Table of Contents
The Problem
HER Melbourne is a multi‑level destination blending Mediterranean‑inspired food, drinks, art and music across four distinct spaces—HER Bar, Music Room, BKK and the Rooftop. We refreshed its website copy with elegant, sensory language, developed a concise tone‑of‑voice guide, and delivered launch‑phase social and campaign assets to elevate HER’s premium brand presence.
The existing site lacked hierarchy and clear differentiation between venues, featured inconsistent branding and poor mobile usability, and omitted key content (menus, seasonal activations). These issues—combined with weak SEO and confusing navigation—hindered discovery and bookings.
The Objectives
Clarify and Elevate the HER Brand Experience
Position HER as a distinctive, multi-level destination by clearly communicating the unique offering of each floor, while presenting a unified brand story that reflects the venue’s bold, design-led identity.
Drive Engagement and Conversion Across Touchpoints
Optimise the user experience to increase bookings, menu views, and event discovery — especially on mobile — through intuitive navigation, fast performance, and rich, editorial-style content that keeps people exploring and coming back.
Design Approach
After synthesizing our research insights (personas, journey maps, competitive audit), I kicked off Sustainify’s design by sketching dozens of rapid paper concepts for each core user journey . These hand‑drawn flows let me quickly explore information hierarchy, navigation patterns, and key touchpoints (onboarding, product comparison, rewards redemption) without getting bogged down in visual details.
Layered Storytelling
We build a site that mirrors HER’s physical journey — guiding users through each of the five levels with narrative-driven content and immersive visuals. Each space (HER Bar, Music Room, BKK, Rooftop) will have its own distinct identity, while still feeling cohesive as part of the HER ecosystem. The goal is to make users feel like they’re stepping into the venue, even from their phone.
Seamless Navigation
Navigation will be intuitive, allowing users to easily explore, compare, and engage with each level. A persistent navigation element or floor selector will help users understand the layout at a glance and jump between spaces fluidly. Key actions like viewing menus, booking, or checking what's on will always be within easy reach, especially on mobile.
Visual Boldness
We’ll lean into HER’s design-led identity with a visually rich experience — full-bleed imagery, strong typography, layered textures, and subtle motion to evoke the atmosphere of the space. Each level will reflect its own mood and energy through tailored art direction and content styling, bringing the venue’s IRL vibe online.
Content as Experience
From seasonal campaigns to cocktail features and music programming, we’ll bring more dynamic content into the site — not just functional, but editorial. Think interactive menus, event highlights, DJ lineups, and behind-the-scenes storytelling. This content-first approach not only keeps the site feeling alive, but also improves SEO and engagement.
Final Deliverables
I designed high‑fidelity, fully responsive pages that bring HER Melbourne’s premium brand to life and clarify its multi‑level offering. The Venue Landing page uses bold typography, immersive photography, and clear CTA cards (“Reservations,” “Menus,” “What’s On”) to orient visitors immediately. The Functions page breaks down each space (HER Bar, Music Room, BKK, Rooftop) with distinct imagery, concise descriptions, and streamlined booking links. The What’s On grid showcases upcoming events with intuitive filtering and prominent RSVP buttons. On Gift Vouchers, tiered voucher options are presented with visual hierarchy and hover states to encourage purchase. Finally, the Contact page combines an interactive map, simple form, and footer CTA for easy discovery and conversion—all built from a unified component library for consistency, accessibility, and performance.
Impacts
◤ Community & Social Impact
Since launch, Sustainify volunteers have contributed 143 hours of service, directly benefiting 2,340 community members through charitable events and outreach programs. These efforts have generated in donations for partner NGOs—demonstrating tangible, measurable social impact for youth‑driven sustainability initiatives .
◤ Educational Engagement
Through Sustainify’s interactive ESG learning modules and “Share” programs, thousands of young users have completed bite‑sized sustainability lessons and eco‑action challenges, turning abstract concepts into concrete behaviors. This early traction validates our platform’s ability to convert interest into action, fostering long‑term sustainability literacy among Hong Kong’s youth.
◤ Partnership & Ecosystem Growth
Sustainify has onboarded multiple strategic partners—including sustainable brands, NGOs, and educational institutions—amplifying our reach and credibility. By uniting stakeholders around a single digital ecosystem, we’ve created a scalable model for collaboration that not only drives platform adoption but also multiplies collective impact across environmental and social fronts.
Some Other UIUX Works
@designed by AddieCheung 2024