2025
Green Basil
Overview
Green Basil is a beloved Burnaby restaurant established in 2006.
As a UX Researcher on this project, I helped design a full brand and website redesign bridging the gap between the restaurant and its local community.
What I Did
User Research
User Interface Design
Prototyping
Created With
2 UI Designers
2 UX Designers (Me Included)
Timeline
Apr 2025 (2 Weeks)
The Problem
Through conversations with the owner and customers, we found that this long-time Burnaby staple was struggling to adapt to a younger crowd now dominating the Metrotown area all while trying to retain the loyal corporate regulars who built the restaurant's reputation.
Clunky Digital Presence
The initial website had many significant usability issues which harmed their image as a quality dining experience.
Dated Visual Identity
Green Basil had no clear visual language. It made it difficult to establish a memorable image for its customers.
With our research in hand, we asked:
How might a digital + brand refresh reflect Green Basil's growing identity and attract a younger customer base while staying true to its cultural roots?
Seeing What Works
Looking into other successful fine dining establishments, there were 3 main things they all had in common:
1. Photography First
High quality food photography is what drives engagement.
2. Curated Color Palettes
Warm tones and a dark accent creates a sense of luxury, attracting customers.
3. Concise Navigation
Customers are able to access key parts of the site with minimal effort.
The Process
Wireframes allowed us to establish the structure and layout before committing to any visual direction.
→
Simplifying Complexity
With over 80 menu items, we needed an intuitive structure that organized dishes into logical categories to make browsing feel effortless.
Menu Architecture
The menu is divided into 4 main subsections which are further subdivided into multiple subsections.
Efficient Navigation
Accessible navigation to any part of the menu via the nested side navigation bar.
The Solution
A brand refresh and website redesign that represented the quality of this beloved Thai staple. The new website amassed a over 10,000 unique visits after implementation.
You can view the website at greenbasilrestuarant.ca
The Landing Page
High-quality photography and a warm colour palette draw visitors in, communicating Green Basil's identity at a glance.
The Navigation Menu
A classic hamburger menu keeps key pages immediately visible, with practical links to social media, hours, and contact info.
The Careers Page
Unique tabbed navigation lets applicants filter job listings by role so they can find the right position for them.
Reflecting Back on My Experience
As the first project with a real world client, I took away 3 main things:
1.
Research is Everything
Talking directly to customers and the owner gave us insights visual inspiration couldn't.
2.
The Real Stakes at Hand
The layer of accountability made me consider how every decision impacts our end users.
3.
Test, Test, Test!
User tests are crucial to catch usability issues before the product goes live.