Kings Beer & Wine Website Redesign
Project timeline - February 10th - February 28th, 2025
Kings Beer & Wine is a local favorite known for its curated selection of craft beer, cider, spirits and inviting in-store experience. This redesign project aimed to bring that same warmth and accessibility to its online presence.
Problem
The current website didn’t reflect that same level of care - it lacked intuitive navigation, had limited product filtering options, and created friction for users trying to browse or make purchases online.
Solution
To reimagine the site from a user-centered perspective, improving overall usability, shopping efficiency, and customer satisfaction. By applying a user-centered design approach, I redesigned the site to improve navigation, streamline product discovery, and simplify the checkout process, ultimately creating a modern, seamless experience that better reflects the Kings Beer & Wine brand.
Overview
To address the challenges faced by customers, I embarked on a complete UX redesign of the Kings Beer & Wine website. The project involved a comprehensive UX research and design process, including:
Site selection and analysis of the current website’s functionality
User research through interviews and usability testing
Competitive and comparative analysis of similar e-commerce sites
Wireframing and prototyping to develop a more intuitive design
High-fidelity design iterations based on feedback
User Persona
Vanessa
Age: 48
Occupation: Engineering Manager
Vanessa is an Engineering Manager at a tech startup and a busy full-time working mom. She has a large circle of family and friends who live nearby and frequently stop by to visit. Since she entertains regularly, she maintains a well-stocked beverage selection at home. She enjoys experimenting with new drinks and exploring local flavors, and she's passionate about supporting local businesses through her shopping.
Current Site Pain Points
Confusing site navigation
Inefficient ordering process
Unclear product labeling
No reorder option
Defining the Experience
Building on research insights, I mapped out a revised task flow and restructured the site architecture to support a more intuitive and efficient customer journey.
User Task Flow
Using the detailed persona (Vanessa) to guide design decisions. I then created the user task flow to streamline the steps needed to complete a purchase.
Site Map Restructuring
To address key usability issues, I created a new site map focused on improving product discovery and checkout. The goal was to simplify the path from landing to purchase, reducing friction throughout the journey. Key improvements included:
Categories were clearly defined
Better defined filters were introduced for easier browsing
Checkout was simplified
By realigning the site’s architecture with real user behavior, the new structure made the shopping experience feel faster, easier, and more intentional.
Usability Testing
After developing the mid-fidelity prototype, I ran usability tests to evaluate the design in context. Feedback revealed a few areas of confusion, leading to targeted refinements that improved clarity, reduced friction, and enhanced overall usability. Key adjustments after testing:
Added vertically-dropping filters in the main navigation for easier product sorting
Defined product pages with clearer descriptions and imagery
Designed a simplified cart and checkout process to reduce friction
These adjustments ensured that the final product not only looked better, but worked better, aligning with real user behaviors and expectations.
Wireframes
Building on user research and early ideas, I translated sketches into mid-fidelity wireframes that focused on simplifying the experience with clearer navigation and a more intuitive layout.
Refining the Design
With usability improvements validated, I advanced to high-fidelity frames to bring the experience to life. This phase preserved core functionality while enhancing visual appeal through consistent branding, typography, and color for a cohesive interface.
Hi Fi Designs
Design decisions—from spacing and hierarchy to visual cues and interaction states—was intentional, working together to create a cohesive, user-friendly interface that supports a seamless shopping experience from start to finish.
High-Fidelity Prototype
Final Design & Results
The redesigned Kings Beer & Wine website delivers a faster, easier, and more enjoyable shopping experience. Informed by user research and testing, the final design resolves key pain points and offers a streamlined journey for both new and returning customers.
Key improvements include:
Intuitive Navigation
Users can now effortlessly browse through product categories using clearly defined filters and logical navigation paths.Optimized Product Discovery
Search functionality has been refined, and products are now categorized more effectively.Enhanced Checkout Flow
The checkout process was redesigned to minimize friction and guide users smoothly from cart to order confirmation.Transparent Pickup & Delivery Options
Fulfillment options are now clearly presented, giving users confidence in their order timing.
Conclusion
The Kings Beer & Wine website redesign was a rewarding UX project that transformed a previously frustrating user experience into a streamlined, efficient, and engaging e-commerce platform. By following a user-centered design approach, I was able to identify pain points, develop targeted solutions, and implement meaningful design improvements that enhance customer satisfaction and business performance.
Let's Connect!
I believe great design starts with great conversations. Whether you're a fellow designer, recruiter, or just curious about my work, I’d love to hear from you.