Mahou San Miguel developed an innovative home brewing machine but needed to validate market demand before full commercialization. The critical question: Would consumers engage with a platform that lets them design personalized beer recipes from scratch?
Client
Mahou San Miguel
role
Lead Product Designer
timeline
4 weeks
team
1 PM, 1 Engineer, 2 Designers
The problem
Beer customization is inherently complex, with countless ingredient combinations, technical parameters (IBU, ABV, SRM), and brewing terminology that alienates casual consumers. Our user research revealed the core tension:
"I know I like IPA, but I don't know how to make beer. I just want to drink a good beer." Focus group participant
The platform needed to make infinite recipe possibilities feel approachable while appealing to both beer novices and enthusiasts.
The opportunity
If successful, this would be Spain's first consumer-facing beer customization platform, creating a new revenue stream and differentiating Mahou San Miguel in the competitive craft beer market.
Design goal
Create and test an MVP in 4 weeks that validates user interest in beer personalization while identifying which mental models and interaction patterns drive the highest engagement.
Key design questions
Would people be interested in creating personalized beers with a home machine?
How could we translate brewing complexities into a user-friendly platform for everyone?
What interface would make infinite recipe combinations feel approachable rather than overwhelming?
How do we convey the idea that recipes were infinite when they technically weren't?
User research & target validation
With a 4-week timeline, we immediately dove into understanding our potential users. Our initial hypothesis identified two distinct user groups who might be interested in home beer-making technology.
MVP strategy & testing goals
With two distinct user groups identified, Novice Beer Lovers seeking approachable experimentation and Enthusiastic Brewers wanting advanced tools, we decided to create an online MVP to validate which segment showed strongest engagement. This strategic approach allowed us to test market potential before full platform development.
Our testing goals
Identify our ideal user base: By observing user behavior and preferences, we could understand which group resonated most with the concept
Discover what users expect: Through interactive elements and feedback mechanisms, we could uncover user needs and expectations
Validate the market potential: User engagement and platform traction would indicate the concept's overall marketability
Determine essential features: User feedback and data analysis would guide the development of features for a future platform
Critical design decision: personalization approach
One of our biggest design challenges was determining how users should customize their beer. We tested two fundamental approaches to beer personalization, each addressing different user mental models and comfort levels with brewing.
Site architecture & user journey
The definition of the site map and user journey were critical to focus energy on needed screens and steps to meet our tight 4-week deadline. Every screen had to justify its existence in the validation process.
Personalisation interface explorations
The key design challenge was conveying that recipe possibilities were infinite while keeping the interface approachable. We explored various input methods and visual approaches to make complex brewing feel accessible.
How do you make "infinite possibilities" feel manageable? Beer brewing has countless variables: alcohol content, bitterness levels, color profiles, and ingredient combinations. Too much control overwhelms users. Too little control feels limiting. We needed to find the sweet spot.
Visual brand & interface design
Apart from the product interface, we also had to create the complete branding and visual elements needed for the MVP test within those 4 weeks. The visual system needed to feel premium yet approachable, representing Mahou San Miguel's innovation while being accessible to home brewers.
Design system & key solutions
The final MVP platform was designed to be both user-friendly and engaging, successfully bridging the gap between complex brewing technology and an accessible user experience. Our design solutions addressed the specific needs of each user group while maintaining a cohesive overall experience.
Design principles that guided our solution
Accessibility Over Expertise
Solution: Simplified language and intuitive sliders replaced technical brewing terminology
Immediate Feedback Loops
Solution: Real-time beer visualization showed users exactly what they were creating as they made choices
Progressive Disclosure
Solution: Three configuration paths (Quiz, Guided, Advanced) met users at their expertise level
Transparent Outcomes
Solution: Final screens displayed both technical measurements and plain-language flavor descriptions
Results & impact
Our 4-week MVP sprint provided Mahou San Miguel with the validation data needed to move forward with production while establishing a proven interaction model for the platform.
Testing insights
Through structured A/B testing, we identified:
Optimal Configuration Model
Guided discovery (Beer Quiz) significantly outperformed free-form customization, even among experienced users
Target Audience Priority
B2C emotional motivations (personal, celebration) showed stronger engagement than B2B functional use cases
Personalization Sweet Spot
Users preferred simplified parameters with relatable language over detailed ingredient control
Essential Features
Real-time visual preview emerged as critical; advanced controls were deprioritized based on user feedback
Strategic insights
Market Validation
Confirmed sufficient user interest to support production investment
Product Direction
Shifted positioning from "professional brewing tool" to "accessible creative experience"
Development Focus
Clear feature prioritization based on demonstrated user value
Scalable Foundation
Established design system and patterns ready for platform expansion
Key takeaway
The MVP revealed that beer customization's value isn't in complexity, it's in making sophisticated choices feel simple. This insight informed every subsequent product decision.
Specific metrics protected under NDA