UX/UI DESIGN for Mobile & Architecture
An Unique Data-Collecting Brewery Experience
Interdisciplinary teams of industrial designers, UX/UI designers and architects design future user experience for special destination-places, linked to craft beer breweries.
We collaborated with GoBeep (a new data‐privacy startup) and the New Holland Brewing Co. in Grand Rapids, Michigan (hospitality customer of GoBeep) to create an enhanced customer and user experience and to promote community, learning, and social enjoyment as they relate to the craft beer.
Team
1 Architect, 1 Industrial Designer, 1 UI Designer, & 1 Product Designer
Tools & Skills
Figma, Adobe Creative Suite, & Procreate
User-Centered Design Methodology, User Personas, User Flows, Storyboarding, Wireframing, Usability Testing, Prototyping, Business Analysis
Duration
January – May 2022 (ID 3824 Interaction Studio)
New Holland sought to differentiate themselves from competitors, improve the user experience for both new and returning customers, and create innovative solutions for long-term member engagement.
GoBeep focuses on customer loyalty, experience, and micro-experiences, designed to benefit both consumers and companies. The platform's consumer-driven management of purchase data drives market efficiencies and strengthens customer relationships through targeted marketing and customer insights.
📌 Differentiate New Holland from Competitors
During stakeholder interviews, New Holland observed that "all breweries were starting to look the same". Competitive analysis on brewery architecture from our architect confirmed this hypothesis. Therefore, our goal was to create a unique and engaging experience that stands out in a crowded market.
📌 Improve User Experience for New and Returning Customers
During our virtual walkthrough of the brewery, the current interior design had the shop and brewery in separate sections with shelves and walls filled with New Holland merchandise. New Holland wanted to integrate digital and physical aspects of the customer experience which inspired us to create a Starbucks Reserve-style layout to enhance customer engagement.
📌 Efficiently Collect Customer Feedback on Drinks
New Holland takes pride in using local ingredients and their massive variety of alcohol, therefore we wanted to implement a system where customers could easily provide feedback on their drink preferences. Questions like "What is one of your favorite beers?" or "Are you a vegetarian?" aimed to gather detailed preferential information to enhance the customer experience.
📌 Distribution Issues
Distribution issues were identified as a major factor affecting margins. During market visits and research, it was noted that the further users were from Michigan, the less variety of New Holland products was available, with only Black and White Dragon’s Milk being consistently found. Addressing these issues was crucial for improving overall efficiency and profitability.
📌 Memberships/Loyalty Program
New Holland relied heavily on their memberships and loyalty program to retain customers and drive repeat business. Enhancing this program was essential for long-term success
📌 Leverage Dungeons and Dragons Association with Dragon’s Milk
The association with Dungeons and Dragons presented an opportunity to create themed experiences and events that could attract a dedicated fanbase and enhance customer engagement.
Our goal was to collect data through unique experiences of the immersive reality rooms and a data-collecting bar, create a centralized brand identity within the architecture, and fully encompass the "gezellig" atmosphere while intriguing the customers to unleash the dragon within
An Photo of the Interior Store and an Map Example of New Holland's Current Distribution of Products
In our collaboration with New Holland Brewing Co., we followed a structured process to identify pain points, brainstorm creative solutions, and design innovative experiences. Our process involved the following key steps:
🎯 Research
Study of Craft Beer Industry and New Holland Brewing Co: We conducted an in-depth study to understand the craft beer market and New Holland Brewing Co.'s unique position within it. This included market visits to local breweries, analyzing customer complaints and reviews about New Holland, and interviewing stakeholders.
Creation of User Personas: We developed personas for new customers, regular/loyal customers, and employees to identify and understand their pain points.
Identification of Pain Points: Key pain points included difficulty in deciding what to order and the brewery's lack of a feedback collection system.
🎯 Ideation
Brainstorming Creative Solutions: We brainstormed various innovative ideas to address the identified pain points.
Exploring Data Utilization: We explored how collected data could be utilized to enhance user experience and support business growth.
🎯 Design
App Development: We developed an app that provides three drink recommendations based on user preferences, allowing bartenders to serve efficiently and manage time better.
