{"id":2145,"date":"2016-10-27T15:40:00","date_gmt":"2016-10-27T15:40:00","guid":{"rendered":"https:\/\/staging.elixirrdigital.com\/us\/?post_type=case_study&p=2145"},"modified":"2026-03-16T10:53:35","modified_gmt":"2026-03-16T10:53:35","slug":"adnams","status":"publish","type":"case_study","link":"https:\/\/staging.elixirrdigital.com\/us\/case-studies\/adnams\/","title":{"rendered":"Improving mobile UX to drive online sales for Adnams"},"content":{"rendered":"\n
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\n Back to Case Studies<\/a> <\/div>\n

\n Case Study<\/p>

\n Adnams Brewery<\/h1> <\/div>\n
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A responsive mobile design grounded in user insight.<\/p>\n <\/div>\n <\/div>\n<\/div>\n

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About the brand<\/h2>\n

Adnams is an award-winning UK brewer, hotelier and wine merchant. They also have an ecommerce and promotional website that sells a wide array of their beverages and gift items, whilst also providing information about their products and history.<\/p>\n

Our aim for this project was to improve the e-commerce store and promotional website by simplifying the customer user journey and to increase sales and average order value.<\/p>\n

Setting user experience benchmarks<\/h2>\n

Adnams wanted the online store to better replicate the offline store experience, and additionally we sought to create a modern, responsive website that would be optimized for mobile devices.<\/p>\n

The existing Adnams website was essentially two websites within one: a promotional website and a store.<\/p>\n

To assess the functionality of the existing website, we held a\u00a0user testing<\/a>\u00a0session at an Adnams shop to engage directly with their customers, where we were able to record them using the website to make a purchase. This exposed where customers struggled to complete a purchase; whether navigating the store, finding a particular product or completing the checkout process.<\/p>\n

The findings from these assessments helped us to form an approach for the design of the new online store and website.<\/p>\n

We discovered that people wanted to buy products far more than they wanted to find information on\u00a0them.<\/p><\/blockquote>\n

Creating a design that\u2019s fit for purpose<\/h2>\n

We discovered that people wanted to buy products far more than they wanted to find information on them.<\/p>\n

This informed the decision to make the store the main focus of the website \u2013 with promotional material as supporting information on product-selling pages.<\/p>\n

A core part of the process was testing the wireframes and redesigning the user journey \u2013 with customer motivation and accessibility as imperative factors.<\/p>\n

Following a data review which showed a trending growth in mobile traffic, a mobile-friendly website became an important part of the project \u2013 both from an\u00a0SEO<\/a>\u00a0and\u00a0UX<\/a>\u00a0perspective.<\/p>\n

Following this data review, further stakeholder interviews, and contextual research at an Adnams store, we created wireframes and a visual designs for all device platforms using brand guidelines and promotional graphics supplied by Adnams. This prototype was then tested with users, with final tweaks then based on their feedback.<\/p>\n

The results<\/h2>\n

We provided Adnams with all the visual assets, ready for development. Our prototype offered a vastly improved user experience, and the client was very happy with our findings and the final product.<\/p>\n

When asked how valuable the UX workshop with Elixirr Digital was, Adnams rated it: 10\/10<\/p><\/blockquote>\n

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\n UX Research & Analysis<\/h3> <\/div>\n
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Gain deep user insights to refine design, usability, and engagement.<\/p>\n <\/div>\n

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Develop stunning, user-friendly websites that align with business goals.<\/p>\n <\/div>\n

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A responsive mobile design grounded in user insight.<\/p>\n","protected":false},"author":5,"featured_media":0,"template":"","related_service":[46,53],"related_industry":[137],"class_list":["post-2145","case_study","type-case_study","status-publish","hentry"],"acf":[],"card":"

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\n Featured Case study <\/p>\n \n

\n Improving mobile UX to drive online sales for Adnams\n <\/h2>\n <\/a> <\/div>\n
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\n A responsive mobile design grounded in user insight. <\/p>\n

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