How to make a quirky hometown beer’s website ready to go global, without losing its personality.
Agency
Teak
Client
Lagunitas
TYPE
Website
UX Strategy
The Challenge
Everyone knows Lagunitas for its quirky bottle labels, infamous IPA and a couple run-ins with the cops. When Heineken bought majority of the brand back in 2016, the folks at Lagu knew they needed to redefine their presence online to be able to handle bigger scale.
The Solution
We collaborated on a mobile-first UX strategy that put the beers first while still celebrating the Lagunitas stories and community. Because those stories are what sets their brand apart.
Here’s what we did.
First priority: you have to embrace the smartphone. From analytics and food and beverage industry statistics, we knew that over 80% of searches for beer were happening on mobile. We needed to make our beer easy to find and our website experience seamless.
Here’s a before and after of the site experience.
Our other priority? We made it easy for our users to find our beer IRL cause you can’t drink beer on the internet. We simplified their Beer Finder and made it automated based on location.
What set us apart was everything we were doing outside of what we sell: community. We needed to highlight our stories. Lagunitas already had incredible content from their in-house team. We just needed to display it in a way that was easy to find and easy to consume more.
Lagunitas is known for putting IPA on the map. But they also have a ton of other delicious beers. We seamlessly introduced our audience to all of our beers. We implemented a simple ‘You May Also Like’ section to encourage people to learn more.