Crafty Beers is a small Israeli company that sells all types of craft beers, organizes beer and alcohol workshops and runs an underground bar.

Project: E-commerce Website
My Role: UX/UI, Research, Branding, Project Management and Marketing Strategy
Duration: Ongoing

PROBLEM

Crafty Beers runs three similar businesses that are not connected to each other, and all of them target the same type of customers. The operations are managed through WhatsApp and the company doesn’t have a website.

THE CHALLENGE

Centralizing all Crafty Beers businesses in one digital place

Based on its business goals, and the digital marketing strategy, building an e-commerce website, will help the company to increase revenues from existing customers, increase new business (from new customers), and therefore increase the revenues of its primary activity: selling beers; and at the same time continue to grow the underground culture that the company is building through its brand.

CRAFT BEERS CUSTOMERS

Interviews and Usability Test

Based on crafty beers customers interviews and after conducting a usability test with this target audience, the discovery was that there are two well-defined groups and personas that consume craft beers online:

Both groups like to meet and socialize with people who share their same interest in quality and craft beers.

IDEATION

(Click images to open the link)

Website Information Architecture Business

DESIGN

Homepage

The homepage communicates what Crafty Beers sells, and promotes main products the company offers through a header image banner:

Sells Craft Beers
Beer Bundles Offers
Upcoming Events/Workshops
Crafty Beers Bar
Other Alcohol

* The header image banner is dynamic, and its content will be adjusted to businesses priorities.

The next three sections present main products that match customer's goals and needs, and enable them to start shopping:

Beer Bundles - One of the company's best-selling products.
New Beers - Updates customers on new products and guides them toward discovering new beers.
Beer Recommendations - Help and encourage customers, especially Novice-Beginner, to easily choose a product.

Promoting workshops enables customers with the same interest to meet, socialize and learn more about craft beers. On the business side, workshops aren’t free, and open a face-to-face sales channel.

The "Breweries You Can't Miss" section presents and recommends the current most important breweries in the craft beer industry worldwide. By entering their pages, customers can learn about them and buy their beers.

Crafty Beers Bar is an underground bar where all the tap beers served are craft, and it’s also a physical store. It offers a great experience to craft beer lovers.

Craft beer lovers also like to try alcohol made by craft breweries.

Product Listing Page

Products are presented in a clean and tidy layout design, and the filters are at the top, allowing the use of the full width of the page.

Product Names - English Over Hebrew

The product names are in English in order to keep the way customers know and read (most of the time) the names of the beers and brands in different media.

Useful information

The Untappd app rating scores are an influencing decision factor for craft beer customers. Adding them provides them with additional information about the product.

The beer style information is shown when hovering over the product box.

Filters

It offer the three common ways customers search for beers: Beer Style, Breweries and Country. Searching by price is not that popular, but it helps customers get an idea of the price range of the store.

The Gluten-Free category helps celiac customers easily find which beers they can drink, without wasting time trying to identify gluten-free beers among the more than 250 beers the store offers.

Product Page

The page layout design is clean and tidy, and its visual hierarchy helps customers stay focused on actions and find the information they need to complete a purchase.

Helping customers by answering questions

Product information is designed on 3 different levels:

Level 1 - Right to the gist: Product details and a solid-short, concise and informative product description tell customers about the beer.

Level 2 - More about the product: Additional Information presents more technical info about the beer.

Level 3 - Customers' Passion: The product background focus on customers' interest through a short storytelling.

Customer ratings and reviews are added to the Untappd app ratings.

Images

Holding the product gives customers a visual idea of its size, and showing the beer color helps customers' imagination about the type of beer and brings closer their purchasing decisions.

Holding a beer in order to show the beer's size and Beer Color

Events Page

The page is divided into two, based on the business strategy of Crafty Beers Events:

Public Events (Main Business)
Coming up events, and then the rest of them.
Private Workshops (secondary businesses)
Private workshops and events that can be booked.

The page is created in order to connect the store with events as part of the business and operational integration of Crafty Beers. Digital marketing campaigns play a very important role in this.

Crafty Beers Bar Page

The page promotes Crafty Beers Bar, and invites customers to reserve a place at it.

The page is created in order to connect the store with the bar as part of the business and operational integration of Crafty Beers. Digital marketing campaigns play a very important role in this.

Next Steps

We are in the phase of coding the product so we can continue testing it, get as much insights as possible and learn from them to continue improving the product. At the same time, we are working on the creativity of digital marketing campaigns.

Thanks for reading!

Cheers!