Flock
Website Redesign
August 2024

Redesigned Flock website to enhance overall website user experience by updating content, refreshing layouts, and improving usability to increase engagement and generate leads.

Process
Using a human-centered design approach, the site redesign commenced through the steps of Inspiration, Ideation, Implementation, and Measurement.
01. Inspiration
Initiated the project by gathering insights from FLOCK’s management, employees, and patrons through interviews and surveys.
Key pain points were discovered, including:
- an uninspired design that did not capture the energy of FLOCK’s in-person experience
- lack of up-to-date information including the menu and events that management found challenging to change on the site backend
- difficulty navigating to key pages without going back to the home page
- high bounce rates and low user engagement and SEO results
These findings underscored the need for a website that would better reflect the bar’s lively atmosphere and simplify user interactions.
Previous Site

Home

About

Contact

Events
02. Ideation
The ideation phase focused on brainstorming new design concepts that aligned with the brand’s values of community, inclusivity, and entertainment.
A user-friendly, visually engaging layout was prioritized with features such as:
- a responsive design
- easy-to-access navigation
- user-friendly internal event management system
- pdf version of menu for quick updates
- social proof in the form of customer reviews
- strong use of imagery to showcase the venue
- SEO enhancements for each page
Competitive analysis was conducted of bars/restaurants in the area and those that served similar clientele to identify trends and best practices.
Initial concepts were presented to the Flock team for feedback and a direction was chosen that emphsized a a clean aesthetic on par with the business and visual storytelling.
The decision was made to transition from Wix to SquareSpace to meet maintenance goals of the management team.
03. Implementation
The revamped site included several key features:
- Engaging Homepage: A vibrant and visual introduction to Flock —with stunning imagery of the interior, food, beverages, and patrons
- User-Centered Navigation: Simplified layout with intuitive navigation bars for the menu, events, reservations, and contact
- Mobile Optimization: Fully responsive design to cater to users visiting from their smartphone
- SEO was enhanced by tailoring content to relevant keywords.
The launch included transitioning the domain to SquareSpace and setting up any addiitional redirects.
Pages

Home

About


Contact
04. Measurement
Post-launch, the team used key performance indicators (KPIs) such as bounce rates, average session duration, and the number of online reservations to measure success.
Since launch, the site saw:
- A 30% reduction in bounce rate.
- A 50% increase in event inquiries
- Increased engagement, with users spending an average of 1.5 minutes longer on the site per session.
Conclusion
Overall, the human-centered redesign successfully addressed FLOCK’s engagement challenges, creating a more engaging, functional, and on-brand website that improved both usability and business outcomes.