THE THIEF WINE SHOP

Simplifying Wine Selection: The Thief Wine Shop's Responsive Website Redesign

 

Platform: Responsive Web Redesign

Tools: Sketch, InVision, pen and paper

Scope: 4 weeks

Deliverables:

  • Competitive analysis

  • User interviews

  • Affinity mapping

  • Personas

  • Problem/solutions statements

  • User flows

  • Low fidelity wireframes

  • User testing

  • High fidelity prototype

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The Thief Wine Shop

The Thief Wine Shop is an e-commerce wine shop that offers a well curated offering of wine for both the local community of Walla Walla, WA and online customers, ranging from in-store pickup and order shipment. Their website makes it difficult users to easily purchase a bottle of wine specific for the customer’s specific interest, leading to confusion, annoyance and lack of sales.

The Challenge

The challenge was to redesign the current web purchasing experience so that customers could find the perfect wine of their preference but also experience an easy and comprehensive check-out experience that handles the United States Government’s restrictions for shipping alcohol. The redesign was developed to help the user who is either looking to purchase for a special occasion or is well versed in wine and knows what they are looking for. This redesign allows for the user to seamlessly find a wine within their budget and personal interest, and with direct notification that the wine can be shipped to their state. The result of this new responsive website is that customers of the Thief Wine Shop will complete a full purchase process with confidence. Knowing that the decisions in their purchase were correct, and also that there was an overall an enjoyment in the selection and purchase process.

The Outcome

I was given the task of completing the design as a solo project. I began by gathering insightful data from users that would be in alignment with the vision of the The Thief Wine Shops business goals, all the while meeting the needs of business. I conducted one-on-one interviews and lead tests with users. I used this data, in tandem with market research, through the creation of an affinity map and curated two user personas of the main users for this website. I then created the site map, user flows, which lead the generation of mockups. After user testing the mockups and going through an interaction of the design, I moved to prototypes and retested again. The end result is a positive purchasing experience that expresses the unique qualities of the Thief Wine Shop while keeping user engagement and satisfaction at an optimal level.