Bløm Meadworks faced a major transition—they anticipated relocating their taproom due to circumstances beyond their control. To prepare for this shift, they sought a deeper understanding of their customer journey: to learn more about how current customers experience Bløm and recommendations on how they can convert retail-only customers into taproom visitors.
We started with customer research to uncover motivations and behaviors. Then, using insights from interviews, surveys, and competitive analysis, we mapped customer journeys and identified pain points. We then developed personas to clarify user needs and created strategic recommendations focused on enhancing awareness, engagement, and conversion. Our process was iterative, incorporating feedback from stakeholders to ensure actionable, user-driven solutions.
We conducted a competitive analysis of three nearby meaderies—B. Nektar, Four Fires Meadery, and Superior Lakes Mead, Wine & Cider—to identify industry best practices.
Taproom Specials
Strong Brand Credibility via Awards
Food Truck Partnerships
Bløm had already conducted user research, so we reviewed the previous research before starting our own.
49% of customers first discovered Bløm through word-of-mouth.
30% noticed the storefront and decided to visit.
Taproom visitors loved the atmosphere and knowledgeable staff.
Retail buyers valued the local ingredients and product quality.
More food options, a loyalty program, reservable seating, and exclusive events would bring taproom customers back.
To understand how to convert retail buyers into taproom visitors, we followed a dynamic, multi-method approach. Each step revealed key insights that shaped our strategy.
We conducted 20 rapid interviews inside the taproom, gathering real-time reactions and motivations from visitors.
A survey of 95 customers uncovered major trends in purchasing behavior, revealing how word-of-mouth played a crucial role.
We analyzed online conversations, customer inquiries, and social engagement to identify common themes and pain points.
We conducted 5 in-depth interviews to explore decision-making behaviors and uncover deeper motivations.
Using affinity mapping, we connected patterns across all research methods, forming a clear picture of our user personas and their journey.
We synthesized our data and created two personas: a taproom customer and retail customer.
From creating these personas we found that the main motivation for each person was to support local businesses. However, the main difference between the two had to do with their lifestyles. The taproom customer wants to hangout with their friends and go out. While, the retail customer lives a busy lifestyle with a family and is looking for convenience.
Finding #1:
Customers Want More Food Options
Recommendation:
Improve in-store communication with signage, update the website to highlight food policies, and suggest food pairings on the menu.
Finding #2:
Word-of-Mouth Drives Awareness, But There’s No Referral Program
Recommendation:
Launch an incentivized referral program—discounts or merchandise for customers who bring friends.
Finding #3:
Bløm’s Social Media Presence Is Underutilized
Recommendation:
Create engaging content around seasonal flavors, production insights, and pairing guides; optimize SEO for “board game bars” and “places to play games in Ann Arbor.”
Finding #4:
Retail Buyers Prioritize Local Ownership but Need More Taproom Awareness
Recommendation:
Highlight Bløm’s locally-owned status on product packaging, add a QR code linking to events, and offer taproom visit discounts for retail customers.
This project was more than just UX research—it was about understanding human behavior and designing strategies that create real impact. By blending qualitative and quantitative research, we helped Bløm Meadworks not only understand their customers but also take actionable steps toward strengthening their business in a time of transition.
Would I do this project again? Absolutely. But next time, I’d narrow the scope for even deeper insights.
Case Study | Mobile
Effortless Meal Prepping
Making meal prepping effortless through AI-driven planning, intuitive design, and inclusive accessibility features.
User Research
Usability Testing
Prototype