BeerMenus

Product & UI design, front-end development, marketing
Print menus landing pageQR menus landing pageBrave New Bar
BeerMenus menu builder on desktop, with a QR menu and the Brave New Bar site on phones
Client
BeerMenus
Role
Freelance product designer & front-end developer
Scope
Web app UI, menu themes, landing pages, email
Tools
HTML, CSS, JavaScript, Git

Designing, launching, and marketing the tools bars and breweries use to sell more beer.

1. The print menu builder

BeerMenus helps craft beer drinkers find great beer nearby, and helps bars, restaurants, and breweries market their menus. One of its most popular tools turns a seller's BeerMenus listing into a print menu that updates automatically. A good menu helps sell more beer, but keeping a printed menu up to date is hard.

As BeerMenus' freelance product designer, I designed and developed a new UI for the menu builder, giving users a bigger toolbox to customize their menus in a few clicks.

BeerMenus print menu wizard

The new print menu wizard UI with tools organized in a sidebar accordion.

I also designed and coded a set of new CSS themes based on common bar and restaurant aesthetics.

Switching between print menu themes

Switching between themes.

2. Touchless QR menus

When bars and restaurants reopened during the COVID-19 pandemic, they suddenly needed touchless menus. We quickly built a tool that generates a digital menu and printable QR code in one click, pulling from BeerMenus' huge database of beers.

I designed the digital menu customers see when they scan the code: every menu section listed up top, plus a sticky button for jumping between sections.

I also designed two printable QR stickers: one with step-by-step scanning instructions and a slim version.

QR menu sticker with step-by-step scanning instructions
Slim QR menu sticker

Custom themes show sellers how their digital menu can match their own brand.

Three custom QR menu themes on phones

3. Marketing the launch

With the new builder and QR menus live, we shifted to selling them. Building on BeerMenus' existing style, I created an evolved style guide for promotional materials, then designed and developed landing pages for print and QR menus, written as sales letters with plenty of graphics and customer testimonials.

The pages needed striking photos of the product in use, so I took my camera to bars already using BeerMenus print menus. For QR menus, many customers were new to the technology, so I shot and edited a short video showing how touchless menus work and how easy they are to set up.

BeerMenus print menus landing page

The print menus landing page leads with a customer result: average check size up more than $10, from $15 to $27.

BeerMenus print menu photographed in a bar

I photographed BeerMenus print menus in use at partner bars.

The QR menus explainer video I shot and edited.

4. Keeping bar owners engaged: Brave New Bar

Brave New Bar is BeerMenus' weekly email newsletter for bar owners, with trending beverage data, expert advice, and industry news. I designed the Brave New Bar logo and the newsletter template, and designed and built its new home on beermenus.com, with sign-up, past editions, and articles for bars, restaurants, and taprooms.

Each edition pairs interviews and industry headlines with tips for getting more out of BeerMenus tools like print and digital menus, so the newsletter keeps the product in front of customers every week.

Brave New Bar site on desktop and mobile
A Brave New Bar newsletter edition

A Brave New Bar edition, with an expert interview, BeerMenus tips, and industry headlines.

Let's work together.

I'm available for freelance projects and long-term contract work. Tell me a little about what you need and I'll get back to you soon.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Prefer email? nicole@nicole-cherry.com 👋