Redesigning BevSpot’s Website

Bringing the product to the forefront

Overview

BevSpot builds software to enable bars and restaurants to manage their inventory, ordering, and sales data in one place. The product has a lot of incredibly valuable features that provide amazing value to their customers, which were not reflected in the old website.

You can view the new website I designed here.

Problem

BevSpot’s old website did not reflect the amazing product that had been undergoing a transformation to a more self-serve rather than enterprise model. It used lots of stock imagery and did not fully explain it’s amazing value to potential customers. Many of the stock images were also used on BevSpot’s competitors websites.

Process

Project Proposal

We had a hard deadline where our old website was going to be switching over from HubSpot to Wordpress, and we knew we wanted to take that opportunity to make improvements to the site. I also wanted to use it as an opportunity to freshen up the brand, so I wrote a project plan that included a timeline of steps and gathered existing marketing collateral around brand and voice.

Surveys

After outlining a solid plan, I conducted quantitative research by creating a survey about the existing website and brand for our employees, particularly the sales team who are interacting with new customers everyday. I also wrote surveys for our existing customers around what they perceive the main value of BevSpot to be, and to new customers around their impression of us and our name, etc.

Analyzing the Data

Once I gathered the survey data, I analyzed the results to identify some core tenants of the value of BevSpot:

1. Amazing Customer Support

2. Provide Powerful Insights

3. Easy to Use and Intuitive

Brand Brief

Using these core tenants and the survey responses, I was able to put together a brand brief to guide the project. I identified the goals of the project, BevSpot’s key differentiators, the target customers, and a brand strategy.

Competitive Analysis

During my research process, I also conducted a competitive analysis to see how some of BevSpot’s competitors framed themselves and built their websites. I knew understanding our competitor’s would be key to differentiating ourselves.

Final Mocks

The final site launched in April 2020. I designed all of the 20+ pages and did most of the illustrations (the basic characters were done by a freelancer, however I worked with them to push them into our new brand).