Bevmo Redesign

Redesigning Bevmo.com

Role

Lead UX Designer (1 of 2)

Designed entire E2E e-comm site

Founding member of new cross-functional team

Results

Improved e-commerce comparable sales

Major decrease in CS calls related to .com

Noticeable increase in conversion rate

Context

BevMo! was a 30 year old brand with a 20 year old e-comm site.

BevMo! has been around since 1994, and its digital presence... showed its age, with users unable to properly shop for their alcohol needs. The project requirements were twofold: 1, to migrate the frontend site onto Shopify, and 2, to redesign the entire site to meet our design and usability standards. In two months.

Challenge

How do I redesign an entire e-comm site by myself in an extremely tight timeline?

Solution highlights

Auditing and creating a new information architecture to content taxonomy, using it to inform roadmapping.

Transparent design in tandem with product and engineering, so that basic yet functional features could be built even while designs were still WIP.

Example: sign in page & sign up flow

Actively engaging in resource prioritization and driving conversations with leadership backed by user research.

Example: advocating for more engineering resources and time to get navigation headers aligned with both business and user needs.

Learn more

Due to some confidential restrictions, I'm only able to share a snippet of work. Please reach out for the full case study at rwshih@gmail.com or on LinkedIn↗.

If you'd like to browse the selection and order a beer (if you're on the west coast): bevmo.com↗