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Sarah Rosencrans
UX Designer/ Animator
The Problem:
21st Amendment Brewery has a spacious private event space, a variety of catering packages, and is located close to a convention center, and several offices. The Brew Pub would like to increase their web presence, and make it easier for users to book private events online so that they can book private events in the loft more frequently.
The Goal:
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Make it easier for users to book private events through the website
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Provide more information on the website about private events
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Optimize web search results for people looking to book private events
Responsibilities:
User Research, Competitive Audits, Wire-framing, Digital Prototypes, User Testing, Statistical Analysis of User Testing
USER RESEARCH
I began my research by doing a competitive audit of 21st Amendment’s website, as well as other local breweries and restaurants which offer private events.
While working as a server during private events, I struck up conversations with the party hosts on what events they were celebrating, and how they enjoyed their experience. I also helped to book private events over the phone, or in person, and listened to the user’s needs.
User Pain Points:
Information on the website is difficult to find
Multiple customers have come into the brew pub and inquired about reserving the brewer’s loft in person. These customers expressed confusion or frustration about being unable to find the private event form on our website.
Lack of information about maximum party size/ event spaces
Customers expressed confusion about how to reserve a certain area of the restaurant (such as the private loft, or patio.) Some customers were uncertain about whether or not we could accommodate their party of 25-35 people.
Food accommodations for large parties
Party hosts want to be able to select food package options which fit their budget. Many party hosts are looking for a flexible menu which can accommodate the dietary restrictions of their guests.
User Personas:
Competitive Audit
REFINING THE DESIGN
Sitemap:
The company’s website had seven links on the navigation bar, which made the website feel busy and unorganized.
Restaurant contact information, and the private event inquiry form were hidden at the bottom of other pages.
My goal was to consolidate some of the less used website features, and to lift the private event booking information.
Original Website Information Architecture
Updates:
Updated Website Information Architecture
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Private Events in Navigation bar makes it obvious that the brewery offers private events
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More information about what services are offered with private events
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Company history, blog, career opportunities, and contact information are consolidated under company tab
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More sub-categories for the shopping page, making sorting by item easier
Mockups
Navigation menu is simplified, providing a cleaner look, smoother navigation, and prioritizes services that provide profits
Private Event page provides users who have never visited the brew pub with information about our menu, event spaces, and party sizes the brew pub can accommodate
Prototype:
USER TESTING AND STATISTICAL ANALYSIS
Method of User Testing:
20 participants were selected to participate in an independent-measures study to assess which web design created a better user experience for customers looking to book private events. The participants were divided into two equal groups, and randomly assigned to groups A and B. Group A users interacted with the updated website, and Group B participants interacted with the original web design. Users were given the same set of instructions to book a party through the website, and were given the option to complete the task by submitting an event inquiry form, or finding a phone number to call the restaurant. After users finished the task, they were asked to complete a survey about their experience using the prototype.
Site Navigation
Users who interacted with the Updated Design reported that the website was easier to navigate (Mean=9.2, Standard Deviation=1.13), than the users who interacted with the Original Design (Mean=7, Standard Deviation=2.16). The mean difference was significant t(18)=2.85, p<.05, Cohen’s d=1.27.
Perceived Hospitality
Participants who interacted with the updated design reported a higher score for Percieved Hospitality (M=8.9, SD=1.45) than participants in Group B (M=6.3, SD=1.49). The mean difference was significant t(18)=3.94, p<.05, d=1.79
Services the users expects the brewery to provide
The results do not show a significant relationship between the designs for the participants' understanding of the food and beverage options.
𝛘2(1, n=20)=0.55, p<.05. We fail to reject the null hypothesis.
Services the users expects the brewery to provide
The results show a significant relationship between the designs for the participants' understanding of the brewery's event spaces.
𝛘2(1, n=20)=7.2, p<.05, Φ=0.6
User Research Analysis:
The results of user testing prove that updating the layout of the website would improve the user experience by creating an easier pathway to book private parties online, creating a stronger impression of hospitality, and providing the user with more knowledge about what private event spaces the brewery offers. However, the updated design does not provide the user with more knowledge about the brewery's food and beverage selection compared with the current website.
GOING FORWARD
Impact:
Redesigning the website layout would make it easier for customers to book private events, and provide more information to new and existing customers about what kinds of experiences the brew pub offers. Promoting a private events page would increase our web visibility for groups looking for a place to gather after Moscone conventions.
What I Learned:
There is significant statistical data to support that a redesign would make the brew pub feel more hospitable to customers. Adding information about the catering menu is unnecessary as it does not impact the user experience.
Let's Connect!
Thank you for reviewing my user research study for 21st Amendment Brewery!
If you would like to see more, or get in touch, my contact information is below:
Email: SarahERosencrans@gmail.com
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