Created as part of the LOOP® team
Year
2023
Collaborators
- Ottakringer
- LOOP®
- Carolina Poch (while at LOOP®)
Carolina's Role
- PM, Brand & Dev team collaboration
- Design Workshops
- UX flows for JTBDs
- Design system
- User interface design
- Prototyping & testing
- Dev hand-over
Project summary
Ottakringer is one of Vienna’s most iconic breweries, yet its website did not reflect the same energy and character. The challenge was to translate that urban richness into a digital experience that felt lighter, clearer, and more intuitive. Ottakringer needed a website that truly expressed the brand while supporting e-commerce, marketing campaigns, events, and ongoing brand storytelling. As part of the LOOP team, Carolina Poch worked closely with Ottakringer to rethink how the brand shows up online. Together, we set out to create a website that feels as bold and easygoing as their beer, combining clear structure, strong storytelling, and a user experience that helps people get where they want to go quickly.
Design Principles
- Celebrate the Brand’s Urban Energy
- Design for Real User Intent
- Reduce Complexity & Increase Clarity
- Build for Flexibility & Future Growth
- Make E-com & Discovery Effortless
Approach
The website was redesigned around clear paths between Ottakringer’s beer ranges, brewery experiences, and events, supported by lighter navigation and content structured around real user intent. Behind the scenes, the LOOP team introduced a modular design system with reusable components and custom content tools. This allows the Ottakringer team to launch campaigns quickly, spotlight events, and update product stories while maintaining consistency.Together, this transformed the website from a static information hub into a dynamic brand platform that reflects Ottakringer’s confident, local, and energetic identity.
Solution
The website was redesigned around clear paths between Ottakringer’s beer ranges, brewery experiences, and events, supported by lighter navigation and content structured around real user intent. Behind the scenes, the LOOP team introduced a modular design system with reusable components and custom content tools. This allows the Ottakringer team to launch campaigns quickly, spotlight events, and update product stories while maintaining consistency.Together, this transformed the website from a static information hub into a dynamic brand platform that reflects Ottakringer’s confident, local, and energetic identity.
Impact
Seamless cross-navigation across brand, visit, and purchase, higher conversion from clearer info and streamlined checkout, more tour bookings via simplified discovery and calendar easier campaign and content management for the team, & a digital presence that reflects Ottakringer’s brand.
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