Summary:
I performed user research and testing, which guided the branding, features, and social aspects of the app.
I also helped create wireframes and mockups of the app.
Introduction
My minor in Interactive Media Studies (IMS) ended with a capstone course, where fellow undergraduate and graduate students would work with a local company over the course of the semester, using our diverse knowledge to deliver actual results and recommendations.
The client
We worked with Braxton Brewing Company, a start-up craft brewery. It was a family business: the father was the COO, one brother was CEO, and the other brother was the Head Brewer (a genius brewer, who had been brewing before he was legally allowed to taste test!). They started out by brewing in their garage, winning awards and garnering enough interest to attract investors and buy a space in downtown Cincinnati. They were involved and enthusiastic throughout the whole process, embracing our ideas and coming up with suggestions of their own.
The team
Since this was the capstone class for all Interactive Media Studies (IMS) majors and minors, almost every discipline was represented in this group of thirteen people. We had a few business and computer science majors, some graphic designers, several grad students, and myself (psychology/engineering). Though chaotic at first, it was refreshing to be able to work with other disciplines, and to rely on their knowledge. We were corralled by our professor, Artie Kuhn, but he took a hands-off approach and let us discover and solve the challenges on our own.
My contribution
As the lone psychology major, I convinced the team to some research before starting the project; this research would inform our goals, allow us to understand any challenges facing us, and discover opportunities otherwise missed. I helped them create personas, which we used to outline the requirements of our task. Meanwhile, I was also creating a survey to gauge the interests and demographics of the target audience: Cincinnati craft beer drinkers. The personas were meant to guide our initial ideas and design; the survey was to confirm or deny those assumptions.
This survey asked the user a variety of questions about their craft beer drinking habits, their social media preferences, and what they’d like in a craft beer app. Basically, we wanted insights into this new community, and what they wanted. My research came in handy multiple times throughout the process.
I also applied my skills from engineering and design: I wireframed the app and the website, and could guide the scope with my knowledge of what the technology could and couldn’t do.
Problems & Solutions
Braxton was in the construction phase of their company – literally. Meetings with the client could be cut short by their visits to the construction site. The digital side was equally bare: they had no social media presence, no branding, no website, and no app. We were building from the ground up.
Initial Brainstorming and Research
We brainstormed a range of user stories, and picked the best ones to use as rough personas. These guided our efforts later on, and helped us focus on the biggest needs.
- As a brewmaster I want to offer customers unique beverages so that I can create a unique beer.
- As a woman I want to be included in the craft beer demographic, so I can enjoy beer and the atmosphere too.
- As a brewmaster I want to know who is drinking my beer and when they are drinking it so I can better market my product.
- As a young professional I want a cool environment in which to drink with my colleagues after work.
Social Media
Since the company’s goal was to be a high-tech brewery, we had to start proving it with a social media presence. Not only is social media key to gaining new customers and retaining old customers; socialization is a big part of drinking in general! And since drinking is such a social activity, we needed to make it easy for the company and customers to be social both inside and outside the taproom. We explored mottos, with a focus on making it work as a hashtag. We ultimately decided on “Lift One to Life”, for its clear reference to drinking, its positive tone, and its ability to be modified, depending on the context (i.e. “Lift One to Cincinnati”, “Lift One to Live Music”)
My research: I asked people within the craft brewing community to rank which social platforms they used the most, and for what reason. This ranged from food apps (Yelp), to social (Foursquare/Twitter), to craft-beer specific apps (Untappd). We used this information to guide the features we wanted in our app.
Branding
We had a few resources available to us: initial designs for the logo, moodboards for the branding of the site. It was heavy on the industrial, Midwestern feel, with images including engine blocks and – not just one, but two – tractors. The logo was solid, and used university-style block letters fonts. We realized that the mood board conflicted with client’s stated goal of a traditional, yet tech-savvy brand.
More problematically, Braxton’s branding – like most beers – was geared towards men. However, women make up a sizeable chunk of the craft beer market: 33%, compared to 20% of the regular beer market. We suggested more gender-neutral branding; because while men are far more likely to avoid feminine-branded products, women are still alienated by overly-masculine branding.
