Liquid Death

Liquid Death is a brand that specializes in selling water in cans. They have a good understanding of marketing and their target audience. They approached AKQA to redesign their website. After analyzing their website's data, we identified areas where users were dropping off and gathered insights about their core audience. We decided to give the website a modern look that would appeal to Gen-Z with a TikTok-style design. We incorporated large, captivating videos that showcase the brand and offer users the opportunity to explore specific verticals in greater depth.

My Role

Accosciate UX Director

Led analytics research

Wireframes

Type

AKQA (Agency)

Duration

4 months

Challenge

Design a website based on a new audience insight of mobile-first users—specifically gen-z

Our target audience is predominantly mobile-first users, with a focus on Gen-Z. To cater to this audience, we propose a TikTok-style website that showcases user-generated content and the brand's assets. Our website will be optimized for mobile devices and will feature a visually stunning and intuitive design. We believe that this format will be highly appealing to our target audience, building a loyal and engaged community around our brand.

My roles

I used analytics to uncover audience insights, identify pages with high dropoff rates, and eliminate redundancies. Then, I led a team of designers to revamp the Liquid Death website..

DATA ANALYTICS

After examining their analytics, we discovered numerous instances of users dropping off from specific pages. To improve user experience, we streamlined the backend and simplified the front-end. Additionally, we obtained new audience insights that influenced the website's new design direction.

DESIGN DIRECTION

After analyzing the data, we decided to create a TikTok-like experience that highlights the client's exceptional video content and brand.

website redundancies and high drop-off via analytics

Upon analyzing their website's layout, we identified multiple redundancies that contributed to a decrease in user engagement. Our solution involved streamlining the backend, resulting in a simplified frontend experience. This allowed users to easily navigate to specific pages while successfully meeting the core business objectives.