Sunday Craft Beer Case Study

Prompt:

Your ideal customer is a woman named Mia. Mia is in her late 20s and is married. She is a high school graduate and works on a busy team. Mia lives in Arizona, has never purchased a craft beer product like this before, and likes to buy products recommended by her favourite influencers.

Project Overview

Design an app for Sunday Craft Beer, a brand targeting consumers who value quality, efficiency, and community.

Key Characteristics:

• First-time buyer

• Influenced by social media

• Makes purchasing decisions based on influencer recommendations

• Likely seeks convenient, accessible shopping experiences.

Problem Statement:

Mia wants to explore the world of craft beer without feeling overwhelmed or uninformed. As a first-time buyer leading a busy life, she needs trusted product reviews and an easy user experience that aligns with recommendations from influencers she already trusts.

Secondary Research:

1. Craft beer consumer trends (especially in women aged late 20s to early thirties):

“Women are surging into a 32 per cent share of the overall craft beer market”

“Historically underrepresented, female consumers are emerging as a meaningful market segment with distinct preferences”

“With research suggesting that nearly half of all Americans are attempting to drink less in 2026”

Conclusion:

The product description should outline the flavour notes and ABV, and draw appeal by tapping into lifestyle-oriented imagery.

2. Influence of social media & influencers on alcohol purchases:

“Young people are especially drawn to content created by celebrities and influencers, many of whom promote a party lifestyle.”

“Engagement with alcohol marketing was more strongly related to alcohol behaviours, including online purchasing”

“Many users, particularly adolescents and young adults, spend significant time engaging with influencers, trends, and peer networks.”

Conclusion:

Sunday craft beer should integrate influencer content into the product experience through verified testimonials and curated recommendations.

3. Common pain points in alcohol e-commerce or discovery apps:

“Feeling overwhelmed at having to do research when looking for a store, making an uninformed decision due to lack of information or assistance from staff, and long lines or a difficult checkout process.”

“eCommerce has become a critical tool for research, with 63% of online alcohol buyers conducting extensive research before making a purchase.”

Conclusion:

Digital platforms should bypass the frustrations of traditional shopping by offering quick and easy purchasing, along with detailed product information and reviews.

Competitive Analysis:

BeerMenus - Find Great Beer:

About this app (according to the app store)

• Follow beers to get instantly notified when they become available nearby.

• Follow places to get instantly notified whenever they change their beer menu.

• Find places selling beers you already love or want to try.

• Discover your favourite new place by browsing up-to-date beer menus around you.

• Search for individual beers you want to drink or buy.

• Search directly for bars, restaurants, and beer stores.

Findings - BeerMenus:

Cons:

• App images don’t match, which will lead to frustration and distrust among first-time users.

• The search bar didn’t work at all; all search results came up empty. This creates a roadblock for busy users.

• Clicking the menu option redirects you to a page where you have to enter your email in order to view the menu, which disrupts the fluidity of the user’s experience discourage continued use.

• The design is bland and fails to capture attention.

Pros:

• Straightforward UI, ideal for first-time buyers.

• No distracting designs causing unnecessary visual clutter.

Takeaway for Sunday Craft Beer:

• Being able to access different breweries’ curated inventories is beneficial, as Mia tends to buy based on recommendations.

• Mia is busy and values efficiency. Allowing her to explore before signing up would likely encourage her to return.

Beer Style Compendium

About this app (according to the app store)

• BJCP 2021, BJCP 2015 and BA 2021 Style Guidelines.

• Full search capability.

• In-line colour style comparisons.

• Ability to bookmark style categories and sub-categories.

• Easy swipe navigation between categories and sub-categories

Findings - Beer Style Compendium:

Cons:

• The app does not cater to lower ABV options, and given the mindful drinking trends among the youth, this will limit flexible consumption patterns.

• The app does not offer the option to choose beer by flavour profile, and previous research suggests that women tend to gravitate towards flavoured beer.

• The UI feels unfinished, and once again, we know that aesthetics is important to Mia.

Pros:

• It’s informative and comprehensive, which would help a first-time buyer make an informed decision.

• It holds a wide catalogue of beers, thus optimising exposure and giving inquisitive users the freedom to explore a beer that suits their taste.

• The UX is easy to navigate, with a smooth user flow, making it perfect for first-time users.

Takeaway for Sunday Craft Beer:

• The information section is exemplary in its comprehensiveness, given that Mia is not well-versed in the product, this will help plan her visits more confidently.

• Being able to search for beer by ABV, IBU, and EBC, not just taste, is a good feature; it gives first-time users more freedom to explore.

Untapped

About this app (according to the app store):

• Discover millions of beers with detailed info, ratings, and reviews.

• Shop your favourite beers directly in the app with Untappd Shop — available in select U.S. states, D.C., and the Netherlands.

• Check in and rate beers to build your personal beer profile

• Get personalised recommendations based on your taste

• Find nearby breweries, bars, and taprooms with live beer menus

• Connect with friends and see what they’re drinking

• Earn badges and achievements as you explore new styles and breweries

Findings - Untapped:

Cons:

• There are ads present, which are distracting and will deter busy users.

• The search feature fails to locate local distributors of specific beers, such as Heineken, even though they are available, which would obstruct first-time users’ need to explore.

Pros:

• The app prioritises community and consists of peer reviews, which fosters higher user engagement, which is ideal given that Mia values product validation.

Takeaway for Sunday Craft Beer:

• The community feature would be a great addition to Sunday Craft Beer.

• Allow users to share updates on beer availability for breweries. This prevents disappointment and helps to ensure that Mia’s expectations are met.

Core Flows:

• Set flavour preference

• Explore curated products

• Find breweries near you

• Upload photos

• Leave reviews

Low Fidelity Prototype:

Ideation:

• Focused on the core user flows:

• Easy user sign-up page

• Exploring nearby breweries

• Choosing your preferred flavour profile

• Giving you a percentage match based on preference

• “You might also like” section

• “Trending” section

Improvements:

Visuals and typography:

• The typography feels flat; using a bolder weight can create a better contrast.

• Making the product images larger can help grab attention more effectively.

• Make the price information more distinctive.

User’s personality:

• Our users respond to influencer recommendations; therefore, the app needs more social proof throughout.

• Elicit interest with illustrations, icons or craft beer imagery.

• The logo/branding could be more discernible.

User experience enhancements:

• Add a more prominent social feature.

• Include a “Recommended by [influencer]” badge on products.

• Showcase trending beers based on location.

• Add brewery stories or behind-the-scenes content.

• Consider making the “flavour finder” page more interactive with visual examples of each flavour profile.

• Add images of food pairings or occasions.

• Add a “Trending now” or “Influencer favourite” filter to the map.

• Should include photos and reviews on the map pin.

• Show which locations have specific beers in stock.

• Include a “People bought similar” based on similar product choices.

• The estimated delivery time should be more prominently displayed.

• Add a “Share my order” feature.

• Include a referral incentive.