Case studies

Aligning a small business with it’s customers

CaskWidge are a market leader in the manufacture of a very niche product — the caskwidge. An invention that allows ale to be dispensed from an upright barrel rather than the traditional horizontal tap.

Services: Design and development

Client: Caskwidge Cellar Equipment

Duration: 4 months

What I did

  • Discovery
  • Visual design
  • Research
  • Information architecture
  • User experience design
  • Front-end development
  • Project management

The results

Mobile friendly responsive website

The design works on any device without a fiddly interface, excess menus

Easy to use

Gone are the inconsistent navigation. Product range is easier to grasp, the user doens't have to think

The full story

CaskWidge are a market leader in the manufacture of a very niche product — the caskwidge. An invention that allows ale to be dispensed from an upright barrel rather than the traditional horizontal tap.

While the business was a success they were embarassed by the website. The design was very dated and content was difficult to maintain.

To get the most out of the project we knew from the initial meeting it wasn't enough to simply make a pretty version of what they had. Instead I pitched for discovery and research to dig deeper into the problems that CaskWidge faced.

I lead the project through all phases performing numerours research activities including:

  • stakeholder interviews
  • card sorting
  • SWOT competitor analysis
  • structural website audit

We produced an insight document to record key findings and report back to the client at regular intervals. From here we used the discovery to craft a concept for the redesign.

All the findings

For example during discovery we found that the product inventory was likely to confuse customers. The website lacked the ability to handle product variants so instead each variant was a unique product. This lead to listing pages displaying several barely different products. This was compounded by the content and price being identical.

From this we recommended making the range of products easier to grasp, with clear categories. This meant all customers could understand what was on offer without having to read verbose detail.