Web & app UI | research analytics
Virgin Wines
Enhancing the recruitment journey, and
creating a simple flow for voucher redemption.
Problem
Problem
Virgin Wines’ recruitment journeys were too long and inconsistent, causing high drop-out rates—especially on mobile.
Conflicting branding and unclear messaging across partner pages created confusion about the Virgin Wines and WineBank relationship.
Virgin Wines’ recruitment journeys were too long and inconsistent, causing high drop-out rates—especially on mobile.
Conflicting branding and unclear messaging across partner pages created confusion about the Virgin Wines and WineBank relationship.
Insight
Insight
Users didn’t always realise they were joining Virgin Wines, or what WineBank actually offered.
Competitor analysis showed that simplified, brand-led journeys with fewer clicks drive stronger engagement and conversion.
Users didn’t always realise they were joining Virgin Wines, or what WineBank actually offered.
Competitor analysis showed that simplified, brand-led journeys with fewer clicks drive stronger engagement and conversion.
Solution
Solution
We redesigned the sign-up flow to be shorter, clearer, and more mobile-friendly—removing friction and reinforcing the Virgin Wines brand throughout.
Prototypes and design recommendations focused on boosting conversion through clearer messaging and a smoother, more streamlined experience.
We redesigned the sign-up flow to be shorter, clearer, and more mobile-friendly—removing friction and reinforcing the Virgin Wines brand throughout.
Prototypes and design recommendations focused on boosting conversion through clearer messaging and a smoother, more streamlined experience.
Outcomes
Reduced user flow from five screens to three, cutting friction and increasing potential
for conversion.
Boosted clarity and trust through simplified copy, stronger Virgin branding, and integrated
social proof.
Delivered high-fidelity prototypes for desktop and mobile, informed by user testing, heuristic analysis, and competitor benchmarking
Outcomes
Reduced user flow from five screens to three, cutting friction and increasing potential
for conversion.
Boosted clarity and trust through simplified copy, stronger Virgin branding, and integrated
social proof.
Delivered high-fidelity prototypes for desktop and mobile, informed by user testing, heuristic analysis, and competitor benchmarking
Research
Research
Research & Ideation
The research process utilised multiple methodologies to create a centred approach to our final design. Our research included (but is not limited to) user interviews to gain direct insights, heuristic mark-ups of the old site and by using Don Norman's design principles I was able to create charts and graphs which identified pain points in the original site.
The research process utilised multiple methodologies to create a centred approach to our final design. Our research included (but is not limited to) user interviews to gain direct insights, heuristic mark-ups of the old site and by using Don Norman's design principles I was able to create charts and graphs which identified pain points in the
original site.
Research & Ideation
Customer Journey Map
Customer journey mapping played a key role in shaping our approach. By visualising the user’s emotional and functional experience across each touchpoint, we were able to identify specific pain points within the original recruitment flow. This method helped us step into the user’s shoes, highlighting where confusion or friction occurred, and informed decisions around layout, copy reduction and flow structure to create a more seamless and engaging sign-up experience.
Customer journey mapping played a key role in shaping our approach. By visualising the user’s emotional and functional experience across each touchpoint, we were able to identify specific pain points within the original recruitment flow. This method helped us step into the user’s shoes, highlighting where confusion or friction occurred, and informed decisions around layout, copy reduction and flow structure to create a more seamless and engaging sign-up experience.
Customer Journey Map
Copy-write Analysis
As part of the research phase, we closely analysed the site’s copy to understand how content was contributing to drop-off. This included reviewing page structure, word count, and how clearly the message came across. Using principles like Miller’s Law, we assessed cognitive load and found that long paragraphs and vague wording were overwhelming users. This insight led us to reduce, restructure, and merge content—making it easier to scan, quicker to understand, and more aligned with what users actually need to know.
Copy-write Analysis
Copy-write Analysis
As part of the research phase, we closely analysed the site’s copy to understand how content was contributing to drop-off. This included reviewing page structure, word count, and how clearly the message came across. Using principles like Miller’s Law, we assessed cognitive load and found that long paragraphs and vague wording were overwhelming users. This insight led us to reduce, restructure, and merge content—making it easier to scan, quicker to understand, and more aligned with what users actually need to know.
Copy-write Analysis
Competitor Research
We conducted thorough competitor analysis, from both indirect and direct competitors. Their strengths and weaknesses were assed, which allowed us to identify opportunities for improvement. User flow breakdowns, along with markups helped us refine the user journey for Virgin Wines - research which was used to optimise conversion rates.
We conducted thorough competitor analysis, from both indirect and direct competitors. Their strengths and weaknesses were assed, which allowed us to identify opportunities for improvement. User flow breakdowns, along with markups helped us refine the user journey for Virgin Wines - research which was used to optimise conversion rates.
Competitor Research
Design & Development
Low-fidelity Wireframes
Building on our research, we began by sketching low-fidelity wireframes to explore layout ideas and simplify the recruitment journey. These were shaped by insights from our heuristic analysis, journey mapping, and competitor reviews. We focused on reducing screens, improving hierarchy, and streamlining interactions. After testing and refining key elements—like CTA placement and copy—we merged the strongest ideas into a final wireframe set, which formed the basis for our high-fidelity prototypes.
Building on our research, we began by sketching low-fidelity wireframes to explore layout ideas and simplify the recruitment journey. These were shaped by insights from our heuristic analysis, journey mapping, and competitor reviews. We focused on reducing screens, improving hierarchy, and streamlining interactions. After testing and refining key elements—like CTA placement and copy—we merged the strongest ideas into a final wireframe set, which formed the basis for our high-fidelity prototypes.
