The Pancake Parlour
Website Redesign &
App UX/UI

Brief
Redesign and migrate a 100+ page website from a 7+ year-old template to a modern, mobile-first platform.

Challenge
The old site was outdated and difficult to navigate, particularly on mobile. Key content was buried, navigation was inconsistent, and the overall experience no longer reflected the brand. With a limited budget and tight deadlines, the goal was to deliver a site that felt modern, user-friendly, and aligned with refreshed 2025 brand guidelines.

Solution / Approach

  • Streamlined navigation to make content more accessible and discoverable

  • Simplified and tightened copy for clarity

  • Designed layouts to work seamlessly across devices

  • Refined visual hierarchy (fonts, colours, imagery) to align with updated brand guidelines

Impact

  • 22% uplift in visits

  • 30% increase in session duration

  • Improved consistency and discoverability

Client
The Pancake Parlour

Year
2024

MINI CASE STUDIES

  1. menu page re-design

Problem:
The menu was split across multiple category pages (Breakfast, Sweet, Savoury, etc), introducing friction in the browsing experience. Users had to navigate between separate pages to view all options, often opening multiple tabs, which made the journey cluttered and inefficient.

Solution:

  • Consolidated the menu into a single tabbed page, allowing users to explore all categories in one place without needing to switch pages.

  • Simplified layout and improved visual hierarchy for a cleaner, more intuitive browsing experience, especially on mobile.

  • Streamlined navigation encouraged users to move seamlessly between categories, enhancing discoverability & allowing for a longer session duration without friction.

Results:

  • Total Views: 299,563 (up 10.31% YoY)

  • Active Users: 188,932

  • Average Engagement Time: 54 seconds per session

  • Sessions: 110,210, with 76,240 engaged sessions (69%), significantly above typical hospitality benchmarks

Takeaway:

The consolidated, tabbed menu reduced friction and improved user engagement. Visits grew 10% YoY with an average session time of 54 seconds, showing that users are exploring the menu more effectively and enjoying a smoother, more intuitive browsing experience.

2. navigation menu re-design

Problem:

The previous site navigation was fragmented and unintuitive:

  • Many pages were only accessible via ads, social links, or buried URLs

  • Users had to navigate multiple pages to reach key content (e.g., rewards programs, menu categories), creating friction in the browsing experience

  • Navigation felt cluttered and inefficient, making it harder for users to find what they needed quickly

Solution:

  • Re-organised the navigation with clear drop-down umbrellas for related content, reducing unnecessary clicks and streamlining the user journey

  • Examples of improvements:

    • About dropdown now includes Our Story, Get in Touch, Work with Us - softening copy in addition to be more approachable

    • Our Menu links directly to the tabbed menu page, eliminating extra clicks between category pages

    • Functions dropdown includes Event PDF, Functions Page, Kids Party Page for direct access and relevant marry up of content

    • What’s On dropdown consolidates all current events into a single accessible hub

    • Rewards dropdown now gives direct access to Club Rewards, School Rewards, and Lovely Rewards, removing intermediary pages

  • Other updates: Book a Table, Locations, and Sign In remain prominent for accessibility and conversions

Results / UX Wins:

  • Streamlined drop-downs allow users to reach key pages 1–2 clicks faster than before

  • Navigation is cleaner, easier to scan, and reduces cognitive load

  • Key content (menu categories, rewards, events) is now immediately discoverable

  • Visual comparisons show a more organised, intuitive navigation that enhances user experience


Takeaway:

By re-organising the navigation into clear, intuitive drop-downs, users can now access key pages like Rewards or Menu categories 1–2 clicks faster, reducing friction and making content more immediately accessible.

This creates a smoother, more efficient browsing experience and encourages deeper engagement with the site.

3. newsletter sign up

Problem:

The existing newsletter sign-up form was creating friction for users:

  • 4 required fields (First Name, Last Name, Email, Phone)

  • Large logo and heavy copy made the form feel cluttered

  • Overall design was uninviting, discouraging users from signing up

  • Conversion rates were low, showing a clear pattern of drop-offs

  • The form was not consistently located in all footers, creating confusion about where to sign up


Solution:

  • Reduced required fields to First Name + Email to make the form faster and simpler to complete

  • Replaced heavy copy with a short, friendly message:
    “Stay in the loop! Our newsletter brings you fresh news and updates on all things pancakes. How good.”

  • Modernised the layout to create a cleaner, more welcoming experience that aligns with the brand’s tone and updated guidelines

  • Added a thank you confirmation page after submission, clearly notifying users that their sign-up was successful and preventing accidental duplicate entries

Results:

  • Conversion efficiency improved by nearly 9% per user, meaning more users who landed on the form completed it

Takeaway:

By simplifying the form, reducing required fields, and using a friendly, approachable tone, we made signing up faster, easier, and more enjoyable. Consistency across footers and a cleaner layout helped guide users smoothly through the process, resulting in a 9% improvement in conversion efficiency per user - showing how thoughtful UX design can turn a clunky, confusing form into a seamless CTA experience.