77 Spirits
Strategic Web Design to Drive Profitability

Rather than focusing on superficial aesthetics (flashy visuals), the design philosophy was shifted toward "Task-First Design", which prioritizes business goal fulfillment to thoroughly eliminate cognitive load for users.

I defined the client's true need not merely as having a "sophisticated design," but as accurately communicating brand value through design to ultimately increase profitability.

Business Stakeholders of 77 Spirits
The website needs to be designed with distilleries, retailers, and other stakeholders in mind.

After analyzing the existing website, I identified three primary B2B stakeholders as the target audience: liquor wholesalers, alcoholic beverage manufacturers, and banks. My goal was to visualize the critical element of "trust" required for doing business with them, in an objective and non-self-serving manner.

Before

After (Proposed)

Enhancing Product Value
To convey value to all users, "Testimonials" are far more effective than obscure industry certificates.

Current Issue: Third-party certificates, whose value is difficult for the general user to understand, were featured prominently.

Solution: Replaced them with unbiased "testimonials" from actual consumers. By presenting social proof that resonates with anyone, we intuitively elevated the perceived credibility of the products.

2. Optimizing the Color Palette

Current Issue: The alternating black and mustard-colored backgrounds created harsh contrast, leading to visual fatigue and unnecessary tension.

Solution: Adopting a combination of black and soft cream backgrounds created clear structural sections while offering a soothing, readable browsing experience.

3. Streamlining the Global Navigation

Before

After (Proposed)

Streamlining Global Navigation
Avoiding repetitive or redundant menu items ensures that users understand exactly where each link leads.

Current Issue: Overlapping terminology made it unclear where links led, and the cluttered presentation created an overwhelming impression.

Solution: Consolidated similar items and optimized the navigation for a single-page layout, minimizing the time stakeholders spend searching for information.

4. Clearly Distinguishing the Co-Founders

Before

After (Proposed)

Distinguishing the Co-Founders
Separating them into individual profiles clarifies their respective names, roles, and backgrounds.

Current Issue: The two co-founders were featured together in a single photo, risking confusion as to who was who based solely on their names.

Solution: Split them into individual photos with their names, roles, and brief bios clearly aligned. This ensures prospective partners can accurately identify them beforehand, fostering business confidence.

5. Consolidating the Contact Methods

Before

After (Proposed)

Streamlining Inquiries
Offering too many contact channels causes decision fatigue. Unifying them into a single channel eliminates hesitation.

Current Issue: Too many contact channels (four, including LinkedIn) were offered, causing hesitation and cognitive load.

Solution: Trimmed down the options to a single, clean, dedicated contact form, guiding users seamlessly through the submission process.

6. Integrating a Map into the Footer

Before

After (Proposed)

Footer & Map Design
Without a map, clients can find it hard to navigate to physical business meetings. An embedded map lets them arrive stress-free.

Current Issue: The office address was only provided in plain text, requiring first-time visitors to search for it in a separate tab (note: this was during the project phase; the address text has since been removed from the live site).

Solution: Embedded an interactive Google Map to streamline access for in-person meetings, reducing navigational friction and showing respect for our partners' time.

Final Design & Deliverables

Before

After (Proposed)

Proposal: The finalized web design for 77 Spirits

By refining and narrowing down the information, we achieved a UI where the core message is conveyed directly. I believe that properly organizing and presenting information within given constraints builds corporate credibility and ultimately drives profitability.

Key Principles for Future Projects

Reflecting on this project, I intend to rigorously implement the following principles when similar opportunities arise in the future:

• ▪ Gaining a deep pre-understanding of the client and their products
• ▪ Thoroughly validating potential concerns before submitting prototypes
• ▪ Continuous improvement in presenting proposals that deliver user value and client profitability