Virgin Wines

Role

UX/UI Designer

Project Length

8 Weeks

Project Summary

This was a live industry project I completed in my final year of university. The brief was to redesign the Product Details Page (PDP) on Virgin Wines’ desktop and mobile site. The goals were to increase Search Engine Optimisation (SEO), make a better experience for mobile view, and increase customer retention. The end results were an optimised mobile site, redesign of the information hierarchy, and introducing a new solution for better navigation and copywriting.

The Problem

Virgin Wines' current design offers a good experience but the design is old and in need of an update, especially the mobile site. A big issue I found was in their copy. They had all the information necessary but presented it in large and intimidating walls of text. An additional problem on mobile was extensive scrolling. The readability and accessibility of necessary information for the customer was the main problem I decided to address.

Current experience - Lots of unnecessary scrolling

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Current experience - Lots of unnecessary scrolling

The Solution

My solution was a redesign for desktop and mobile that made page navigation and information accessibility easier. This involved redesigning the info cards for the page as well as introducing accordion menus to hold the information and keep it easily accessible. I also redesigned the info text at the top of the page, to make the information more clear and succinct. My designs were aided and informed by the Nielsen Usability Heuristics and other UX laws of design.

Rewriting Copy

My solution for cleaning up the copy on the page was to take the existing text and run it through ChatGPT in order to categorise the information. Using ChatGPT as a tool for this would allow Virgin Wines to implement this copy change throughout the site much faster than doing it individually.

Design Process

Research & Analysis

I made an analysis of the current website on desktop and mobile. I also researched direct/indirect competitors and also researched the wine market to see what consumers looked for when buying wine. This aided me in designing the hierarchy of information.

Design

I went through many iterations based on rapid tests I conducted with each feature added. I used Nielsen’s Usability Heuristics and other UX laws to aid and inform my design decisions. The redesigns were from sketches to high-fidelity prototypes.

Validation

I presented this project to Virgin Wines’ CEO and heads of e-comm and marketing. They will put my designs into A-B testing and I will know of the outcome of my redesigns over the next few months.