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Rebuilding Two tides
Breathing life into the local personality of Savannah’s online experience. Two Tides Brewing Co. is a Savannah-based brewery known for small-batch craft beer and a rotating lineup that spans IPAs, sours, lagers, stouts, and more.
Team
4 Members
Year
2025
Role
Concept Design, Testing, Framer Dev
Project Overview
INITIALLY THE WEBSITE SHOWCASED 5 BUSINESSES, NOW IT SHARES CURAED EXPERIENCES
Two Tides Brewing Company is a craft brewery located in Savannah’s Starland District, know for it’s curated experience of beer, coffee, select bar drinks, food, and a vibrant atmosphere. However, the website did not align with the brand’s identity and the engaging experience it aims to deliver.
IMPACT
The new site architecture bridged the gaps of between disconnected journeys leading to enhances product discoverability, simplifies navigation of items.
33.4%
Increase in direct success while discovering, navigating and purchasing items.
71.75%
System Usability Score, showcasing that the redesigned is usable and easy to navigate.
6
Disconnected journeys were removed to curate a seamless experience.
what did two tide co. website look like?
Two Tides’ website is an commerce-first website for it’s subsidiary companies/brands SMOL bar, CRISPI food truck, FLOAT coffee, TWO TIDES cafe and TAPROOM brewery.
The Problem
Navigating to brand-specific items required too many backtracks, making the shopping flow feel inefficient and frustrating
Discoverability of items and the different brands confused users as they were organized as per local space within the starland yard two tides property because let’s think about it, did you think SMOL will lead to alcoholic beverages?
The Process
Not so surprisingly, there are very few websites showcasing more than one brand story at once!!
None of the 6 studied used only one navigation menu or the same domain. 4 used the two navigations and all of them used sub domains for their websites.
Introducing the better navigation protocol
We conducted tree testing on the Two Tides’ website. This made it clear that brand based navigation did not work for discovery and user goals. Thus, we created grouped content as per the goals to be achieved and path to purchase.
Improved Discoverability of products and services.
The brand identities where no longer highlighted.
the imagery was great, yet the brand experience was missing
Two tides known for it exciting and tasteful ambiance had lost its charm in the digital space
Two Tides personality is non-existent on the website.
e-commerce products were not intuitive
Two Tides were not able to distinguish between information and products.
The products are not at all intuitive to look at.
On testing we found that users overlooked this as information and not clickable items.
Finalizing the design
Leveraging existing patterns
Grouping content based around services and product types made the discovery and navigation easier.
Using grouping based on tree testing and card sorting exercise for faster goal achievement.
Increased direct successes by 33.4%
making the brands more visible
To keep the brands alive in navigation, we introduced them in the footer for faster access. To support what the regulars already know about Two Tides.
Keeps the different brand identities intact for exploration while adding the character of the physical space of Two Tides.
Bigger more readable text with white space reduces misclicks.
Spicing up the exploration
Adding exciting moments of interaction to match the vibe!!
Makes discoverability more exciting and engaging with the flair of Two tides.
the wow factor
Making the product images the hero using flip on hover state cards.
AB Test Results = 70% of users tested preferred the right card ui.
AB Test Results = 70% of users tested preferred the right card ui.
Finalizing the design
Leveraging existing patterns
Grouping content based around services and product types made the discovery and navigation easier.
Progressive disclosure as a delight for experience
Sometimes experiences are not just about how easy something is. It can also be shaped by the kind of interaction pattern you deliver it through even though it’s not a must have but maybe nice to have’s are worth it after all.
Concepts of textbook user patterns do really work in real world
I realized that concepts like heuristics often identify how a successful experience may look like, error prevention and matching between system and real world made this project the success it achieved.