ServSafe wanted to redesign the website to be easier to navigate and friendlier to use, yet complementary with their brand as the standard of food safety certification.
I worked on the early stages of the ServSafe redesign project at Plum Tree Group, conducting research, compiling the UX strategy, and designing wireframes. Later I designed the main pages for the website, applying what I learned from working closely with ServSafe into a cohesive visual design in line with the company's branding and goals.
One of the main challenges of this project was effectively organizing the immense amount of information and products ServSafe offers. Different states have different requirements. Visitors often felt the website was too complicated.
Using research gathered from user persona journeys and heuristic evaluations, we sensibly grouped relevant information and created a visual hierarchy through layout, color, and style for each task visitors were likely to engage in.
Restaurants and state laws often mandate food handlers to be ServSafe certified. The goal was to acknowledge ServSafe's professional industry status while updating the look to feel colorful and playful for users who may see ServSafe as an inconvenience.
My direction for the four main ServSafe products consisted of simple, representative icons emphasizing the product colors to provide visitors with strong visual cues for a unifying experience across all pages.
In the end, making the ServSafe experience intuitive to navigate and visually appealing is just one way to make the lives of millions of users a little bit easier. It taught me how to apply background and data to a visual design in a way complementing both the expectations of stakeholders and usability of end users.
David Caldwell, Project Manager
Rachel Johnson, Lead Research Strategist