Kernel Brewery
Love at First Sip, Confusion at Checkout
This project began with my partner’s simple mission: order his favourite beer from Kernel Brewery. The beer? Exceptional. The online shopping experience? Not quite. The checkout process was clunky, confusing, and out of step with the quality of the product. This frustration sparked a question: how could the digital experience better reflect the values and care that go into the beer?
DURATION
5 Weeks
TEAM
Marta Beltran
PROJECT CATEGORY
Marta Beltran
🔍 Research & Discovery
I began by analysing the existing user journey on Kernel’s website:
Navigation issues: The product listings were extensive, but there were no filters or clear categories, making it hard to browse efficiently.
Cart confusion: Adding items to the basket lacked feedback – it wasn’t clear if selections had been added successfully.
Checkout friction: The process had too many steps, no progress indicators, and little upfront information about delivery or payment options.
User Interviews
To expand my understanding, I carried out informal interviews (including other fans of the brand) and competitor analysis, I discovered that Kernel’s checkout lacked basic UX principles—clear CTAs, progress indicators, mobile responsiveness, and reassurance elements like delivery info or confirmation messages.
1
Users want detailed descriptions of beers, including tasting notes and brewing methods.
2
The website could be easier to navigate, with clearer menus and a simpler layout.
3
Users prefer a quicker, more straightforward checkout process without unnecessary steps or distractions.
🎯 Project Goals
How will users interact with the application?
Based on the users informal interviews, I developed a user flow focused specifically on the key task: ordering a beer. The flow mapped each step from landing on the homepage, browsing products, adding items to the basket, and completing checkout.
By mapping the site and user journey visually, I was able to identify pain points in the original experience and design a flow that felt smooth, transparent, and user-friendly.
Who are we designing for?
Low-fi Wireframes
By keeping the wireframe basic, I could focus on the essentials: an intuitive flow, easy payment options, and a seamless transition from selection to confirmation. Through testing and refining, I’d make sure every step felt as natural as ordering a round with friends, keeping the focus on the beer, not the process.
Visual Design
M0ODBOARD
// industrial, hoppy & social
DESIGN LIBRARY
Colours
Typography
01//Archivo
HEADING 01
SUBHEADER 01
SUBHEADER 02
BODY
02// Ranade
HEADING 01
SUBHEADER 01
SUBHEADER 02
BODY
FINAL SCREENS
🧠Looking Ahead
Although this was a self-initiated, conceptual redesign, for me it was a chance to explore how thoughtful UX design can genuinely support small businesses. I focussed on reducing customer friction and creating experiences that turn casual browsers into loyal advocates.
With Kernel, it wasn’t just about aesthetics — it was about reflecting their reputation for quality and care by transforming digital touchpoints into lasting customer relationships. It reaffirmed my belief that well-considered design can build trust, one interaction at a time.
If I were to take this further, I’d look at incorporating customer reviews, a more personalised browsing experience, and a rewards system to encourage repeat purchases. I’m also curious about subscription services or beer clubs — a great way to combine convenience with community, especially for local customers who appreciate direct-to-door delivery.