Top Pot Doughnuts is a successful, Seattle-based business that serves coffee and doughnuts made in-house. It’s a well-known name with a brand that needed a refresh.
Understanding the Audience
To begin the website redesign process, I learned what I could about Top Pot’s customer base through visiting its various locations and reading Yelp reviews. Using this knowledge, I composed a handful of user personas to direct my design work.
Restructuring the Website Content
Once I had a better sense of the people who would be visiting the website, I restructured the site content, focusing on the organization of the navigation.
Creating the Website Skeleton
Once the website’s navigation had been mapped, I created several wireframes. With these in place, I considered different entry points (such as users who would be linked to the menu via Yelp) and the unique needs and expactations of each persona I’d created earlier. Anywhere they could have gotten stuck, I made adjustments.
Creating the Visual Identity System
I created a couple visual identity systems to choose from. Both remain true to Top Pot’s underlying brand but stress different aspects of it. We ended up going with the first style board.
The Finalized Design
After the structure and style of the website had been decided, all that was left to do was design the site and iterate based on feedback.