OAD

New York, 2025

Design Direction, Research and UX/UI Redesign for Opinionated About Dining, the only dining survey that factors experience into its rating system.

Design Vision and Direction | Research, Benchmark and UX | UI and Visual for Desktop and Mobile website | Design Library and Dev Support

Steve Plotnicki and his team at Opinionated About Dining brought me in to rethink, redesign, and lead the UX and creative direction for their entire new product ecosystem. This included the main website, the review platform, user profiles, and a new travel platform.

Over the course of three months, we worked closely together, with weekly stand-ups and alignment calls with the project manager, plus regular reviews with the whole team. The goal was a major style refresh and the integration of new features to elevate the platform. By the end of the project, we had transformed OAD into a stronger, more engaging destination for food reviews.

Research

The first phase of the project focused on researching competitors, analyzing needs, and defining the scope of the redesign. This helped establish a clear direction and build a solid foundation.

Wireframing

After the initial research, I created wireframes for the key pages to align on the structure and ensure all main screens were approved by the client.

Design

Once the moodboard and style direction were set, I moved on to the detailed design for both desktop and mobile. The challenge was to blend a bold, eye-catching style with solid UX principles.

I started by analyzing the existing site, reviewing competitors, and identifying usability and navigation issues across all sections. This included everything from SEO performance to overall functionality, ensuring a thorough evaluation.

After completing the research, strategy, and content analysis phase, I restructured and presented the new information architecture. This was key in helping the client understand the redesigned layout and functionalities. Before jumping into the visual design, I created wireframes for each page, giving the team a clear overview of the entire site.

DESIGN

LET'S CREATE

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