Goals

• Create a modern, responsive website with clear navigation
• Design print and digital menus that are scannable, appetizing, and brand-aligned
  
• Improve conversion paths for delivery and event engagement
  
• Showcase featured dishes, live music, and sports promotions
  
• Build a flexible design system for seasonal updates and specials
  
• Implement an easy-to-use menu management system so owners and staff can update items, descriptions, and prices
  

Design Execution

Printed menus

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  Reorganized structure: Clear sections for Sandwiches & Burgers, Entrées, Flatbreads

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  Consistent formatting: Item name, description, price — all aligned for easy scanning

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  Visual hierarchy: Bold titles, readable fonts, and spacing for clarity

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  Brand integration: Pub logo, color palette, and photography reinforce identity

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  Callouts for customization: Substitutions and add-ons clearly listed

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  Prominent CTAs: Delivery button, social media, and review prompts

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  Scannable QR Code: Added a branded QR code linking directly to the full online menu, which offers larger text, adjustable zoom, and better readability for guests with poor eyesight.

Website (Redesigned)

Key features delivered included:

• Responsive layout optimized for mobile browsing
  
• Homepage hero with delivery CTA and featured dishes
• Menu preview with “View Full Menu” button
  
• Events carousel for live music and football club perks
  
• Brand new gallery showcasing featured and most popular dishes and drinks
  

My role

I led the end‑to‑end redesign of St. James’s Well’s digital and menu experience. This included conducting the initial UX audit, defining the content strategy, and creating the full information architecture for the new website. I designed all low‑fidelity wireframes and high‑fidelity responsive layouts, ensuring the visual direction aligned with the pub’s brand and atmosphere.

On the menu side, I redesigned the entire print and digital menu system, establishing a clear hierarchy, consistent formatting, and a more scannable structure. I also implemented a QR‑code–driven online menu experience with improved accessibility for guests who prefer larger text or zoomable layouts.

Beyond design, I built a simple, non‑technical content management workflow that allowed the owners and staff to update menu items, prices, and specials without needing HTML or external support. I collaborated directly with the owners throughout the process, gathering feedback, refining the experience, and ensuring the final product supported both customer engagement and day‑to‑day operations.

Impact

• Improved readability and menu engagement
• Stronger brand storytelling through visuals and layout
  
• Increased delivery conversions via SkipTheDishes and Uber Eats integration
  
• Streamlined updates for specials and seasonal offerings
  
• Positive feedback from regulars and new guests alike
  

Reflection

This project blended hospitality storytelling with UX clarity. I created a system that’s easy to update, easy to navigate, and true to the pub’s personality — helping St. James’s Well thrive both online and in person.