Love at First Sip, Confusion at Checkout
The Kernel
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?
The solution? A smoother, more intuitive user experience that makes buying beer as enjoyable as drinking it.
Team/
Self initiated project
Role /
User Research, UI Design, Prototyping, Visual Design, User Testing
Timeline/
5 Weeks
Research & Discovery
When I started exploring Kernel’s website, I quickly noticed a few frustrations that I’m sure many users would feel too:
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Slow load times, which could lead to drop-offs.
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Navigation issues, making it difficult to find key sections.
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Limited product filters, which would help users browse more efficiently.
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Unclear product descriptions, lacking details such as flavour profiles.
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Mobile responsiveness issues, particularly with buttons and the shopping cart.
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A disjointed checkout experience, with no progress indicator.
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Limited contact information for customer support.
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Lack of clear delivery information before the checkout process.
Survey
I put together a survey using Google Forms, combining open-ended, multi-select, and rating scale questions to address my research objectives. The questions focused on:
1. Ease of Navigation: How easily users were able to find the checkout page and navigate through the process.
2. User Satisfaction: Gathering feedback on the overall satisfaction with the checkout process.
3.Payment Options: Evaluating the range of payment methods available and how easy they were to use.
4.Speed and Efficiency: Understanding how long the checkout process took and whether users felt it was efficient.
Interviews
In addition to the surveys, I also conducted user interviews to help shape personas and to inform the design. The interview findings helped to provide greater context and depth to the survey findings, and helped me to identify specific contexts and needs to be addressed by the product.
Finding 1
Users found the checkout process confusing and unintuitive
Finding 2
48% reported encountering problems such as missing confirmation messages
Finding 3
Over 60% rated the ease of checkout as 3 or below (on a 5-point scale), citing unclear steps and lack of guidance
Who are we designing for?
Casual drinkers, party hosts, and pubs who want to include Kernel’s beer on the menu, all looking for a smooth, trustworthy way to explore, select, and order directly from the source.
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.
Sketches and Low Fidelity Wireframes
By observing user behaviour and conducting research on best practices and pain points, I designed a solution focused on the essentials: an intuitive flow, simple payment options, and a seamless transition from selection to confirmation. Through testing and refinement, I ensured the process felt as natural as ordering a round with friends, keeping the focus on the beer, not the process.
Visual Design
Even though this wasn’t part of my initial project scope, I also explored how the visual design of Kernel Brewery’s website could better reflect their brand identity. The existing site lacked a cohesive design language and didn’t fully convey the quiet confidence, authenticity, and craftsmanship that define the brewery. By refining the visual direction, I aimed to align the digital experience more closely with what the brand truly stands for.
MOODBOARD
DESIGN LIBRARY
Colours
Typography
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.
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