My Contributions
My work involved maintaining and evolving brand guidelines to capture the essence of Chug’s unique culinary offerings, from pancakes to pastelitos. I led the creation and execution of marketing campaigns, particularly focusing on social media, where I crafted engaging Instagram posts that highlighted the vibrant, authentic spirit of Chug's.
My contributions also included copywriting, graphics, layout, and visual design, all aimed at reinforcing the diner's identity as a place where the Miami Cuban-American experience comes to life, making Chug’s a go-to spot for morning, noon, or night dining.
Custom Icons
Challenge & Business Goal
For Chug's Diner, a beloved Coconut Grove institution, I was responsible for creating a dynamic digital experience that reflected the diner’s unique blend of Cuban and American cultures. The project aimed to modernize Chug’s online presence while maintaining the essence of its vibrant, authentic spirit. I focused on creating an intuitive user experience that conveyed the diner’s warm, welcoming atmosphere, and made it easy for users to engage with the menu and place orders online.
My Approach
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Brand Identity & Visual Design: Evolved the brand identity with a focus on vibrant, bold visuals that reflected the diner’s Cuban-American roots. Integrated warm tones and lively design elements that captured the essence of Cuban culture while maintaining an approachable, modern look for a broad audience.
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UI/UX Design Process: Led the UX/UI design process to create a seamless, engaging website and user interface that prioritized user-friendly navigation and encouraged quick interaction with the diner’s offerings.
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Mobile Optimization: Ensured the design was optimized for mobile devices, as a significant portion of users would access the website from their smartphones to place orders, find information, and interact with the brand.
Findings & Insights
✅ Engaging User Flow: Simplified the user flow, reducing the steps to view the menu, place orders, and access promotions. Users could easily navigate the site, contributing to higher engagement and faster checkouts.
✅ Cultural Alignment: The color palette, imagery, and typography all played a role in representing Chug's Diner’s fusion of cultures—visually communicating the spirit of Cuban-American dining.
✅ Mobile Optimization: Mobile users had easy access to the diner’s key features, with clear calls to action and quick access to ordering systems.
✅ Visual Design Impact: The design helped reinforce the diner's playful, nostalgic, yet modern vibe, encouraging both locals and tourists to visit.
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Business Impact & Results
🎯 Increased Engagement: Streamlined navigation and the use of clear, concise calls to action led to greater user engagement and increased interactions on the website.
🎯 Brand Recognition: The refined design reflected Chug’s unique blend of Cuban-American culture, helping to reinforce the brand’s identity and create a stronger emotional connection with the target audience.
🎯 Higher Conversion Rates: Simplified ordering process led to more users completing orders and visiting the restaurant, increasing overall conversions.
UI Design Process
Visual Style & Guidelines
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Style Choice: The design aimed to reflect the vibrant, energetic atmosphere of Chug's, with bright colors, bold typography, and high-quality imagery. The style was modern yet nostalgic, creating a sense of warmth and authenticity while appealing to a broad range of users.
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Guidelines Followed: Focused on mobile-first design principles to ensure that the website was fully optimized for mobile devices and easy to navigate.
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Color Palette & Typography: A lively mix of warm yellows, oranges, and reds, paired with bold, contemporary fonts, provided a sense of energy while reinforcing the Cuban-American fusion of the diner.
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Platforms & Devices: The UI design was optimized for desktop and mobile devices, ensuring that the site’s features were easily accessible across both platforms.
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Key Interactive Features: Designed interactive order buttons, online menus, and contact info sections to ensure users could seamlessly engage with the diner and make reservations or orders quickly.