The Kernel | Portfolio

The Kernel Brewery

Love at First Sip, Confusion at Checkout

Project Overview

This project began with a simple task: I wanted to order my favourite beer from the website of Kernel Brewery. As a regular visitor to the Bermondsey taproom with friends, I was familiar with the brewery’s thoughtful, product-first approach and constantly evolving beer selection.

Founded by brewer Evin O’Riordain, Kernel has built a strong reputation for quality, experimentation and minimalist branding. While the in-person experience feels clear and intentional, the online journey felt far less intuitive.

This project explores how Kernel’s values could translate into a simpler digital experience that supports both loyal regulars and first-time visitors.

My Role

I was the sole product designer for this project.

Timeline

I worked on this project for 5 weeks.

Problem

n a city with over 100 breweries competing for attention, the experience of ordering from Kernel Brewery online felt unexpectedly frustrating. The checkout process was clunky and unclear , a stark contrast to the simplicity and craft of the beer itself and the welcoming atmosphere of the Bermondsey taproom.

This raised a key question: how might Kernel’s digital experience better reflect the care and quality that define the brewery?

The data speaks:

85% of customers will abandon a purchase if the checkout process is too complicated or time-consuming.

With 57% of users less likely to recommend a business with a poorly designed mobile site, a non-responsive website can lead to significant customer loss.

Understanding user perspectives in the digital craft beer purchasing journey

My goal was to identify the key pain points users face when purchasing craft beer, with this initial research phase focused on understanding the challenges throughout the buying journey.

"I usually come in knowing what I want, but it’s often sold out. I’d love to know when things are coming back instead of checking repeatedly."

"I’m trying to buy beer as a gift, but it’s hard to tell what’s a safe or popular choice. I also want clearer delivery timing so I know it’ll arrive when I need it."

"I don’t have much time to browse, and it takes too many clicks to find something available. I just want to filter quickly and check out without second-guessing shipping or stock."

"I’ve heard great things about Kernel, but I don’t really know where to start. A lot of beers look similar, and I’m not sure which ones are best for me. I wish the site guided me a bit more."

Research findings

I conducted research interviews to uncover pain points in the existing journey. This is what emerged:

48% experienced issues at checkout, including missing confirmation messages.
Over 60% rated the checkout experience 2.5/5 or lower, pointing to unclear steps and limited guidance.
Many described the process as confusing and unintuitive.

Considering the personas and research data, I aim to address the specific problem through a targeted question.

Brainstorming and the solution

After exploring several potential solutions based on our users’ pain points, I focused on improving checkout clarity. By surfacing delivery eligibility, costs and timelines earlier in the flow, I aimed to reduce friction, build user confidence, and make the purchasing process smoother and more transparent. How might I make the checkout process feel fast, clear, and reassuring so users complete their purchase without hesitation?

Highlight available products first in listings

Progress indicators during checkout

(“1. Address → 2. Delivery → 3. Payment”)

Option to save favourite beers or create a wishlist

Loyalty points or perks for frequent buyers

Quick “recommended packs” based on popularity or style

Highlight “limited edition” or “small batch” beers visually

FAQ or “How to choose your beer” guide integrated into the store

Sort by “new arrivals,” “most popular,” or “limited edition”

Advanced filters: style, ABV, flavour profile, availability

Show delivery eligibility, costs, and estimated timelines upfront

Quick-view modal for product details without leaving the listing page

Include tasting notes, brewing details, and ABV icons on collection pages

Wireframes

To better shaping the user journey, I created user flows focused on a first-time customer purchasing a beer.

User story: As a first-time user, I want to explore the beers on offer, read clear feedback and ratings, and purchase my favourites quickly through a smooth and straightforward online experience.

Start shaping

I created and tested low-fidelity screen variations at every stage of the buying journey, from browsing beers to completing checkout, ensuring users could navigate the experience confidently and with minimal friction.

Style guide

I created a style guide to unify the project’s visual language and ensure consistency across the experience. The Kernel Brewery is more than an ordering site; it embodies craftsmanship and authenticity. The refined visual direction brings the brand’s quiet confidence to life through a restrained, authentic, and carefully crafted design.

Easily Access Your Favourite Items

Interviews showed that customers frequently repurchased the same beers. To make this easier, I designed a reorder flow that surfaces recently purchased items and created custom collections, helping users organise and quickly access their favourites.

High-fidelity wireframes

Reflection & Next Steps

This project deepened my understanding of e-commerce design, showing me that small, thoughtful improvements often have more impact than pursuing complete originality. Initially, I explored entirely new ideas to differentiate the experience, but over time I realised that optimising existing flows and reducing friction delivered the most value to users.

I am now engaging directly with the owners of Kernel Brewery to share insights and design concepts. Together, we are exploring how these improvements could be implemented in the real product, refining the experience to reflect Kernel’s craft, care, and operational realities.

Key focus areas include:

Scaling partnerships with local businesses to grow the brand
Streamlining payment & delivery with flexible options and transparent pricing
Subtle animations to highlight key interactions
Optional profiles and reviews to boost engagement