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Web Design • Visual design

A little lift for the iconic Pidgin

Note: This case study was originally posted on the PivotPoint website, and can be viewed here.

Images of Salty Pidgin website across mobile and desktop devices
My Role
UX/UI and Website Designer
Main tasks
  • 🔬
    UX Research
  • 🎨
    Website Design
  • 👩🏻‍💻
    Website Build
  • 📈
    Google Analytics Set-up
Tools
  • Figma
    Figma
  • Webflow
    Webflow
  • Google Analytics
    Google Analytics
Overview
Salty Pidgin is a bar and bistro in the heart of Brooklyn, Wellington. Boasting an innovative menu crafted from local ingredients and a large selection of beer and wine in a warm and inviting atmosphere. They reached out to us to improve their existing website with a fresh face-lift and refreshed experience that would convert visitors into customers.
The Problem
Salty Pidgin came to us with a website that had technical challenges, was proving difficult to maintain, and needed an experience improvement. They invited us to see what we could do to help revive their online offering. We sat back, had a good sideways look, and fixed our sights on the following areas:
What We did
01.
Transforming a PDF into an easily customisable and viewable UI
Previously, a PDF was being served to provide customers with the Salty Pidgin menu. However, there were multiple problems with readability on mobile devices, and the time-consuming process of updating it whenever the menu changed. To make the experience easier, I redesigned the PDF as a responsive UI that could be easily updated by staff and would work across any device type.
Images of Salty Pidgin menu
02.
Migrated their website to a secure CMS
The previous website had several technical issues resulting in errors for customers, negatively impacting their experience. To improve security and UX for Salty Pidgin, and ensure trust for their customers we moved them to a secure CMS that resolved these issues. This included content migration, working with their booking provider, and improving usability issues along the way.
Images of Salty Pidgin website across
03.
Prioritised making a reservation as the highest value action
We felt on the previous website that making a reservation wasn’t a clear enough action. To bring attention to that key action we surfaced a callout to make a reservation on the homepage and added clear call-to-action buttons throughout the website in relevant and visible sections.
Images of Salty Pidgin website focussed on booking feature
"We couldn't be more thrilled with our website developed by PivotPoint.
From the initial consultation to the final launch, the entire process was smooth and professional. They took the time to understand our vision, our requirements and the feel for our brand, and the end result exceeded our expectations. Not only is the design visually attractive, but the functionality and user experience are great. Our website now serves as a powerful tool for our business, attracting more visitors and converting them into customers. I highly recommend PivotPoint to anyone in need of website and design services."
– JP, Owner, Salty Pidgin
Outcomes
Within the first 6 months of the relaunched website being live, there had been an increase in engagement time across the website, averaging 57s.
The new responsive-friendly menu has proved popular and a much-needed change, showing an average of 49.75s of engagement. Making bookings also showed popularity, averaging 40.5s as users filled out the booking form–ensuring that website visitors were making reservations.
Check out the tastiness: saltypidgin.nz
Thank you!
If you liked this case study, have any questions or want to chat to me about it, feel free to contact me.
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