Ribs Circle
Ribs Circle is a conceptual restaurant website designed to bring one of Tembisa's favourite local food destinations into the digital space. The project combines a modern user experience with the vibrant culture of township dining, allowing customers to explore the menu, book tables, and order their favourite meals for delivery across Tembisa and surrounding communities.
Year
2025
Service
UI/UX Prototype
Category
E-Commerce
Tool
Figma
Description
Ribs Circle is a conceptual restaurant website designed for a well-known local food establishment located in the township of Tembisa. The restaurant is recognised for serving some of the area's favourite comfort foods, including signature ribs, kota (kasi sandwiches), chips, dagwoods, burgers, and other popular township meals.
The goal of this project was to create a modern digital experience that celebrates the restaurant's local identity while making it easier for customers to explore the menu, book a table, discover upcoming events, and order food for delivery. Designed entirely in Figma as a fully interactive prototype, the website combines vibrant visuals with intuitive user experiences to help bring a traditional township eatery into the digital space.
Unlike many local restaurants that rely primarily on walk-in customers or social media, the concept introduces an online ordering and delivery experience that allows customers from surrounding townships to conveniently enjoy their favourite meals without visiting the restaurant.
The Challenge
Many local restaurants provide exceptional food but often lack a professional digital presence that matches the quality of their offerings. Customers typically depend on word-of-mouth recommendations, social media posts, or phone calls to place orders, making it difficult to browse menus, discover promotions, or arrange deliveries efficiently.
The challenge was to design a website that preserves the authentic township identity of Ribs Circle while modernising the customer experience through intuitive navigation, online ordering, table reservations, and delivery services.
The Solution
The solution was to design a vibrant, user-friendly website that reflects the warmth and energy of township food culture while simplifying the customer journey.
The homepage immediately introduces visitors to the brand through bold typography, appetising food photography, and a clean, modern layout that highlights the restaurant's signature dishes. Clear calls to action encourage users to either browse the menu or reserve a table, making it easy to begin interacting with the business from the moment they arrive.
A simplified navigation structure gives users quick access to the restaurant's menu, events, gallery, company information, and contact details, while a prominent Book a Table button remains easily accessible throughout the experience.
One of the key features introduced in the prototype is a local delivery service, allowing customers from Tembisa and neighbouring townships to order meals online. This feature extends the restaurant's reach beyond traditional walk-in dining and creates a more convenient experience for customers who prefer takeaway or home delivery.
The interface balances modern usability with the restaurant's local identity by combining vibrant colours, engaging imagery, generous spacing, and clear visual hierarchy. Every screen was designed to make browsing enjoyable while encouraging customers to explore the menu, make reservations, and place food orders with minimal effort.
Research & Inspiration
Before beginning the design, I researched both local and international restaurant websites to understand how successful food businesses present their menus, encourage bookings, and simplify online ordering.
The research focused on:
Restaurant navigation
Menu presentation
Food photography
Reservation flows
Online ordering experiences
Delivery services
Mobile responsiveness
Visual hierarchy
The findings helped shape a design that combines familiar restaurant user experiences with a visual identity that celebrates township culture.
Design Strategy
The design philosophy centred around "Local Flavour, Modern Experience."
The objective was to preserve the authenticity of Ribs Circle while providing customers with the convenience and usability expected from today's digital experiences.
Key design principles included:
Bold typography
High-quality food imagery
Clear navigation
Simple user flows
Strong calls to action
Mobile-first thinking
Accessible layouts
Consistent visual hierarchy
Brand Identity
The visual identity reflects the restaurant's energetic and welcoming personality.
Color Palette
Red
White
Black
These colours were selected to stimulate appetite, reinforce the restaurant's branding, and create a vibrant, memorable experience while maintaining excellent readability.
Typography
A modern sans-serif typeface was used to create strong visual impact while ensuring readability across all devices. Large headings immediately draw attention to featured meals, while supporting text provides clear information without overwhelming users.
User Experience
The customer journey was designed to minimise effort and help visitors quickly find what they are looking for.
Primary User Flow
Home
↓
Browse Menu
↓
Select Meal
↓
Order Online or Book a Table
↓
Checkout
↓
Delivery or Restaurant Collection
Key Features
Interactive digital menu
Online table reservations
Food delivery to surrounding townships
Event promotion section
Restaurant gallery
Contact information
Responsive layout for desktop and mobile
Outcome
The Ribs Circle prototype demonstrates how thoughtful UX design can help local businesses modernise without losing their identity.
The final design delivers a welcoming and visually engaging restaurant experience that makes it easier for customers to browse the menu, reserve tables, order food online, and access delivery services. By combining intuitive navigation with strong visual storytelling, the website helps strengthen the restaurant's online presence while improving convenience for customers across Tembisa and nearby communities.
Reflection
This project reinforced the importance of designing digital experiences that are tailored to local businesses and their communities. Rather than simply creating a visually appealing website, the focus was on understanding customer behaviour and removing barriers to ordering, booking, and discovering the restaurant. It also strengthened my ability to combine brand identity, usability, and responsive design into a cohesive user experience that supports both customer needs and business growth.
