Summary
Completely reimagined an established fast-casual cafe brand concept and designed a best-in-class, tech-forward, B2B, franchise development web experience.
Client
Tropical Smoothie Cafe stands as one of the most rapidly expanding national fast-casual cafe concepts, boasting an impressive network of over 830 locations. Renowned for its delectable smoothies and health-conscious food offerings, the cafe secured the 11th spot in the prestigious Entrepreneur Magazine Franchise 500 in 2023.
Problem
Drive quality leads through user-friendly mobile and desktop formats
Share the value proposition of Tropical Smoothie Cafe in a meaningful way
Provide potential franchise owners with relevant, impactful content, testimonials and videos
Solution
Through data-driven, informative content, engaging statistics, testimonials and custom photography, the entire user experience was re-invented
By creating clear call to actions, compelling page layouts and ensuring the customer lead form was highly visible, the business objectives and goals were surpassed
The Team
Account Director
Account Manager
Creative Director
Senior UX/UI Designer (me)
Copywriter
Web developer
Key client stakeholders
My role as a Senior UX/UI Designer
Competitive Analysis
UI Style Guide
Visual Design
Wireframes
High-fidelity Prototypes
Client Presentations
Quality Analysis
Execution
High-fidelity Mockups
Both mobile and desktop formats were created in Sketch. Working prototypes were produced in InVision to share with the internal team and the client. Numerous iterations lead refinements by key stakeholder and internal feedback. The extensive process ultimately lead to overall site improvements from content, design and functionality standpoints.
Conclusion
Results
One month after launching the new website, there was a noticeable 14% increase in financially qualified leads as compared to the previous month/website.
Potential franchise owners are easily able to navigate to the customer lead form and learn about available territories in their area.
Potential franchise owners clearly understand the Tropical Smoothie Cafe story, value proposition and the value of owning a TSC franchise.
Lessons Learned
Data matters. By continually reviewing the latest Google Analytics data, we were able to focus our efforts on creating the best user experiences possible. We fixed the pages that needed the most assistance, meanwhile, grooming the pages that yielded the most ROI.
Teamwork. It really takes a village to launch a website and the proof is in every word, photo, video, component and feature of the Tropical Smoothie Cafe site. The team is larger than you think, rely on your counterparts to provide the necessary contributions in order to iterate more effectively and to create the best possible product.