Ballast Point

An responsive storytelling ECommerce experience
CHALLENGE
Create a responsive and engaging ECommerce experience to drive sales and foot traffic into Ballast Point breweries.
PROJECT SUMMARY
The previous website was an outdated experience with hard to navigate content and a poor user experience. The ease of searching and finding beers near the user was hard to navigate. Storytelling and engagement was lacking and the checkout experience was a separate experience.
AWARDS
www.awwwards.com nominee website of the day
MY ROLE
While crafting the end-to-end experience with the team, I primarily focused on strategy, research and testing.
THE PROCESS
1. QUANTITATIVE ASSESSMENT
A quantitative assessment and audit was conducted to verify user actions and data. This helped us understand what content was being engaged with vs what was not. I also collected data on typical usage of the site, behavior and audience segmentation.
2. COMPETITIVE GAP ANALYSIS & CONTENT AUDIT
To understand the performance of the content & UX/Structure I completed various audits. This helped the team identify missing gaps and how to organize content in a intuitive manner.
3. Information Architecture & Card Sorting Validation
Once the content & analytics audit was performed, I created various sitemaps to prepare for open card sorting studies. I tested 10 users over a week at local breweries to determine the best cadence for organization of topics. A template allocation was also created based on the proposed structure at hand.
5. RESULTS
The website launched successfully with improvements seen overall in sales and foot traffic into breweries.