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• The UI’s highly saturated color scheme is distracting.
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• Low-contrast text colors are challenging to read.
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• The title and header font, Holtwood One SC, is uppercase only. Additionally, tight letter spacing results in some characters blending together.
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• Sentence case usage is inconsistent throughout the app.
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• CTA language, such as “begin flight,” is vague.
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• Information architecture, such as product descriptions, is inconsistent.
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• The app does not explain why users must order at least six beers.

• Problem: Users experienced eye strain when navigating the app and reading microcopy.
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• Solution: Lower color saturation and increase contrast between the copy, frames, and UI background.

By changing the background and frame color scheme from highly saturated blues (#44CDFA) and yellows (#FBE69E) to lower-saturated yellows (#FBF1CD) and browns (#5A3F09), I reduced the app’s eye strain while preserving the brand’s tertiary color scheme. I also improved readability by removing font outlines and changing font color from yellow to brown. When tested on the contrast checker Web AIM, this change improved text readability score from 1.7 to 86.31!

• Problem: Users are distracted by inconsistent font, size, and sentence case usage.
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• Solution: Implement a consistent content style across all copy.

I changed the primary font from the uppercase, sans font  Holtwood One SC to the sentence case sans tariff font Inter across a majority of the copy to prioritize readability. I kept Holtwood One SC for titles for consistency with the brand logo, but I still improved title readability by increasing letter spacing by 10%.

Additionally, I implemented a consistent content style by maintaining consistent font size and sentence case usage throughout the entire app. I emphasized key information such as discounted prices and “limited availability” copy by altering this copy from regular brown font to a bold red. Finally, updated all copy to use consistent, brand-specific word choices across the app, such as using “brew” instead of “beer.”

Problem: Users cannot quickly identify essential information in the product descriptions.

Solution: Implement consistent, top-down information architecture across all content.

I organized information architecture to present information in descending order of importance. For example, I organized the “Editor’s Choice” description by listing price and volume first, then discount, availability, product description, and tasting notes. This information architecture was baked into the body copy itself as well. For example, I wrote concise tasting note descriptions that began with flavor notes (the first flavors users taste), then finish (the last flavors users taste).

I also included supplementary information, such as specific date availability, to establish trust with users and empower them to make informed decisions.

Problem: Users are confused by vague CTA navigation microcopy.

Solution: Utilize simple action verbs and clear language

Though the “flight” terminology was consistent with the brand’s voice, I changed CTA’s prompts “flight” to “order” so users clearly understood what the CTA was and where it navigated. I also used the simple action verbs such as “go” and "back" for clear, consistant navigation across all CTA's.