PourMyBeverage
Creating a sister product to appeal to a larger audience
Background:
PourMyBeer is a very successful self-pour system with buy-in from Coca-Cola and clients including Whole Foods, Dave and Busters, and Buffalo Wild Wings. As the brand continues to expand, the company is looking to appeal to those looking to sell non-alcoholic beverages.
The Goal:
Our goal was to learn about potential clients that might be deterred by beer-related branding and create a website that appeals to them and motivates them to learn more about the product.
The Process Path
This process didn't just happen, as the Project Manager, I worked hard to keep the team on track, by maintaining a Gant schedule, posting daily to-do lists, and giving the team opportunities to talk about any blockers they had twice a day.
Research Insights
A Tree Sort found that users would find a How it Works section helpful, as they weren't fully able to understand what the product does.
A Competitive and Comparative Analysis showed that other successful B2B organizations have prominent sections that highlight their clients to gain trust from potential clients.
The last insight goes here
Meet Nicolás,
The pillar of the community
Nicolás is my way of humanizing the data. His demographics come from our survey data and information about the average business owner in the USA and his goals and roadblocks from user interview data.
Nicolás opened his restaurant in his hometown 10 years ago hoping to create a comfortable, safe, and empowering environment in the town he loves. Today, his business is sustaining itself, but he is looking for new products to set his business apart and be more profitable while remaining safe during COVID-19.
Goals
• Nicolás wants to have customizability in all of his offerings to appeal to a broader audience with special preferences
• Create a gathering place for the community to come and learn about local delicacies
Needs
• To purchase equipment that will last for a long time without needing expensive repairs
• To change his restaurants model to be profitable quickly
Roadblocks
• Financially, Nicolás can't invest in new products unless he can prove they will bring a significant amount of money in
• Nicolás is wary of new technology as in the past new products haven't worked well with his preexisting systems
Nicolás in Context
NIcolás doesn't exist in a bubble, so in order to make his experiences even more actionable and relatable, I had to understand the emotional journey that he goes through when deciding if PourMyBeverage is the right system for his special restaurant.
The Problem
Nicolás needs proof that he is buying profitable & durable products because he wants to provide superior experiences, over the long term, where their customers can feel empowered by their
own independence.
The Solution
Building a website that highlights the durability, profitability, and charming physical environment that PourMyBeverage systems fit into, business owners will be motivated to get a quote for
the product.
The Design
User Flow
It was so important that business owners are able to find all of the information they need to feel knowable about and comfortable with PourMyBeverage at the time they are looking for it, so the user flow because really important and highly influenced the design to come. Data from user interviews, a survey, and early usability testing found that this path is the more efficient way to provide the right information at the right times to leave owners feeling confident and satisfied, and likely get a quote.
The Homepage
The journey starts on the homepage, so it was important to make sure that this page informed visitors what was on the website and enticed them to dive deeper into the site. In order to achieve this, the homepage design went through four rounds of changes before being plugged into the WordPress site.
The Cost Savings Page
After Nicolás understands what PourMyBeverage is, he's ready to be sold on the benefits, specifically how much money he'll save if he ends up switching over to this self-pour system. The cost savings page is vitally important to both customers who want to get excited and PourMyBeverage employees who want to communicate just how great their system is. Therefore, the page went through four rounds of edits to make sure the content was captivating, conveyed accuracy, and seemed personal to business owners.
Reflection
Lessons Learned
This is a group project where the there were many miscommunications and conflicting work styles on the team. As the project manager, I really had to adjust my working style to make sure I wasn't micromanaging while still making sure work was getting done and we were able to go to client meeting with a united front. Although this was difficult, I know that I will be a better teammate in the future becuase of this experience.
Next Steps
- Further investigate if the brands dark aesthetic seems welcoming for new users
- Create an accompanying mobile app for the over 60% of users who access the website via their smartphones.
- Incorporate the suggestions for a more organized website onto the PoutMyBeer site.
