Craft Beer, Artisanal Wine, South Loop Chicago, Redesigned Website
Duneyrr Fermenta is a Chicago-based brewery and winery, renowned for its innovative fusion of craft beer and natural wine. Facing increased competition in the city’s growing craft beverage scene, Duneyrr required a website overhaul to differentiate itself from competitors and reinvigorate its digital presence.
I delivered a fully redesigned website that met user expectations and business goals, enhanced user experience and engagement, and effectively drove increased on-site visits and event bookings.
Deliverable
Company
Year
My Role
Website
Duneyrr Fermenta
2024
Sole UX/UI Designer
Type
Tools
Methods
Agile UX
Figma
Adobe Illustrator
Squarespace
Research & Strategy
Experience
Interface
Prototyping
Testing
The problem space
Finding the diamond in the rough
Duneyrr Fermenta’s previous website struggled with usability, making it harder for users to navigate and trust the brand. Key issues included unclear value propositions on the homepage, inconsistent navigation, and difficult-to-read content. The lack of error prevention in forms and feedback on user actions also weakended the overall experience.
Highlights from old website
Misalignment with User Motivations
Navigation Issues
Defining the problem
What’s (actually) on tap?
Duneyrr's digital presence struggles to connect with user motivations, failing to highlight its unique offerings or immersive on-site experience. Visitors encounter confusing navigation, weak visual storytelling, and an underwhelming event booking system, leading to missed conversion opportunities. The website doesn’t reflect the brewery’s vibrant atmosphere, leaving potential patrons uninspired to visit.
Could Duneyrr Fermenta optimize its website to align with user motivations, enhance the digital experience, and effectively convert online visitors into in-person brewery patrons while promoting event spaces?
Could a website that meets patron expectations reduce frustration and drive visits or event bookings?
How might we help users engage with Duneyrr Fermenta?
Unpacking research
Use it or lose it
Engaging with Duneyrr's patrons revealed a clear truth: a weak digital presence drives customers away. People come for the vibe as much as the beer and the website must reflect that energy. Up-to-date menus, precise event details, and easy navigation are essential to keeping visitors engaged.
If Duneyrr doesn’t invest in creating a seamless digital experience, they risk being overlooked in favor of breweries that do.
Scroll to view highlights
One step forward, two steps back
Give the people what they want
Users value up-to-date information, detailed menus, and vibrant visuals that reflect the venue’s atmosphere. Seamless navigation, event listings, and mobile-friendly design are crucial for on-the-go research and social validation. Card sorting helped me align business constraints with user expectations.
Drawing my way through solutions
Beer and Burst
Since this was a project for the brewery, I poured myself a beer, grabbed my sketchpad, and immersed myself fully in the experience—drawing and reflecting to truly engage the essence of the problem space.
Customer journey map for the target guest
Visiting the brewery
Duneyrr Fermenta is a Chicago-based brewery and winery, renowned for its innovative fusion of craft beer and natural wine. Facing increased competition in the city’s growing craft beverage scene, Duneyrr required a website overhaul to differentiate itself from competitors and reinvigorate its digital presence.
Entrances and exits
A messy situation
A simple but mighty idea
Ease of use
Through the Customer Journey Map, User Interviews, and identified pain points, I uncovered a small yet impactful insight to improve the user's path from discovery to decision. How might we help users engage with Duneyrr Fermenta?
From form to function
One (little) big feature
During a Crazy 8 session for Duneyrr Fermenta, I quickly sketched eight landing page layouts to streamline navigation and consolidate key details like the menu, events, and contact information. Refining these ideas, I created a low-fidelity wireframe focused on intuitive placement and user flow, ensuring essential information was easy to find. The final high-fidelity landing page featured vibrant visuals, key details, and a clear link to the entire site, reducing friction and encouraging effortless in-person visits.
Scroll to view Landing Page
The homepage funnel strategy
Conversion through navigation
Initially using wireframes, I designed Duneyrr's landing page to provide a seamless user experience that reflects the brand’s identity. Key details appear above the fold, immediately showcasing Duneyrr’s unique blend of tradition and innovation. The page highlights core offerings like natural wines and craft beers while using consistent navigation, prominent calls-to-action, and social proof to build trust and guide users effortlessly.
Craft beer
Artisanal wine
South Loop Chicago
Explore your next favorite taproom.
Check out Duneyrr’s latest.
New bottles
Check out Duneyrr’s latest.
New bottles
Check out Duneyrr’s latest.
