Virgin
Wines
This project was a UX design collaboration with other designers, this tasked me with redesigning three of the current virgin wines website. We redesigned the about us page, events process and checkout process.
Research Insights
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Initial Research
The existing website did not portray the excitement they wanted it to. The new band guidelines showed a lot of colour and joy which the website did not follow.
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User Interviews
User interviews showed that users found the existing website quite bland and lacking visuals. So he limited images and colour they had did not portray joy.
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Heuristic Analysis
Heuristic analysis showed that the current design did not show these ideas. For example the quite often did not follow rule 8 which is aesthetic and minimalist. For example, a lot of the previous deigns were really wordy and contained a lot of unnecessary information.
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Competitor Reviews
We also did competitor reviews of other wine companies and retail companies to see how an why some are successful. We found that other websites had more images to give a better immersive experience. They also had less wordy designs following heuristic 8 more.
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User Flow Diagrams
User flows showed a simple way to go through each process other than the checkout which had a slightly more lengthy process. It ha quite a lot of steps hic felt unnecessary an made the whole process look too long for users.
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Interviews
When interviewing virgin wine we found out that a lot of people lave the flow in the checkout so we were tasked with fixing tis. They also said hat the aim for 15-20 events a year meaning they don’t necessarily need a filtering system.
Heuristic analysis
These are examples of the heuristic analysis I conducted of each page that we were going to redesign.
The idea
The idea for this project was to bring more joy to the existing website and include more images for a more immersive experience for the users.
My part in this project was to focus on the events side of the designs and make sure the design coincides with their brand guidelines. I made sure all of the pages followed a consistent font size, colour palette and immersive elements. I made sure the design was accessible and could be used by everyone no matter their age or needs.
Design
Making a design that followed the brand guidelines was really important for this project. Given that we were not redesigning the whole website it made sure that our redesigns followed the ideas of all the other website pages without looking like a completely different website.
I used the Virgin Wines colours all over the pages to really push the idea of joy and show that the company is fun and looking to reach a younger target audience.
We also simplified the step process because on the original site it had 4 steps which made it feel longer than it needed to be. We made this process down to two steps so that users feel like there is less work to do.
We also moved where users put in their Virgin Atlantic numbers (because this is where they use quite a lot of customers) to the end of the process so that users are too far into the flow to pull out.
The Checkout
Overall the checkout process was simplified and made to look more joyful without having distractions on the page.
Walkthrough
The Wine Tasting Events
The wine tasting events pages were simple and not very exciting when we first looked at them. So our first point was to add more colour, images and playful text to portray the excitement of the events to the users.
We also made the design have a more simple navigation. On the original site their was a filtering system to look at events in different locations. We decided to get rid of this because each filter only had one option. If Virgin Wines were to add more events we still believed that scrolling through 10 other events isn’t much to do.
This is the design for each event with their details on them. We played around with placement of text so the important information was obvious as well as adding a lot more images so users had more knowledge on what the events will look like.
We separated the information they had all on one main page into three different ones.
This includes the main home page for all the events, the page with information on what to expect at each event and a page with frequently asked questions on it.
We did this so that the main page was less populated and also gave the users more of a choice on what information they want to see.
With them as separate pages it gave us more freedom to play with images and text designs so that the page was more joyful.
Walkthrough
About us
For the about us page we played around with all of the text and ideas on how to visually represent it so that the page was more joyful.
For the main part of the about us page we visually represented their idea of grape to glass to give more of an illustration with their story.
We also include an illustration that flowed down the page as you scroll with all of their goals on it. This was to give an immersive element on the page that was visually interesting for the users.
We then separated their sustainability goals onto a different page so that the main page did not look overwhelmed.
We again tried to use as many visually interesting colours and text to attract users.