Client: wine.com
Role: art director/principal designer
Lead Visual Designer for the Wine.com desktop and mobile relaunch experience. I was also responsible for creating new email templates and affiliate ad content.
Working directly within a small team of UX designers and the product director, we were able to put together a site that focused more on the wine lifestyle rather than just a place to buy wine. With a combination of intuitive navigation and bold and beautiful imagery, we wanted to invoke a positive emotion with the user that made them feel good about purchasing wine from Wine.com. The screens shown are of the current site design which went through several rounds of tweaks and A/B testing based on live focus groups we brought in (both current customers and people that had never been to the site) as well as internal marketing research.
The screens shown are as follows:
INITIAL CONCEPT DESIGNS
Key Features: Simplified navigation / Large hero carousel to showcase brand pillars / Customized customer-focused content blocks / Clean and modern fonts and minimal color schemes / Season and holiday focused imagery
Home page-Overview / Home page-Full view / Home page-Wine shop tab navigation overlay / Product category list page / Product detail page
CURRENT DESIGN
Key Features: Updated navigation / Large hero carousel to showcase brand pillars-seasonal focused / Customized merchandising blocks / Clean and modern fonts and color schemes / Customized customer-focused content blocks by third party input & research
Home page-Spring season messaging / Home page-Summer season messaging / Home page-Winter season messaging / Home page-Wine tab navigation overlay / Home page-Discover tab navigation overlay / Product category list page / Product detail page / Mobile redesign info page / Mobile home page / Mobile varietal navigation overlay / Mobile customer navigation overlay / Mobile filter with results / Mobile product detail page / Mobile My Wine landing page / New email template merchandising / New email template time-sensitive messaging / New email template feature wine alert
