Beetle Juice - turning a fun brand into a frictionless digital experience
Project Summary
Beetle Juice is a mobile cocktail bar with colourful vintage vans and a playful-yet-premium personality. However, their website failed to reflect this charm — it was cluttered, hard to navigate, and confusing for both private clients and corporate event planners.
role
UX/UI Designer
Layout | Structure | Research | Competitor audit | UX strategy | Visual design
The Challenge – A fragmented, outdated web experience
The old website wasn’t working for either of their audiences.
Two different user groups (private and business clients) had very different needs, but the website treated them the same, with messy navigation, scattered info, and no clear paths to enquiry.
Private clients (e.g. weddings) needed ease, charm, and quick quotes
Corporate clients needed credibility and branding options
The lack of structure and clarity created confusion and dropped trust, especially for high-value corporate bookings.
My role
I was first brought in to redesign the website’s layout and structure, research, competitor audit, UX strategy, and visual design. My initial redesign went live, but the development didn’t fully reflect the design vision or create clear user journeys.
Seeing this, I took full ownership to rethink the strategy and design as a self-initiated project, creating a comprehensive redesign in Framer.
Strategy – Rebuilding user journeys from the ground up
Initial Redesign
The first version of the redesign launched with structural improvements, but without involvement in development, the final build and the experience still lacked polish and clarity. Despite raising these concerns, no updates were made.
Phase one development
So I initiated a self-driven redesign from scratch. I treated this as a product strategy exercise — mapping user needs to digital flows, and aligning the site’s UX with the brand's value.
Split landing: Clear pathways for Private vs Business clients
Smart navigation: Audience-specific content, shared pages for gallery/about
Pricing page with tabs: Reduced cognitive load by comparing rates easily
Better content hierarchy: Each page focused on key needs, not scattered content
Social proof: Testimonials, partners, and stats to build trust
Sticky CTAs: Enquiry buttons always within reach
I rebuilt the experience in Framer to show how the vision could feel when fully realised.
(This is a self-initiated concept and isn’t live on their website)
Visual & Content Design
The redesign balances Beetle Juice’s playful tone with a more polished, trustworthy feel.
A modern-vintage aesthetic using muted teals, creams, and warm neutrals
Clean typography + visual hierarchy to create flow
Hand-drawn accents for brand charm, without clutter
A visual system where the vans and cocktails become the stars
Impact
The updated design would:
Reduce bounce rates by guiding users quickly
Boost conversion with stronger enquiry flow and CTAs
Elevate brand perception, especially for corporate clients seeking professionalism
While not yet implemented, the Framer prototype shows a UX aligned with business needs.
Reflection
This experience highlighted the risk of hand-off without alignment. My self-initiated redesign shows the value of owning the UX from strategy to execution, and how product thinking can drive real-world business impact — not just visuals.
