Executive summary.
Double Double Pizza & Wings is an Ontario-based pizza chain whose website supports menu browsing, store discovery, and online ordering via a connected subdomain. Both the main site (doubledouble.ca) and the ordering subdomain (webordering.ca) were audited — recognizing that online ordering is a critical conversion point.
Primary Issues Found
- Duplicate or missing metadata across pages
- WCAG accessibility failures in contrast and font size
- Outdated, compressed, and low-quality visual assets
- Redundant navigation elements creating cognitive friction
Audit approach.
Accessibility
WCAG 2.1 compliance and inclusive usability assessment
Consistency
Alignment across pages with brand identity and tone
Appeal
Suitability and emotional resonance for the target audience
Purpose
Effectiveness in supporting user goals and conversion
Audit Spreadsheet
Audit Design Decisions
- Colour coding used to group content types visually
- Ordering subdomain manually included due to its role in conversion
- Shared assets across pages grouped as SHARED to surface redundancy
- Image formats differentiated to assess quality and accessibility impact
- Menu pages grouped due to lack of a central menu hub
What the audit revealed.
Information Architecture & Navigation
The homepage presents multiple overlapping navigation layers — category headers, CTAs, image carousels, and duplicated footer links — creating visual crowding and decision fatigue.
- Redundant Store Locator links appearing in multiple contexts
- Repeated "Join Our eClub" CTAs diluting conversion focus
- Visual crowding at smaller screen sizes
Metadata & SEO
- Identical or missing page titles and meta descriptions across pages
- No visible publication or update dates on any content
- Heavy reliance on image-based text, invisible to search crawlers
Accessibility
- Multiple WCAG contrast failures on key interactive elements
- Image-based text without adequate alt attribute support
- Low-contrast disclaimer text resembling dark patterns
- Overlapping map markers on the Locations page impeding usability
Visual Design
While brand colours are applied consistently, the overall visual presentation feels dated — compressed imagery, inconsistent iconography, and textured backgrounds reduce readability and perceived quality.
Competitor analysis.
Martino's Pizza & Wings
- Modern, minimalist design language
- High-quality food photography
- Clear and unambiguous navigation
- No true integrated online ordering
Vito's Pizza & Wings
- Clean visual design with good hierarchy
- Clear pickup vs. delivery user flow
- Redundant links in navigation
- Inconsistent ordering experience across platforms
Prioritized action plan.
- Unique page titles and meta descriptions for every page
- Replace image-based text with real HTML text content
- Fix accessibility contrast failures across the site
- Standardize iconography across all pages
- Create a central, unified menu page
- Remove redundant navigation elements
- Add customer testimonials for social proof
- Embed social media content for freshness signals
What I learned.
This project sharpened my ability to approach an existing digital product analytically — moving beyond surface aesthetics to evaluate content strategy, accessibility, and business effectiveness holistically.
The audit demonstrated that Double Double's website is operational but underperforming in areas that directly affect discoverability, accessibility, and brand credibility — all addressable with targeted, relatively low-effort interventions.