A full health-check of Toast Ale’s online shop and a roadmap of design and UX improvements.


Toast Ale


Circular Economy
Social Enterprise
Toast Ale - Header image of various beer cans


A certified BCorp, Toast Ale brew planet-saving beer made with surplus bread. All profits go to charities fixing food waste.

Design & UX review
Analytics audit and health check
Sales funnel and user journey mapping
Shop platform consultancy


Toast’s mission is clear but the performance of their website and email marketing campaigns was not. Toast have a loyal following of conscious craft-beer fans and the website is an important sales channel, even more so since the covid19 pandemic.

Early plans were in motion for a rebrand and web redesign but without clarity on what is working and what is not, decision making becomes harder and riskier.

Mockup of Desktop and Mobile device with Toast Ale's website

What we did

We set out to fully map Toast’s online experience, showing how their customers interact with the site, what is working and what is not, and crucially where design can make the difference between a seamless customer experience and a frustrated one.

  • We started with a deep dive into Google Analytics and Klaviyo data: running a quick MOT to make sure the data was being captured correctly then visualising the online conversion funnel highlighting key points of engagement or drop-off.
  • Alongside this, we ran a full review and competitor analysis of the design of key user journeys, highlighting problem areas and proposing improvements to branding, visual design, user experience and accessibility.
  • The third piece of the puzzle was some consultancy to highlight the pros and cons of different shop platforms, from custom build to e-commerce platforms like Shopify.
  • We believe strongly in showing our working, and all insights were combined on a Figma whiteboard showing the results of our audit and placing our high-level recommendations 
in context.
Toast Ale - GA4 Health Check
Toast - User Journey
Toast Ale - UX Review
They patiently listened to all our thoughts, issues, questions related to our website and then helped translate this into an incredibly valuable summary of our website and shop.  They were able to map out our customer journey through our website and present this back to us in a meaningful way with clear and actionable next steps to help improve this journey and ultimately grow sales.

— David Ryan
Commercial Director at Toast Ale
Toast - Design Review
The exercise has already proved incredibly valuable in supporting our regular conversations with our own web developers and ensuring we tackle key issues that we were previously unaware of. We plan to use all the WAS insights and actions as we update our website and shop in the coming months. We can't speak highly enough of the WAS team who helped turn tech talk into our language, navigated us through the process and helped us learn what we didn't know we needed to know!

— David Ryan
Commercial Director at Toast Ale
Toast - Takeaways chart

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