Anelde Greeff, editor-in-chief for Eat Out says, "In light of the significant changes across the brand, we knew the new website had to have a significant shift. It not only mirrors the brand's changes but also improves on usability and functionality. We call ourselves South Africa's best guide to South Africa's best food and wanted the website to bring that to life. One of the key features of the new site is the responsive design, thus ensuring our fans have an optimum experience, irrespective of device.
"We brought in a UX expert to devise the site architecture and design and work very closely with the development team and the magazine team in a collaborative process to reach the end product. Much attention has been paid to making the website fresh, inspiring and on trend and we anticipate the improved functionality and features of the website will serve to attract a greater audience and keep them engaged for longer."
The way content is presented on the website has changed significantly. For example, users will now find more navigable content layers, when entering the site via a restaurant listing. A user will also be able to see what other restaurants are nearby or of a similar type. Editorial content is presented in a more intuitive way, making the website easier to use and encouraging a longer stay. Furthermore, the search function is enhanced and more prominent than before.
These changes took into consideration the results of an online survey conducted in early 2013, when the company met with stakeholders (chefs, restaurant owners and bloggers) to understand their perception of the brand with the intention of creating an improved offering to both magazine readers and the online audience. In addition, local and international websites were considered to bring it in line with global trends.
Aileen Lamb, GM of Eat Out, concludes, "We are very pleased with the result of the extensive brand evolution that has taken place over the past year. Because of feedback from our audience and stakeholders, it has implemented well-considered changes to the website in conjunction with our partners. We're confident that the new site will wow both our loyal and new audiences."
For more information, go to www.eatout.co.za.