Low-fidelity Wireframes
Design & Development
High-fidelity Wireframes
High-fidelity Wireframes
We each created individual design concepts for different stages of the journey, exploring layout, hierarchy, and branding. The strongest ideas were merged into final desktop and mobile prototypes, refined in Figma to ensure consistency and clarity across screens.
We each created individual design concepts for different stages of the journey, exploring layout, hierarchy, and branding. The strongest ideas were merged into final desktop and mobile prototypes, refined in Figma to ensure consistency and clarity across screens.
Heuristic Markup
Heuristic Markup
We used heuristic mark-ups, based on Nielsen’s 10 usability principles, to evaluate each high-fidelity screen. This helped us spot what was working and where improvements were needed. We focused on things like clarity, consistency, and reducing cognitive load. For example, aesthetic and minimalist design guided our copy reduction, while visibility of system status helped improve elements like discount banners. These mark-ups helped us select the strongest parts of each design and merge them into a final, streamlined prototype.
We used heuristic mark-ups, based on Nielsen’s 10 usability principles, to evaluate each high-fidelity screen. This helped us spot what was working and where improvements were needed. We focused on things like clarity, consistency, and reducing cognitive load. For example, aesthetic and minimalist design guided our copy reduction, while visibility of system status helped improve elements like discount banners. These mark-ups helped us select the strongest parts of each design and merge them into a final, streamlined prototype.
Presentation
Presentation
Slide Deck
Slide Deck
Our final slide deck presented the full design process—from initial research to finished prototypes. It included our heuristic analysis, competitor reviews, and customer journey mapping, followed by step-by-step comparisons of the original and redesigned pages. We showcased key design decisions, backed by user data and UX principles, and highlighted improvements across desktop and mobile. The deck concluded with interactive prototypes, showing a streamlined, clearer sign-up flow designed to reduce drop-off and boost conversions.
Our final slide deck presented the full design process—from initial research to finished prototypes. It included our heuristic analysis, competitor reviews, and customer journey mapping, followed by step-by-step comparisons of the original and redesigned pages. We showcased key design decisions, backed by user data and UX principles, and highlighted improvements across desktop and mobile. The deck concluded with interactive prototypes, showing a streamlined, clearer sign-up flow designed to reduce drop-off and boost conversions.
Interactive slide deck
Conclusion
This project was a great chance to explore how UX can improve a real sign-up journey. We focused on reducing friction and simplifying the process—from five screens down to three—while making sure everything felt clearer and more engaging, especially on mobile. All our decisions were shaped by user insight and what Virgin Wines were aiming to achieve. Getting to present the work back to the client was a valuable part of the experience, and brought the whole project together.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 31 31" xmlns="http://www.w3.org/2000/svg"><g d="M 0 31 L 0 0 L 31 0 L 31 31 Z M 24.542 0 L 6.458 0 C 2.892 0 0 2.892 0 6.458 L 0 24.542 C 0 28.108 2.892 31 6.458 31 L 24.542 31 C 28.109 31 31 28.108 31 24.542 L 31 6.458 C 31 2.892 28.109 0 24.542 0 Z M 10.333 24.542 L 6.458 24.542 L 6.458 10.333 L 10.333 10.333 Z M 8.396 8.696 C 7.148 8.696 6.135 7.675 6.135 6.417 C 6.135 5.159 7.148 4.139 8.396 4.139 C 9.644 4.139 10.656 5.159 10.656 6.417 C 10.656 7.675 9.645 8.696 8.396 8.696 Z M 25.833 24.542 L 21.958 24.542 L 21.958 17.303 C 21.958 12.953 16.792 13.282 16.792 17.303 L 16.792 24.542 L 12.917 24.542 L 12.917 10.333 L 16.792 10.333 L 16.792 12.613 C 18.595 9.273 25.833 9.026 25.833 15.811 Z" fill="transparent" height="31px" id="pTjY2tp7Z" width="31px"><path d="M 0 31 L 0 0 L 31 0 L 31 31 Z" fill="transparent" height="31px" id="WHbfP5vd5" width="31px"/><path d="M 24.542 0 L 6.458 0 C 2.892 0 0 2.892 0 6.458 L 0 24.542 C 0 28.108 2.892 31 6.458 31 L 24.542 31 C 28.109 31 31 28.108 31 24.542 L 31 6.458 C 31 2.892 28.109 0 24.542 0 Z M 10.333 24.542 L 6.458 24.542 L 6.458 10.333 L 10.333 10.333 Z M 8.396 8.696 C 7.148 8.696 6.135 7.675 6.135 6.417 C 6.135 5.159 7.148 4.139 8.396 4.139 C 9.644 4.139 10.656 5.159 10.656 6.417 C 10.656 7.675 9.645 8.696 8.396 8.696 Z M 25.833 24.542 L 21.958 24.542 L 21.958 17.303 C 21.958 12.953 16.792 13.282 16.792 17.303 L 16.792 24.542 L 12.917 24.542 L 12.917 10.333 L 16.792 10.333 L 16.792 12.613 C 18.595 9.273 25.833 9.026 25.833 15.811 Z" fill="rgb(255, 255, 255)" height="31px" id="JPTJvTGpd" width="31px"/></g></svg>)
Copyright © 2025 Liv Johnson UX Design
Copyright © 2025 Liv Johnson UX Design
This project was a great chance to explore how UX can improve a real sign-up journey. We focused on reducing friction and simplifying the process—from five screens down to three—while making sure everything felt clearer and more engaging, especially on mobile. All our decisions were shaped by user insight and what Virgin Wines were aiming to achieve. Getting to present the work back to the client was a valuable part of the experience, and brought the whole project together.
Conclusion
Web & app UI | research analytics
Virgin Wines
Enhancing the recruitment journey, and creating a simple flow for voucher redemption.