The Gin is IN, Mobile Experience

Since 2014, The GIN is IN has seen a dramatic switch in terms of device choice. In 2014, most users browsed and read through several reviews in one sitting, shopping for the gin that best matched their preference. In 2017, The GIN is IN's users are pulling up the app in the liquor store. Nearly 70% of users only browse the site on their phone. This means that users are targeting specific gins, and less likely to browse through similar gins. They're focused on picking the best gin from the shelf. Focusing on ease of communication, and an organic search-engine first approach has changed how I design the site.