Overview

The Beer Dabbler is a keen supporter of Minnesota’s craft beer community, with ventures spanning food, beverages, events and media.

Its parent company, Gray Duck Media, sought out 3five — I led creative direction and the account — for a newly designed, responsive website capable of organizing and handling its products and events.

The Challenge

The site struggled with high bounce rates and low engagement, and the online store was causing real stress in the customer shopping experience. The Beer Dabbler needed a site that keeps people on it, interacting with the content — and converting.

The Approach

• Created a custom design on a symmetry theme that showcases the glassware and exclusive merchandise, pairing eye-catching imagery with short, simple content that prompts visitors to click deeper.
• Reorganized products and events into a usable structure, so apparel, glassware and accessories are straightforward to find.
• Implemented robust product filtering in the online store, letting users narrow straight to specific items in the inventory.
• Built with responsive design at the forefront, fitting the page to any device.

The Outcome

A simplified user experience across every area of the site — one that relieves the old store’s pain points, keeps visitors engaged with the content, and turns that engagement into conversions.