Coopers
FMCG
E-commerce
UX/UI Design
Web & mobile
Coopers
A complete redesign of Coopers Brewery's digital experience, combining user research, data analysis, information architecture and UI design to create a more intuitive and cohesive digital platform.
Role
UX research, UI design, Design system
Client
Coopers
Timeline
6 months
Tools
Figma, Hotjar, Jira, Adobe Suite
Platform
Web & mobile
360°
Digital Experience Redesign
+6
Core User Journeys
End-to-End
UX/UI Design
Data-Driven
Design Decisions
OVERVIEW
THE CHALLENGE
Coopers Brewery is an iconic Australian family-owned brewery with a rich brewing heritage. Its website brings together multiple experiences, from exploring its beer range and discovering the brand's history to finding stockists, booking brewery tours, reserving tables at the restaurant or taproom, and accessing its DIY brewing and merchandise stores.
The problem
The challenge was to rethink how users navigate this diverse digital ecosystem. With multiple products, services and user needs, the website needed a clearer information architecture, more intuitive navigation and a consistent design language across its different sections. The redesign required a balance between showcasing the Coopers brand and making essential information and actions easy to find.
The goal
The goal was to create a more intuitive and cohesive digital experience for Coopers Brewery by simplifying website navigation and restructuring the information architecture. The redesign aimed to make it easier for users to discover beers, find local stockists, explore the brewery's history, book tours and restaurant visits, and access the DIY brewing and merchandise stores.
By combining data analysis, user research and usability testing, the project focused on identifying friction points, improving key user journeys and validating design decisions. A scalable design system with reusable components was also developed to ensure visual consistency and a seamless experience across desktop and mobile.
MY ROLE
What I did
As a UX/UI Designer, I worked on the complete redesign of Coopers Brewery's digital experience, from analysing user behaviour and identifying pain points to restructuring the website's information architecture and navigation. I mapped user journeys, conducted usability testing and used data insights to inform design decisions. I also designed the UI and built a scalable design system with reusable components, ensuring a consistent and intuitive experience across desktop and mobile.
Responsibilities
• Data Analysis
• UX Research
• Information Architecture
• Navigation Design
• UI & Design System
• Usability Testing
HOW I WORK
How I approached it
01
Discover
Analysed website data and the existing experience to identify user behaviour patterns, navigation issues and opportunities for improvement.
02
Define
Mapped user journeys and restructured the information architecture to make the website's content and services easier to navigate.
03
Design
Designed intuitive interfaces and developed a reusable design system to improve consistency across the website.
04
Test
Conducted usability testing to evaluate key user journeys, identify friction points and refine design decisions.
05
Deliver
Prepared reusable UI components and design specifications to support consistent implementation across desktop and mobile.
RESEARCH
Key insights
Through website data analysis, user research and usability testing, I identified opportunities to improve navigation, simplify key user journeys and create a more cohesive digital experience across the Coopers website.
01
Product Discovery
User need
Users need to understand the different Coopers beers and find the right product for their preferences.
UX opportunity
Make product information easier to explore and help users navigate from beer discovery to finding local stockists.
Design focus
-
Clear beer categories and product pages.
-
Accessible product information.
-
Improved access to the Beer Finder.
02
Information Architecture
User need
Users need to find relevant information quickly across a website covering products, brand heritage, visitor experiences and online stores.
UX opportunity
Restructure the information architecture to make the website easier to understand and navigate.
Design focus
-
Clear content hierarchy.
-
More intuitive navigation.
-
Better organisation of key sections.
03
Visitor Experience
User need
Visitors need to understand what the brewery offers and how to plan their visit.
UX opportunity
Make brewery tours, visitor information and restaurant or taproom bookings easier to discover.
Design focus
-
Clear visitor information.
-
Accessible tour details.
-
More visible booking pathways.
04
Consistency Across the Experience
User need
Users expect a consistent experience when moving between different sections of the website and interacting with its interface.
UX opportunity
Create a coherent visual language and reusable components across the digital experience.
Design focus
-
Consistent UI components.
-
Unified typography and colours.
-
Responsive desktop and mobile layouts.
