the world's largest wine store

Is now simple, fun, and informative. Jeff helped transform Wine.com from a basic utilitarian wine warehouse into an award-winning Ecommerce platform. Redesigning the website and creating a highly responsive experience that works across all devices was just the beginning. Our goal was to rethink the whole wine purchasing experience, empowering the customer with multitiered information, deep filters, and powerful search. All while adding a human element with personal sooms and live chat. Wine.com now demystifies wine for the novice while enhancing the cellars of the enthusiast.
 

Client
Wine.com
ROLE
Senior Product Designer
SERVICEs
Website Redesign
Brand Refresh
App Design
VISIT THE WEBSITE

Logo & Brand refresh

Before we moved forward with the website we decided to tackle the the aging brand with a refresh. We brought "Wine guy" out of the 90's by slimming him down and simplifying the color palette.

Updated Styleguide

LO-FI UX Wireframes

Version 1.0

The first challenge in the initial redesign was to make the Wine.com experience feel warm and engaging with a clear brand message. The second was to add personalization and better engagement. Our solution was personalized wine recommendations with powerful search tools and a much more intuitive and informative navigation.

Mobile 1.0

For the first time mobile wasn't an afterthought at Wine.com. We designed a fully responsive website which quickly matched desktop sales. Within two years mobile overtook desktop in sales and now accounts for over two thirds of all sales.

Version 2.0

For the second iteration, the focus was placed on streamlining all customer paths while adding new deeper ways to learn about wine. New features such an updated ratings system and My Wine personalization increased engagement and lowered the drop rate significantly.

Wine Label Scanner

Picked by Wine.com

Jumping into the red hot wine subscription space posed many challenges for Wine.com, the brand evolved with mounds of qualitative data provided from months of customer research. Prototypes, and focus shifts lead us to a unique place in a crowded segment. We defined and refined the brand with a cross generational illustration style with a mid century flare. We also created an extremely personalized customer experience with direct communication between the customer and their personal soom.

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