For this client, the goal was to consolidate features that were present throughout the company's various websites, each advertising a different product in addition to their flagship brewery. The brewery's site needed streamlining and simplification to keep up with users' and business needs.

OBJECTIVES

1. Communicate up-to-date information across channels (social media, mobile app, in-store signage)
2. Convey unified brand messaging across all digital properties
3. Showcase the "small business" angle by highlighting ties to the community - 75% of target users value supporting small business and select that as their #1 criterion for selecting a craft brewery

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“People keep calling the brewery for every little thing… because they don’t trust the information.” -Employee‍

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Problems this design solves:
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1. Our weekender customers are frustrated because they can’t plan their visit to IBD. If we can solve this problem, it would impact weekenders positively by increasing customer satisfaction. It would also benefit our business by improving retention.

2. Our weekender customers are frustrated because they must call to get accurate info. If we can solve this problem, it would impact weekenders positively by decreasing customer need to call. It would also benefit our business by not tying up the phone lines.

3. Our weekender customers are confused because they don’t even know when events happen until day-of. If we can solve this problem, it would impact weekenders positively by increasing customer awareness. It would also benefit our business by improving artist/venue/vendor relations.

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How these problems are solved:

1. Our calendar feature helps their target audience (weekenders) who want to keep up with IBD regularly by providing up-to-date information and increasing customer engagement.

2. Prioritize placement of critical information above the fold and emphasize the most commonly asked questions to avoid the need for phone calls or the likelihood of confusion.

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