Revolutionizing Digital Storytelling

DeliXious Labs

DeliXious Labs is a food incubator that partners with Michelin-starred restaurants and UMD Dining Services to test new recipes with students, explore innovative dining concepts, refine food-tech solutions, and develop sustainable business models.

Role

Web Designer

TIMELINE

July - September 2024 (2 months)

Industry

Food tech innovation

Scope of work

Website Design

Wireframing

Prototyping

Web Development

Figma

Webflow

00 Summary

TASK

Create a user-friendly website that clearly communicates DeliXious Labs' complex food innovation mission by designing the landing, accelerator, "Get Involved," and "About" pages, while collaborating with a graphic designer and copywriter to ensure visual and verbal alignment.

gOALS

Design a clear, intuitive site structure to guide users through DeliXious Labs’ mission and offerings
Collaborate with a graphic designer and copywriter to translate complex food innovation concepts into engaging content
Establish a cohesive brand identity that reflects the lab’s experimental nature
Design compelling calls to action to engage students and attract food-tech companies to partner with the lab
Build the ‘Kraveworthy Kitchens’ site to showcase the lab’s current tenant

01 COPYWRITE & MESSAGING

User Study

PRIMARY AUDIENCES

The most important users were students exploring how to get involved with DeliXious Labs, and especially potential partners like food tech companies and campus collaborators who could support or join the incubator. The site was designed to clearly communicate the lab’s mission, programs, and opportunities in an engaging and accessible way that spoke to both groups.

Copywrite Editing

CONSUMABLE LANGUAGE -> cLEAR MESSAGING

I supported our team's copywriter to help not only make the language fit the different sections of my web design, but also tell a coherent story about what DeliXious Labs is.

BEFORE

"xxxxxxxxxxxxxxxxx"

AFTER

"xxxxxxxxxxxxxxxxx"

02 wireframes

When wireframing, I focused on clear information architecture and message flow, ensuring the website guided users through an interactive experience that directly explained the concept. I prioritized calls to action like “Get Involved” and “Become a Tenant,” aligning with the site’s primary goal of encouraging participation and partnership.

03 prototyping

04 BUILDING THE BRAND

Copywrite Editing

CONSUMABLE LANGUAGE -> cLEAR MESSAGING

I supported our team's copywriter to help not only make the language fit the different sections of my web design, but also tell a coherent story about what DeliXious Labs is.