What Have We Done, What Are We Doing?

• We revamped the website.


• We provide digital marketing services.


• We offer online reputation management.


• Search Engine Optimization services.

About Shakespeare Coffee & Bistro

Shakespeare Coffee & Bistro began welcoming guests with its first branch opened in Antalya in 2001. With a bistro concept, it combines local flavors and unique tastes from world cuisines with special presentations. Every menu includes dishes selected from global cuisines and local flavors.

It offers a quality and accessible gastronomic experience in its cozy, vibrant, and comfortable atmosphere where guests can enjoy any time of the day.

"To express the value of the business and facilitate a positive user experience, convey informative and relevant content to guide potential guests in the right direction."

Discovery Phase

The discovery phase aimed to understand and delineate the problem area, gather requirements, and analyze the usage context.

The outputs of this phase included user personas, site maps, and wireframes.

We believe that the key aspects of a successful design process are:

• Defining how any solution should work.


• Identifying which problems to solve and which benefits to focus on.

Even if we feel we know what the answer to a brief should be, we step back to delve into research to determine if we are focusing on the right problem.

This way, we draw the correct path to unveil the right goals, real user needs, and technological possibilities.

To clarify the potential solution space, we began our project by researching internal (company) and external (users) groups, outlining how the website should work. In this stage, we did not focus on how the new design should look.

Understanding Requirements

First and foremost, we met with key stakeholders to understand the brand vision, overall goals, and challenges. We experienced the Shakespeare Coffee & Bistro by visiting several of its branches in Antalya.

We needed perspectives on the following:

• Internal: Needs, requirements, goals.


• External: Context, competitors, experience.

Documenting insights became crucial for us as it turned into a resource that would shape decision-making and foster team alignment.

Discovery and Analysis Process

After receiving the necessary brief from the top management team of Shakespeare Coffee & Bistro, our first task was to analyze the current site.

We used Hotjar, Google Analytics, Google My Business, Search Console, SimilarWeb, and Ahrefs for this.

The challenge we faced in the analysis process was organizing the data into a meaningful structure.

The behavior patterns we encountered were not surprising. Users browsed the site from mobile devices to learn about the Shakespeare Coffee & Bistro menu, usually to find the locations of branches in Antalya, and to view contact information.

However, the current site failed to meet these demands adequately. Due to the outdated design, the average visit duration was very low. We can say that visitors closed the page as soon as they opened it.

Problems Encountered

• The existing website failed to reflect the warm atmosphere and modernity presented in Shakespeare Coffee & Bistro’s physical stores.


• Mixed content in multi-language site publications.


• Inability to publish up-to-date branch menus in all languages.


• Inadequate response to Google searches. Search Console and keyword research tools were very helpful in this regard.


• Missing branch details.


• The site was not mobile-friendly.


• Site content was old, incomplete, and lacking.

Our Goals

• Reflect the warm and friendly environment of Shakespeare Coffee & Bistro on the new website.


• Clearly and thoroughly showcase taste points.


• Present the information guests are looking for and might need in a clear manner.


• Ensure easy access to branch menus in every language.


• Create a scalable site from a marketing perspective.


• Introduce the Shakespeare brand to potential guests looking for a restaurant, besides raising brand awareness.


• Simplify navigation.


• Increase the time spent on the site.

Approach

Modern design practices; include user-centered design principles and design based on the end user's resources.

Regarding website design, these resources include web browsers on desktop computers, laptops, tablets, and mobile devices.

Target User Group

Based on Google Analytics data and discussions with brand representatives, the personas we identified can be summarized as follows:

• Learns about Shakespeare Coffee & Bistro and accesses the website by searching the brand name on search engines.


• Doesn’t know the brand name but wants to have dinner. Searches relevant keywords on search engines.


• Locals and Russian-speaking tourists (especially in tourist-heavy locations) who want to have dinner.


• Age range 25-44. Women conduct more research.

Design Process

Wireframe Phase

After all the data was analyzed and plans to guide the design were completed, we were ready to play with wireframes. We had architecture information and navigation documents from the analysis phase.

Writing everything down; ensuring we knew what we were doing and why made it easier to design the pre-prepared content pages. In essence, developing content along with the wireframe phase before the design made our job easier.

Every page’s content must essentially solve the visitor’s problem. To enable users to scan the page quickly, these pieces of information must be logically structured. Content always comes first, and after learning what the page needs to achieve, you can focus on elements and graphic composition.

Redesigning is fun. You work to provide a new feel, a new look.

