Project Overview
The Craft Beer Trail page on visitphilly.com was enhanced to provide additional features to users and to increase the overall usability and effectiveness of the page without increasing the page load speed. The primary goals of the enhancement were to boost Philadelphia’s image as one of the country’s best places for craft beer and to assist breweries by driving more visitors to visit their websites.
My Role
- Research, Planning and Scoping: Recommended features to improve the usability and effectiveness of the Craft Beer Trail Page. Created a detailed scope for the developer.
- UI/UX Design: Designed mockups and prototypes of the new features
- Quality Assurance Testing: Completed thorough testing to ensure development was completed correctly and efficiently.
- Analytics & Reporting: Created events through Google Tag Manager to track the success of the page, monitored success of page in Google Analytics and created detailed performance reports for stakeholders.
RESULTS
Referrals to brewery websites in the first 90 days
Increase in conversion rate of sending users to brewery websites
Local breweries supported
Crowdsourced Brewery Rankings via Untappd API Connection
A key new feature that was added to the trail is an integration with the popular beer-focused Untappd social media platform via its API. The Untappd API is used to display ratings for each brewery on the trail. These crowdsourced ratings give users insight into the popularity of the breweries and help to build page authority by providing unbiased ratings from a reputable source.
Brewery Sorting
The ability to sort breweries was added in order to provide users multiple ways to view the large number of breweries on the page. Users can sort by rating to find the highest ranked breweries (rankings provided by Untappd). They can sort alphabetically so they can quickly find specific breweries. They can also sort breweries by their current location.
Multiple Locations
A new feature to account for breweries with multiple locations was added. This feature allows the page to be a thorough list of all brewery locations in the area.
