Brooklyn Brewery Tour Redesign

Student work, Service Design
Team: Olivia Greco, Danielle Yoon, Hayoung Shin, Cheonhyun Park
Role: User research, service design, prototyping

How can we provide an upgrade to Brooklyn Brewery’s tour experience?

Through user research, my team discovered areas for improvement for this Williamsburg landmark. People come to Brooklyn Brewery for the tour. It’s a destination for tourists and Brooklyn locals alike. We confirmed a few pain points in the user journey:

  • Line/wait time is too long

  • Tour was unfocused and difficult to follow

  • Missing a special takeaway at the end


Our primary research process included interviews with both Brooklyn Brewery management and brewery visitors. By mapping the customer journey of the brewery’s target users, we concluded that dissatisfaction lied in the customer’s feelings during and after the tour for both seasoned beer connoisseurs and tourists.


Visiting the brewery to enjoy beer in the main taproom is successful - here’s how my team proposed to improve the other premier feature of the original brewery location: the free tour.