Wine in Black
Wine in Black is an exclusive online shop operating across Europe, offering its customers a rotating weekly assortment of fine wines.
As Lead UX Designer at Project A Ventures, I designed the responsive website, the iPad app, and the newsletter templates.
Challenge
The existing website failed to convey the exclusive premium feel the brand stood for. The task was to redesign the experience to reflect the atmosphere of a fine wine estate, supported by editorial storytelling from Wine in Black's wine experts. A Read more ↓
Outcome
The redesign improved conversion and firmly established the premium positioning. The iPad app succeeded in re-engaging loyal existing customers, who downloaded it specifically to shop in the new experience. The redesigned newsletter templates and landing Read more ↓
Wine in Black, an exclusive wine shopping club
As a venture of Project A, Wine in Black wanted to redesign their appearance on their website and their owned and paid media channels.
Lead Designer at this Project. Wireframes, Prototypes, Handover to frontend developer, UI, UX
Scribbles, Wireframes, Paper Prototype, Photoshop, Invision App, Jira, Confluence
iPad App for Wine in Black
To strengthen an exclusive shopping club’s perception, I redesigned Wine in Black to a posh and modern experience.
Web data analysis’ has shown that the core target group (40+, high income) had a high share of tablet usage. To meet the expectations that users can shop on their iPads without opening the browser, I designed an Ipad app.
Campaigns Landing Pages
To support the Marketing-Team with their Newsletter-Campaigns, I designed several landing page templates that were used to promote exclusive offers and promotions.
Newsletter Templates & Transaction Mails
To achieve a homogenous design-experience, I also create a diverse set of modular newsletter templates for marketing-campaigns and transaction mails.
Deal logic as a modular system
The time-bound deal logic is a central element of Wine in Black, as the wine offers are limited to a specific time frame to create conversions. The product owners and I ideated, defined, designed, and tested a diverse set of deals-/auction elements.
Project flow
The founders described the project to us from a business perspective. The market potentials, market analysis and competition were shown to us. We dealt with the topic in a rudimentary way and got a first rough overview. The existing site was no longer up to date and needed a redesign for reasons of marketing potential, mobile friendliness and to satisfy the aesthetic needs of the target group.
The Design Thinking Workshop identified problems, and the project team jointly developed solutions and ideas.
We choose the lean startup approach, where the primary focus is not on long planning in advance, but on learning-by-doing and “bringing the product to market” early on.
We structured and developed the information-architecture and -offer through a meaningful subdivision of the contents and easy-to-understand visualization of the navigation paths keeping the user flows in mind.
With the tool Balsamiq, I created many scribbles for each page type and state. In consultation with the product owner and developers, we could make quick decisions for the first MVP to go to the market.
Wine in Black is designed for full response. The primary focus of Wine in Black is on tablet and desktop. Mobile for inspiration and as a wishlist, the purchase is mostly on Tablet & Desktop.
The designs were handed over to the front end developers using the Invision-App. As the release timeline was very tight, I conducted a close collaboration, daily exchanges, and managed all stakeholders to bring this project to success.