Kernel Brewery
Ecommerce Website Design for Beer Producer
Overview
Kernel Brewery is a small, independent craft brewery based in London, known for their high-quality, innovative beers. They take pride in using the best ingredients and blending traditional and modern brewing techniques to create a range of flavorful brews. This project is not affiliated with The Kernel Brewery; its just for practice
Role
User Research, UI Design, Prototyping, Visual Design
and User Testing
Duration
January – Ongoing
The Problem
A complex or lengthy checkout process, combined with a minimalistic and sometimes unclear site navigation, can lead to cart abandonment. Users may find it difficult to quickly locate the products they want, leading to frustration and potentially lost sales.
The Solution
I restructured the website with clear product categories like “Beer,” “The Brewery,” and “Best Sellers” to make navigation easier. I simplified the checkout process by adding a guest checkout option, a progress bar to show remaining steps, and reducing fields to only the essentials, with auto-fill for added convenience. I also introduced multiple payment options, including credit/debit cards, PayPal, Apple Pay, and local methods, to make the purchase experience smoother for customers.
The Project Goal
The goal of this project was to enhance the user experience by simplifying website navigation, streamlining the checkout process, and offering multiple payment options to increase conversion rates and customer satisfaction.
User Interviews
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.
User Persona
Ben’s persona clearly captures his behaviors, goals, needs, and frustrations. Insights from user interviews and competitor analysis helped me refine what works, giving me a solid foundation for design decisions that meet his needs
Site Map & User Flow
The task flow follows a user’s journey, in this case, John, the project persona. He explores the site to see what features engage his and then proceeds through the booking process.