Beerly
Brewed with purpose.
About the project
Welcome to a project I worked on during my UX design course! Imagine a small craft beer brewery in Croatia, brewing up something new; pumpkin beer. They’re targeting beer lovers aged 24 to 35, both men and women. In this project I explored and researched existing Croatian craft beer market and general interest of public in craft beer consummation; through simple questions and deep dives, I discovered what people crave in their beer and how they feel about doorstep delivery. By understanding what costumers want, I helped the brewery to make a product people love. :)
Responsibility
UX research
UX design
Tools
Figma
Canva
Google Forms
Brief
A craft brewery in Croatia wants to explore the potential launch of a new beer. They are uncertain about customer interest and preferences regarding craft beers in general, as well as what specific features or qualities customers would desire in a new product.
Goals
Determine the level of interest among customers for a new beer offering.
Gather insights into customer opinions and preferences regarding craft beers.
Identify features or characteristics that customers value most in craft beers and would like to see in a new product.
Design Process
For the Craft Brewery project, I began by diving into research on what Croatians enjoy in craft beer and how they prefer to purchase it. Then, I brainstormed ideas for new products and improvements to delivery service. Additionally, I designed all the beer labels, adding my creative touch to each product.
User Research
For the user research phase, I conducted surveys, interviews, and focus group to gather insights. Surveys helped capture broad opinions, while interviews provided deeper understanding. Focus groups allowed direct interaction with potential customers. Additionally, I conducted a competitive analysis of the Croatian craft beer market to understand industry trends and consumer preferences.
Thriving craft beer scene in bigger cities…
especially in the capital city Zagreb. Smaller towns and rural areas have less access to craft beer due to distribution challenges and lower demand. Most major craft breweries are based in Zagreb, the hub for both production and distribution.
Common Practices Among Competitors
Qualitative Research
Interview and Focus Group
INSIGHTS:
Diverse but Saturated Market: Croatia's craft beer scene is diverse but some perceive it as saturated.
Branding Success: One particular brewery is praised for packaging and branding.
Marketing Strategies: New breweries should innovate cautiously, use simple branding, and leverage storytelling and influencer partnerships.
Consumer Behaviour: Interest in trying new beer varieties but often return to familiar choices.
Preferred Beer Types: Lagers, IPAs, and pilsners for their drinkability.
Home Beer Delivery: Potential interest in larger urban areas.
Quantitative Research
Survey
I crafted a survey comprising 18 concise questions. The survey received an overwhelming response, with a total of 222 participants providing valuable insights. This extensive data collection allowed for a comprehensive understanding of consumer preferences and behaviours within the Croatian craft beer market.
INSIGHTS:
Periodical consummation of craft beer.
Consumers prefer IPA and Pale Ale the most.
68.9% of consumers haven’t tried pumpkin beer but would like to, and 78.3% would be willing to taste the pumpkin beer.
91.4% of respondents have never heard there is pumpkin beer on the market.
47.1% of respondents have never ordered beer delivery, but would love to try it.
Approximately 75% of respondents would use a home delivery service if offered by a local brewery.
Concerns about home delivery service: delivery costs, packaging breakage during delivery, beer being delivered not cold, simply not liking to order online.
Ideas and Solutions
Quality > Quantity
Pumpkin Craft Beer :
Pumpkin Ipa/ Pumpkin Ale -> Significant market opportunity.
High-quality beer with unique taste and eye-catching design and labels.
Partnering with local venues and restaurants, hosting tasting events.
Influencer collaborations and emphasising limited seasonal availability.
Home Delivery Service:
Lowest possible delivery fee / free delivery.
Free shipping for the first webshop order.
Protective packaging / sturdy delivery boxes / upright positioning.
Cooling system during transportation.
Online Presence:
Eye - catching website & App Development.
User Persona
Name : Josip
Gender, age : Male, 34
Location : Zagreb, Croatia
Background
Josip is a math teacher in the upper grades of elementary school. In his free time, he enjoys traveling, hiking, and is a quiz enthusiast. He has an excellent relationship with his colleagues, and every Thursday after work, and sometimes on weekends, they gather at a nearby pub where they relax with beer, participate in quizzes, and discuss events from school that week.
Goals
Enjoy quality time with friends and colleagues.
Explore new beer flavours.
Convenient access to good beer.
Support local breweries.
Quote
"I love discovering new craft beers, but it's hard to find ones that truly stand out. I want something unique that I can enjoy with my friends after a long week of teaching."
Motivations
Social Connection - Josip likes the social aspect of drinking beer with friends; the shared experience of tasting new and interesting beers enhances his social bonds
Curiosity and exploration.
Quality and authenticity -Josip appreciates high-quality products and authentic experiences. He prefers craft beers that are carefully made with quality ingredients over mass-produced options.
Frustrations
Overwhelming Choices - With the growing number of craft breweries, Josip sometimes feels overwhelmed by the choices and finds it difficult to decide which beers to try.
Perceived Similarity -he often feels that many craft beers are very similar to each other and believes he has tried them all. This makes him less excited about trying new craft beers.
Delivery Concerns
User Journey Map
Website
I designed the website with a clean and simple layout that immediately captures the essence of the craft brewery and its roots in Zagreb. The landing page features the iconic skyline of Zagreb, providing a sense of place and connection to the local heritage. This backdrop highlights the brewery's carefully crafted beers, which are prominently displayed to attract and inform visitors.
I also designed the labels, ensuring they are as distinctive and engaging as the beers themselves.
Sketches / Low Fidelity App Wireframes
High Fidelity App Wireframes
Conclusion
For the sake of my UX design course, I needed to design an app and a website for the brewery. However, in a real-life project, creating a mobile app might not be the best idea. The craft beer market in Croatia is already well-served by websites and webshops, and consumers are accustomed to using these platforms. Developing an app would require significant resources and might not provide enough added value to justify the investment. Instead, focusing on a strong online presence through a website and webshop, along with efficient delivery options and strategic partnerships, would be more practical and effective.