Golden Dragon - The Heart of Our Family, Redesigned
My Role
Product Designer
Web Developer
Responsibilities
UX Research
Design Thinking
Wireframing
Prototyping
Timeline
1 month
Tools Used
Figma
Notion
HTML/CSS/JS
BACKGROUND
Serving Tradition with a Modern Touch
Golden Dragon has been a beloved part of my community for over 30 years, a place where tradition meets innovation in every dish. What started as a small family kitchen has become a local favorite for authentic Chinese cuisine made with heart and heritage. The experience of learning the back to the front of the ktichen and persevering through difficult times, such as COVID-19, has been nothing short of amazing.
In this project, my motivation was to further elevate my parents' business by combining my technical and design skills to redesign our official website. To give more context, our very first ever "website" was our old Facebook page which simply wasn't enough, it limited access to those who did not use Facebook and made it hard for customers who wanted to view our menu. My parents' restaurant actually ended up being my final project for a web design class that I took at UNC, in which I worked in a team of 3 to fully build and design a proper website for Golden Dragon.
PROBLEM
What problems will this redesigned website address
How can a local family-ran restaurant become more than just a place to eat, something more personal, engaging, and rooted in community?
Fueled by my passion for both design and food, this website makes it easier than ever to explore our story, browse the menu, and feel part of our community. It's a more personal, connected way to dine, where every meal feels like home.
The Process
Identifying Problems
User Interviews
Style Guide
Next Steps
RESEARCH
Initial Website Problems
In designing and developing the first version of Golden Dragon’s website, my team and I created a functional foundation for the restaurant’s online presence. However, as the site was tested and used over time, I began to notice key UI and UX issues, such as accessibility concerns, inconsistent visual hierarchy, and friction in the customer journey. These insights highlighted the need for a redesign focused on improving clarity, usability, and overall customer experience.
- Accessibility & Visual Hierarchy Hinder the Customer Experience
- White text blends into the background, reducing readability and failing WCAG standards.
- “Menu” button feels dominant while “Contact” fades, creating an unbalanced hierarchy.
- Consistent styling would improve clarity and making both actions equally accessible.
- Visual Clutter in Menu Layout
- Dotted lines and inconsistent image sizes create visual clutter and break flow.
- Lack of hierarchy makes scanning and comparing items harder for customers.
- A cleaner grid with standardized images and clearer price placement would improve usability.
- Outdated Contact Experience
- Contact form feels slow, with a 1–2 day response time not meeting customer expectations.
- Fields lack affordances like real-time validation or instant confirmation.
- Adding faster options (click-to-call, maps integration, live chat) would reduce friction.
RESEARCH
User Interviews
I surveyed over 100 Golden Dragon customers to better understand how people interact with restaurant technology and what they value most in their dining experience. These insights helped shape the direction of this project, from the structure of the website to the way we tell our story.
Questions Revolved Around:
- Can you describe your experience using online or digital menus at restaurants? What worked well, and what challenges did you encounter?
- How do you typically place your orders at restaurants, and what do you like or dislike about ordering through your phone versus ordering in person?
- What factors influence your decision to return to a restaurant? How important are rewards, personalized offers, or other perks in your dining choices?
SYNTHESIS
User Personas
Based on insights gathered from user interviews, our restaurant attracts a wide range of customers, spanning different age groups and dining preferences. This diversity led me to develop two user personas to better understand and address the unique needs of our core user segments. The first persona represents socially driven, convenience-seeking college students who frequently dine out with friends. While the second persona captures the older demographic, who tend to prioritize a more traditional dining experience.
IDEATION
Sketching
I began by visualizing the customer journey, how a family-run restaurant could welcome both loyal regulars and first-time visitors online. These early sketches helped clarify what mattered most: making the menu easy to browse, simplifying online orders, and ensuring guests could quickly find contact information or directions. By mapping out both mobile and desktop layouts, I was able to prioritize a welcoming, accessible experience that reflects the heart of Golden Dragon.
IDEATION
Lo-Fi Wireframes
I then implemented these designs in creating lo-fi wireframes to build the foundation for the website, ensuring that key elements are structured properly.
IDEATION
Style Guide
The style guide for the Golden Dragon website was carefully crafted to align with the existing brand identity of the restaurant and introducing new colors that complemented well with the brand. By establishing clear design standards, the guide helps maintain consistency across all pages, making the brand instantly recognizable and inviting for both new and returning guests.
FINAL DESIGNS
The New Golden Dragon Website!
Landing Screen
The redesigned Golden Dragon homepage creates a cleaner, more user-friendly experience compared to the original version. By replacing the busy background image with a minimal layout and bold typography, the content is easier to read and more accessible. Playful illustrations add personality while reinforcing the restaurant’s cultural identity. Navigation is simplified with clear links and a prominent “Order Now” button, reducing friction for users who want to take quick action. With these design choices, it improves overall clarity, strengthen brand presence, and provide a more seamless entry point into the customer journey.
Our Story Unveiled
An “About” section was added to the Golden Dragon website to share the restaurant’s heritage and strengthen its connection with customers. The clean layout pairs storytelling with visuals, allowing visitors to learn about the restaurant’s history, values, and community roots. Thoughtful typography and cultural design accents enhance authenticity, while imagery brings the narrative to life. By adding this section, the website goes beyond function, creating a more personal and engaging experience that builds trust and loyalty with customers.
A Feast of Choices
The redesigned menu presents dishes in a clean grid with vibrant images and clear pricing, making browsing easier and more engaging. The streamlined layout improves scannability and creates a modern, inviting look. A new DoorDash promotion was also added, giving customers a direct way to order delivery and enhancing convenience.
Voices of Our Guests
The testimonials section highlights authentic customer feedback, building trust and credibility for new visitors. Reviews are displayed prominently with a clean layout, making it easy for users to connect with real dining experiences. This strengthens the restaurant’s reputation and fosters a sense of community. Unlike the original version, the contact form was intentionally left out in favor of featuring the restaurant’s phone number in the footer, allowing customers to call directly. This decision focuses the experience, reducing unnecessary steps and aligning with user expectations for quick and direct communication.
REFLECTION
Conclusion
This project pushed me to become a more thoughtful and well-rounded designer. I leaned into technical skills, using auto-layout, grids, and careful structure to make every screen feel consistent and intentional. Prototyping the Golden Dragon website helped me think through real user flows, anticipating how someone might explore the menu or connect with the restaurant's story. Most importantly, I found myself focusing more on design thinking: looking for small details to improve, asking why each element mattered, and always considering the user's experience first. The results were tangible as well: within the first three months of launch, the site saw an approximate 40% increase in traffic, a nearly 53% boost in profile interaction rates, and a 20% increase in orders, reflecting stronger user engagement and conversion. This process has made me more curious, more detail-oriented, and more excited to keep growing with every new challenge!