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STRENGTHS

  • High brand recognition

  • Cohesive and distinct branding

  • Strong local following

  • Merchandise sales

WEAKNESSES

  • Cluttered, bloated site

  • Clunky navigation

  • Menu photos inconsistent

KEY INSIGHTS

Snarf's branding is fun, distinct, and authentic, but the website experience is distracting and hard to navigate.

KEY REDESIGN GOALS

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IMPROVE ordering flow to be fast and intuitive

ENHANCE navigation to minimize frustration

INCORPORATE key features like delivery tracking and split payment

MODERNIZE aesthetic to build trust and engagement

SARAH

The On-the-Go Grad Student

GRAD STUDENT:  

Colorado State University

photo of Gen Z female

Habits and Preferences

  • Busy, outgoing and values authenticity

  • Frequently orders on the go between activities

  • Prefers straightforward, easy-to-access sites

  • Drawn to aesthetically pleasing designs

  • Values Prominent visuals for quick decision making

Pain points

  • Complicated or slow-loading websites

  • Easy layouts without clear visuals

MID-FI WIREFRAMES

Usability and Refinements

INTRODUCED clearer visual hierarchy

ADDED functional elements like buttons and labels

TESTED user flow and layout before branding

USER INTERVIEWS

TARGET AUDIENCE: Gen Z (18-25), mobile-first users

PARTICIPANTS: 4 interviews (men and women)

GOAL: Understand how Gen Z makes decisions when ordering food online

KEY FINDINGS

Digital Expectations

  • INTUITIVE NAVIGATION is a must- Gen Z dislikes confusing processes

  • STEPS should be clear and fast, avoiding unnecessary friction

  • POP-UPS are disruptive and negatively impact user experience

Trust and Loyalty

  • MODERN, well designed websites signal credibility

  • OUTDATED sites reduce trust and deter repeat visits

  • once TRUST is established, Gen Z customers become loyal and return frequently

TAKE AWAY

The redesign must prioritize usability, speed and modern aesthetics to capture Gen Z's trust and encourage repeat business.

RESEARCH

METHODS

COMPETITIVE ANALYSIS: Evaluated industry trends and competitor websites

USER INTERVIEWS: Gather insights from customers wants, needs and painpoints

AFFINITY MAPPING: Identified common themes from user interviews

PERSONAS: Define key user needs

COMPETITOR SWOT ANALYSIS - SNARF's

STRENGTHS

  • High brand recognition

  • Cohesive and distinct branding

  • Strong local following

  • Merchandise sales

WEAKNESSES

  • Cluttered, bloated site

  • Clunky navigation

  • Menu photos inconsistent

KEY INSIGHTS

Snarf's branding is fun, distinct, and authentic, but the website experience is distracting and hard to navigate.

Meet The Users

Photo of Gen Z male

NICK 

The Routine-Oriented Student

SOPHOMORE:  

Dorm Resident at CU Boulder

Habits and
Preferences

  • Frequently orders delivery

  • Prefers easy, seamless ordering

  • Once familiar, he sticks to a routine and remains loyal

  • Values clear navigation and minimal steps

Pain Points

  • Too many steps in ordering process

  • Confusing navigation

  • Disruptive pop-ups

SWOT ANALYSIS - SILVER MINE

STRENGTHS

  • In-house delivery service

  • clear delivery maps

  • Menu photos for order clarity

WEAKNESSES

  • Lacks Personality

  • Clunky navigation

  • Menu photos inconsistent

OPPORTUNITIES

  • Expand brand recognition

  • Attract new customers with a fresh digital presence

  • Provide intuitive navigation 

TAKE AWAY

Silver Mine Subs has a functional but uninspiring website. The redesign will preserve useful features like delivery maps and menu photos while enhancing brand identity and user experience.

DEFINE

METHODS

JOURNEY MAPS:  Defined user interaction

PROBLEM STATEMENT: Outlined what to solve for

MoSCoW METHOD: Prioritized must-have features

JOURNEY MAPPING

Scenario:

Sarah needs a quick meal to be delivered as she gets ready to go to work after a full day of classes.

Goals:

  • Order online delivery

  • Quick delivery

  • Placed on mobile

  • Easy navigation and checkout

Sarah's journey map
SARAH
NICKS journey map.png

NICK

Scenario:

Nick and friends are having a marathon gaming session in the dorms.

Goals:

  • Group ordering 

  • Delivery order

  • Online ordering

DESIGN 

LO-FI WIREFRAMES

Concept and Layout

FOCUS on Basic Structure, layout and user flow

ESTABLISH navigation patterns and content hierarchy

ENSURE mobile-first approach

PROBLEM STATEMENT

Silver Mine Subs' website feels outdated, cluttered, and difficult to navigate. How can we redesign their site to provide a seamless modern ordering experience for Gen Z users?

HI-FI WIREFRAMES

FINAL DESIGN and INTERACTIONS

APPLIED brand colors, typography and images

OPTIMIZED for mobile usability

CREATED an interactive prototype for usability testing

Silver Mine mock up.png

BRANDING and VISUAL IDENTITY

GOAL

CREATE a modern and inviting brand identity that aligns with the evolving Colorado lifestyle

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Evolving SILVER MINE Identity

  • Original Old West Mining theme felt outdated

  • Modern outdoor adventure and local energy to better resonate with Gen Z

  • New branding reflects authenticity, adventure and community

ICONOGRAPHY

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  • BALANCED mining elements with outdoor adventure visuals

  • CREATED a visual system that feels fresh but still honors brand's origins

Bringing it all Together

KEY UX/UI DECISIONS Navigational Overhaul

Simplified Menu Access

ORIGINAL:

Multiple steps to find specific sandwiches

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midfi Warm Subs.png

SOLUTION:

All menu items on a single page with category filters for efficiency

Menu Page 2.jpg

FINAL PROTOTYPE AND OUTCOME

GOAL

A modern, intuitive and user-friendly website that expands Silver Mine Subs' appeal to a younger audience

VISUALLY cohesive and mobile-friendly design

STREAMLINED ordering process with intuitive navigation

BRAND IDENTITY updated to match Colorado's adventurous spirit

MEETS Gen Z expectations for usability, aesthetics and accessibility

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Menu 1 Welcome Back.png
Sign In 2.png
Order Select Sides.png
checked out screen.png

COLOR PALETTE

EXPANDED on the existing green by adding lighter and darker change

ADDED a rosy red from the Colorado sunset and the famous red rocks

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LOGO UPDATE

UPDATED logo to wordmark for better readability

ITERATED on the design to retain original iconography

ADDED the "silver nugget" as a nod to the brand's past 

INTRODUCTION

TOOLS

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OBJECTIVE

REFRESH the brand identity and digital presence

IMPROVE usability and navigation for online ordering

ALIGN with customer expectations and industry standards

PROJECT BACKGROUND

CLIENT: Silver Mine Subs, founded in Fort Collins, CO (1996)

GROWTH: 10 locations across 3 states

PROBLEM: Outdated Old West Mining theme no longer aligns with their brand

GOAL: Redesign the website for a modern, inviting and user-friendly experience

LOCATION AND DELIVERY REDESIGN

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Order Longmont 2.png

CONSOLIDATED delivery info into an overlay to reduce page clutter

Overlay Longmont.png
Silver Mine mock up.png
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CASESTUDY

UI/UX Designer
Laurie Langston-Wiebe

SILVER MINE SUBS

WEBSITE REDESIGN

Bringing a fresh, modern look to a well-loved local sub shop 

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