Overview
This case study showcases how I designed and launched Make My Restaurant's first digital presence - a website that established credibility for a premium B2B service and converted 10% of visitors into qualified leads within the first month.
I led the project as the Product Designer, responsible for research, UX/UI design, and development.
The Challenge
Make My Restaurant, India's only end-to-end restaurant setup solution provider, had zero digital presence. They were entirely dependent on referrals and phone calls for lead generation, limiting their growth potential in a market where aspiring restaurant owners start their research online.
Business Goal: Establish online credibility, educate potential clients about comprehensive services, and generate qualified leads.
Solution
Designed and developed a conversion-focused website that established credibility, educated prospects through 8 restaurant-type pages, and created a clear path from discovery to consultation booking. Mobile-first approach for India's mobile-heavy market.
What was the impact?
01
190 qualified leads
10% conversion rate
02
1,900+ visitors
from zero digital presence
03
95% mobile traffic
validated mobile-first approach
Outcome
Design Process
Discovery
Market Context
In India's fragmented restaurant setup industry, businesses typically hire multiple vendors - separate contractors for interior design, kitchen setup, licensing, branding, and operations. MMR's unique value proposition was being a single point of contact for the entire journey.
The Gap: Despite this competitive advantage, they had no way to communicate it at scale.
Research
I started by working directly with the CEO and founding team to understand their customers' needs, sales process, and the common objections they encountered in conversations. The goal was to map the customer journey, identify what prevents conversions, and determine how to build credibility without an existing portfolio to showcase.
Competitive Analysis
Since MMR has no direct competitors offering true end-to-end restaurant setup in India, I analyzed adjacent market players to understand what works in similar high-consideration B2B services:
Companies Analyzed:
Synergy Consultants - Restaurant consulting and operations.
Mango Kurry - Restaurant design and kitchen setup.
Livspace - End-to-end home interior solutions (cross-industry reference)
Insight: Most competitors were either too corporate (lacking approachability) or too niche (not showcasing full capabilities). Opportunity identified: MMR could differentiate through balanced positioning - premium expertise with educational, approachable content.
Target Audience
Through stakeholder interviews with the CEO, I identified two distinct user segments with different needs:
Elite Clientele (High-Investment)
High-net-worth individuals entering restaurant business.
Expectations: White-glove service, proven expertise, premium experience.
Decision factors: Portfolio quality, comprehensive capabilities, trust signals.
Pain point: Risk mitigation - need assurance of end-to-end execution
Aspiring Entrepreneurs (First-time Owners)
Passionate individuals with limited industry knowledge.
Expectations: Guidance, transparency, reliable partnership.
Decision factors: Process clarity, pricing accessibility, educational content.
Pain point: Overwhelm - too many decisions, don't know where to start.
Design Implication: The website needed to convey premium quality while remaining approachable and educational.
Key Findings
From these conversations, several clear patterns emerged:
Business Challenges
Entirely dependent on referrals - impossible to scale.
Sales conversations too long because prospects didn't understand what "end-to-end" actually meant.
Biggest competitor wasn't another company - it was prospects hiring multiple separate vendors.
Strong founder credentials but no platform to showcase them.
Competitive Insights
No true end-to-end competitor exists in India (unique positioning opportunity).
Most sites either too corporate or too niche.
Educational content approach (like Livspace) works for high-consideration purchases.
Impact on Design Direction
#1 Build trust through transparency
Use founder credentials, real testimonials, and detailed process visualization to answer: "Can I trust them?"
#2 Education-led conversion
Create 8 restaurant-type pages to capture search intent and establish expertise before pitching services.
#3 Dual-audience approach
Balance premium aesthetics with approachable, educational content through layered information architecture.
#4 Mobile-first design
Optimize for India's mobile-heavy traffic with larger CTAs, shorter copy, and simplified navigation.
Strategy
Design Principles
Based on research insights, I established three core principles to guide all design decisions:
1. Credibility Through Clarity
No vague promises - show exactly what MMR does.
Use visual process diagrams to demystify complex services.
Feature real client testimonials with photos and names.
Transparent comparison: MMR vs. Traditional Approach.
2. Education-Led Conversion
Help users understand what they need before pitching services.
Create dedicated pages for 8 restaurant types to capture specific search intent.
Use comprehensive FAQ to address objections proactively.
Position MMR as expert guide, not just vendor.
3. Friction-Free Lead Capture
Single, consistent CTA: "Book Free Call" (removes commitment barrier)
Strategic placement at high-intent moments (not overwhelming)
Simple form: Name, Phone, Email, Restaurant Type (4 fields only)
No essay boxes or multi-step processes.
Information Architecture
Ideation
Design Exploration & Wireframing
I created 3 wireframe variations to test different positioning strategies and information hierarchies for the homepage.
