This website was for the Chinese, New York based restraunt 'Mala Project'. The intent of this website is to provide custoners and prospective customers a view of their menu, with the choice to order, catrer or reserve a seat in one of four locations through their inquiry option.
The voie of this website is informative, insightful, relaxed and yotuhful.
Throughout the website, the tone is conaistent with its youthful and bright colours and the playful transitions.The various food photography shows the textures and colours of thir food and the interactions with it which gives insight into the social aspect of the relationship with their food. Thwe typograpic elements that mix between serif, sand serif and hand written across 2 languages and hand drwngs are seen across all of the pages within the website, all of which pair well withthe colours.
A core part of who they are is Chinese, serving customers wiht the taste of China, having various different items on the menu that is reflective in their usage of multiple colours which are bright and yotuhful; addtionally, the mix of typographic elemnst especially the hand wrtiten chinese and the hand drawn elements further elevates their brand as an authneic chienes sfood and culture brought to you on a plate. The background music, video, photos and the seque tial text that appears invites its prospective customers and allows them to immser themself into their culture and have a relationship wiht subtly inviting them into trying their food.
Persona 1
Name: Olivia Smith
Age:23
Occupation: software engineer in New York City
Behaviour/Interests: In her spare time she enjoys cookingup nre recipies from various cultures in hopes to
try some sort of new food instead of opting for something familiar. Olivia movedto the city for her new job,
so during the weekneds she goes out and explores the city.
Attraction to site: This website caught her eye when she was searching for places to eat in NYC as she and a co woker had planned
to grab some dinner to make some friends around the workplace and get to know the office culture. The music and the 2000s video
catches her attention, something she hasn't seen in the previous places she was looking for to eat.
Site enegagement:She engages witht he site by looking at the various food items on the menu and is sets out to
get a reservation for a table for two.
Persona 2
Name: Yanis Dumbar
Age:34
Occupation: food critic(unemployed)
Attraction to site:As a food critic, he is attracted to the colors, shapes, and textures of the
food he consumes, which create an experience for his refined taste buds. Like his food, the
website is an experience for him—the nostalgic and aesthetic imagery throughout is simple,
effective, and straight to the point. When looking for a new place to try, he finds it easy
to navigate and quickly locate the nearest restaurant.
Site engagement:As he scrolls, he pays attention to the little things: how the dishes are
described, how the visuals make him almost taste the spice. He appreciates that the
site doesn’t feel like it’s trying to "sell" him something—it just gives him a feel for
what to expect. By the time he’s done browsing, he already knows he’s going to write about it.
Persona 3
Name: Wolfgang Wrathcon
Age: 20
Occupation:Junior UX designer
Atraction to site:Wolfgang Wrathcon, a junior UX designer, is drawn to the site
for its clean, intuitive layout and minimalist aesthetic. The clear structure aligns with his
design philosophy of prioritizing usability while maintaining a visually appealing interface.
The subtle animations and thoughtful use of color capture his attention, offering a smooth and
engaging browsing experience.
Site engagement: Interacts with the site by exploring its user-friendly navigation
and paying close attention to how the design accommodates various user flows. He values the way
the content is presented—clear and scannable, with easy-to-find information. He often returns to
the site, appreciating the responsive design and the way it adapts seamlessly across different devices,
reinforcing his focus on functional design principles.
Mala Project's website desing is uniqye to them and stands out among their competitors. Their passion for serving their food and sharing the chinese cultute translates beautifully on the web especially with their use of colours and eye catching visuals of their food items. Potential competitors could include other Chinese restaurents such as high end restaurents whom are known for their experimentative food presentatios which could just as well translate on the web with sleek and modenr styling