New bottles
Check out Duneyrr’s latest.
New bottles
Brewery feel I Winery quality
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Make you occasion unforgettable with Duneyrr Fermenta.
Perfect for private parties, corporate gatherings, and celebrations.
Need a private event space?
Links
Visit soon
Contact
TAPROOM HOURS
Address
Privacy Policy
Thursday - Friday
2337 S. Michigan Ave.
info@duneyrr.com
Saturday
Untappd
4pm-9pm
Chicago, IL 60616
2pm-8pm
Taproom Hours
Thursday / Friday
Saturday
4pm-9pm
2pm-8pm
What’s on tap >
Driving in? Park
streetside next to the
taproom.
Google maps >
Live in Chicago? Take the
train to avoid driving.
CTA/Metra >
Above the fold answers key questions—“Who are we?” “What do we do?” and “How can we help you?”—above the fold, creating a strong first impression and encouraging exploration.
Guiding users through a customer journey highlights core offerings, including natural wines, hybrid beverages, and craft beers, ensuring users quickly find what they need and stay engaged.
Introduced users to Duneyrr’s comparative who we are philosophy through a straightforward narrative that blends tradition with innovation, differentiating the brand and adding a personal touch.
Incorporated mid-page social proof to build trust and validate the quality of products and services at a key decision-making point.
Simplified the user journey with direct call-to-actions at the bottom of the page, removing barriers and making it easy to book events, schedule tastings, or connect with the brand
Style Guide
Matching intention with identity
Scroll to view Style Guide
Usability Testing
Could it work?
The Tasks
Scenario 1
Locate Duneyrr’s address, hours, and travel directions.
Users were tasked with finding essential location details quickly and accurately to plan their visit.
Scenario 2
Explore Duneyrr’s core offerings.
Users were asked to view information about the brewery’s hybrid beverages, natural wines, and upcoming events.
Scenario 3
Use the contact form to book a private event.
Users were instructed to complete the on-page form to inquire about hosting an event at Duneyrr.
The Results
Success!
Users appreciated Duneyrr’s visually appealing, easy-to-navigate website but noted room for improving task clarity. They praised the clean layout for providing quick access to key details like hours and directions and highlighted the vibrant visuals for drawing attention to beverages and events.
“I love how the website puts everything I need right up front. No need to dig around. It’s smooth, simple, and honestly saves me time figuring out where to go next.”
Andrew
“The new site captures the vibe perfectly.”
Kevin
Insights
Another pint, if you please...
Findability vs. User Effort
To reduce frustration and create a frictionless experience, the new design prominently displays essential information like hours and directions on the landing page, addressing user feedback about quickly accessing key details.
Emotionally Resonant Design
With vibrant imagery and thoughtful layouts that mirror Duneyrr's welcoming atmosphere, the website authentically captures the brand's vibe, building user confidence and encouraging deeper exploration.
Social Proof for Credibility
Prominently featuring testimonials mid-page, that “It checks every box I care about,” builds trust and engages users at a crucial decision-making moment, reinforcing credibility and encouraging action.
Consistency Builds Confidence
With a clean layout, fixed navigation, and intuitive design, the site provides users with a clear path and sense of control, as noted, “I like when it’s easy to find those things,” fostering trust and eliminating frustration.
Intrigued?
Try out Duneyrr’s website prototype
Tap “Enter website” to explore the High-Fidelity Figma Prototype
Execution and Impact
Designed with intention
The design solution balances user needs with Duneyrr’s business objectives, keeping the layout clean and intuitive while preserving the brewery’s unique character. Content is divided into digestible sections to reduce cognitive load and effortlessly guide attention.
The redesigned website enhances usability, boosts on-site visits and event bookings, and communicates Duneyrr’s fusion of craft beer and natural wine. It bridges the gap between the physical brewery experience and digital presence, creating a cohesive brand identity.
Next Steps
E-commerce for products
Duneyrr could expand its reach and build loyalty by launching an e-commerce platform to sell co-fermented beverages and merchandise, supported by a streamlined inventory, shipping, and payment system.
Moderne Dune Brewery
Showcasing Moderne Dune’s modern brewing techniques and experimental co-fermented beverages on the website could attract a niche audience while highlighting Duneyrr’s blend of tradition and innovation.
Tasting Experiences
Promoting exclusive tasting room events with online reservations—like private tastings, behind-the-scenes tours, or beer and wine pairings—could streamline booking and boost in-person visits.