Final Structure Decision
After evaluating all three approaches, I chose Iteration 3 for its balanced positioning—combining authority ("India's Only End-to-End") with empathy and detailed guidance. This structure best served both audiences: elite clients got credibility upfront through strong positioning, while aspiring entrepreneurs received comprehensive education through visual restaurant types and a clear 6-step process.
Visual Design
Style Guide
High-Fidelity Designs
Mobile-First Execution
With 95% of Indian traffic on mobile, I prioritized mobile layouts - simplifying navigation, enlarging touch targets, and optimizing content hierarchy for smaller screens.
Bringing the Structure to Life
I translated the wireframes into high-fidelity designs, establishing a visual system that balances premium aesthetics with approachable warmth - ensuring both elite clients and first-time entrepreneurs feel the site is designed for them.
Development & Launch
Why Framer:
Design-to-code speed, maintains fidelity, no-code CMS for client, easy iteration.
Technical Implementation:
WebP images with lazy loading.
Responsive layouts tested on 12+ devices.
Smooth scroll interactions.
FAQ accordions.
Google Analytics event tracking on all CTAs.
Conclusion
Design Challenges & Solutions
Challenge 1: Building Credibility Without Existing Portfolio
Problem: MMR had completed projects but no documented portfolio, testimonials were informal, no online reviews.
Solution:
Worked with CEO to collect 3 video testimonials and convert to photo + quote format.
Created "Real Stories from Our Satisfied Clients" section with faces and names (authenticity).
Featured award/media recognition prominently.
Used detailed process visualization to show expertise.
Added FAQ section to proactively address trust concerns.
Result: Users spent average 2.3 minutes on homepage (high engagement), testimonial section had high scroll depth.
Challenge 2: Serving Two Audiences with Different Sophistication
Problem:
Elite clients expect luxury positioning; first-time entrepreneurs need guidance and reassurance.
Solution: Multi-layered Content Strategy
For Elite Clients: Premium imagery, emphasis on "end-to-end" comprehensive service, award recognition, high-quality project photos.
For Aspiring Entrepreneurs: Educational restaurant-type pages, transparent process breakdown, FAQ section, "Book Free Call" CTA (low commitment).
Visual Balance: Used clean, professional design that feels premium but not intimidating—rounded corners, warm colors, approachable testimonial photos.
Design Technique:
Information scent - each section of homepage serves different audience needs without overwhelming either group.
Challenge 3: Converting Information Browsers to Leads
Problem:
B2B service websites often have low conversion rates because users need time to research and compare.
Solution: Strategic CTA Placement
Top Navigation: Always accessible (sticky on scroll).
Hero Section: For users who land knowing their need.
After Benefits Section: Once value is understood.
After Testimonials: When trust is established.
Bottom of Page: For users who read everything before deciding.
Result:
10% conversion rate (190 leads from 1.9k visitors in first month)—significantly higher than typical 2-3% for B2B service websites.
Results & Impact
Quantitative Results
Lead Generation:
190 qualified leads (10% conversion rate)
Average lead quality reported as "high" by sales team.
Reduced dependency on referral-only model.
Traffic Performance:
1,900+ website visitors (from zero digital presence).
95% mobile traffic (1,800 mobile vs. 100 desktop) - validated mobile-first approach.
Average session duration: 2.3 minutes (high engagement for B2B).
Bounce rate: 42% - healthy for new website with no existing traffic.
Qualitative Impact
CEO and board members highlighted:
Stakeholder Feedback:
Professional positioning elevated brand perception.
Clear communication made sales conversations more efficient.
Website became primary lead generation tool vs. referrals.
Key Learnings & Reflections
What Worked Well
Mobile-First Approach: Anticipating 95% mobile traffic and designing accordingly prevented major redesign work.
Educational Content Strategy: The 8 restaurant type pages served dual purpose—SEO landing pages AND trust-building content. This captured users at research stage, not just decision stage.
Single, Clear CTA: "Book Free Call" removed friction compared to traditional "Contact Us" forms. Lower commitment barrier = higher conversion.
Strategic CTAs Placement: Placing CTAs at key decision moments throughout the journey (not just at the end) captured users at different readiness levels.
Visual Credibility Building: Using real photos, names, and testimonials instead of stock imagery built authentic trust.
What I'd Do Differently
More User Research: Due to timeline constraints, I relied heavily on stakeholder input. In future, I'd conduct 5-10 user interviews with target audience to validate assumptions about pain points and needs.
A/B Test CTA Copy: While "Book Free Call" performed well, I'd test variations like "Get Free Consultation" or "Talk to Expert" to optimize further.
Add Chat Function: Given high mobile traffic, implementing WhatsApp Business integration could capture leads who prefer messaging over phone calls.
Create More Visual Portfolio: The website would benefit from a dedicated portfolio/case study section with before/after photos of completed restaurants.
Build Out Blog Content: The blog section exists but needs consistent content. A content calendar with SEO-optimized articles would drive more organic traffic.
Thank You!
