The Farmer's DogHospitality2026
Destination dining: ensuring online and on-site experiences meet expectations
Research-led UX website design
for a TV-famous Cotswold pub
Story
The challenge
People travel from across the world to this rural pub, but its website was disjointed and reducing visitors. Booking was confusing, walk-in options were unclear, and the shop was split across several platforms. Every part of the website was missing e-commerce and casual visitor opportunites.
The solution
One holistic site for the pub, shop and events – more akin to a festival than a village pub. Consolidating the website into five sections, I designed mobile first, with Book a table button always one tap away.
The impact
Sales up 150% in the first month. Launched in May 2026, ready for the traffic from Clarkson's Farm Season 5.
My role
UX/UI design: competitor research, user flows, wireframes, mobile and desktop designs, and presenting to stakeholders, Information Architecture, copy and imagery selection
Brand and art direction
Jana Fontoura
Agency
T&P
Who it helped
Guests who couldn't tell how to book or walk in, and the developers who built from the design system
Designs
Booking, explained up front
When tables are released, and how to visit without one.
Walk in, book or browse
Every way to visit, in one place: eat, drink and shop.
Pub, shop and events in one place
Five clear sections instead of a page for everything.
Eat, drink, shop: one tap each
Three tabs instead of a page for every venue, built for the 90% of visitors on mobile.
Mobile first, then desktop
Over 90% of visits were on mobile, so the shop and product pages were designed for thumbs first.
A design system for the developers
Built from Jana's brand guidelines, I took foundational principles of the brand into the website design system: cards, carousels and UI states, so the site and the pub feel like one place and one experience.