Content Design | E-Commerce
The Challenge
Conceptualize and design mobile and web e-commerce sites for Elements of Surpise, a new Toronto-based restaurant with a novel concept. The sites need to be easy-to-naviate, highly-intuitive for the ultimate user experience. They must market the concept in an appealing and easy to understand way.
The visuals need to be crisp, vibrant and playful, while the content's tone should be welcoming, engaging and helpful.
Below is my design, including key elements of the content strategy and design assets.
CONTENT STRATEGY
Purpose & Goals | Audience | Personas | User & Clients | Messaging & Brand Voice |
Content Types & Formats | SEO | Content Pillars | Distribution & Promotion | Content Calendar
Purpose & Goals
Primary Goal
The main objective is to position Elements of Surprise as a unique, adventurous dining experience where meals are curated as surprises based on customers' taste profiles.
Business Goals
The business seeks to:
- Drive online orders for dine-in and takeout.
- Build customer loyalty through the EOS Passport reward system.
- Generate awareness as Toronto’s most unique international cuisine experience.
- Encourage social sharing and word-of-mouth referrals.
Content Goals
The site content needs to:
- Educate visitors about how the concept works
- Showcase authentic global dishes
- Promote local chefs and the cultural stories behind the meals
- Encourage customer sign-ups and repeat engagement
Audience
Target Demographics
- Age: 25–45 (primary), 35–50 (secondary)
- Occupation: Business professionals, executives, entrepreneurs
- Location: Toronto, Yonge & Eglinton area
Psychographics
The target customer includes adventurous eaters who might be socially active, culturally curious and/or risk-takers.
They seek unique experiences that can be shared with friends or clients.
Personas
Scott Turner, 51
Married, adventurous, extroverted sports medicine sales executive who likes to entertain and enjoys fine dining with clients
“My goal is to try everything once, and never do the same thing twice.”
Tanya Libeda, 43
Single, social media business owner, host, event planner who loves to entertain family and friends
“When you party with me, you never get bored.”
User Needs
From the user’s perspective, the platform should provide:
- Clear information on whether the restaurant delivers to their area
- Ability to order food online with an easy-to-use interface
- Profile creation to record likes, dislikes, allergies, and sensitivities
- A digital passport stamp system that tracks meals by geography
- Options to rate meals, share feedback, and view past experiences
- Social media integration for sharing food journeys and stamps
Client Needs
From the business perspective, the platform should allow Elements of Surprise to:
- Sell meals online with efficient delivery management
- Provide a system for limited customization while maintaining the surprise element
- Track user meal history to recommend fresh and unique options
- Gather user feedback and maintain a database of customer preferences
- Generate revenue through meal sales, advertisements, and sponsorships
- Review customer ratings to adapt and update the menu regularly
Messaging & Brand Voice
Tagline
The proposed tagline is playful and creates a sense of intrigue:
"Authentically dine—a surprise every time."
Messaging Themes
Adventure “Take your taste buds on a trip around the world.”
Authenticity “International dishes made by the world’s best chefs.”
Surprise “Every meal is a new discovery.”
Voice & Tone
Brand Voice Bold, sophisticated, inclusive
Site Tone Helpful, guiding, knowledgeable
Content Types & Formats
Website Content
- Homepage with EOS concept explainer and featured dishes
- Menu with regions and rotating monthly specials
- EOS Passport: gamified content around meal stamps
- Chef profiles with stories and images
- Customer reviews and testimonials
Interactive Content
- "Taste Profile" quizzes
- Meal reveal hints during delivery wait times
Social Media Content
- Passport stamp sharing
- Behind-the-scenes chef videos
- “Guess the Dish” interactive polls
Other Formats
- Email newsletters with monthly featured countries
- Blog posts on food culture and travel
SEO
Keyword Focus
The goal is to determine key phrases that focus on location, uniqueness, surprise and international cuisine.
- “Toronto international cuisine restaurant”
- “Unique dining experiences Toronto”
- “Surprise meal restaurant”
- “Global dishes Toronto”
- "International cuisine"
- "Interesting foods"
SEO Tactics
- Region + cuisine long-tail keywords (e.g., “authentic Peking duck Toronto”)
- Structured content for recipes, chef bios, and cultural stories
- Schema markup for menu and reviews
Content Pillars
Global Flavors Rotating content about new countries & dishes
The Experience How the surprise meal process works
The Chefs Spotlight on chefs, their stories, and expertise
Community & Culture Testimonials, gallery, EOS Passport shares
Practical Info Reservations, delivery zones, allergy info, order process
Distribution & Promotion
Channels
Communication channels recommended included:
- Elements of Surprise website and app
- Instagram, TikTok and Facebook for visuals and engagement
- LinkedIn for executive/corporate audience
- Email newsletters for promotions and loyalty
Promotion Tactics
To help promote the business, I recommended:
- Paid ads targeting Toronto professionals
- Collaborations with local food bloggers/influencers
- Press releases on new featured cuisines
Content Calendar
To keep customers engaged, key assets will be delivered:
- Weekly Social media “taste passport” updates, customer shares
- Monthly Highlight new regions & dishes; chef spotlight
- Seasonal Tie promotions to cultural festivals (e.g., Lunar New Year, Diwali)
- Real-time Engage with customer posts tagging EOS
DESIGN ASSETS
Mood Board | Site Map | Wireframes | Mockups
Mood Board
The site's mood is energetic, bold and vibrant with clean, crisp lines and delicious images.
Site Map
The site needs an intuitive, logic flow to help deliver a seamless experience as visitors navigate through the screens.
Wireframes
An intuitive, logic flow that helps users quickly and efficiently navigate through the screens.
Mockups
The final design is a bold, energetic look with an engaging message and logical, easy to navigate UI.
Web
Mobile
