Square21

BACKGROUND

Introduce your business and what you do there.

I’m the head of content, AI, and digital development at Street Kitchen, an online and offline gastronomic platform. We offer thousands of online recipes, video content, a mobile app, cookbooks, and magazines for cooking lovers.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Square21?

We needed to redesign our website to deliver a more modern, faster, and higher-converting digital experience that was scalable in the long term.

SOLUTION

What was the scope of their involvement?

Square21 led our website's redesign and translated pre-existing UI/UX designs into a working, responsive site. The team also rebuilt our content and information architecture by optimizing categories, tags, search, and article page layouts to make our gastronomic content easier to discover and consume. Moreover, they worked on performance and technical reliability to achieve faster load times, a stronger mobile experience, and improved maintainability. The team also strengthened our SEO foundations through technical SEO improvements, structured data, and a site structure that supported sustainable organic growth.

What is the team composition?

We worked with 2–5 teammates from Square21.

How did you come to work with Square21?

We found Square21 through a referral and chose them because they had high ratings and their pricing fit our budget.

How much have you invested with them?

The project cost is confidential.

What is the status of this engagement?

We worked together from January 2024–August 2025.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Square21's work led to clear, measurable improvements for Street Kitchen. After the implementation, we saw a more modern, user-friendly website experience, reflected in smoother navigation and improved usability across devices. We also saw faster site performance, with noticeable gains in page speed and overall responsiveness. Moreover, we saw growth in organic search traffic, indicating that the technical foundation and site structure better supported discoverability via search engines. These outcomes together showed tangible progress in both user experience and sustainable audience growth.

How did Square21 perform from a project management standpoint?

Square21's project management was structured and reliable, with clear communication and good coordination throughout the implementation. The timeline extended beyond the original deadline due to additional changes we requested, but despite that, we still managed to launch the new website before the autumn season, which was the key business milestone for us.

What did you find most impressive about them?

Their ability to translate our media and content needs into practical, high-quality implementation stood out. They were proactive and solution-oriented, handled our changes smoothly, and kept focus on outcomes that mattered for a content platform — speed, stability, and discoverability. Beyond simply “building what was designed,” they consistently flagged risks, suggested improvements, and helped us launch a more modern, user-friendly site.