Project Summary

FeinFoods is a small business run by Jack Feinberg, a Private Chef serving NYC and the Hamptons. He wanted to overhaul the digital brand of FeinFoods, with a renewed focus on SEO for AI. He wanted a sleek, modern website where he could book varied new clients, show work, and collaborate with other culinary professionals.

Skills

Market Research

UX Writing

UX Design

Product Branding

Tools

Figma

Team

me

Introduction

FeinFoods is a small business lead by Jack Feinberg, a Private Chef serving NYC and the Hamptons. He felt his previous website’s logo, tone, color pallete and typography no longer reflected the feel of his work and target audience. With this, he wanted to overhaul the digital brand of FeinFoods, with a renewed focus on lighter tone, imagery, and SEO for AI. Through Market Research, User Field Studies and A/B Testing FeinFoods was reimagined. Highlighted examples of old vs. new below:

Introduction

Market & User Research

*market research?

*user research*?

User Field Studies

Lo-Fi Explorations

A/B Testing

AI SEO

Results

Old Landing Page

Old Logo

Old UX Writing

Initial Website gave no examples or descriptions of FeinFood’s product.

Market & User Research

New Landing Page

New Logo

New UX Writing

Sleek drop down accordion list created to show case FeinFoods product, describing specific and wide ranging capabilities of the company.

I completed Market Research, by analyzing services offered by other private chef’s and chef service companies based in New York City, to better grasp target audiences and identify market gaps.

I met with Feinfoods founder and collected data regarding his typical clients demographic information, values, and events where his services are used. I also observed his services in the field to better understand user needs and challenges. I analyzed this research data to synthesize findings into clear, actionable insights.

Lo-Fi Explorations

Findings:

  • There is confusion around Feinfood’s scope of services

  • Clients desire a one-stop-shop for access to a wide range of culinary services seamlessly and reliably

  • Main services desired : Healthy weekly meal prep, Full service dinner parties, Intimate corporate events

screen shot wirefram of web design and things .a/b testing aka comparing odl design and new design