(Case Study) UX/CX Redesign: JFDL Hospitality Group

The Process


To begin the customer-experience (CX) design process, a proper understanding of the business' value proposition was reached; working with ownership and management, we quickly identified the key values and offerings that initially made the business successful, and made a renewed commitment to directing our efforts towards those strategic goals.

Deliverables Included:
  • Value Loop & Strategic Priorities.
  • Customer Research & Analysis.
  • Experience Map with Identified UX Touchpoints.
  • Competative & Brand Analysis.
Customer Experience Map - Initial research focused on ploting how customers made decisions, and the touchpoints associated with each step. This helped us to target critical touchpoints first, and maximize business results.
Competitive Analysis - Taking stock of the quantitative/qualitative value offered by the business, we could also examine those aspects in our competition to drive design value to the most effective areas.


Utilizing what was learned from our research and several subject matter experts, we began by focusing on internal touch-points that would help the business to retain its existing customer base and create positive word-of-mouth. External touch-points were then created/updated to communicate the value being offered to the broader public, which attracted new patrons.

Deliverables Included:
  • In-House Touchpoints.
    • Staff Resources, Training, & Feedback.
    • Menus & In-House Marketing Materials.
    • Refreshed Branding, Signage, & Upgraded Infrastructure.
  • External Touchpoints.
    • Fully-Responsive Website.
    • Social Media Strategy & Channels.
    • Digital & Print Advertising.
  • Style Guide.
Sitemap - Deliverable for the responsive website, showing architecture and interactions with other media (i.e. email and social media elements), and how information would flow between those touchpoints.
High-Fidelity Wireframes - Used for early usability-testing, and later provided a basis for the production website itself, this deliverable provided a basis for development.

Testing & Validation

Before releasing each new UX touch-point to the public, informal usability testing was conducted with customers to gain the feedback needed for further design iterations. As each improvement was made, it was validated by keeping a close eye on real-world sales, ongoing customer satisfaction surveys, and staff feedback to ensure that business goals were being met.

Deliverables Included:
  • Customer Touchpoint Testing & Feedback.
  • Quantitative Reports.
    • Sales Reports.
    • Market Projections & Analysis.
  • Qualitative Feedback.
    • Touchpont "Scorecards".
    • Staff & Management Meetings.
    • Customer Surveys.
    • On-Site Observational Research.
Touchpoint Scorecard - Outlining the performance of each touchpoint in terms of customer-needs and business outcomes, this allowed us to track the results of our design efforts over time.