Cardinal Spirits
Condensed for clarity
Role: Student
Context: Independent study project
Tool: Adobe XD
Duration: Oct. 2019 - Dec. 2019
Cardinal Spirits is a boutique distillery and tasting room in Bloomington, Indiana.
As a frequenter of Cardinal Spirits, I am always dissatisfied when visiting their website on my iPhone 8, so I wanted to spruce it up and help bring it to life with a simplified version of what they have now.
The Problem
Currently, Cardinal Spirits has a very detailed website, but most of its pages suffer from information overload, thus making the hierarchy unclear, and the pages difficult to navigate, especially via mobile.
Usability Interview Quotes
“I would make the home page shorter…looks like all of the actual transactions and useful information is in dropdown—which is not super obvious”
“Why don’t they have branded buttons (red on white)?”
“The site is not well organized; I get frustrated when trying to do something quickly”
High-Fidelity Prototype Examples
Full iOS Prototype
Insights
Straightforward directions and calls to action will result in a less complicated website.
Consistent branding will help to create a more cohesive and delightful experience.
Allowing users to make reservations with fewer clicks on the same website will eliminate confusion and therefore decrease the bounce rate.
Looking back…
First time using Adobe XD: learning curve.
Would have liked to have had more time to spend on the user interface and overall branding.