Wine e-Commerce
Overview
Plus 9 is an unique wine shopping experience that offer a complete experience for customers to learn, discover and order alcohol online, making wine discovery and purchase easy and accessible for wine drinkers of every level.
Challenge
The challenge was to design the experience for purchasing wine online from scratch. I worked closely with the marketing team to define all the features that will engage wine drinkers.
Solution
Design a fluid experience for both web and mobile users to browse and purchase wine. Make the design accessible, and easy to understand for wine drinkers of every level of expertise.
Role
I was responsible for the design direction for both the responsive website and the app. My role includes UX architecture, interaction design, UI guideline and part fo the front-end development for web version.
Duration
1 year
Skills
Research, Strategy, Prototyping, Testing, UI Design, Branding, Photography Direction, Front-end development
Process
We first set out to read, research and explore the problem scope. We already had some detailed market analysis and trend reports that gave us information about real customers. From this research we developed a couple of personas to address our main user groups
User goals
We summarized some key user goals that we need to fulfill on our website
Provide information about wine regions, grape varieties, tasting notes, pairing
Easier way to choose and decide which wine to buy for less knowledgeable drinkers
Provide desirable wines at an affordable price
Provide a good search filter for connoisseurs
Design Approach
Wireframing
After discussion of all the features and prioritizing solutions to the issues we found during research, we started wireframing our ideas and the site began to take form. This helped us especially to see how our ideas would look on a final page, and whether we were adding too much or too little.
User Flows
UI Guideline Design
Design Outcomes
Filter & Search
We created recommendations and seasonal content to suggest products based on user tastes, popular occasions or themes.
Personal recommendation
With such a large selection of products, we try to make sure users see products relevant to them. We created recommendations and seasonal content to suggest products based on user tastes, popular occasions or themes.
Product Detail
In our research we found that most hesitation in buying alcohol online was the inability to closely inspect bottles and also a lack of detail or information online. So the design was absolutely critical here, and had to convey both information and knowledge as well as evoke the senses.
Wine Knowledge
Our market research showed that a large portion of users were open to exploring and wanted to learn more about wine. But for many people, buying wine can seem complicated.
We added blog content, or sommelier recommendations. We aimed to keep all the information digestible, in an easy-to-understand manner.
