Beerwulf
Get ready to explore new flavours, styles and brands of beers. Without hassle. The best of beer, delivered to your door.
Back in 2016, the craft beer market became hot and happening. Beer company Heineken decided to enter this market en started selling craft beers in the Netherlands. Since then, thew grew and rolled out their concept in 10+ countries.
My responsibilities
User research, Stakeholder management, Market research, User validation, Concept creation, interaction design, Guerilla testing, briefing development
Deliverables
Concept, Persona’s, customer journey map, research report, wireframes, prototype, sitemap, flowchart
Challenge
Making craft beer accessible to beer lovers and help brewers expose their products by selling craft beer online
Insights
The project started with an investigation phase in which was determined what target audience is most valuable to focus on and which user needs Beerwulf could tap into. This research contained interviews with experts and beer consumers, market research, learning about and tasting beers and user testing. The key insights were used to create the concept: Users value support from an expert while choosing a new beer, beer drinking is a social experience that starts before the event occurs and beer consumers mostly buy beers they know or is similar to what they already know and like.
Market research
To get an understanding of and go beyond the market standards we looked at trends, talked to beer specialists and compared direct and indirect competitors.
User research
To understand what the concept should look like it was essential to talk to and work with the target audience. We executed user interviews, tested the concept through a user test and organised a focus group.
Solution
We created a concept that contributes to the complete experience and makes craft beer accessible for everyone. The broad assortment and content give both beer noobs and nerds a place to buy and learn about craft beer online 24/7.
The result is a website with a great assortment of craft beers, handpicked and rated by the in-house beer specialist. Tasting profiles, blogs and theme related beer packs help user learn and find craft beers from local brewers.
Besides that, a complete secured environment is created where brewers can tell their story and get new beers online. This helps brewers tell their story and reach a bigger audience.
Results
Within 12 weeks of launching the website, Beerwulf started growing fast. They expended their team and became more independent over the years.
Exposure
As Beerwulf was entering the Dutch market and nobody had heard of this player we had to create exposure, so we set up a big campaign. With fathers-day as a topic, a commercial during prime time was exposed on thousands of tv’s in the Netherlands.
A/B testing
As soon as traffic was coming in, the testing machine was turned on. Small tests were ran to increase conversion. E.g. from which price should we offer free shipping to maximize the order size.
Surprises
Looking at the data, we noticed some orders were extremely big. When we looked closer we saw we reached a target group without knowing: companies were ordering batches of beers. With this knowledge content was added to the website to help companies find their way.
Dutch Interactive Award
Orders increased rapidly; Beerwulf started with 400 orders per week and grew in just one year towards 400 orders an hour. This accomplishment was rewarded at the DIA with a golden commerce award. Read more here