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Burdock Brewery: A Non-Profit Website Redesign
Burdock Brewery is a craft beer centered company. My group was tasked with creating a non-profit redesign to make the website more accessible, and have a more modern, updated look.
The Goal
Give the website a redesign to make it more enticing to people who drink beer.
Team
Khulod Jaber (Me)
Jasmine Reehal
Grace Kwon
Nicky Joseph
My Role
User Research
Definition Ideation
Storyboard
Prototyping
Time Frame
3 weeks
Tools Used
Figma, FigJam, Miroboard, Google Office
Overview
UX Hypothesis:
We believe that featuring more incentives for social beer drinkers (such as same-day delivery, and discounts for bulk orders and Beer Club members) will encourage users to consider buying beer online as a convenient alternative to buying in-store.
Design Phases:
UI Analysis
User Research
Definition Ideation
Information Architecture
Prototyping & Testing
Next Steps
Original Design
Phase 1: UI Analysis
Heuristic Evaluation
We believe that featuring more incentives for social beer drinkers (such as same-day delivery, and discounts for bulk orders and Beer Club members) will encourage users to consider buying beer online as a convenient alternative to buying in-store.
To view a more detailed analysis you can find it here
Competitor Analysis
We conducted our competitor analysis based on 3 different websites, junction craft and steam whistle which were direct competitors, and northern maverick which was an indirect competitor, who all occupy the beer space.
We found that the main takeaways that we wanted to implement into our design based on the competitors strengths and weaknesses were clear and readable typography, highlighting the promo in the hero space, and consistent buttons and overall design.
To view a more detailed analysis you can find it here
Phase 2: User Research
As we entered the user research stage, we wanted to gain some insight from our demographic, those being people who are regular or semi-often beer consumers.
We made a survey with some probing questions for some quantitative data involving rate of consumption, what kind of alcoholic beverages was preferred, and how often were these beverages purchased online.
The main key insight we gained from this survey:
61% of beer drinkers never purchase alcoholic beverages online, while 17% said rarely.
Only 17% of beer drinkers purchase online often.
Proto Persona
Research Plan
User Insights
Key Trends
Empathy Map
User Persona
Phase 3: Definition Ideation
Problem Statement
We observed that convenience is the key motivator behind beer drinkers’ shopping habits, and that the unpredictability and delays of online shopping drive potential customers to seek more convenient shopping at widely-accessible stores like LCBO.
Value Proposition
The Burdock Brewery website sells craft beers and offers a free membership to help social beer drinkers like Priya solve the unpredictability and shipping difficulties of online shopping.
We're better because we offer 20%-off discounts and same-day delivery for maximum convenience. We’re believable because we're devoted to quality customer support; users are assured that our delivery is fast and reliable thanks to our live delivery tracker and SMS text updates.
Our Solution
We observed that convenience is the key motivator behind beer drinkers’ shopping habits, and that the unpredictability and delays of online shopping drive potential customers to seek more convenient shopping at widely-accessible stores like LCBO.
User Scenario
Journey Map
Phase 4: Information Architecture
Sitemap
Task Flow
Phase 5: Prototyping & Testing
Low-Fidelity Wireframes
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Style Guide
Final Design
Next Steps
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Conducting A/B testing to re-examine discarded and alternate idea
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Adding an animation that indicates an item was added to the Cart
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Interview someone from the Burdock Brewery team for more insight
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