A full UX/UI redesign of V-Roll's Squarespace website — restructuring navigation, simplifying the menu, and adding social proof to drive real results in under a week.
V-Roll is a Vietnamese takeout restaurant with loyal regulars and strong word-of-mouth. But their Squarespace website was creating friction before customers could even place an order — confusing navigation, an overwhelming menu, and no social proof to build trust with new visitors.
I led a full UX/UI redesign focused on three things: clarifying navigation, simplifying the menu experience, and adding customer reviews and an events section to drive repeat visits.
I audited the existing site, identified the highest-friction pages, and redesigned the navigation structure, menu layout, and homepage hierarchy — then implemented everything directly in Squarespace.
Results were measured 5 days post-launch using Squarespace Analytics, showing meaningful improvements across all key engagement metrics.
The original site had several compounding issues that created friction at every step:
Find the menu quickly and decide what to order with confidence. Get a sense of the restaurant's vibe before visiting. Discover events and reasons to return.
Increase website traffic and reduce bounce rate. Drive more online orders and foot traffic. Build credibility with new customers through reviews and featured items.
The original homepage had no clear hierarchy. The redesign establishes a clear visual flow: hero → menu CTA → featured items → social proof.
The redesign consolidates to a minimal structure — Order, Menu, About, Contact — putting the most important action first.
Adding a Customer Favorites section reduces decision fatigue and builds confidence — especially for new customers.
Adding both addressed two separate customer jobs: building confidence for first-time visitors, and giving regulars a reason to return.
Squarespace Analytics tracked site performance before and after the redesign. Across every key metric, the redesign moved in the right direction — within 5 days of going live.
All metrics measured via Squarespace Analytics, 5 days post-launch.
Navigation simplified from 7 items to 4, reducing friction at entry
Customer Favorites added to reduce ordering decision fatigue
Reviews section built trust for first-time visitors
Events section created a new driver for repeat visits
Even small navigation issues — one extra tap, one unclear label — significantly increase bounce rates. Reducing cognitive load at every step matters more than adding features.
Adding reviews served a real job for first-time visitors deciding whether to trust an unfamiliar restaurant. Design decisions tied to user jobs move metrics.
Getting real analytics data within 5 days confirmed which hypotheses were right. Shipping fast and measuring early beats waiting for perfect.
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