Objective : To create a better version of the existing Whitespot.ca website that is more user friendly and drives more foot traffic and customer bookings.
UI Designer, UX Researcher
White Spot.ca's existing website was very clunky, outdated and not responsive. Market research was done to figure out the types of designs that other competitors in this industry are using.
Brief History of White Spot
White Spot is a BC based chain of family friendly restaurants known for their use of fresh, local ingredients and sustainable food sourcing practices. It was established in 1928 and has 64 locations in British Columbia and Alberta. Some of its claim to fame items include the Lgendary Burgers, famous milkshakes and the ever elusive Triple O's secret sauce.
During 2018-2019, Whitespot.ca has a 30.8% decrease in users, a 13% increase in bounce rate and a 29.5% decrease in average session duration. This leaves a lot of room for improvement in terms of designing a better experience for users that will draw them in and help influence their purchase decisions. Whitespot.ca does not have updated responsive code but has two separate sites for users.
This was a prewriting task to generate and organize ideas for Whitespot.ca and served as a starting point for ideation.
The ideal customer for White Spot.ca is 'The Working Mom'. The Working
Mom’ has disposable income, not enough time to cook all meals every day, but a
desire to keep her family happy and healthy. She is the main decision-maker
in her household when it comes to food and nutrition and holds a lot of
I chose to redesign Whitespot.ca in a way which was easily accessible for users to either easily order takeout or look at the menu before going to the restaurant.
Facets to Browse By
I chose the following facets to browse by:
Meal - breakfast, lunch, dinner, hapy hour, desserts, kids menu