Whiskey Thief Companion App
Project Overview
The Whiskey Thief Distillery Digital Experience project involved designing a comprehensive web-based application to enhance visitor engagement at two distilleries in Louisville. I created a QR-accessible digital companion that guides visitors through their distillery experience while addressing key business objectives around education, ordering, and sales conversion.
Whiskey Thief Distillery faced several opportunities to enhance their visitor experience: informing guests about their offerings in an engaging way, enhancing the educational value of tours and tastings, streamlining food and beverage ordering, creating stronger connections between visitors and the brand, and ultimately increasing on-site sales of both whiskey and food items.
The Challenge
The challenge was to create a digital solution that would seamlessly integrate with the physical distillery experience without creating barriers like required downloads or account creation.
The Solution
I developed a comprehensive web-based application accessible via QR codes placed strategically throughout the distillery facility. This digital companion guides visitors through their experience with location-specific content, interactive maps, educational materials, and streamlined ordering capabilities. All without requiring downloads or account creation.
Design Process & Iterations
Research & Discovery
I began by analyzing the bourbon tourism landscape and visitor behavior at distilleries. Through research into similar hospitality experiences, I identified critical pain points: visitors felt overwhelmed by information, struggled to navigate large facilities, and missed educational opportunities.
Early concepts centered on a traditional app with extensive features. However, conceptual testing revealed that requiring downloads created significant friction—tourists often had limited data or storage. This insight drove a strategic pivot toward a frictionless web-based solution accessible via QR codes.
Initial Concept Development
I mapped the complete visitor journey from arrival to departure, identifying five key touchpoints: Discovery (QR access), Exploration (facility navigation), Learning (educational content), Tasting (menu and ordering), and Purchase (promotions and conversion). This framework became the foundation for all design decisions.
Results & Impact
For Visitors
- ▸Enhanced educational experience with rich, contextual content
- ▸Simplified ordering with expert pairing guidance
- ▸Seamless access to information—no app downloads required
For Whiskey Thief
- ▸Increased on-site sales through strategic promotions
- ▸Reduced staff burden for common questions and ordering
- ▸Consistent brand messaging across all touchpoints
Lessons Learned
This project demonstrated my ability to balance user needs with business objectives in digital experiences. The challenge of creating an engaging app without requiring downloads pushed me to think creatively about access points and onboarding. Working within practical constraints highlighted how limitations can drive innovative solutions.