Immersive Reality Rooms: We created the concept of immersive reality rooms to offer unique experiences and differentiate the brewery from competitors.
Innovative Feedback System: We designed a feedback system using pressure plates where customers could provide immediate feedback by placing their drinks, helping bartenders identify who needed assistance.
🎯 Prototyping
Storyboard Creation: We created a large comic-like storyboard to visualize the new customer experience from entry to feedback in order to helped us combine the digital user experience and physical architecture effectively (due to technical difficulties with the architect's software crashing)
App Mockup: We developed mockups of the app interface and its features, focusing on ease of use and efficiency.
Conceptualization of Immersive Rooms: We conceptualized various programs for the immersive reality rooms, integrating unique data associations like linking drink preferences to activities (e.g., D&D players preferring White Dragon’s Milk)
We developed innovative solutions to enhance the user experience and streamline operations at the brewery. Our solutions focused on three main areas:
📱 New Customer Experience
Interactive Tasting Bar with Feedback System: We designed a pressure plate feedback system where customers provide real-time feedback by placing their drinks on designated spots, helping bartenders identify who needs assistance.
Personalized Drink Recommendations: We created a mobile app that offers three personalized drink suggestions based on user preferences, making it easier for new customers to decide what to order.
Efficient Ordering Process: The app helps bartenders manage their time better by focusing on first-time customers and those needing help with drink choices.
🗝️ Returning Customer / Member Experience
Mobile App for Room Reservations and Drink Orders: Regulars and members can use the app to reserve immersive reality rooms and pre-order drinks, enhancing their experience and saving time.
Immersive Reality Rooms: We introduced immersive reality rooms with unique programs, offering engaging experiences for returning customers.
NFC/Keycard Access for Exclusive Experiences: Regulars and members receive NFC/keycard access for exclusive entry to immersive rooms and personalized services.
🗄️ Data Utilization
Personalized Drink Recommendations: Leveraging data from customer preferences to provide tailored drink suggestions.
Identification of Unique Associations: Recognizing patterns like specific drink preferences for activities, such as D&D players preferring White Dragon’s Milk.
Support for Brand and Location Expansion: Using data insights to guide New Holland’s global brand expansion and new location planning.
Enhanced Security and Safety Measures: Monitoring drink consumption to maintain safety, slowing down or stopping service if customers exceed their limit.
These solutions collectively enhance the overall user experience, improve operational efficiency, and support business growth through data-driven insights and innovative design.
Comprehensive Data Utilization
Mobile App Data: inventory optimization (determined New Holland's popular drink inventory), strategic distribution (identified what products to distribute and where geographically), and efficient logistics (optimized drink distribution based on popularity and visitor demographics)
Bar Data: consumption tracking (monitored the number of drinks and visitors' alcohol limits), safety promotion (encouraged drink responsibility and safe alcohol enjoyment), and risk reduction (fostered safer drinking habits and minimized alcohol-associated risks)
Immersive Reality Room Data: behavioral insights (gained accurate and close understanding of customer behaviors), personalization (created tailor-made experiences and personalized content for visitors), and unique connections (identified opportunities for data connections between drinks, people, and programs)
Responsible Drinking Promotion
Safety measures: Implemented drink tracking to encourage responsible consumption, potentially reducing alcohol-related incidents.
Awareness: Educated customers about their drinking habits, promoting a culture of mindful consumption.
Operational Efficiency
Inventory management: Mobile app data streamlined distribution based on popularity and visitor demographics.
Staff optimization: Insights into peak times and customer preferences allowed for more efficient staffing and service.
Business Expansion Opportunities
Global brand potential: Data analytics revealed opportunities for market entry in other states.
New location planning: Customer insights informed strategic decisions for opening new venues.
Informed expansion: Utilized peak time data, customer demographics, and beverage popularity to guide expansion strategies.
Enhanced Security and Safety
ID verification: Integrated driver's license checks in the mobile app for secure age verification.
Consumption monitoring: Used bar data to track and manage alcohol consumption limits.
Safe spaces: Ensured the security and safety of each brewery location through data-informed practices.