Personal Wine — Sarah Walter

Personal Wine provides expertly curated wines and beverages with uniquely customized label and engraving options to celebrate all of life’s special moments.

Overview

Revisit all aspects of brand and product touch-points to increase conversions.

Personal Wine was looking to provide better overall brand consistency and user experience for their customers to increase sales. Our team was engaged in exploring different user touch-points spanning brand aesthetics, marketing campaign funnels, and product user-flows as well as usability and functionality concerns in a very compressed Directed Innovation cycle. While we did not touch the Personal Wine logo or core color palette, we made sure that all of our decisions worked seamlessly with those foundational brand elements.

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MY CONTRIBUTION

Provided strategy and expertise in areas of visual/brand design, marketing campaign concepts, and product design.

During our engagement, the Product Manager and I worked directly with Personal Wine in weekly sprints. We addressed several areas touching on visual, marketing, brand, and product design. I conducted a competitive research and design audit analysis, which culminated in the redesign of their current site experience, and created a responsive mobile site which didn’t previously exist. This exercise led to exploring all aspects of the visual brand design—new typeface treatments and photography styles, building the company’s first comprehensive brand style guide, and the redesign of landing page styles and templates. The engagement was wrapped up by exploring multiple “fast-lane” product funnel experiences tied to cross-platform social marketing campaign concepts to facilitate faster conversion and ultimately increasing sales.

WEBSITE & LANDING PAGE REDESIGNS

CAMPAIGN CONCEPTS

The hashtag campaign concept has the ability to span various social media platforms, tie into the homepage or landing page hero, and then direct customers into a “fast-lane” funnel specific to the holiday or promotion. Based on historical sales data, the mini-flow would serve up an abridged list of wines and custom labels for users to easily breeze through the selection process and be dropped into the checkout flow. The perfect option for customers wanting to order quickly and easily for those last-minute gifts!

These marketing concepts would include a hand-held wine bottle with a custom label, appropriate to that holiday or promotion (labels not shown) utilizing the saturated, color-blocked photography style we established. Because of tight budgets, I researched various high-fidelity product mock-ups and scene creator options to achieve the desired look and feel without expensive photoshoots.