BrüMate App Redesign
The Problem:
The BrüMate App was launched but not actively maintained, leading to outdated branding, poor performance, and a lack of user engagement.
The Solution:
Redesigned app navigation to align with our website, implemented a scalable design system for seamless future updates, and refreshed the UI to reflect our new branding.
The Impact:
Within a year, the app saw a 25% increase in sales, a 113% increase in sessions, and a 116% increase in retention rate.
All information in this case study is my own and may not reflect the views of BrüMate.
Project Overview
The BrüMate app is a one-stop shop for premium drinkware and coolers, designed to enhance the shopping experience with seamless navigation and exclusive features. Customers can browse the full product catalog, create and manage wishlists, track orders, and redeem loyalty rewards. The app also provides personalized recommendations and exclusive in-app promotions, making it the go-to destination for BrüMate enthusiasts.
Problem Statement
The BrüMate app faced several challenges that impacted user experience, engagement, and conversion:
Outdated Experience: The app was launched but not actively maintained, leading to an inconsistent and outdated UI that no longer reflected our updated branding.
Lack of a Design System: Without a structured design system, making updates was inefficient and inconsistent for the design team.
User Frustrations with Navigation: User surveys revealed that navigation was not intuitive, making it difficult for customers to browse and find products.
Declining Engagement & Conversion: Due to these issues, user engagement dropped, and conversion rates declined, signaling the need for a strategic redesign.
Data & Metrics
A user clicks a link from the website or email to download the BrüMate app, expecting a seamless shopping experience. Instead, they arrive at an app that looks and feels different from the brand they recognize. The navigation is confusing, the design feels outdated, and the experience doesn’t match what they saw on the website. This disconnect leaves the customer unsure if they’re in the right place, reducing trust and confidence in making a purchase.
Data collected from 3 months prior to the redesign launch:
Sales
Retention Rate
Conversion Rate
Product Searches
Reviewing Previous Experience
Key Opportunities
The BrüMate app's navigation felt unclear and lacked structure, making it difficult for users to browse and shop efficiently. With the addition of new product categories, there was a clear need to rethink the navigation to better organize our offerings and support a more seamless shopping experience.
Competitive Analysis
Key Opportunities
Looking at six of our key competitors in the drinkware and DTC lifestyle space, a few things stood out:
Lifestyle-forward merchandising (like “Tailgate Kits” or “Festival Essentials”) was a common thread. BrüMate was one of the few not leveraging story-driven, shoppable collections.
Product comparison tools, quizzes, and guided shopping experiences were consistently used to reduce decision fatigue.
UGC (user-generated content) and social proof were prominently integrated on PDPs and home screens.
“Limited drops” and urgency tactics were used to drive action. BrüMate doesn’t currently highlight exclusivity or time-based offers.
Validating With Users
User Interviews
Next, we turned to our customers to gain deeper insights. We focused our conversations around four core themes to understand current performance better and validate our assumptions.
Describe any differences between shopping on site vs. on the app. How do these differences affect your shopping experience?
When asked, customers mentioned the app not feeling as polished or updated as the site and often would go to the site to complete their purchase because it was easier to navigate.
Can you walk me through how you typically navigate the app?
We observed customers browsing the app, findng dead ends, and trouble finding what they were looking for. When asked to find a specific product, they weren't sure where to go without using the search function on the app.
How would you describe the overall look and feel of the BrüMate app? Does it align with your expectations of the brand's image?
While customers had trouble articulating exactly what felt off, many noted that the app didn’t match the website, creating confusion about the brand’s direction and weakening the overall experience.
Has the design or functionality of the app ever influenced your decision to complete a purchase? Can you share an example?
Several users shared that the design and functionality directly impacted their willingness to purchase. For example, one person mentioned they abandoned their cart because the app didn’t build the same level of trust as the website.
First Update
Rather than overhauling the entire experience at once, we introduced changes incrementally. This approach allowed users to build familiarity over time, improving adoption and minimizing disruption. I also maintained a weekly log of updates and monitored performance as each change rolled out.
In our first iteration, we reorganized key sections like “Blog,” renamed several tabs for clarity, and introduced a new bottom navigation bar featuring “Collections,” “Wishlist,” and “Notifications.” We also added a persistent footer to make it easier for users to access Help, FAQs, and BrüMate’s social channels.
Second Update
In our second update, we added a "Collections" section with a category structure that mirrored the website, making it easier for users to browse and explore products more granularly. We also broke out our main categories in the top navigation creating a "Drinkware"
Design Systems
I created a design system for the app to create consistency within typography, components, and tabs. I also created a component library within Photoshop for our design team to use going forward. These systems allow our design team to design more efficiently and effectively.
The Outcome
We launched the new app design in August 2023, and after a 6 month period conversion increased from 2% to 4.4% on the app. We also saw increases in product searches, product views, and number of products purchased. After a 1 year period, we saw a 25% increase in sales within the app, a 113% increase in sessions, and a 116% increase in retention rate! I continue to work with Tapcart to bring even more functionality to our app.
In 2024, BrüMate won App Design of the Year from Tapcart.