The Culinary Edge

Web Redesign & Relaunch | www.starbirdchicken.com

Project Overview

Partnered with The Culinary Edge to help refresh their incubated brand, Starbird Chicken. The goal was to refresh the digital experience to be fully reflective of the brand mission and one that tells the brand narrative. The refreshed site not only touched upon the visual appeal, but served as an opportunity to build a flexible design architecture that allowed for scale and growth.

The work is ongoing as they have planned to expand the brand and website.

My Contributions

I was part of a team of talented designers to lead a successful relaunch of Starbird Chicken's branded website.
- Strategy
- User Research
- Visual Concepts
- Informational Architecture
- UX/UI Design
- Branding
- Responsive Web Development
- Analytics & Optimization

The Process

Brand Design, User Experience

Built using Webflow

The project was broken out into a few phases, with the first phase doing discovery work. We did market research to understand the competitive landscape and challenges. We did a deep dive into the numbers to gain insights to the data. We also conducted user research to understand the type of users.

The second phase was evaluating the emotional design along with the site architecture. After solidifying the design direction and sitemap, we brainstormed conceptual directions and translated the concepts into wireframes. We explored a few variations before honing down on the visual direction and the content hierarchy. We also created a responsive prototype to gain alignment and feedback.

The final phase involved refining the visual design and executing the development build. I built the website in Webflow using my extensive knowledge of HTML & CSS and layered on top, a mix of micro-interactions and UX enhancements. We successfully launched in mid-April, and continue to support the Starbird team on post-launch enhancements and future collaboration.