The Brew Lab is a family-owned beer distribution company with a store in a small city, serving their community since 1990.
To better understand the consumer I surveyed 11 beer drinkers on their current beer drinking and buying habits.
90% of consumers have never had beer delivered BUT would be open to it
54.5% of consumers prefer to drink beer in bottles while 18.2% preferred canned beer
90.9% of consumers buy their beer from Grocery Store chains such as Trader Joe's, Stop & Shop, Costco, etc.
81.8% of consumers buy from their local Corner/Convenience store for their beer
72.7% of consumers would rather buy from a store that has a combination of Beer, Wine & Liquor
The Brew Lab will be a hybrid specialty beer store and brewery only 27.3% and 54.5% of consumers respectively said they would purchase their beer from there.
I remained optimistic as 72.7% of consumers called out they would be willing to pay more for beers if it helped to support small local business.
For my Minimum Viable Product, I decided to focus on Same-Day Delivery and Curbside Pick-Up options as the main features to test while keeping in mind the other featured for the future-state of my project.
Now that I had a little more insight into the mind of the consumer I wanted to learn about The Brew Lab's competitors and how they stack up:
To better understand business user needs I surveyed 6 business users on what they would find useful in a vendor portal.
From my survey data and research, I was able to determine 2 types of personas The Brew Lab would cater to with their website.
The local customer "Consumer Carlos" wants to be able to buy beer online and have it delivered in the morning. He is frustrated with the limited offerings of his local convenience store
The business owner "Vendor Victor' who owns a bar/restaurant in the same city as The Brew Lab and wants to buy craft beer wholesale so that he can offer “to go” options for his customers.
From my previous research, I chose 75 products that The Brew Lab will offer to its customers.
5 users participated in an open card sort on Miro and were asked how they would group these products.
These findings would play a key factor in how I would later name my website categories.
Before I could create anything for The Brew Lab I needed to understand who they were as a company.
For 2 days I mulled over the name. I searched for synonyms for beer, I visited my local grocery store for beer name inspiration. "Hop Emperor?" "Beer Lovers?" "We Hate IPAs??" finally somewhere in my brain I landed on "The Brew Lab" and at first I thought about giving it a science angle but because our brief mentioned that this would be a family-owned company why not take it the other way and have lab stand for labrador? Every family needs a dog and thus my logo mark was born: The Brew Lab in a slightly textured sans-serif font with a labrador dog in a circle featuring a beer hop.
I created a Brand Identity based on design inspiration from other local brewery websites along with just being inspired by the different colors beer can actually come in. I ran my color palette through Adobe's Color Accessibility checker just to be sure there weren't any color conflicts with my choices.
Now that I had a better understanding of The Brew Lab's brand and voice it was all starting to come together and I was able to clearly see this local, home-grown, fun, pet-friendly company. I was excited to explore mocking up some of the branded products that they would offer based on my product list.
Did I give more work for myself? Yes. This did however help me to understand the brand better and flex my Photoshop muscles.
When I asked our usability test participants "What words would you use to describe this website? Their answers were:
To help me better understand how the website should be laid out I created this sitemap. The usability test I created for my consumer users would help to highlight some pain points with this current layout.
This video shows us how Carlos would navigate from the home screen to adding 3 items to his cart, selecting a delivery window time slot, and checking out his order.
Using 6 Participants I gave them 9 tasks to complete to mimic Carlos' happy path. 2 participants were unable to complete the prompts. In my prototype, I created an unnecessary double click that was confusing my participants right at the beginning. The 4 participants that overcame my fumble reported that they were able to complete the task with no other known issues.
Check out my prototype in its current state. You can also view the prototype in your browser by clicking this link.
I had prototyped a user flow for Vendor Victor to place a purchase order but I did not get a chance to do a usability test. I loved working on this project and when I have more time I'd like to work on the following:
When I completed this project back in Aug 2020 I was but a fledgling UX Designer. Revisiting this project with all the knowledge I have absorbed I am proud of where I was and where I am going. I will continue to update this project so be sure to check back to watch this baby evolve.
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