Great, simple food with a friendly service

Customer Centric UX & Technical Development

When Benugo was founded in 1998 we had a vision of not just creating superb, natural food, but of giving London something that was a real experience. This vision is still true today. The Benugo brand now stretches from our own award-winning high street stores to concessions within some of the world's largest and most respected corporate organisations and public spaces.

Repositioning the Benugo brand.

Working closely with the Benugo marketing team it became clear early on that this wasn't just a website redesign, what was really needed was to reposition the Benugo brand.

The Benugo brand spans from their award-winning high street stores to concessions within some of the world's largest and most respected corporate organisations and public spaces, such as the British Museum. Benugo's digital presence had to reflect their range of services and support the new revenue streams from partnerships.

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Key challenges

The key challenges facing the Benugo team before the project:

  • A lack of general brand awareness & unclear communication of services 
  • No real understanding of their audience & their drivers
  • Low conversion for bookings, enquiries for public space and work spaces
  • An inefficient process for updating the site

Multiple user journeys and more control.

The IA structure covers multiple user journeys whilst reducing the need for excessive top level pages- it also helps position the 5 areas of the business (cafes, restaurants, parks, museums and partnerships). We created personas for the different audience groups and used these to test different user journeys on the site to ensure the site would be engaging and result in users finding a benugo, make a booking or enquire about a public or work space.

 

The old Benugo site was very time consuming and difficult for Benugo to update. The marketing team at Benugo is small so they need to be able to work efficiently which is why we built the site using concrete5 cms that allows Benugo to quickly and easily update the site. Benugo cafes and restaurants change their menus seasonally so they needed to be easily and regularly update them.

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