Josh Levano
Back to Portfolio →A virtual space for a local treat.
A website bringing the story of a family-owned donut shop online to build trust with potential customers.
Role:
UI/UX Designer, Developer
Timeline:
1 week
Year:
2025
Project Overview
While the business has a loyal local following, the lack of online reputation is driving away potential customers and business
Through customer interviews and competitive analysis, we identified the following main challenges:
Trust Deficit
Negative reviews dominate search results, creating unfair first impressions that don't reflect the authentic community experience.
Limited Visibility
No digital presence to showcase the shop's story, community connection, or counter negative perceptions online.
Competitive Disadvantage
Local competitors with professional websites appear more credible and trustworthy to potential customers.
Create a website that authentically communicates the shop's story and reinforces community trust
Showcasing the genuine family-owned experience and community connection, highlighting positive customer testimonials, and wrapped into a friendly but modern design.
Success would be measured by increased foot traffic, positive online engagement, and community reconnection
Establish credible online presence that reflects authentic quality
Counter negative review perception with community testimonials
Showcase authentic community connection and family-owned values
Display menu and offerings clearly for new customers
Problem
While the business has a loyal local following, the lack of online reputation is driving away potential customers and business
Through customer interviews and competitive analysis, we identified the following main challenges:
Trust Deficit
Negative reviews dominate search results, creating unfair first impressions that don't reflect the authentic community experience.
Limited Visibility
No digital presence to showcase the shop's story, community connection, or counter negative perceptions online.
Competitive Disadvantage
Local competitors with professional websites appear more credible and trustworthy to potential customers.
Solution
Create a website that authentically communicates the shop's story and reinforces community trust
Showcasing the genuine family-owned experience and community connection, highlighting positive customer testimonials, and wrapped into a friendly but modern design.
Goals
Success would be measured by increased foot traffic, positive online engagement, and community reconnection
Establish credible online presence that reflects authentic quality
Counter negative review perception with community testimonials
Showcase authentic community connection and family-owned values
Display menu and offerings clearly for new customers
Research & Insights
How I revealed a disconnect between online perception and authentic community experience:
Customer Interviews
In-person conversations with regular customers revealed authentic experiences and genuine community connections that weren't reflected online.
Analysis of Online Reviews
Systematic review of Google and Yelp feedback showed negative reviews dominated search results, creating unfair first impressions.
Competitor Analysis
Study of local cafe websites revealed how professional digital presence builds credibility and customer trust.
Community voices became the foundation for our design approach.
These testimonials capture the warmth, authenticity, and local connection that needed to be expressed digitally.
"I come here with my kids pretty often since we live in the area and the park is down the street, my kids love this place and Christy is a gem. I haven't read these negative reviews about this place until now and I disagree, these are all from out of towners who come in with lofty expectations."
— Daniel, Local Parent
"I usually just stop by for a coffee because I've been working at a job site nearby for a bit now, the location's good right off the freeway and I like how simple it is. You pour your own coffee, but I don't mind it, the pot is always warm and Christy remembers me."
— Peter, Regular Customer
"I come here with my daughter and I've been coming here for the last 7 years. I wouldn't come back if I didn't love this place. I didn't know people were being so judgmental online, but I think that those people don't know what they're talking about. Christy's is local, family owned, and genuine."
— Marie, Long-time Customer
Design Solution
HERO
Created aspirational feeling with 3D rendered donuts on clean background, balancing professionalism with playful authenticity that reflects the shop's character.
High-quality imagery, essential business information, and button to menu.
REVIEWS
Featured genuine testimonials from long-term customers, emphasizing community connection and family-owned values that distinguish the shop from competitors.
Elevate authentic customer voices to counter negative online perception.
MENU
Organized offerings in accessible format with clear pricing and descriptions, reducing uncertainty and setting proper expectations for first-time visitors.
Simple image carousel, with visit us button at the top for easy hero access
Final Outcomes
The website successfully countered negative perceptions and established authentic digital presence
Here are some of the metrics discussed earlier in the goals section of the case study.
increase in
positive reviews
online
Community members
enjoyed seeing their
voices as a part of the
online experience.
increase in foot
traffic in store.