Single Thread Catering
Chef Manu Chandra is a pre-eminent figure in the culinary world, acclaimed for his masterful creations and imaginative dishes. With Single Thread, he brings his passion for food to the forefront, offering exceptional bespoke catering services. Each event is tailored with only the finest ingredients, crafting a personalized menu that’s both visually stunning and delicious.
Challenge:
To create a portfolio website and a backend dashboard for the clients and staff to streamline their process, ensuring a seamless experience.
My Contribution:
Primary & Secondary Research, Customer Journey Mapping, Ideation Wireframes & Prototype, UI-UX
Team:
Designer Manager
Web Developer
Timeline:
January 2023 - March 2023
What did I do:
01
Led in-depth interviews with internal teams to uncover process gaps, align business objectives, and identify operational inefficiencies.
02
Visualized the complete user journey to identify friction points and opportunity areas, improving clarity across key touchpoints.
03
Created structured wireframes for each page, optimizing content hierarchy and process clarity before moving into high-fidelity design.
04
Developed a scalable website experience and back-end system ensuring usability across desktop, tablet, and mobile devices.
05
Collaborated closely with the client through multiple feedback cycles, refining the product to enhance usability, accuracy, and consistency.
Design Process ✦
Primary Research
Before we began our internal research, we engaged in a series of insightful interviews with the client's internal team. These discussions provided a deep understanding of the essence of their brand, unraveling the core values, mission, and unique attributes that define their identity in the market.
Simultaneously, we explored the inner workings of their organization, dissecting internal processes and workflows to gain a comprehensive understanding of how they operate and how we could translate that into visual systems.
Current User Journey
Objectives based on initial research
Information Architecture
Wireframes
Usability Testing
While walking the client through the website, we understood that they were finding it hard to find the contact us button, which was hidden in the hamburger menu.
To enhance conversion rates, we added a floaty CTA that follows the user throughout the journey.
Key Improvements
Implement user-friendly navigation with a focus on clear categories for services and the different types of events.
Highlight on social platforms to display recent work and activities while displaying a live Instagram feed.
Showcasing the unique-selling propositions that set the brand apart while using the chef’s brand as an anchor.
Multiple CTAs at various touchpoints to urge the user to take action with the addition of a sticky ‘Book Now’ button.
Key UI Features
User Onboarding Form
User journey mapping revealed that customers frequently called staff for cuisine details and event suggestions, leading to multiple calls and significant time loss.
To streamline this, we designed a digital form aligned with Single Thread’s process, allowing users to select predefined options before their onboarding call — greatly reducing decision time and improving efficiency.
The User Journey Post-Intervention
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Impact
A 45% reduction in reliance on WhatsApp communications between the team and users was achieved.
Operational efficiency among the staff improved due to the implementation of a user-friendly dashboard.
Please note: This impact was observed approximately 6-8 months after the development and implementation of the dashboard.
What did I learn
Consistent User-Centric Thinking
This project reinforced the importance of designing around real user needs, ensuring every decision supported usability, clarity, and satisfaction.
Adaptability Through Constraints
Working within limitations and responding to feedback strengthened my ability to stay flexible, empathetic, and solution-focused throughout the design process.
Iteration as a Growth Tool
Setbacks became opportunities to refine ideas, leading to a streamlined, user-friendly product and a more confident approach to handling complex challenges.