Wine cellar website - rethinking
After much discussion over the website's traffic, and after observing that their website was not reflecting the image of the business they wanted to portray. I redesigned this coast winery's website. Their specifications were a cleaner, minimalistic, lighter coloured style.
Photograph from Unsplash Viktor Nikolaienko
- Sector: Food & beverages
- Desktop & mobile website
- Business to customer
- E-Commerce
Challenge
The family business website needed to be redesigned to better connect with its audiences, better inform about their mission and product.
This includes building a more intuitive information architecture as well as developing a coherent visual language.
Role
- Role:
UX Research
UI Designer
- Freelance project
- 2 month project
Frame
Results
Understanding the organisation
Culture: Familiar, local centred and supplier caring business.
Target audience: Locals, 30-70 age group.
Voice: Small organisation, located in a coast town. We are about good products while taking care of our producers.
X-Factor: We are not a chain, we are unique and we establish a one to one personal connection with every customer.
We are a small family owned shop that works with cooperatives and cellars.
Celler CavaVi was founded on 2014 and we have ever since committed to empower small wine, cava and other alcoholic beverage companies though collaboration.
We are located by the sea and we are the only wine shop that's privately and uniquely owned in the area.
That's why we are on a mission to educate people on the wine production craft through wine tastings and gatherings.
Expensive
Ecologic
Masculine
Adult
Fun
Gourmet
Local
Exclusive
Colourful
Elegant
Classic
Organic
Cheap
Earth detrimental
Feminine
Childish
Boring
Spartan
International
Inclusive
Monocolor
Vulgar
Modern
Synthetic
Understanding the problem
After initial research I found out that:
- Landing page's structure was not fit for users to find what they were looking for
- There was too much information at glance and it wasn't organised to users
- All users were looking for opening times & location
- Locals were interested on courses
- Non-locals were interested on products and story
- Language and visuals were not representative of desired brand
- Design was not appealing to the users compared to other bisuness in the region
Personas
James Harris
32 Years old
Developer in a Start up
Single
Expat
€40K - €50K
Motivations
To find new things to do and share them with network, having influence, being the first to know about something.
Goals
To be a respected voice in the community.
Painpoints
Finding the time to find new places and try new experiences.
Photograph from Unsplash Brooke Cagle
Asunta Ferré
72 Years old
Florist
Married
Local
Retired
Motivations
To have a personal connection with the people she interacts with and to be understood.
Goals
To be respected for her achievements.
Painpoints
"People don't seem to have the time these days for nothing, time is money".
Everything is online this days I can't make sense of it.
Photograph from Unsplash Nick Karvounis
Pere Font
68 Years old
Fisherman
Widow
Local
€18K - €20K
Motivations
To support local businesses from people of the area.
Goals
To empower environmental friendly and locally sourced products.
Painpoints
Chains are suffocating small businesses, we have to stick together.
Photograph from Unsplash Katie Moum
Solution
-
We want users to understand the story behind the business and what it stands for.
-
We want users to understand at a glance the basic information and order trough the website, if desired. They will have to pick up at the store.
-
We want users to interact with us & encourage them to get in touch to ask for advice, about brands, special orders that we can source or expertise.