More importantly, we could use gender-neutral branding to drive new traffic. For example, Braxton Brewery could use this branding to position itself as a prime locations for dates: by not being overwhelmingly masculine or feminine, both males and females are comfortable spending an evening at Braxton. My research found that women would more frequently drink at home. With a less-masculine image, Braxton could brand itself as a top choice for a casual date, where the woman doesn’t feel like she’s in a boys club, but a place where everyone can get together and enjoy some good conversation and beer.
Location: “Smart bar”
The clients loved technology, and wanted to make their brewery a melding of old-time brewing equipment and modern technology. They wanted screens and touchscreens everywhere; my team guided their ideas.
The clients originally wanted a touch screen ordering system right at the bar, but this was a bad idea for several reasons. First, drinking is a social activity, and removing the human element of the barkeeper would have made the experience start off on a lonely note. Second, the craft beer experience thrives on the constantly-refreshing, wide range of drinks; a knowledgeable barkeeper is the fastest, most empathetic way to getting to a new experience. Finally – and most disgustingly – an ordering touchscreen in a bar would not have stayed clean for long.
Instead, we suggested a more peripheral system of screens: ones that would encourage guests to walk around, exploring the brewery and interacting with other patrons. Each screen encouraged a different type of interaction.
One touch screen was by the brewing room in the back, and it explained the process of brewing, encouraging the guest to walk around and talk to the brewers. It also provided more information on the beers being served or featured, information that was also available on the app.
Another TV screen showed a scrolling series of photos of other patrons, submitted by the users to Braxton’s social account – usually in exchange for a free appetizer. Near this screen was a space for guests to take pictures: a permanent decorated wall with good lighting, and a photobooth on special occasions. This setup encouraged guests to not only snap a picture of themselves at Braxton, but to share it quickly in order to see themselves on the TV. Again, since drinking is such a social pastime, we wanted an effortless, organic method of increasing visibility: showing real people enjoying themselves at the brewery.
Finally, we scattered smaller tablets around the room, which were pre-loaded with menus and modern bar games. The bar games were for extra things to do; the menus allowed patrons to continue exploring the expansive drink menu throughout the evening.
First runthrough of app features
App
Most apps for restaurants are only for people to interact with the restaurant, but we wanted to create something that people would actually want to use on a regular basis. The app would be a useful guide to the wide world of craft brewing – which just happens to be brought to you by innovators in the industry, Braxton Brewing Co.
So we added features that people would want to use, and we made it fun. My research told us some things people wanted to see in an app, and we discovered what people didn’t know they wanted in the app.
Some features:
- Beer tracker: for keeping track of all the different beers that are available; what you’ve tried and what you haven’t.
- Upcoming events: cross-promotion with community businesses, musicians, and even other competitors.
- Loyalty program: get recognition for your adventurous palette!
- Tab: open a tab at Braxton, pay off your dues at the end of the month.
Most of these features required the user to have an account. But I knew that one of the easiest ways to get users to bounce is to ask them to commit and create an account before they even know if it’s worth it. With this in mind, I steered us to create two versions of the app: a full version, and a limited-feature version. The limited version would still allow the user to explore, but actionable areas would be greyed-out and inaccessible, showing what the user can do as soon as they log in.
And finally, we wanted the app to be easy and fun to use. Taking a page from the Starbucks app, the background of the profile screen was an animated pint glass that filled up as you tried more beers, and overflowed when you had a new reward.
ConclusionWe presented the bar design, the social media plan, and the app design to the clients, and they loved it! They were able to use the bar design to guide construction, and the social media plan to start promoting before they had their own space. The app came later, since they needed another company to actually code it. It’s currently in the App Store, and features nearly all of our suggestions: the drinks have user-generated ratings and the ability to add it to a “I tried it!” library, there’s a constant news feed of events coming up, and there’s a huge focus on showcasing and cooperating with other breweries in the area.
Overall, it was a fantastic learning opportunity: I got to work with clients and teammates in different concentrations, I led research and asserted its importance throughout the process, and I got to wireframe a real app.
(And, to top it off… I got a free beer out of it.)