SOLUTION
UX decisions & design evolution
The redesign translated research findings and data insights into a clearer information architecture, more intuitive user journeys and a consistent design system. Each design decision focused on helping users find information more easily while creating a cohesive experience across the different Coopers services.
Decision 01 — Restructuring Information Architecture
Challenge
The website brings together beer discovery, brand storytelling, visitor services and online stores.
Design decision
Reorganise content into clearer sections based on user needs and the relationships between different services.
UX rationale
A more logical structure helps users understand where to find information and reduces unnecessary navigation.
Key interface elements
-
Clear content hierarchy.
-
Logical page groupings.
-
Improved navigation structure.
Decision 02 — Simplifying Navigation
Challenge
Users need to move easily between product information, brewery experiences and other services.
Design decision
Refine the navigation and improve the visibility of important sections and actions.
UX rationale
Clear navigation helps users identify relevant destinations and move through the website with less friction.
Key interface elements
-
Simplified navigation hierarchy.
-
Clear section labels.
-
More accessible key actions.
Decision 03 — Improving Beer Discovery
Challenge
Users need to explore the beer range, understand product characteristics and find where to purchase their preferred beers.
Design decision
Create a clearer product discovery experience connecting beer information with relevant next steps.
UX rationale
Better-organised product information helps users compare options and move from discovery towards finding a stockist.
Key interface elements
-
Structured product pages.
-
Clear product information.
-
Accessible Beer Finder entry points.
Decision 04 — Connecting Digital and Physical Experiences
Challenge
Users need to move from exploring the brewery online to planning an in-person experience.
Design decision
Improve access to brewery tours, visitor information and restaurant or taproom bookings.
UX rationale
Making practical information and booking pathways easier to find supports users throughout the planning journey.
Key interface elements
-
Clear tour information.
-
Visible visitor details.
-
Accessible booking pathways.
Decision 05 — Building a Scalable Design System
Challenge
Maintaining visual consistency across multiple pages and services can become difficult without reusable design patterns.
Design decision
Develop a design system with reusable UI components and consistent visual rules.
UX rationale
A shared component library improves interface consistency and makes future updates easier to manage.
Key interface elements
-
Reusable UI components.
-
Consistent typography and colour styles.
-
Responsive design patterns.
SOLUTION
The final design
UX KPIs
Measuring the effectiveness of the experience
The redesign focused on improving usability, simplifying navigation and making key services easier to access. These KPIs provide a framework for evaluating the effectiveness of the redesigned experience across product discovery, visitor services and overall website navigation.
KPI
Measure
Relevance
Navigation Success Rate
Percentage of users who successfully find the information they need.
Evaluate the clarity of the information architecture and navigation.
Beer Finder Conversion Rate
Percentage of users who use the Beer Finder and complete the intended action.
Assess the effectiveness of the product discovery journey.
Booking Conversion Rate
Percentage of users who complete a brewery tour or restaurant booking after starting the process.
Identify friction in visitor booking journeys.
Task Completion Rate
Percentage of users who successfully complete key tasks during usability testing.
Validate the usability of redesigned user journeys.
Time on Task
Time required to complete key tasks, compared with the previous experience.
Identify opportunities to simplify interactions.
Mobile Usability
Task success and usability feedback from users on mobile devices.
Evaluate the consistency of the responsive experience.
OUTCOME
Results & learnings
Impact
The Coopers Brewery redesign brought together user research, data analysis and design to rethink how users interact with the brand online. By restructuring the information architecture, refining navigation and developing a consistent design system, the project aimed to make the website easier to explore across its different services.
Key Takeaway
The project reinforced the importance of combining data-driven decisions, user-centred design and a scalable design system to create a cohesive digital experience across a complex website.
What I learned
01 Design should be informed by data
Combining website analytics with user research and usability testing helps identify friction points and prioritise improvements based on user needs.
02 Information architecture shapes the experience
A well-structured website helps users understand the available services and navigate complex content more intuitively.
03 Consistency improves usability
A reusable design system helps maintain a coherent interface across different pages while supporting efficient design and development.
04 Every journey serves a different purposeFrom discovering a beer to booking a brewery tour, each journey requires clear information, relevant content and an obvious next step.
KPI Cards
+80%
User Satisfaction
+20%
Mobile usability
100%
Task Completion Rate
−20%
Time on Task
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