As the aim of this site was to convert potential guests into branch visitors, we used large photos and call-to-action statements. While the branch photos reflected the atmosphere, the colors and sentences used aimed to make visitors feel that Shakespeare Coffee & Bistro has a global menu and offers up-to-date flavors.

We simplified navigation. By evaluating the information obtained during the research and data analysis process, we aimed to present what site visitors were looking for easily.

Important Pages

We paid special attention to the branches and menu pages. We deeply researched these two aspects as they are the highlights of a restaurant.

During competitor research, we found all but one competitor’s menu was in PDF format. However, we did not want to publish the branch menus as PDFs. Instead, we developed a page structure categorized and meticulously considered content.

Each branch menu was different. However, we could evaluate them in 4 separate categories. The technical capacities of the branches varied based on their location. In other words, the technical capabilities of a mall branch differed from those of a street branch. This meant not every dish would be available at every branch.

• Street branches


• Mall branches


• Non-alcohol serving branches


• Antalya Fener (W) Branch

After reviewing the PDF formatted menu available at the brand and getting approval from the brand team, we divided the menu into 8 different categories to publish it on the new website. There were a total of 397 products on the menu, published in 3 different languages. This way, we aimed to make it easy for visitors to find what kind of product was in which category.

We identified each product's name, content, photo, allergen substances, and the branches where the product was available in a detailed pop-up (yes, the menu part was a bit exhausting).

The branch detail pages, on the other hand, were developed to have all the information visitors were looking for in one instance and one page. We designed the page structure to deliver the payment cards used at the branch, working hours, phone number, address, directions, etc. along with branch photos to the visitor at once.

In the mobile view, based on data analysis, we only included the content of 6 pages except for the menu. We aimed to ensure easy access and consumption of the site content without tiring users.

Delivery Phase, Going Live

In this phase, well-developed design guidelines help you justify design decisions and handle alternative ideas within the team.

Another important aspect was to provide all necessary materials, guidelines, and recommendations for the developers. We built the project as a team. We didn’t just deliver the designs. We didn’t leave many decisions to the development team. On the contrary, we acted as a driving force to maintain the design quality in Studio Brainy.

Key Takeaways

• Never start the design process until you have gathered all business requirements.


• Never move on to visual design until you are satisfied with the solution (UX).


• Always take some time during the discovery process to think if you are doing the right thing.


• Validate all assumptions before writing any line of code.

Tools and Infrastructures Used

• Webflow


• Google Analytics


• Google Search Console


• Weglot


• Ahrefs


• Hotjar

Post-Launch Ads

At Studio Brainy, we always value data. Whether it is designing a website or Meta ads, we base all our setups on data.

Shakespeare Coffee & Bistro had existing Google Ads campaigns. When we realized these ads were very scattered and lacked a healthy setup, we reported this to the brand management.

As a result, Studio Brainy also took over the management of Shakespeare Coffee & Bistro's Google and Meta ads.

Our goal was to show the Shakespeare brand to people (locals and tourists) looking for a restaurant. We decided to use two types of ads: Maps and awareness.

Our first task was to deeply analyze the existing account.

Since the previous account manager did not manage the ads in a particular order, we encountered mixed keywords, half-thought-out ads, and unused elements.

Without any keyword research, it was fairly easy to identify non-working keywords.

We reorganized the entire account from scratch. We gave importance to ad elements. More importantly, we ran our ads in 3 languages. This enabled us to target foreign tourists and now resident foreigners in Antalya.

By creating Local Campaigns, we showed ads only to customers in the areas covered by the branches. Additionally, we limited the timing of the campaigns to restaurant working hours and the busiest times for ordering and eating. This allowed us to spend wisely at times most likely to send customers to the branch.

The comment from the brand team:

"Google Ads gives us confidence because we can see that it focuses on finding the right customers and getting results. We realized we could show our ads to people in our area. That’s exactly what we wanted."

Google My Business: The easiest way to manage online reputation

Besides Google Ads, there was one more point where we could manage the brand’s reputation and one that other brands didn’t seem to touch: Google My Business.

Yes. It’s hard to convey how simple and effective it is. All we did was provide the information in a standard template across all branch locations. We accurately entered the menu, address, phone numbers, other information, etc. We responded to every comment. We engaged with real customers.

Re-Marketing with Meta Ads

When setting up Meta ads, we had remarketing in mind. Since awareness was also a goal, we decided to display ads to those who had interacted with us and similar audiences.

Services provided for Shakespeare Coffee & Bistro:

• Website revamp.


• Google My Business management.


• Google Ads management.


• Meta Ads management.