Case Study

Beer Dabbler Website

eCommerce / Shopify / Web Design / Web Development

ClientThe Beer Dabbler (Gray Duck Media)

RoleCreative Direction, Account Management

Beer Dabbler event page on desktop, with the shop homepage opening on a tablet

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Designed on a symmetry themeGlassware and exclusive merch out front

01 Overview

One home for a craft-beer community — events, merch and media.

The Beer Dabbler is a keen supporter of Minnesota’s craft beer community, with ventures spanning food, beverages, events and media.

Its parent company, Gray Duck Media, sought out 3five — I led creative direction and the account — for a newly designed, responsive website capable of organizing and handling its products and events.

Beer poured into a Beer Dabbler tasting glass over crates of bottles

02 The Challenge

High bounce, low engagement — and a store that got in the way.

The site struggled with high bounce rates and low engagement, and the online store was causing real stress in the customer shopping experience. The Beer Dabbler needed a site that keeps people on it, interacting with the content — and converting.

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Products & events, reorganizedApparel, glassware and accessories — simple to find

03 The Approach

Symmetry up front, structure underneath.

Created a custom design on a symmetry theme that showcases the glassware and exclusive merchandise, pairing eye-catching imagery with short, simple content that prompts visitors to click deeper.
Reorganized products and events into a usable structure, so apparel, glassware and accessories are straightforward to find.
Implemented robust product filtering in the online store, letting users narrow straight to specific items in the inventory.
Built with responsive design at the forefront, fitting the page to any device.

Beer Dabbler shop homepage on tablet — The shop homepage on tablet — seasonal event hero over the Latest & Greatest grid.

Beer Dabbler merchandise collections in a tile mosaic — Collections in a symmetric mosaic — glassware and home-bar tiles alternating with photography.

Beer Dabbler apparel collection on a phone — The apparel collection on a phone — the same page, fit to the device.

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Robust product filteringStraight to specific items in the inventory

04 The Outcome

Simpler everywhere — and engagement that converts.

A simplified user experience across every area of the site — one that relieves the old store’s pain points, keeps visitors engaged with the content, and turns that engagement into conversions.

Beer Dabbler sampler glass on a festival table in the sun

Built to keep people dabbling — engaged with the content, and converting.

Beer Dabbler site animating across desktop, tablet and phone — The responsive build — desktop, tablet and phone, one site.

Hi, I'mMartin Sawinski

Beer Dabbler Website

One home for a craft-beer community — events, merch and media.

Symmetry up front, structure underneath.

Simpler everywhere — and engagement that converts.