PIVOHUB
Service
UX research
Category
User Research
Year
2019
As part of the Concordia Innovation team, I worked with Pivohub—an online local beer marketplace—to address a critical gap: a lack of deep understanding regarding its core user personas (producers, buyers, and sellers) and the complex ecosystem of how they interact.
THE PROCESS
Over a few months, we conducted 20+ user interviews, facilitated weekly ideation workshops, and built rapid prototypes for continuous testing. These insights enabled us to map detailed user journeys, uncover critical operational requirements, and design a tailored experience aligned with actual user habits.
By deeply understanding the underlying business models and user behaviours, we delivered a multi-user platform perfectly suited for the craft beer niche. The architecture proved so adaptable that Pivohub successfully scaled beyond beer to support a wider array of products with similar distribution processes.