/ Overview
Chicken Strips & Dips is a playful, modern brand celebrating a simple yet beloved food category: crispy, flavorful chicken strips paired with crave-worthy sauces. The brand’s personality is bold, fun, and approachable — focused on making a universally loved product feel fresh and exciting in both physical and digital experiences.
The Chicken Strips & Dips Website project was designed to give the brand a high-impact, responsive online presence that reflects its energetic identity while helping users quickly explore menu items, pairing options, locations, and ordering paths. The site balances expressive visual flair with clear usability to support discovery and conversion across desktop and mobile.
/ Problem
The brand faced several challenges with its previous digital footprint:
Lack of Clear Navigation: Users weren’t immediately guided toward core actions like exploring menu items, discovering dipping sauce pairings, and placing orders.
Brand Experience Disconnect: The existing web presence didn’t fully express the brand’s bold, playful personality or its focus on delicious combinations, weakening emotional engagement.
Mobile Friction: With a significant portion of visits coming from mobile devices, the experience needed refinement to support effortless browsing and task completion on smaller screens.
These issues made it harder for visitors to understand the brand’s offerings instantly, explore flavor combinations, and take key actions — like finding a location or placing an order — without friction.
/ Design Process
The design for the Chicken Strips & Dips website followed a user-centered, iterative approach that aligned brand energy with usability:
a. Discovery & Brand Alignment
The project kicked off with:
• Brand review: Understanding Chicken Strips & Dips’ tone, personality, and product focus.
• User goals: Identifying users’ primary needs — menu exploration, pairing inspiration, ordering, and location finders.
This phase grounded the design strategy in both business priorities and user expectations.
b. Information Architecture & UX Mapping
I defined the content hierarchy to support intuitive discovery:
• Primary actions: “Explore Menu,” “Find a Location,” and “Order Now” were prioritized in the navigation.
• Content grouping: Menus were segmented into intuitive categories, and sauce pairings were highlighted as a distinct experience rather than buried in pages.
Site maps and task flows were drafted to ensure core user journeys felt frictionless, especially for mobile visitors.
c. Wireframing & Layout Planning
Low-fidelity wireframes established the layout structure for major pages:
• Homepage hierarchy emphasizing brand story and core actions.
• Category and item pages designed for scannability.
• Secondary pages (locations, FAQs) organized with clear calls to action.
The focus was on clarity, simplicity, and responsive adaptability before visual treatment.
d. Visual Design & UI Development
With layout principles defined, the visual design brought the brand to life:
• Color & typography: Chosen to amplify the brand’s bold and playful character while ensuring readability and accessibility.
• Imagery: High-impact food photography showcased chicken strips and sauces, reinforcing appetite appeal.
• Graphic elements: Fun icons and bold UI elements aligned with brand personality without distracting from content hierarchy.
e. Prototyping & Review
Interactive prototypes were built to validate core flows:
• Tested user interactions across breakpoints (mobile, tablet, desktop).
• Iterated spacing, navigation behavior, and hierarchical clarity based on review feedback.
f. Final Delivery
The final deliverables included:
• Responsive UI screens for all key templates.
• A style guide detailing color, typography, components, and interaction patterns.
• Documentation for developers outlining responsive behavior, accessibility considerations, and component usage.
The result is a website that better reflects Chicken Strips & Dips’ energetic brand, supports seamless user journeys, and drives key actions with clarity and visual excitement.
