A site for a genius chef
PRODUCT DESIGN | DANI GARCÍA GROUP
*** Michelin
star digital
experience
DANI GARCÍA GROUP
GASTRONOMY
2021-2022
PRODUCT DESIGN
UX/UI
9 MONTHS
THE CHALLENGE
Dani García, the prestigious three Michelin-starred chef, commissioned us to design his new digital ecosystem. Our proposal always revolved around three fundamental pillars:
- 01
Increase reservations
Simplifying reservation flows and inviting the user to buy experiences was key in our process. Always following the highly demanding commercial objectives set by the group's marketing team.
- 02
Beauty and usability
We made an effort to fill the site with nuances and suggestive images. We wanted a digital experience that could be smelled and tasted. And above all, we wanted it to respect and enhance the concepts created by Dani.
- 03
Flexibility and scalability
A site designed to scale as new concepts and new restaurants emerge. Dani Garcia is becoming a global brand and its site must be up to the task.
CORPORATE GROUP WEBSITE
Rational Vs Emotional
The visual line of the corporate website is the result of the group's business vision. They aim to be a benchmark brand, not only in gastronomy, but also at a business level. The design conveys this vision, but also celebrates chef Dani García, a point of differentiation from the competition, who provides innovation, attitude, values, and authenticity. We only had to put all these ingredients in the oven to obtain a spectacular result.
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Local thinking, global cuisine
The Dani García Group has grown in continuous reinvention and evolution, based on the philosophy "think local and cook global". A vision that has no borders because it was born to fulfill the dreams of those who tasted it. And dreams, like magic, have no limits.
ECOMMERCE
A personalised shopping experience
We approached the design of the group's new e-commerce as a showcase where we could show and suggest our products and experiences to the user. The modular structure facilitates the hierarchy of content depending on the time of year or the campaign we have activated for each occasion. In addition, this structure allows us to alter the images of the same experience automatically in order to measure and test the ones that work best.
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1, 2, 3... Book again
Being able to make a reservation, regardless of where the user is browsing, is one of the most important features of our proposal. Here you can see how easy it is to request a table at any of the group's restaurants.
BRAND WEBSITES
Immersive user experience
It has been great fun to conceptualise the identity of each site. In order to convey the essence of the restaurants, we spent some glorious days eating there. Mmm... We were able to take note of everything: ambience, decoration, lighting, smells, diner profiles, service behaviour... always in a very discreet and non-intrusive way. This allowed us to build an ecosystem in which each brand has its own personality and at the same time forms part of the Dani García universe.
Results
A homogeneous and scalable digital experience.
A homogeneous and scalable digital experience, yet full of flavour and nuance. A site that we believe shows deep respect for a creative genius while generating great business. Beauty and conversion.
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