Yards Brewing Company:
Improving the UX of direct to consumer delivery
Brief Summary
Online alcohol sales are expected to grow 80% in 2021 in the U.S., giving every alcohol retailer a big reason to step up their game with online sales and delivery. But can Yards compete with popular delivery services?
Overview
When COVID-19 shut down bars and restaurants, Yards hopped on the opportunity to deliver products directly to their customers. Yards promoted on social media and their website that anyone in Philly could get their favorite Yards products delivered to their door for a $5 delivery charge. The issue? A terrible UX that led to many emails to customer service and lack of repeat sales. This project, for Temple University’s Strategic Advertising and Marketing Master’s program, aimed to fix that.
My Role
UX Researcher and Designer
The Challenge
The current Yards ordering platform is confusing, has too many steps, and lacks clarity around delivery.
The objective: To create a smoother ordering and delivery experience for the consumer, leading to an increase in repeat purchases.
The Process
I used design thinking to improve the UX of Yards’ website and delivery process.
The Solution
The prototype was updated to implement user feedback. The prototype included clearer navigation buttons, content reorganization, personalized recommendations, a user account with loyalty rewards, and delivery scheduling.
Impact
This improved user experience achieved the objective of creating a smoother ordering and delivery experience for the consumer, leading to an increase in repeat purchases. Yards will know success is achieved if they can reduce bounce rates on ordering pages by 10%, have 15% or more of orders come from previous customers, have a 20% reduction in contact to customer service, and increase delivery sales by 20%.
Final Product
Online alcohol sales are expected to grow 80% in 2021 in the U.S., giving every alcohol retailer a big reason to step up their game with online sales and delivery. But can Yards compete with popular delivery services?
Overview
When COVID-19 shut down bars and restaurants, Yards hopped on the opportunity to deliver products directly to their customers. Yards promoted on social media and their website that anyone in Philly could get their favorite Yards products delivered to their door for a $5 delivery charge. The issue? A terrible UX that led to many emails to customer service and lack of repeat sales. This project, for Temple University’s Strategic Advertising and Marketing Master’s program, aimed to fix that.
My Role
UX Researcher and Designer
The Challenge
The current Yards ordering platform is confusing, has too many steps, and lacks clarity around delivery.
The objective: To create a smoother ordering and delivery experience for the consumer, leading to an increase in repeat purchases.
The Process
I used design thinking to improve the UX of Yards’ website and delivery process.
- Empathize
- Conducted user research, including four interviews and an immersion session of the current platform. I then mapped these insights into a Mind Map.
- Define
- I defined the target audience, creating two personas, Jenni and Ray. I then mapped their customer journey with Yards. Once completed, problem statements, UX outcomes, and success metrics were created.
- Ideate
- In the Ideate stage I drafted proposed improvements which included minimizing click-throughs and scheduling a delivery window.
- Prototype
- The first step in prototyping was drafting a user flow in Mural. This led to wireframing and prototyping in Figma and InVision Studio.
- Test
- Five users completed user testing of the prototype. Three key changes were implemented based on this feedback.
The Solution
The prototype was updated to implement user feedback. The prototype included clearer navigation buttons, content reorganization, personalized recommendations, a user account with loyalty rewards, and delivery scheduling.
Impact
This improved user experience achieved the objective of creating a smoother ordering and delivery experience for the consumer, leading to an increase in repeat purchases. Yards will know success is achieved if they can reduce bounce rates on ordering pages by 10%, have 15% or more of orders come from previous customers, have a 20% reduction in contact to customer service, and increase delivery sales by 20%.
Final Product
