutions for marketing their business.
Tang Together, a Korean soup restaurant, recently made its debut in Las Vegas, NV. Founded by Kate Choi and her family, this venture represents their first foray into the highly competitive restaurant industry. Determined to establish a foothold in this market, they are actively seeking budget-friendly solutions for marketing their business.
Tang Together, a Korean soup restaurant, recently made its debut in Las Vegas, NV. Founded by Kate Choi and her family, this venture represents their first foray into the highly competitive restaurant industry. Determined to establish a foothold in this market, they are actively seeking budget-friendly solutions for marketing their business.
deliverables
deliverables
Responsive Website
understand
The majority of the popular restaurants reside on a high-traffic street that is considered to be called “Chinatown”.
The majority of the popular restaurants reside on a high-traffic street that is considered to be called “Chinatown”.
Location of these restaurants
Location of these restaurants
Tang Together
Tang Together
Tang Together
According to data from The Food Institute, interest in Korean cuisine spiked nearly 90% in the 12 months leading up to January 2022 and the upward trajectory of Korean restaurant concepts is expected to continue in the foreseeable future. The hottest trends in beauty, film and tv, and music across the United States have one thing in common: they're Korean. It’s been just over a decade since Hallyu 3.0, or the third Korean Wave, swept the country and Canada solidifying the desire for K-Beauty, K-Dramas, and K-Pop. However, the latest export taking the nation by storm is K-Food.
According to data from The Food Institute, interest in Korean cuisine spiked nearly 90% in the 12 months leading up to January 2022 and the upward trajectory of Korean restaurant concepts is expected to continue in the foreseeable future. The hottest trends in beauty, film and tv, and music across the United States have one thing in common: they're Korean. It’s been just over a decade since Hallyu 3.0, or the third Korean Wave, swept the country and Canada solidifying the desire for K-Beauty, K-Dramas, and K-Pop. However, the latest export taking the nation by storm is K-Food.
The rise of Korean Cuisine
The rise of
Korean Cuisine
The #1 result was Yelp’s “Top 10 Best Korean Soup in Las Vegas” (07/2023)
Moobongri Soondae
Tang Together (Main Competitor)
Seoul Tofu
TangTangTang
E-Jo Korean Restaurant
Garionban
ZIP Tofu & Grill
Namu Korean Tapas & BBQ
Mr. Tofu
Moo Woo Korean BBQ
The #1 result was Yelp’s “Top 10 Best Korean Soup in Las Vegas” (07/2023)
Moobongri Soondae
Tang Together (Main Competitor)
Seoul Tofu
TangTangTang
E-Jo Korean Restaurant
Garionban
ZIP Tofu & Grill
Namu Korean Tapas & BBQ
Mr. Tofu
Moo Woo Korean BBQ
Google search for “korean soup restaurant in las vegas”
Google search for “korean soup restaurant in las vegas”
understand
understand
A new survey from MGH found that
A new survey from MGH found that
77% of diners
77% of diners
visit a restaurant’s website before they dine in or order out from the establishment.
visit a restaurant’s website before they dine in or order out from the establishment.
69% of diners
69% of diners
said a restaurant’s website helps them decide if they want to dine in
said a restaurant’s website helps them decide if they want to dine in
45% of diners
45% of diners
said they specifically look for food photos on restaurant websites
said they specifically look for food photos on restaurant websites
43% of diners
43% of diners
visit the website to decide if they want to order takeout or delivery.
visit the website to decide if they want to order takeout or delivery.
When an emotional connection develops between restaurants and their customers, those customers become 27% more valuable to restaurants.
When an emotional connection develops between restaurants and their customers, those customers become 27% more valuable to restaurants.
For every rating star added to a Yelp review, that translated to a revenue increase of 5% to 9%.
For every rating star added to a Yelp review, that translated to a revenue increase of 5% to 9%.
Harvard Business School study found
• Limited online presence
• Low discoverability through organic search
• Low brand awareness
• Absence of a landing page to capture leads
• Limited online presence
• Low discoverability through organic search
• Low brand awareness
• Absence of a landing page to capture leads
The restaurant is in its infancy stage and trying to increase its brand awareness in the Las Vegas area. Due to tight budgets, the owner relied on low-cost or free options for marketing the restaurant. The business has gained some exposure in the community but could use a lot more.
The restaurant is in its infancy stage and trying to increase its brand awareness in the Las Vegas area. Due to tight budgets, the owner relied on low-cost or free options for marketing the restaurant. The business has gained some exposure in the community but could use a lot more.
How might we make it quick and simple for new customers to find their contact information?
How might we capture the interest of new customers to try their restaurant?
How might we increase the business brand exposure online?
