What’s more, South Africa is currently ranked as one of the world’s top five highest users of mobile technology. So with its new web and mobi site, Steers has placed itself directly into the hands of over 10 million South Africans accessing the internet on their cellphones – and best you believe every one of them has an opinion.
As such, Steers’ sites needed a design that would meet the big screen bandits and mobile-savvy mob head-on. So off we set, like moths to the flame (grill).
Our inspiration was drawn from the feeling you get when a good burger rests between your fingers – it’s an intuitive satisfaction, a simple pleasure…a sensory delight.
We used some basic burger eating principles to guide our thinking:
GIVE ME WHAT I WANT
When you’re in need of that something…that big round juicy sizzling flame-grilled kinda something, and you need it now, there’s very little that’ll stop you. So, our designs needed to resemble this process, net so:
1. Enter site
2. See food (cue mouth watering)
3. Read menu / find store
4. Go eat
USE THE SPACE WELL
Unnecessary extras thrown about the place are a pain in the buns, so using Analytics as the guiding light, we stripped the site down to its essentials. This brought more simplicity to the navigation as well, in turn impacting designs for the smaller screen sizes.
KEEP IT SIMPLE
What did we want to achieve with the site? Hunger, obviously. We wanted the site to be a celebration of the burgers and chips voted ‘Best’ for 17 and 13 years respectively – in a row. So barring the text-only ‘dumbphone’ version, the site puts food porn at the top of the chain – big, mouthwatering imagery of the good stuff. Simple.
MEET MY EXPECTATION
The perfect burger should be the one you ordered, the one that doesn’t keep you waiting, the one quietly sizzling with scent of seduction – every single time. So no matter the device, if the user landed on our site, they’d have the same Steers experience, in all its flaming glory.
I’LL EAT HOW I WANT TO EAT
Chopsticks and burgers hate each other. The bottom line? If the user can’t use it, there’s no way they’d choose it. Again, form follows function. So in the quest to satisfy that insatiable audience, the results were…should we say…well consumed:
• A 61% drop in indigestion…I mean, bounce rate.
In one byte-sized chunk, Steers now has a site that responds – no matter the girth.