PROJECT: Dancing Chef Website Redesign

CLIENT: Dancing Chef


Dancing Chef is a fast-growing SME in Singapore that specializes in No MSG, No Preservatives and No Artificial Coloring Food Paste. Their popular food paste can be found in NTUC and all major supermarkets and grocery shops.


Dancing Chef wanted a new website that better articulated their brand positioning. They also wanted a recipe section to feature their latest cooking recipes created by Singapore’s leading chefs. In addition, they envisioned a website that would allow users to easily submit personal recipes to share with others.


Conversion Hub proposed a refreshed design of the Dancing Chef website, incorporating the latest web technologies like AJAX and interactive technology. The site was powered by a backend content management system (CMS) and had a custom plugin that allows for recipe submission and filtering.  Search engine optimization remained an important consideration and the team guided on the insertion of meta information for each page.


The Results

  • 95% of users preferred the new Brand Design
  • 88% Improvement in Brand Preception
Technologies Applied
  • 360 ° Human Design Methodology
  • Usability Testing
  • Heuristic Evaluation
  • Website & CMS Deployment
  • SEO Enhancement