Casa Nómada
A fictional study for a Madrid neighbourhood café, exploring a site centred on menu, hours, location and local visibility.
Context and brief
Casa Nómada imagines a specialty-coffee café and casual restaurant in Madrid. The exercise explores how to carry the warmth of the room online while answering practical questions — menu, hours and location — quickly.
Challenge and audience
Audience hypothesis: neighbours deciding where to eat, remote workers choosing a café and visitors looking for somewhere nearby, usually on mobile and short on time. Personality only helps if it does not delay the answer. The challenge was to build a recognisable identity while letting someone in a hurry find the menu, opening hours, location and local context within seconds.
My role
I defined the business hypothesis, information hierarchy, voice, visual direction and local-content system. This fictional case exists to make decisions visible; it is not a collaboration with, or a result for, a real restaurant.
Key decisions
Tactile and human. Warm materials, intimate lighting cues, honest photography direction and copy that sounds like the owner talks. No corporate distance. I separated what is urgent from what is interesting. Menu, hours and location form the decision layer; story, suppliers and atmosphere build preference afterwards. The menu structure and local-listing guidance are designed for a non-technical team to maintain.
Proposed solution
A fast one-page-led structure: menu, hours and location above the fold; the story for those who scroll. Menu content is structured so it stays accurate and readable on phones, local landing content targets neighbourhood searches, and Google Business Profile guidance keeps the listing as alive as the room.
Status and evidence
There is no traffic, booking or ranking data because the business does not exist. The study delivers an architecture centred on local intent and day-to-day maintenance; its impact would need to be measured after a real launch.
Proposed system
- One-page-plus responsive website
- Structured menu system
- Local landing content
- Google Business Profile content guidance
- Social starter templates
What it tests
- How hospitality sites win on speed and answers, not animation
- Menu architecture that stays maintainable by non-technical staff
- Local-search content without keyword stuffing
Related services
- Signature websites
- Local visibility
- Brand & content systems