TOTAL WINE OPTIMIZATION
Total Wine approached us to make rapid UX enhancements to their site. I spent 6 weeks in NYC working closely with the client to provide the greatest impact on the site within our limited time frame. Working with a client in the liquor industry provided a very unique set of challenges, and it was my task to make the experience easy as frictionless as possible for the user. The simplest way to improve the experience was to increase the visibility and utility of the “Your Store” function, as the site only displays products available in that selected store. Other enhancements were made to the mobile experience, account sign in/creation flow, and cart. To validate all findings, I conducted in-store user testing with Total Wine customers. Since its release, the client has been thrilled with the outcome that these small changes have done for their business and the usability of the site.
Team: 1 UX Designer, 1 Visual Designer
Existing Site Experience
Account Sign In/Sign Up
Account flyout
Process
Account Wireframes
SOlution
NEW User Flow
SIGN IN/SIGN UP MODAL
Old Navigation
New Navigation
Store information
change store location
create an account
rewards program
Mobile Experience
Resolving Navigation
Navigation
Change Store
Home/Navigation
Store Finder
Sign In/Sign Up
Create account
User Testing
I spent the day in Hackensack, NJ at a local Total Wine store. I was able to test the site enhancements with test 12 different individuals and validate our designs. I asked participants to complete various tasks that I had outlined.
