Content Inventory & Audit

Course INF2170 Length 2 Months

Project Overview

Double Double Pizza & Wings is an Ontario-based pizza chain whose website supports menu browsing, store discovery, and online ordering through a connected subdomain.

The goal of this project was to conduct a content inventory and audit to evaluate the site’s effectiveness, accessibility, and consistency, and to provide actionable recommendations for improvement.

This audit examined both the main site (doubledouble.ca) and the online ordering subdomain (webordering.ca), recognizing that online ordering is a critical part of the user journey.

Executive Summary

Overall, the Double Double website was assessed as functional but outdated, earning a content quality score of 3/5.

• Duplicate or missing metadata
• Accessibility failures related to contrast and font size
• Outdated and low-quality visual assets
• Redundant navigation elements

Despite these issues, the site successfully communicates essential business information and supports online ordering. With targeted improvements—particularly around SEO, accessibility, and visual consistency—the site could see significant gains with relatively low effort.

Audit Methodology

Evaluation Criteria

• Accessibility: WCAG compliance and usability
• Consistency: Alignment with brand identity
• Appeal: Suitability for the target audience
• Purpose: Effectiveness in supporting user goals

Audit Design Decisions

• Colour coding used to group content types
• Ordering subdomain manually included due to its role in conversion
• Shared assets grouped as SHARED
• Image formats differentiated to assess quality and accessibility
• Menu pages grouped due to lack of a central menu hub

Findings

Information Architecture & Navigation

The homepage presents multiple overlapping navigation layers, including category headers, CTAs, image carousels, and duplicated footer links.

• Redundant Store Locator links
• Repeated “Join Our eClub” CTAs
• Visual crowding at smaller screen sizes

Metadata & SEO

• Identical or missing page titles and descriptions
• No visible update or publication dates
• Heavy reliance on image-based content

Accessibility

• Multiple WCAG contrast failures
• Image-based text without adequate alt support
• Low-contrast disclaimer text resembling dark patterns
• Overlapping map markers on the Locations page

Visual Design

While the brand colours are consistent, the overall visual presentation feels dated due to compressed imagery, inconsistent iconography, and textured backgrounds that reduce readability.

Competitor Analysis

Martino’s Pizza & Wings

• Modern, minimalist design
• High-quality imagery
• Clear navigation
• No true online ordering

Vito’s Pizza & Wings

• Clean visual design
• Clear pickup vs. delivery flow
• Redundant links and inconsistent ordering experience

Recommendations

High Priority

• Unique page titles and meta descriptions
• Improved text-based content
• Accessibility contrast fixes

Medium Priority

• Standardized iconography
• Centralized menu page
• Removal of redundant navigation elements

Low Priority

• Customer testimonials
• Embedded social media content

Outcome

This audit demonstrated that Double Double’s website is operational but underperforming in areas that directly affect discoverability, accessibility, and credibility.

Reflection

• Conducting large-scale content inventories
• Applying accessibility standards in real-world audits
• Translating findings into prioritized recommendations
• Balancing usability, branding, and business goals