Fidelina

Fidelina is a family-owned restaurant in Medellín, Colombia. This project reimagined their digital presence with a bilingual website and focused on improving accessibility, reservations, and storytelling to connect with both locals and international travelers.
UX Case Study · Website Redesign · Concept / Client Collaboration
OVERVIEW

Fidelina is a family-owned restaurant in Medellín known for its warm atmosphere, experimental Colombian cuisine, and deep cultural roots. Despite its strong local presence, the restaurant relied heavily on Instagram and WhatsApp for promotion and reservations, limiting accessibility for international audiences. The challenge was to design a bilingual, user-friendly website that conveyed Fidelina’s story, improved reservations, and made the restaurant more discoverable to locals and tourists alike.

‍

Role & Responsibilities
  • Conducted user research and interviews with locals and travelers
  • Performed competitive analysis of restaurant websites in Colombia and abroad
  • Created personas, card sorts, site maps, user flows, and wireframes
  • Designed a bilingual website with intuitive navigation, photo galleries, and reservation system
  • Tested prototypes with Spanish and English-speaking participants

‍

APPROACH
  • Empathize → Interviewed users to understand expectations, cultural needs, and pain points with current restaurant websites.
  • Define → Identified barriers: reliance on WhatsApp, lack of bilingual content, and difficulty accessing key info (menu, reservations, story).
  • Ideate → Explored solutions for improved storytelling, clear navigation, and integrated reservation options.
  • Prototype → Built wireframes and high-fidelity screens showcasing Fidelina’s cuisine, values, and atmosphere.
  • Test → Ran usability tests on Maze with both Spanish and English speakers; gathered feedback and iterated designs

    • ‍

    No items found.
    KEY FEATURES/ HIGHLIGHTS
  • Bilingual website (English + Spanish) for broader accessibility
  • Intuitive reservation system that blends local preferences (WhatsApp) with global standards
  • Photo galleries and visual storytelling that highlight Fidelina’s cuisine and decor
  • Clear navigation and content grouping informed by card sorting research
  • Responsive, mobile-friendly design optimized for international visitors

    • ‍

    No items found.
    OUTCOME

    In this project, the design had to balance authentic storytelling for locals with practical accessibility for international travelers. By aligning cultural nuances with user-centered design, the website concept both celebrated Fidelina’s heritage and enhanced its visibility in Medellín’s growing culinary scene.

    • Delivered a bilingual website concept that makes Fidelina accessible to locals and tourists alike.
    • Improved reservation flow by combining local habits (WhatsApp) with a structured online booking option.
    • Strengthened brand identity by weaving Fidelina’s cultural values and story into the digital experience.
    • Validated design choices through usability testing: all participants rated the experience as intuitive, relevant, and visually engaging.
    • Positioned Fidelina competitively in a market of rising culinary tourism, giving the family brand both authenticity and international reach

    ‍

    REFLECTIONS
    This project deepened my understanding of designing across cultures and languages, and the importance of aligning brand storytelling with usability. Collaborating with Fidelina taught me how to transform a restaurant’s unique values into a digital presence that feels both authentic and global-ready. It reinforced the power of research-driven design in creating solutions that respect tradition while embracing innovation
    OTHER PROJECTS
    Therapy Lights Practice
    Web Redesign for a Mental Health Practice
    TheraMusic
    A Platform for Music-Based Mental Wellness
    YourGuide
    A Personalized Travel App
    Disney Plays
    A Gameplay Feature for Disney+