How might we make it quick and simple for new customers to find their contact information?
How might we capture the interest of new customers to try their restaurant?
How might we increase the business brand exposure online?
The challenge
The challenge
understand
define
It is reported by the business owner that around 70% of their customers are non-Korean. They also have a good number of regular repeat customers who have grown to adore this restaurant and the staff.
It is reported by the business owner that around 70% of their customers are non-Korean. They also have a good number of regular repeat customers who have grown to adore this restaurant and the staff.
customer demographic
customer
demographic
define
Behavior and Lifestyle:
• Sarah enjoys dining out at a variety of restaurants, from high-end fine dining establishments to food trucks and street vendors. She values both the experience and taste of the food equally.
• Sarah follows food blogs, Instagram accounts, and YouTube channels dedicated to food reviews and recipes. She often tries to recreate dishes she's tasted during her travels.
Behavior and Lifestyle:
• Sarah enjoys dining out at a variety of restaurants, from high-end fine dining establishments to food trucks and street vendors. She values both the experience and taste of the food equally.
• Sarah follows food blogs, Instagram accounts, and YouTube channels dedicated to food reviews and recipes. She often tries to recreate dishes she's tasted during her travels.
PAIN POINTS:
• She's looking for ways to discover the best places to eat without spending too much time on research.
• She's open to cooking at home but faces challenges in finding exotic ingredients or authentic recipes.
PAIN POINTS:
• She's looking for ways to discover the best places to eat without spending too much time on research.
• She's open to cooking at home but faces challenges in finding exotic ingredients or authentic recipes.
GOALS:
Sarah is a food enthusiast who loves exploring different cuisines and flavors. She is passionate about discovering new and exciting food experiences. Her primary goal is to broaden her culinary horizons by trying unique and diverse dishes from around the world.
Sarah Banks
Age: 32
Gender: Female
Occupation: Nurse
Relationship Status: Single
Sarah Banks
Age: 32
Gender: Female
Occupation: Nurse
Relationship Status: Single
Sarah Banks
Age: 32
Gender: Female
Occupation: Nurse
Relationship Status: Single
(Demographic of Spring Valley, NV. Data provided by datausa.io. Link)
(Demographic of Spring Valley, NV. Data provided by datausa.io. Link)
define
persona
persona
design
As the business lacked an existing website, I embarked on this project with a clean slate. To kickstart the design process, I sought inspiration by analyzing successful restaurant websites and exploring the online presence of neighboring competitors. The owner's vision was to convey a sense of warmth and evoke the comforting feeling of a home-cooked meal. I integrated this concept into a modern and fresh design.
In my initial sketches, I chose to craft a dynamic layout reminiscent of a flat-lay photograph. I believed that this composition harmoniously aligned with the essence of a small, family-run business striving to evoke a sense of home.
In my initial sketches, I chose to craft a dynamic layout reminiscent of a flat-lay photograph. I believed that this composition harmoniously aligned with the essence of a small, family-run business striving to evoke a sense of home.
In contrast to the somewhat clichéd and outdated websites of competitors, I aimed to create a vibrant and visually appealing site that would not only capture visitors' attention but also whet their appetite for the dining experience.
In contrast to the somewhat clichéd and outdated websites of competitors, I aimed to create a vibrant and visually appealing site that would not only capture visitors' attention but also whet their appetite for the dining experience.
colors
colors
type
type
design
design
Test
Remove this navigation and replace it with contact information.
Remove this navigation and replace it with contact information.
Reduce text size and change to right aligned
Reduce text size and change to right aligned
Remove the phone number
Remove the phone number
Remove
Remove
Move this CTA to the top
Move this CTA to the top
Removed these images because the restaurant does not serve this.
Removed these images because the restaurant does not serve this.
Add text to provide a bit more context.
Add text to provide a bit more context.
Rearrange the photos
for a better composition.
Rearrange the photos
for a better composition.
Change to title case
Change to title case
Test
Test
final design
final design
home screen
home screen
home screen
About us
About us
menu
menu
contact us
contact us
post launch update
post launch
update
post launch update
Page Views (data based on 5 months)
Page Views (data based on 5 months)
google:
260 Visitors
google:
260 Visitors
Yelp:
61 Visitors
Yelp:
61 Visitors
Instagram:
12Visitors
Instagram:
12Visitors
tang together
tang together menu
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tang together las vegas
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tang tang
top 10 google keyword searches
top 10 google keyword searches
The website is ranking among the top 5 results for the following searches.
The website is ranking among the top 5 results for the following searches.
The website is ranking among the top 5 results for the following searches.
site visitors (Data based on 30 days)
site visitors (Data based on 30 days)
Restaurant reviews
Restaurant reviews
Yelp
Yelp
