Hard Rock Cafe Website Redesign

UI / UX - Prototypes - CMS Management - HTML & CSS

Summary:

When Hard Rock Cafe updated their website, it was done so by a consolidated marketing team. Thus many creative decisions were made that did not meet industry standards. The resulting Home Page provided a poor User Experience and was out-performed by competitors.

As Digital Marketing Manager, I found it necessary to provide a must-needed facelift to the Cafe Home Page.

Goals:

Optimize Home Page to meet industry standards and best practices.
Bring greater visibility to core Hard Rock Cafe products and services.
Drive customers to measurable KPIs, i.e. Reservations and Delivery.
Manipulate the HTML and CSS to push boundaries of CMS and ultimately save on costs.

Before Update

Marketing messages relied on text within the creative.
Important text would often be cut off by viewport dimensions.
Many images and offers were not ADA-friendly.
Layout and CTA's did not effectively drive users towards KPI's.
General lack of attention to Cafe products, promotions, and services.

Mobile:

Desktop:

After Update

Text overlay added to Hero Images allows for clearly defined CTA's, regardless of screen size.
ADA web standards are met as screen-readers can now read promotional text.
Added SEO value as Google Bots can now crawl page and read text-based offers.
Rotating carousel widget highlights menu "favorites" and allows user to better visualize food.
Featured Promotional Cards now utilize titles and descriptions rather than vague headlines.
Trending News carousel highlights Secondary and Tertiary KPI goals.
Personalization settings now present different images and verbiage depending on geo-location, device, campaign, new vs. returning user, and more create a custom experience.

Mobile:

Desktop: