A deeper look,
Inside of the online shopping experience, New Belgium customers are offered packs of beer which are pre-made on their website. Even though guests can order packs online, they still were not given the freedom to customize these packs by mixing different beers. This sparked something, what if, they thought, we allowed our customers to choose what goes in their packs.
Using Optimizely as their platform already in use, we worked alongside the New Belgium team to ensure the entire website stayed cohesive and on brand.
Now when New Belgium customers log in to order their favorite beer, they will already be aware of any state regulations their residing state may have so there is zero confusion as to how much alcohol they can order.
Then, after being logged in and heading to the new Build Your Own Pack area of the website, they are presented with a grid-like structure that allows guests to add and subtract whatever beer they would like while building their pack. The grid structure gives customers the option to easily interchange whatever beers they would like, without having to add anything to their cart before they are finished with their pack.
The grid also allows for the pricing of the pack to stay consistent, instead of the price of each individual beer being added to the cart and then configured before checking out. It cuts out any confusion on pricing.