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Indian Restaurant Website Design and Build 


Business - Aroma Spice 

Role - UX Designer (freelance) 


Aroma Spice in Hampstead, London needed a new website after their surge in online orders due to COVID-19 lockdown restrictions. Aroma Spice was also under a rebranding process.


Aroma Spice is a 20-plus-year-old fine-dining Indian restaurant that is family-run with a long list of loyal customers.  


  • Director of Operations for Aroma Spice

  • Graphic Designer/Photographer. 


Aroma Spiced saved a significant amount of money by switching to a more cost-effective payment processing solution. They now pay a flat monthly fee of $29 instead of commissions on each order, resulting in an annual saving of £3,600. 


The new website provides a modern and user-friendly experience for customers, replacing the outdated and poorly structured design of their previous site.

Aroma Spice logo and entrance to restaurant. 

Design process for

Design process for

Screenshots from the old website for reference. 

Aroma Spice in Hampstead, London, UK. 

The people problem we were trying to solve...

We wanted our customers to be provided with a great ordering service. With the addition of our own incentives on a new website. 

How do we know this is a real problem?

Delivery partner costs are unsustainable. Commission fees from using third parties are hidden and hard to track. People understand the idea of 'support local'.

How will we know if we've solved this problem?

Our costs to run ordering services should decrease. Especially running our own website as the developers take high commission. 

Covid-19 and hospitality

Focussing on the delivery market had become imperative for hospitality businesses in 2020 due to Covid-19 lockdowns. Aroma Spice wanted to shift orders away from third party applications (i.e Just Eat, Deliveroo, Uber Eats and a website developer). Such apps are famously known to take 35% of a total order from businesses that use their services. Aroma Spice was aiming for a more 'personal' service to their customer's doors. Before this project, the company was doing a rebrand.

AS Logo OFF.jpg

People Problem statement

"I want to have a dine-in experience/service with reasonable rates especially during lockdowns. I want to help support the businesses in my community"

User Need

Aroma Spice's customers want to give a great experience /service similar to when using apps to order. They want to support local businesses and the community. 

Business Need

Aroma Spice needs a way to shift customers from delivery apps to their website to cut losses made from paying commissions. 


Chicken and Rice from Aroma Spice.

Discover phase

To initiate the project, we embarked on a comprehensive problem-solving phase, involving in-depth conversations with Aroma Spice's Director of Operations, Manager, and their customers.


We conducted informal interviews and distributed a customer survey to gather valuable insights. This collaborative approach ensured that the team gained a shared understanding of the underlying problems and their root causes, rather than relying on assumptions. The findings from this phase informed the creation of a Value Proposition Canvas and Iceberg Canvas, serving as design artefacts for further reflection.

The Value Proposition Canvas highlighted the value propositions for both businesses and customers, while the Iceberg Canvas explored the potential societal, economic, and environmental implications of the product. This holistic perspective enabled the team to view as a comprehensive entity, considering both the visible and underlying aspects.

Through this process, we discovered that customers often held reservations about 'ordering directly' and prioritised value for money.

The Iceberg Canvas process. Click on the images to learn about each step in creating the artefact.

Define phase 

Following the discovery phase, we sat as a team to discuss 'The Golden Path' (key user journey) for our users and the projects 'Design Principles' moving forward. This helped us articulate our product and how we will work.


We focussed on how to lure new customers to the site. It was clear loyal customers will come regardless. We discovered users who order directly less often needed persuasion to come to the site and order. We learned that we had to update the Google Businesses listing to achieve this. 

The Golden Path for and Design Principles we set.

Develop phase

To make our product come to life we looked at what makes a website denote high quality and great service from a restaurant. We were aiming to build one page with useful information (i.e homepage). 

We were limited with time so we presented a list of features instead of sketching solutions. Touching onto the delivery phase, the Director of Operations then voted on which features they wanted.  

They agreed on: 

- taking high-quality images for the site and Google Business listing 

- including a 'bio' about the business

- reviews section (including Google Reviews and Trip Advisor) 

- location details

- contact details 

They also agreed on having a gallery, reservation, and of course an ordering page. These pages were given to my partner to focus on using their Camera and 'Gloria Food'.