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BURDOCK BREWERY

PROJECT TYPE: Website Redesign

ROLE: UX/UI Designer 

TOOLS: Figma, Figjam, MIro

Quality craft beer, big savings & fast delivery– Burdock Brewery brings deliciousness to your doorstep

Project Vision

The Challenge

The Solution

Budock Brewery is a small business in Toronto, Canada. We wanted to redesign their website to be able to attract more of their customers or prespevtive customers to shop online throught their website.

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.

We set out to motivate users by offering promotions that improve the overall convenience of their online beer shopping experience. We used our hero space to promote an offer for 20% off and same day delivery on any orders of large cases.

CURRENT WEBSITE DESIGN

OUR WEBSITE REDESIGN

Impact 

Current

Redesign

Search bar is hidden in sidebar navigation under “Menu”

User does not know if they are logged in/out

Search bar is visible and easy for users to locate

Information architecture is intuitive; minimistic navigation

Information architecture is not intuitive; confusing navigation

Major headings are not easily legible due to animated banners

User will know after signing in if they are logged in/out

Beer club sign up mentioned in Hero image

Promotion written with eye catching typography mentioned in Hero image

User Test Insights

Average time spent (3 Users)

Finding the search bar: 45 seconds

Finding the promo: 10 seconds

Find Navigation: 15 seconds 

 

Finding the search bar: 5 seconds

Finding the promo: 3 seconds

Find Navigation: 5 seconds

 

User Research

RESEARCH SURVEY

PROTO PERSONA

Key Insight: 61% of beer drinkers never purchase alcoholic beverages online, while 17% said rarely.

 

 Only 17% of beer drinkers purchase online often.

Research Plan

OBJECTIVE 1 

Uncover users’ habits when shopping for beer

RESEARCH QUESTION

Why don’t beer drinkers tend to buy beer online?

OBJECTIVE 2

Understand users’ frustrations and motivations when online shopping

INTERVIEW QUESTIONS

  • How do you typically purchase beer? 

  • What factors do you consider when choosing a beer?

INTERVIEW QUESTIONS

  • What do you like about online shopping?

  • Can you tell me about a negative experience you’ve had online shopping?

  • What would motivate you to buy beer online?

Research Interview Insights

Affinity Diagram

Insight Categories

  • Purchasing & Drinking Habits

  • Beer Selection Factors

  • Online Shopping Gains

  • Online Shopping Pains

  • Incentives to Buy Beer Online

Key Trends

PURCHASING &
DRINKING HABITS

ONLINE
SHOPPING GAINS

INCENTIVES
TO BUY BEER ONLINE 

ONLINE
SHOPPING PAINS

  • Beverage of choice for social drinking

  • Fast, reliable delivery

  • Discounts & promotions

  • Convenience

  • Delivery

  • Unpredictability

  • Shipping Difficulties

USER INSIGHT STATEMENT

​User needs and key insight: Priya Priston, a socially active young professional needs incentives such as fast delivery, discounts and quality customer service to make online shopping for beer to be more convenient–  because the accessibility of buying beer in-person at LCBO makes online shopping feel inconvenient.

UX HYPOTHESIS

Our conclusion: 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. 

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

STORYBOARD

USER JOURNEY MAP

CARD SORTING

Define

Group

Stucture

SITEMAP

User Goal: To sign up for a Beer Club membership and use the Party Starter promotion for a large order of beer.

TASK FLOW

USER FLOW

LOW FIDELITY PROTOTYPE

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USABILITY TEST INSIGHTS 

ITERATIONS

FREQUENCY SYNTHESIZATION

Must-Have: 

  • Remove second page for Beer Club sign-up; place sign-up form on the main Beer Club page

  • Add a confirmation message once order is placed; include order summary and tracking info

  • Add phone number to sign-up form for tracking purposes

  • Add cart overlay that appears when an item is added

Should-Have

  • Reduce size of "Keep Shopping" CTA in cart overlay

Could-Have: 

  • Upgrade fidelity of "Terms and Conditions" button, and product cards on Cases page

HIGH FIDELITY PROTOTYPE 

VERSION 1

USABILITY TEST INSIGHTS 

FREQUENCY SYNTHESIZATION

ITERATIONS

Must-Have: 

  • Improve readability:

  • Product cards- enlarge the font for product titles, descriptions and prices

  • Hero space- raise the opacity of the coloured boxes; replace yellow buttons with blue buttons

  • Cart- increase line height for body text

  • Balance the header buttons by moving the search bar to the left side of the header, and minimize padding on the Log In/Cart buttons

  • Reduce the dark blue on the Checkout page by changing the fill on the Cart column to white

Should-Have

  • Add Shop Pay, Apple Pay and Google Pay buttons to the Checkout page

Could-Have: 

  • Add an animation that indicates an item was added to the Cart

HIGH FIDELITY PROTOTYPE WALKTHROUGH

VERSION 2 

STYLE GUIDE

FINAL THOUGHTS

  • Survey should be short and concise to have a higher completion rate and overall better data quality

  • The task and user flows are central to the later stages of the design process

NEXT STEPS

  • Conducting A/B testing to re-examine discarded and alternate ideas 

  • Adding an animation that indicates an item was added to the Cart

  • Interview someone from  the Burdock Brewery team for more insight

Be sure to checkout the process for Burdock Brewery Redesign below!

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