General Admission Brewing Co.
Mobile-First UI Design
When Boston Beer Company needed a Shopify site for its new non-alcoholic beverage brand General Admission, they trusted our agency to not show up to the party empty-handed. As lead designer on the project, I delivered a mobile-first design using Figma that reflected General Admission's bold branding, scaled responsively, and provided an engaging, premium user experience that set the brand apart in Boston Beer Company's first foray into the e-commerce space.
Homepage
Wanting Boston Beer Company's first e-commerce site to engage and inform from the very start, we made it our goal to create a user-friendly homepage with bespoke features in order to ensure a smooth and intiuitive shopping journey.
Key homepage features included:
Sticky Navigation Header: contains editable promo text, hamburger menu and logo for navigation, a cart icon, and a store locator icon. The store locator turned out to be an important aspect for the client: they want to move into the e-commerce space but at the same time they want to keep a good relationship with their traditional wholesalers. Adding this icon to the header made sure that it was prominently featured and readily available.
Hero banner: high-quality, engaging photography with a "Shop Now" call to action to drive engagement.
Brand Information: includes some quick facts about the brand to build connection and trust.
Flavor Cards: features each of the four seltzer flavors currently available with concise descriptions and direct shopping links.
"Who We Are" Section: offers insight into brand's unique story and mission
Social and Review Blocks: includes links to client's Spotify and Instagram accounts to serve as social proof
Navigation Footer: includes helpful navigation links and newsletter signup form
Product Listing Page, Mega Menu, and Newsletter Page
In addition to the homepage, I designed mocks for the product listing page, mobile menu, and newsletter signup page.
Product Listing Page: designed to showcase General Admission’s offerings with clear and engaging product cards. Each card features a custom thumbnail, price, review information, and a "Shop Now" call to action, ensuring users can easily browse and select their preferred flavor.
Mega Menu: crafted specifically for mobile to provide a straightforward and user-friendly navigation experience. It includes a clear taxonomy for accessing each relevant product page, a "Shop All" option, a search bar, and a store locator, along with links to login, about us, contact us, and social media profiles, ensuring easy access to all sections both essential and auxiliary.
Newsletter Signup Page: designed to be engaging and visually appealing, featuring a Klaviyo signup form integrated with exciting imagery. This design was added to the scope of work to replaced the default Shopify page, which the client found to be bare and unexciting.
Email Marketing Banners
Following the successful launch of General Admission’s website—delivered on time and under budget—we retained the client to handle their email marketing with Klaviyo. As lead designer, I design email banners to highlight key campaigns and promotions, aiming to entice users to click through to the site. Pictured above is a sample of these banners, which are crafted to capture attention and boost engagement, while conveying General Admission's unique brand voice and market position.
