Role: Brand Designer, Illustrator, Product Designer (UX/UI)
Overview
Wine Sense is a young natural wine shop. The typical user is between 21-60 years old, and most users are professionals. Winesense’s goal is to make it easy to try and know new natural wine varieties.
Wine Sense is a young natural wine shop. The typical user is between 21-60 years old, and most users are professionals. Winesense’s goal is to make it easy to try and know new natural wine varieties.
The Goal
Design a vibrant, approachable branding system and simple and user-friendly responsive website by providing clear navigation and offering a fast checkout process.
Design a vibrant, approachable branding system and simple and user-friendly responsive website by providing clear navigation and offering a fast checkout process.
My role
UX and Brand Designer, in charge of the branding system, illustrations, and responsive website design.
Responsibilities
Design of a holistic and scalable branding system, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs, and responsive design.
Summary
I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users treat online-wine shopping as a fun and relaxing activity when they need a glass of wine for a special event, a social gathering or just to relax at home after a work day. However, many websites are overwhelming and confusing to navigate, which frustrated many target users. This caused a normally enjoyable experience to become challenging for them, defeating the purpose of having fun.
I conducted some primary and secondary research and found some of the pain points in other websites selling wine were:
- Navigation: Since a lot of websites selling wine are really busy and overwhelming, resulting in confusing navigation
- Interaction: Too many options and small buttons on wine websites make item selection difficult, which sometimes leads users to make mistakes
- Experience: Most of the time wine shopping websites don’t provide an engaging browsing experience, since all the websites are repetitive and boring
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I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users treat online-wine shopping as a fun and relaxing activity when they need a glass of wine for a special event, a social gathering or just to relax at home after a work day. However, many websites are overwhelming and confusing to navigate, which frustrated many target users. This caused a normally enjoyable experience to become challenging for them, defeating the purpose of having fun.
I conducted some primary and secondary research and found some of the pain points in other websites selling wine were:
- Navigation: Since a lot of websites selling wine are really busy and overwhelming, resulting in confusing navigation
- Interaction: Too many options and small buttons on wine websites make item selection difficult, which sometimes leads users to make mistakes
- Experience: Most of the time wine shopping websites don’t provide an engaging browsing experience, since all the websites are repetitive and boring
Design process
I worked on some paper wireframes then turned them into a lo-fi prototype that can be found here
Conducted a remote usability study, finding that the images need to be bigger, and some steps need to be added to the purchase summary.
My hi-fi prototype followed the same user flow as the lo-fi prototype and included the design changes made after the usability study, as well as several changes suggested, also iterated on the design to be sure it matches the branding aesthetic and mood.
Here’s the hi-fi prototype.
Responsive Design
Made sure to create a mobile version of the website to ensure a smooth transition between devices
