Background
Butcher’s Pride is a small business founded by a highly experienced chef launching two new offerings: a line of slow-cook cooking sauces and a one-time in-home Chef Experience. While confident in his food and vision, the client had limited digital experience and needed guidance on how to communicate his brand and products online. With no existing website or content (except an old logo), the project started from scratch - with the aim of creating something clear, professional, and scalable.
The Brief
The initial goal was to design a website focused on promoting and providing information on the new cooking sauces and how to use them. During discovery, the scope grew to include the Chef Experience service, which needed detailed explanation and strong positioning to attract customers. Additionally, the client has published a cookbook which he wants to promote through the website as a secondary goal.
As the sole designer, my role included creating the overall site structure, designing user flows, crafting UX copy that clearly communicated the unique offerings, and preparing the site for phased product releases. I also coordinated with a graphic designer and worked closely with the client to develop and refine content.
Research
With limited direct user research due to the client’s niche and small business context, the research phase focused on exploring industry UI trends and competitor sites to identify best practices for food and chef service websites.
I analyzed how similar brands present cooking sauces and premium culinary experiences online to inform layout, content structure, and visual style. This helped ensure the design would feel modern, trustworthy, and engaging to the target audience.
Additionally, I worked closely with the client to understand his vision, brand values, and customer expectations, which shaped the messaging and overall user experience.
Figjam for research
The Users
To guide content, structure, and feature prioritisation, I developed four key user personas based on the client's target market, product goals, and my own market research. These personas helped shape a site that speaks to real needs, from busy families to passionate home cooks.
The Design Process
I began the design process with quick paper wireframes to explore layout ideas and user flows, drawing on the research I’d done into similar food and service websites. This helped me rapidly test ideas before moving into high-fidelity designs in Figma.
The visual direction was based on the brand’s colours and fonts provided by a third-party graphic designer. I adapted these into a web-appropriate design system with clear hierarchy, spacing, and interactive styles, going from low to high fidelity, ensuring the layout was responsive and content remained clear and usable across all screen sizes.
Iterations
The site evolved significantly over the course of the project based on both client collaboration and informal user testing
From the client
From the client side, key iterations included introducing the Chef Experience as a major offering. I updated the homepage to reflect this shift in focus and ensured the service had strong visibility across the site. As the cooking sauces were not yet ready for sale, I also added clear “Coming Soon” messaging, balancing anticipation with clarity while maintaining the ability to browse product details.
Product offering and UX copy
I worked closely with the client on how to position and describe his offerings. For example, I proposed the term "Chef Experience" rather than "catering service" to better reflect the premium, in-home nature of the service - a shift the client embraced. I also refined marketing language and page structures throughout, including reworking the “Build Your Own Combo” feature to feel more personalised and engaging. I designed and built order forms for each Chef Experience offering, ensuring clarity and ease of use.
User testing
From user feedback, I learned that Your Meat Mate was not clearly understood to be the name of the client’s book, so I updated the navigation to reflect this. Users also wanted more visibility on where to buy the sauces, so I incorporated placeholder stockist info directly into the product components for when the sauces launch. Finally, recognising the needs of an older demographic, I added the client’s phone number and email to every order form for those who prefer to get in touch directly.
Final Designs
I was able to successfully bring the vision to life through the final designs, and the client was thrilled with how clearly and professionally the site represented his brand and offerings.
Check it out at https://www.butcherspride.com.au/
